Reinventing Virtual Events: How To Turn Ghost Webinars Into Hybrid Go-To-Market Simulations That Drive Explosive Attendance

Reinventing Virtual Events: How To Turn Ghost Webinars Into Hybrid Go-To-Market Simulations That Drive Explosive Attendance

Reinventing Virtual Events: How To Turn Ghost Webinars Into Hybrid Go-To-Market Simulations That Drive Explosive Attendance

Reinventing Virtual Events: How To Turn Ghost Webinars Into Hybrid Go-To-Market Simulations That Drive Explosive Attendance

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Overview

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.


Product Details

ISBN-13: 9781394159253
Publisher: Wiley
Publication date: 12/28/2022
Pages: 288
Sales rank: 1,073,376
Product dimensions: 6.10(w) x 9.10(h) x 1.30(d)

About the Author

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.

Table of Contents

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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