It’s a digital-first world, and we’re all living in it. For building product manufacturers, that means constantly finding new and meaningful ways to connect with AEC (Architecture, Engineering, and Construction) professionals. One powerful way to do that? Webinars.

Webinars offer manufacturers a platform to engage and build trust with their target audience, while showcasing products in real, solution-driven applications. In this article, we’ll explore why webinars deserve a place in your marketing strategy and how they can help you generate qualified leads, increase brand visibility, and strengthen relationships with specifiers.

In this post, we'll cover:

  • Why webinars work
  • The top 5 benefits for building product manufacturers
  • Simple steps to get started

Source: Andrey Popov on Canva

Why Webinars Work

Webinars are proven to be both cost-effective and high-impact. Let's look at the numbers:

Top 5 Benefits of Webinars

1. Educate AEC Professionals

The number one reason organizations host webinars is simple: to educate their customers. AEC professionals are constantly looking for the latest insights, from emerging building materials and technologies to evolving sustainability standards and code requirements.

They’re also required to complete continuing education each year, which makes CEU-accredited webinars an ideal way to deliver real value. By offering educational content that helps them meet their professional requirements, you can simultaneously showcase your products and position your brand as a trusted resource in the industry.

2. Showcase Your Products in Action

Unlike static brochures or spec sheets, webinars allow you to bring your products to life. Use them to demonstrate real-world performance, show installation footage, share BIM or CAD visuals, and guide attendees through key performance data, all in a dynamic, interactive format.

Don’t just tell your audience about your products, show them how they address real challenges. When specifiers can see your products in action, they’re far more likely to remember your brand and consider you for future projects.

3. Connect Meaningfully with Specifiers

Webinars offer a two-way channel for communication. Through live Q&As and polls, you can directly engage with AEC attendees, answering questions and addressing real project challenges in real time. This interactivity creates a personal connection between your brand and your audience, something that’s hard to achieve through other digital channels. It also gives your sales team valuable insights into what AECs care about most, helping you tailor your messaging for future outreach.

4. Generate Qualified Leads & Nurture Relationships

Every webinar attendee represents a warm lead—someone who’s already shown interest in your topic, product category, or expertise. By capturing registration details and tracking engagement, you can identify high-potential prospects and follow up strategically.

Webinars also fit perfectly into your lead nurturing funnel. You can send follow-up resources, such as case studies, product brochures, or CAD/BIM files to move attendees further along their specification journey.

5. Repurpose Webinar Content Across Channels

A great webinar doesn’t have to end when the live event does. You can repurpose the recording into short video clips, social posts, blog articles, or email content to extend its life and maximize your ROI. Each piece of repurposed content continues to drive awareness, reach new audiences, and reinforce your brand as an industry authority.

How to Get Started

Step 1: Choose a Compelling Topic

Start by selecting a topic that resonates with your AEC audience, something that addresses a common challenge or explore a timely industry trend. For example, webinars focused on sustainable materials and digital design workflows show that your company is forward-thinking and committed to innovation. 

Step 2: Pick Your Speakers

Invite technical experts, product specialists, or guest speakers to share valuable insights, practical tips, and real-world applications that deliver genuine value. Remember to build your content around education first and promotion second.

Step 3: Prepare Your Materials

Create engaging slide decks, visuals, polls, and Q&A segments to keep participants interested and involved throughout the session.

Step 4: Promote Your Webinar

Spread the word across multiple channels, including your website, email campaigns, and social media, to reach the right audience. Monitor registration numbers and adjust your messaging or outreach strategy as needed to maximize attendance.

Step 5: Schedule a Dry Run

Host a practice session with all speakers to test the technology, refine presentation flow, and ensure everyone feels confident and prepared.

Step 6: Go Live!

Host your webinar and encourage interaction through live questions, polls, or chat features to make the experience engaging and memorable.

Step 7: Review & Refine

After the webinar, analyze attendee feedback, engagement metrics, and lead quality to identify what worked and where you can improve. Use these insights to strengthen your strategy for future webinars.

Final Thoughts

Webinars are one of the most powerful tools for building product manufacturers to educate, engage, and convert AEC professionals. They combine storytelling, technical insight, and real-time interaction, all while delivering measurable marketing results. Whether you’re hosting a live session or offering on-demand learning, webinars help you connect directly with decision-makers and position your products for specification.

Want to partner with CADdetails for your next webinar? We help manufacturers turn their CEU courses into interactive webinars for the AEC community. Reach out today to get started!

Cover image by Ciudad Maderas on Unsplash