A practical guide to planning, moderating and following up a virtual roundtable with senior buyers.
By the ELN events team · Updated 24 October 2026 · 9 minute read
A virtual roundtable works when you invite the right senior people, give them one good question, keep the room small and follow up personally. This guide covers each step, from building the guest list to measuring what the session achieved.
What a virtual roundtable is
A virtual roundtable is a small, moderated video discussion between senior people who share a problem. Nobody presents to an audience. Eight to twelve guests talk to each other, guided by a moderator and a handful of prepared questions, usually for up to 90 minutes. If you are new to the format, our short explainer on what a virtual roundtable is covers the basics.
Done well, it is one of the most direct ways to start a conversation with a named list of senior buyers. Done badly, it is a webinar with the sound off. The difference comes down to planning.
Virtual roundtable vs webinar
The two formats are often confused, and they do different jobs. A webinar builds reach. A roundtable builds relationships with a chosen few.
| Virtual roundtable | Webinar | |
|---|---|---|
| Main goal | Start conversations with named buyers | Reach a wider audience |
| Who speaks | Every guest, guided by a moderator | Mostly the presenters |
| Group size | 8 to 12 guests | Dozens to hundreds |
| Guests | Invited and approved one by one | Open or lightly qualified registration |
| Typical length | 60 to 90 minutes | 30 to 60 minutes |
| Best result | Personal follow-up and meetings | Content, reach and a registration list |
Many teams use both: a webinar to build awareness, then a roundtable to talk properly with the guests who engaged most.
Why senior buyers say yes to a roundtable
Senior buyers turn down most invitations to sit and listen. They are far more likely to accept an invitation to talk with peers about something they are working on right now, particularly when the group is small and the topic is specific. A roundtable offers three things they value:
- Peer conversation. They hear how people in similar roles are handling the same problem.
- A small time commitment. About an hour, from their own desk, with no travel.
- A voice. They are asked for their view, not sold to.
How to run a virtual roundtable, step by step
1. Start with the buyer list
Decide which accounts and job titles you want in the room before you choose a topic. Every guest should be someone you would be glad to speak to again. A smaller, well-chosen list beats a large, loose one.
2. Choose one question, not a theme
A theme such as "the future of finance" invites vague answers. A question such as "What would you change about month-end close if you could start again?" gives people something to argue about. Pick one main question that buyers already discuss, plus three or four follow-ups. Our list of virtual roundtable questions has examples to adapt.
3. Keep the room small
Aim for 8 to 12 guests on the day. Invite a few extra to cover no-shows. Above 12, quieter guests stop speaking and the session turns into a panel.
4. Invite people personally
Send a short, direct invitation that states the topic, the time commitment and who else is likely to attend. Approve each registration manually so the room stays what you promised. A personal note outperforms a mass email for this format.
5. Choose a platform and test it
Use a video platform your guests can join with one click. You want stable video, a waiting room so you can admit approved guests, and an easy way to record or take notes. Run a short test with a colleague the day before, so no one loses time to a technical problem on the day.
6. Plan the 90 minutes
Open with a welcome and quick introductions, spend most of the time on the main question, leave room for a second question that comes up naturally, and close by asking each guest for one takeaway. Send the questions to guests in advance so they can think about them. The run of show below shows how this can look.
7. Moderate lightly
The moderator asks, listens and brings in quieter guests. They should speak less than anyone else. If a sponsor is involved, they take part as one voice among many and do not pitch. Guests notice immediately when a roundtable turns into a sales call, and they do not come back.
8. Follow up within 48 hours
Send a personal thank-you with a short summary of what was said. Then reach out to the guests who showed the most interest and suggest a next step, such as a one-to-one conversation. This is where most of the value of a roundtable is won or lost.
A sample 90-minute run of show
Use this as a starting point and adjust it to your topic and guests.
| Time | Segment | What happens |
|---|---|---|
| 0:00 to 0:10 | Welcome and intros | The moderator sets the ground rules and each guest says who they are and why they came. |
| 0:10 to 0:55 | Main question | Open discussion on the central question. The moderator keeps it moving and draws in quieter guests. |
| 0:55 to 1:15 | Second question | A follow-up, ideally one that came up in the first discussion. |
| 1:15 to 1:25 | One takeaway each | Every guest shares one thing they will take away or do differently. |
| 1:25 to 1:30 | Close | Thank everyone and tell them what will happen next. |
Running a roundtable for guests in the US and UK
If your guests are split across both countries, choose the time with care. A session at 11:00 am Eastern is 4:00 pm in London, which suits most people. Mid-week mornings in the US work best, and Mondays and Fridays are best avoided. The clocks change on different dates in each country, so the gap between them shifts for a short time each spring and autumn. If your guests are spread more widely, run separate sessions by region. Our guide to virtual roundtables for US buyers goes into more detail.
How to measure success
Decide what a good result looks like before you send the first invitation. Useful measures include:
- Attendance rate. The share of approved guests who joined the session.
- Guest quality. How many attendees came from your target accounts and job titles.
- Quality of conversation. How many guests spoke more than once, and whether the discussion stayed on topic.
- Follow-up conversations. How many one-to-one conversations or meetings you booked in the following weeks.
- Pipeline influenced. Opportunities opened or moved forward by accounts that attended.
- Guest feedback. A short question or two sent after the session.
Set your own benchmarks from your first two or three sessions rather than borrowing someone else's numbers. For a fuller approach, see our guide on how to measure B2B event ROI.
A quick checklist before you invite anyone
Run through these questions before the first invitation goes out. If you cannot answer one, fix it first.
- Can you name 15 to 20 people, by name and company, who fit your target profile?
- Is there one clear question the session will answer?
- Do you have a moderator who is not the seller?
- Have you set a date and time that works for every region you are inviting from?
- Do you know how you will approve registrations and send reminders?
- Do you have a plan for who follows up with which guest, and by when?
Common mistakes
- Too many guests. The room becomes a panel, and quieter people say nothing.
- Pitching. The moment it feels like a sales call, trust is gone.
- A vague topic. Without a specific question, the conversation drifts.
- No moderator. A few voices take over and others disengage.
- No follow-up. Without it, the session is a pleasant hour and nothing more.
How ELN runs virtual roundtables
We build each roundtable around your ideal customer profile. We recruit the right senior guests, approve each registration in real time, provide a neutral moderator and give you the attendee data afterwards. Roundtables pair well with webinars and private dinners, and our CISO roundtable example shows the format in practice. You can read more on our virtual roundtables page, or see how we host executive dinners for the in-person version.
If you would like to talk through a roundtable for your own audience, get in touch and we will arrange a short call.
Frequently asked questions
How long should a virtual roundtable be?
Between 60 and 90 minutes. Anything shorter feels rushed, and attention drops noticeably after about 90 minutes. If the topic is broad, run two shorter sessions rather than one long one.
How many people should attend a virtual roundtable?
Aim for 8 to 12 guests on the day. Invite a few more than that to allow for no-shows, but keep the room small enough that everyone can speak more than once.
What is the difference between a virtual roundtable and a webinar?
A webinar presents to an audience and is built for reach. A roundtable is a guest-led discussion among a small group and is built for relationships. Our guide to running a B2B webinar covers the other format.
Who should moderate a virtual roundtable?
A neutral person who is comfortable asking open questions and drawing out quieter guests. The moderator should not be the person selling. A sponsor can take part as one voice among many.
What platform should I use for a virtual roundtable?
Any reliable video platform that lets guests join with one click and see each other on screen will do. Look for stable video, easy invitations, a waiting room so you can admit approved guests, and simple recording or note-taking. Test it with a colleague beforehand.
What should happen after a virtual roundtable?
A personal thank-you within 48 hours with a short summary of what was discussed, followed by a conversation with the guests who showed the most interest. Avoid sending a generic sales email to the whole group.