July 23, 2026

Turning Webinars Into a Pipeline Engine — with Nicole Gates (VP Global Growth Marketing, Varonis)

Most marketers still treat webinars as a one-and-done content play — or worse, write them off as dead. Nicole Gates disagrees. As VP of Global Growth Marketing at Varonis, she's turned webinars into one of her top-of-funnel lead drivers and a repeatable, scalable revenue engine.In this episode, Nicole joins host Steffen Horst to break down how she structures webinar programs across the entire funnel, scales them globally without burning out a small team, and is now using AI to go further.What we cover:Why "webinars are dead" is wrong — and the mindset shift that makes them workStructuring webinars across the funnel (awareness → consideration → demo) and the metrics that matter at each stageHow the monthly "State of Cybercrime" series became a brand of its own — with zero product pitchingUsing webinar data to uncover positioning and audience (the Salesforce upsell story)Scaling across regions: when to invest in local languages vs. just shifting time zonesWhere AI fits today (deeper audience analysis, reactivating churned customers) and tomorrow (dubbing, semi-live replays)Live vs. on-demand — what actually convertsNicole's advice for teams starting from scratch: consistency, thought leadership, and giving it a year

Also available on Apple Podcasts ↗