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Webinars ain't dead. They're BOOMING — and this data proves it.
Don't let the "wEbInArS aRe DeAd" LinkedIn posts fool you.
I've hosted and planned hundreds of webinars in my career for one reason: THEY WORK.
More proof: Goldcast just dropped their 2026 B2B Webinar Benchmark Report. I’m in it, and I friggin' love this thing.
They analyzed 26,190 webinars across 522 B2B brands and uncovered:
The one word that lifts attendance rates if you include it in your title — and only 5.6% of marketers use it
The day with the highest attendance rate that almost nobody uses (but should)
The exact time slot pulling 50%+ attendance for tech audiences
And much more.
If you want to run better webinars this year, this is the only playbook you'll need.
Pocket Culture: Why the Best Marketers Will Win Big by Going Small.
I was at a friend's house last week.
We hadn't seen each other in about a year. We caught up on life, and then — because it always comes up — we started talking about golf. Where we'd played, what’s wrong with our swings.
He mentioned a video he'd watched. Some guy breaking down his followers’ golf swings. Before he even finished describing it, I cut in.
"Was it… Luca Yi?"
His face lit up. "Yeah!"
And we both sat there for a second, a little shocked. Because think about everything that had to line up for that to happen. There's endless content out there, and he's got a feed built just for him, and I've got a totally different feed built just for me, and we hadn't even talked in a year — and somehow, out of the entire internet, in the niche world of golf, we both landed on the exact same guy.
That used to be the norm.
Remember the Energizer Bunny? Budweiser “Wassup?” Gangnam Style?
You didn't ask a friend if they'd seen them. You assumed it.
We all used to pull our news, our shows, our culture from the same few places — cable TV, the radio, the movie theater. Whatever was on, we watched together, even when we were apart. We shared a starting point. Pop culture was the culture.
But we don't share a world anymore.
Now each of us carries our own little universe around all day in our pocket.
I've started calling it pocket culture.
And I mean it two ways.
One: culture shattered into a million little pockets. Niches inside niches, with no center holding them together. Two: a culture that literally lives in your pocket — a feed built just for you, an audience of one.
The shared starting point is gone.
TV went from three networks to cable to streaming, and streaming doesn't even have a schedule anymore.
Radio became podcasts. Social became an algorithm that shows no two people the same thing.
Even Google gives you different results than it gives me for an identical search.
LinkedIn is even testing topic-based feeds that will splinter your feed even more.
Everyone now lives in a universe of one.
And it’s making marketing harder than ever before.
You've heard the explanations. The algorithm changed, SEO got harder, buyers are tired.
Every one of them is true.
But not one of them is big enough to explain why it's all happening at the same time. There's a single thing underneath the whole mess:
The world has fragmented, but we're still marketing like it didn't.
Reach is down. A post that did 40,000 views last year does 8,000 now. The same post lands in one feed and dies in another. Your targeting has never been more precise, yet results have never been worse. All at once, everywhere.
A VP of marketing at a Fortune 100 company told me last week how her team makes content:
"One massive push, and then everyone collapses. Then there's a trough. And then something happens, and we gird our loins and start all over again. That's how it currently is. I'm not a fan of that process at all. It's not a process, quite frankly."
One of the largest companies on the planet, with a budget you can't imagine, and its marketing leader feels it too. She knows it's broken. She just can't name why.
I think I can.
I call it broadcast mindset.
Broadcast mindset tries to reach as many people as possible and pull them into your world — your product, your launch, your message — instead of going into theirs.
Come look at us!!
That worked for fifty years. But it just stopped working, and most people haven't noticed yet.
The new way flips it completely.
You don't drag people into your world. You go join theirs.
You get so close to one specific type of person that you understand their world better than they do — and then you show up inside it.
Because if we're being honest, reach was never really the point. It was a stand-in for the thing you actually wanted: people who believe you.
For a long time, those were basically the same thing — get in front of enough people and enough of them came around. Not anymore. Now you can reach a million people but move nobody. You used to win by being seen. Today you win by being believed.
Closest to the customer wins.
Not the loudest or the biggest. The one who understands their world so well they can step right into it.
So you've got a decision to make. And if you do nothing, you've already made it.
If you keep the broadcast mindset:
You spend more every year to reach fewer people, and call the rising cost "the price of doing business."
Your best content dies in feeds it never had a chance of entering, and you blame the copy.
You get more precise targeting and worse results at the same time, and can't explain why to your boss.
You mistake a fractured world for a broken team — so you churn agencies, tools, and people instead of the assumption underneath them.
You stay busy. Campaigns ship, dashboards fill, everyone's exhausted, and none of it compounds. You start over every quarter.
If you get closest to the customer:
You reach fewer people and move far more of them, because you're in their world, not yelling at it from outside.
Your content earns a place in the pockets that matter, so the same effort travels further.
You build belief that compounds — every piece a deposit, not a spend that's gone by morning.
You stop renting attention and start owning an audience that comes back on its own.
You become the person a buyer already trusts before the first call — the one they bring in, instead of the one chasing them down.
I'm not telling you it's easy. I'm telling you it's the only way.
So over the next few weeks, I'm going to show you exactly how to make the shift.
The real work — the same thing I'm doing with executives and CMOs right now, and the same thing I'm doing on myself.
Next week, I'm blowing up my own LinkedIn strategy in public.
I recently crossed 100,000 followers. But that was built in a world that doesn’t exist anymore.
So I'm rebuilding my content from scratch to win in pocket culture — and I'm going to show you every move, including the ones that flop.
Pocket culture isn't the problem. It's an opportunity.
Let's go build something worth believing in.
Holler at you next Saturday,
Devin
Pen by Devin Reed
Founder, The Reeder
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