Stop Asking Your Guest Speakers to Do Your Marketing for You

Summary

Marketing leaders should stop relying on guest speakers to drive signups and treat them as content partners rather than unpaid acquisition channels. SparkToro recounts that its most successful webinars—like a GA4 session that drew 2,647 signups—succeeded because the host did the audience building and promotion, not the guest. The piece advises owning marketing execution, choosing experts for unique perspective over reach, and setting clear expectations so guests contribute expertise while hosts deliver the audience and logistics.