Make your next webinar something to write home about
In Reinventing Virtual Events: How to Turn Ghost Webinars Into Hybrid Go-To-Market Simulations That Drive Explosive Attendance, a team of accomplished sales and coaching leaders delivers an insightful and engaging take on how to go from just holding your webinar audiences captive to truly captivating them. In the book, you’ll learn a novel way to produce online experiences the authors call “Customer-Centric Events,” hybrid, go-to-market simulations that generate high levels of attendance and participation.
The authors upend conventional wisdom to show you how to create unconventional webinars that dazzle prospective customers and flood your pipeline. You’ll discover how to:
- Transform your product-centric pitch-offs into innovative customer-centric events that activate and engage your ideal audience
- Use the authors’ signature G.A.M.E.S. framework to drive high-quality leads
- Build buzz, engagement, and interactivity directly into your virtual event and attract the top speakers in your industry
A can’t-miss playbook that turns everything you know about virtual events on its head―and shakes it up for good measure―Reinventing Virtual Events is an essential read for founders, sales professionals, business owners, marketing professionals, and anyone else with a stake in developing successful and engaging online and hybrid events.
Author(s): Justin Michael, Julia Nimchinski
Publisher: Wiley
Year: 2022
Language: English
Pages: 289
City: Hoboken
Cover
Title Page
Copyright Page
Contents
Foreword By Mary Shea, Ph.D.
Foreword By Seth Marrs
Foreword By Mike Bosworth
Introduction: It’s Time to Reinvent Virtual Events by Making Them Customer-Centric
Curiosity Is the Currency of the Modern Event Flywheel
Section 1 Inception: Design, Build, and Execute
Chapter 1 How to Measure Event Effectiveness: Pipeline Generated versus Marketing Qualified Leads (MQLs)
Chapter 2 Finding Event-Market Fit (EMF)
Old way. (direct)
New way. (indirect)
New KPIs for Account-Based Marketing and Sales
Chapter 3 Targeting: Experimentation, Iteration, and Gamification
“Be so good they can’t ignore you.”—Steve Martin
Chapter 4 Shattering the Paradigm of Static
Sample Drill—From Impossible to Inevitable
SaaS company is looking to move up-market
RevOps HIIT Challenge
Chapter 5 Go-to-Market (GTM) Cross-Training Drills—Crowd Favorites
No Pitch Contest
Story Selling
Personal Branding
Metadata RevOps HIIT (High-Intensity Interval Training)
Cold Calling
Email Tear-Downs
Negotiation—Not Voss
Demo-lition
Chapter 6 Creating Hybrid Models That Pull in Audiences
Chapter 7 Why Dynamic Environments Foster Learning and Retention
Chapter 8 Choosing and Preparing Your Speakers
Chapter 9 G.A.M.E.S.™: A Powerful Formula for Nailing a Customer-Centric Event (CCE)
Game Ideas
Chapter 10 How to Pull Off a Stellar Virtual Event
Chapter 11 Innovating Around the Curve
Chapter 12 Becoming a Media-Trained Emcee
Chapter 13 Cultivating a Disruptive Mindset—Be Patient; This Could Take a While
Chapter 14 Low Budget to High Production
Chapter 15 Tech Stack for Modern Virtual Events
Considerations:
The “Essential Event Stack”
Section 2 Promotion, Amplification, and Monetization
Chapter 16 The Art of Branding Events
Chapter 17 Build the Buzz Vortex; Become Your Industry Focal Point
Here’s the New Model That Is “Customer-Led”
Consistency, Perceived Exclusivity, Scarcity
Chapter 18 Dark Social Community Building: Hub-and-Spoke Formula for Public Relations
Chapter 19 WRKSHP™ Framework: Define the Big Problem That You Solve
Chapter 20 Marketing in a Sales Way/Selling in a Marketing Way
On Intelligent Discovery to Align Sales and Marketing
Chapter 21 Booking Post-Event Meetings with Strategic Unconventionality
Pattern Interrupts
Application: Outbound Emails + Cold Calls
Examples: Time-Tested Tactics
Meetings, Meetings, Meetings
Chapter 22 Customer-Centric Outbound (Oops, Sales Time!)
Sequence DESIGN—Howto Build and Architect Conversions
Comms and Heuristics
Heuristics (Mental Shortcuts) Examples:
Hyper-Personalization Theory
Cold-Calling Mastery
Handling Objections
Tailored Voicemails and Video Drops
Interactive Video Prospecting
Visual Prospecting—Venns
Contact Marketing
Political Selling
Qualification Frameworks
The Anchor
Higher-RiskOutreach Methods
Chapter 23 Methods for Sophisticated Outreach
Inherent Power Dynamics
Sophisticated Call Anatomy
Alphas and Betas
Powershifting—Social Aikido/Social Tai-chi
Mastering Political Factors
Symptoms versus Problems
Breaking the Fourth Wall
Mindset
Advanced Phone Strategies
Voicemails
Generic Is the Enemy of Effective Event Follow-Up
Whom to Call
Trade Secrets
Self-Actualized Prospects
Section 3 Customer-Led Everything
Chapter 24 Customer-Led Acquisition/Activation
Customer-Led Growth and Selling
Chapter 25 Customer-Led Engagement
Chapter 26 Customer-Led Retention/Expansion
Section 4 Lessons from 100 GTM Events x 100 GTM Leaders
Chapter 27 Revenue Operations (RevOps) Consolidation—Outreach
GTM Lessons
Key Quotes
Chapter 28 Product-Led Growth (PLG) Game—Formative Ventures
GTM Lessons
Chapter 29 Tech Stack Optimization Game—Sonar
GTM Lessons
Event marketing takeaways:
Chapter 30 Questioning Frameworks Game—Costanoa Ventures
GTM Lessons
Insightful Quotes
Chapter 31 Merger and Acquisition (M&A) GTM Game—CoachCRM
GTM Lessons
Chapter 32 GTM Playbook Scenario—Redpoint Ventures
GTM Lessons
Chapter 33 GTM Pillars Challenge—Edison Partners
GTM Lessons
Quotes and Insights
Chapter 34 Disruption and Product-Market Fit (PMF)—U+
Quotes and Insights
Section 5 Recession-Proofing Your Event Vision
Chapter 35 The Future of Events in a Socially Distant World
Customer Experience Is the New Marketing/Salesperson
The Best Communities Happen When Your Users Build the Community with You
Chapter 36 Making Virtual Event Promotions Soar in a Down Economy
Customer-Centricity
Chapter 37 Bulletproof Lead Generation Year-Round
Chapter 38 Ecosystem-Driven Events
Chapter 39 Pivoting Your GTM in Recession with Events
Chapter 40 Reinventing Your Reinventions
What Do You Do When Things Go Wrong?
Chapter 41 What’s the Future of Events?
Fine
Customers Are at the Top of the Reverse Pyramid of Servant Leadership
Appendix I: WRKSHP™ Examples
FLYYT-X
Challenge
#hypcccycld
Salesborgs
Challenge
#hypcccycld
Appendix II: Go-to-Market (GTM) Templates
Checklist to Hold a Customer-Centric Event (CCE)
SPEARS: Hyper-Short Emails
Cold Call Follow-Up Framework
ROUTE–RUIN–MULTIPLY™ (abridged for events)
Tailored for Event Follow-Up:
RRM—Cold Call Framework (full script)
ROUTE-RUIN-MULTIPLY
ROUTE-RUIN-RIP (RRR)
Personalization Stacking
TONE: DMV Approach + Air Traffic Control
What’s This About?
Caution
Signs You’ve Done This Method Right
Classic Cold Call Way
New Way
Rules
Venn Diagram Templates
Acknowledgments
Index
EULA
