Reinventing virtual events : how to turn ghost webinars into hybrid go-to-market simulations that drive explosive attendance / Justin Michael, Julia Nimchinski.

Format:

Book

Author/Creator:

Michael, Justin, author.

Nimchinski, Julia, author.

Language:

English

Subjects (All):

Teleconferencing.

Business meetings.

Special events--Planning.

Special events.

Physical Description:

1 online resource (291 pages) : illustrations

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, [2023]

Summary:

"GTM Games creates hybrid events that are compelling and use innovative techniques like mash-ups and role reversals. It's invite only and membership based. This book will be a playbook on how to revamp and innovate with virtual events by an in-demand company making waves in this space. Julia invented Go-To-Market cross-training, and it started a movement. Professionals traded roles and lives in interactive drills vs. flat webinar panels. The NTS pyramid of learning speaks to 90% retention when participants coach and teach each other in a real-world scenario vs. the prevailing status net flicks. At any moment, an audience member could be dropped into the drills. Competitors pitched sponsors. Venture Capitalists made cameos. Justin and Julia experimented with hybrid event structures that had never been seen before. The authors plan to share a blueprint of these secrets, strategies, and tactics exclusively in this playbook. This revolutionary book is not just a modern event manual being touted by some corporations to sell you software. They will reveal their secrets to generate one of the most commercially successful online series. The authors have already generated support and revenue from billion-dollar unicorns as sponsors (Outreach, ZoomInfo, Gong, Drift, 6sense) and featured bestselling authors with millions in book sales and audience. Examples include Oren Klaff (Pitch Anything), Latane̹ Conant, Aaron Ross (Predictable Revenue), Alice Heiman, Andy Paul (Real-Time Selling), and Mike Bosworth (Solution Selling)."-- Provided by publisher.

Contents:

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

Chapter 29 Tech Stack Optimization Game-Sonar

Event marketing takeaways:

Chapter 30 Questioning Frameworks Game-Costanoa Ventures

Insightful Quotes

Chapter 31 Merger and Acquisition (M&amp

A) GTM Game-CoachCRM

Chapter 32 GTM Playbook Scenario-Redpoint Ventures

Chapter 33 GTM Pillars Challenge-Edison Partners

Quotes and Insights

Chapter 34 Disruption and Product-Market Fit (PMF)-U+

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

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.

Notes:

Includes index.

Includes bibliographical references and index.

Description based on print version record.

Other Format:

Print version: Michael, Justin Reinventing Virtual Events

ISBN:

9781394159260

1394159269

9781394159277

1394159277

OCLC:

1344494441