What Is a Virtual Roundtable? A Guide for Sponsors

What a virtual roundtable is, how it differs from a webinar, and how to run one that turns a small group conversation into pipeline.

What is a virtual roundtable?

A virtual roundtable is a moderated online discussion for a small group of senior people, usually around ten, who share a role or a problem. It runs for about an hour on a video call. Unlike a webinar, nobody sits and watches a presentation. Every guest is expected to speak.

For a sponsor, that changes what the format is good for. A webinar reaches many people at a distance. A roundtable puts you in a real conversation with a small group of named buyers, and lets you hear in their own words what they are working on.

Virtual roundtable, webinar or focus group?

• Webinar: one or two speakers present to a large audience. Good for reach, with limited interaction.
• Focus group: a researcher asks questions to gather opinions. The host is listening for research, not building relationships.
• Virtual roundtable: peers discuss a shared problem, led by a moderator. The sponsor takes part as one voice at the table and builds relationships as the conversation runs.

Why B2B teams use virtual roundtables

They give a sponsor a real conversation with a named group of buyers, without the cost and travel of a dinner. Guests only need to give an hour, which makes them easier to recruit than a half-day event.

In the 21 virtual roundtables ELN ran between October 2024 and December 2025, sponsored sessions averaged around 22 registrations for roughly 10 contracted seats. That gives the sponsor room to build a group of the right size and mix.

How to run a virtual roundtable that creates pipeline

1. Choose a topic your guests would discuss without you. A shared problem works better than a product pitch. If the title sounds like marketing, rewrite it.
2. Agree who you want at the table. Name the job titles and companies first. A group with similar roles and different companies gives the best conversation.
3. Keep the group to about ten. Everyone should be able to speak more than once. Beyond ten, people start to watch instead of take part.
4. Use a neutral moderator. The moderator asks questions and draws out opinions, with the sponsor as one voice at the table. This keeps guests comfortable and the conversation honest.
5. Send a short summary within 48 hours. Give every guest the key points, so they have something useful whether or not they attended.
6. Follow up one to one. Contact the guests who showed interest, and refer to something they said.

A simple structure for the hour

• Welcome and introductions (about 10 minutes): the moderator sets the topic and each guest introduces themselves.
• Discussion (about 40 minutes): three or four questions, each opened up to the whole group.
• Wrap-up (about 10 minutes): the moderator summarises the main themes and explains what happens next.

What to measure

• Registrations and attendance against the numbers agreed beforehand.
• Guests who matched your target profile.
• One-to-one conversations booked within 30 days.
• Target accounts that moved forward in your pipeline.

Virtual roundtable or private dinner?

A virtual roundtable is faster to organise and easier for guests to attend. A private dinner builds a stronger personal relationship. Many sponsors use both, starting with a roundtable and inviting the best contributors to dinner. See our B2B virtual roundtables and private executive dinners.

Frequently asked questions

How many people should be in a virtual roundtable?

Around ten. That is small enough for everyone to speak and large enough for a varied discussion.

How long should a virtual roundtable last?

About an hour. Shorter than that and the conversation does not develop, longer and attendance drops.

Who moderates the roundtable?

A neutral moderator, so the sponsor can take part as one voice at the table. ELN can provide the moderator and build the guest list around your ideal customer profile.

Next step

If you would like ELN to build a roundtable around your ideal customer profile, talk to us. You can also read our guide to B2B event marketing to see where roundtables fit alongside other formats.