So, once you’ve decided to take the plunge and host a webinar, the first thing you’ll want to do is choose a subject and a subject matter expert. The success of the webinar is largely contingent on how articulate and trustworthy the presenter is, and how well the presentation addresses genuine audience concerns. Choose a topic that you and your organization are very familiar with, and that your intended audience thinks is important. Usually, topics that are most successful answer common questions, explain how to do something well, or help people improve their professional or personal life. At a loss for a topic? Check out what your competitors are doing, and do it better. Or take a contrarian position. Or browse TED Talks for inspiration.

Caution: Don’t choose subject matter that your organization, or the presenter, is not extremely familiar with. People are smart; they’ll see through a presentation that isn’t well informed, especially if it’s a burning issue to them.

The perfect presenter will give your webinar credibility and build an intellectual connection with your audience, making your company look good by association.

Will that presenter be you? If so, here are some must-dos to build trust and authority, and ultimately guide leads into your sales pipeline.