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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:
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.
JUSTIN MICHAEL is a Co-Founder of HYPCCCYCL, the leading GTM community in business-to-business selling and a globally established thought leader on sales excellence. He has over 20 years' experience in sales leadership.
JULIA NIMCHINSKI is an entrepreneur, former CMO, and Editor/Founder of GTM Mag. She's the CEO and Co-Founder of HYPCCCYCL.com. Julia invented the world's first GTM simulations where top B2B revenue leaders cross-train their skills with VCs. She applied her decade of marketing and entrepreneurship experience to found GTM Mag, a mission-driven GTM publication that elevates innovation in go-to-market strategy for the C-Suite. Julia has built several successful event series and startups and writes prolifically about disruptive GTM trends.
Introduction: It's time to reinvent virtual events by making them customer-centric
Section 1: Inception: Design, Build & Execute
Chapter 1: How to measure event effectiveness: pipeline generated vs. MQLs
Chapter 2: Finding Event-market Fit (EMF)
Chapter 3: Targeting: Experimentation, Iteration, and Gamification
Chapter 4: Shattering the paradigm of static
Chapter 5: GTM Cross-Training Drills - Crowd Favorites
Chapter 6: Creating hybrid models that pull in audiences
Chapter 7: Why dynamic environments foster learning and retention
Chapter 8: Choosing & Preparing Your Speakers
Chapter 9: G.A.M.E.S. A powerful formula for nailing a customer-centric event (CCE)
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
Section 2: Promotion, Amplification & Monetization
Chapter 16: The Art of Branding Events
Chapter 17: Build the buzz vortex, become your industry focal point
Chapter 18: Dark Social Community Building: Hub and spoke formula for PR
Chapter 19: WRKSHP Framework: Define the big problem that you solve
Chapter 20: Marketing in a Sales Way / Selling in a Marketing Way
Chapter 21: Booking post-event meetings with strategic unconventionality
Chapter 22: Customer-centric Outbound (Oops, sales time!)
Chapter 23: Methods for Sophisticated Outreach
Section 3: Customer-Led Everything
Chapter 24: Customer-Led Acquisition / Activation
Chapter 25: Customer-Led Engagement
Chapter 26: Customer-Led Retention / Expansion
Section 4: Lessons from 100 GTM Events x 100 GTM Leaders
Chapter 27: RevOps Consolidation - Outreach
Chapter 28: PLG Game - Formative Ventures
Chapter 29: Tech Stack Optimization Game - Sonar
Chapter 30: Questioning Frameworks Game - Costanoa Ventures
Chapter 31: M&A GTM Game - CoachCRM
Chapter 32: GTM Playbook Scenario - RedPoint Ventures
Chapter 33: GTM Pillars Challenge - Edison Partners
Chapter 34: Disruption & Product-Market Fit - U+
Section 5: Recession-proofing your event vision
Chapter 35: The future of events in a socially distant world
Chapter 36: Making virtual event promotions soar in a down economy
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
Chapter 41: What's the future of Events?
Appendix I: WRKSHP Examples
FLYYT-X
Salesborgs
Appendix II: GTM Templates
Checklist to hold a Customer-Centric Event
SPEARS: Hyper-short Emails
Event Follow-up Sequence
Cold Call Follow-up Framework
Venn Diagram Templates
Acknowledgments
Index
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