Did you know that webinars outpace almost every other form of content marketing in driving leads and engaging with customers? It’s true: Demand Gen’s 2017 Demand Generation Benchmark Report, for example, found a 62% success rate in engaging consumers, outpacing all other content approaches. Similarly, DemandWave’s 2016 State of B2B Digital Marketing Report revealed that webinars are almost twice as likely to generate leads as blogs, videos, and infographics.

But just because webinars are lead machines does not mean that you can just throw one together with no strategy and expect new business to roll in. Instead, use the following six tactics to optimize your webinar for sales generation.