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Reinventing Virtual Events
How To Turn Ghost Webinars Into Hybrid Go-To-Market Simulations That Drive Explosive Attendance
Justin Michael (Author), Julia Nimchinski (Author)
9781394159253, Wiley
Hardback, published 29 December 2022
288 pages
23.1 x 16 x 3.3 cm, 0.454 kg
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.
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
Subject Areas: Business & management [KJ]
