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

ISBN-13: 9781394159253 / Angielski / Twarda / 2022 / 288 str.

Justin Michael; Julia Nimchinski

Spis treści

Introduction: It's time to reinvent virtual events by making them customer-centricSection 1: Inception: Design, Build & ExecuteChapter 1: How to measure event effectiveness: pipeline generated vs. MQLsChapter 2: Finding Event-market Fit (EMF)Chapter 3: Targeting: Experimentation, Iteration, and GamificationChapter 4: Shattering the paradigm of staticChapter 5: GTM Cross-Training Drills - Crowd FavoritesChapter 6: Creating hybrid models that pull in audiencesChapter 7: Why dynamic environments foster learning and retentionChapter 8: Choosing & Preparing Your SpeakersChapter 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 eventChapter 11: Innovating around the curveChapter 12: Becoming a Media Trained EmceeChapter 13: Cultivating a Disruptive Mindset - be patient; this could take a whileChapter 14: Low Budget to High ProductionChapter 15: Tech Stack for Modern Virtual EventsSection 2: Promotion, Amplification & MonetizationChapter 16: The Art of Branding EventsChapter 17: Build the buzz vortex, become your industry focal pointChapter 18: Dark Social Community Building: Hub and spoke formula for PRChapter 19: WRKSHP Framework: Define the big problem that you solveChapter 20: Marketing in a Sales Way / Selling in a Marketing WayChapter 21: Booking post-event meetings with strategic unconventionalityChapter 22: Customer-centric Outbound (Oops, sales time!)Chapter 23: Methods for Sophisticated OutreachSection 3: Customer-Led EverythingChapter 24: Customer-Led Acquisition / ActivationChapter 25: Customer-Led EngagementChapter 26: Customer-Led Retention / ExpansionSection 4: Lessons from 100 GTM Events x 100 GTM LeadersChapter 27: RevOps Consolidation - OutreachChapter 28: PLG Game - Formative VenturesChapter 29: Tech Stack Optimization Game - SonarChapter 30: Questioning Frameworks Game - Costanoa VenturesChapter 31: M&A GTM Game - CoachCRMChapter 32: GTM Playbook Scenario - RedPoint VenturesChapter 33: GTM Pillars Challenge - Edison PartnersChapter 34: Disruption & Product-Market Fit - U+Section 5: Recession-proofing your event visionChapter 35: The future of events in a socially distant worldChapter 36: Making virtual event promotions soar in a down economyChapter 37: Bulletproof lead generation year-roundChapter 38: Ecosystem-driven EventsChapter 39: Pivoting your GTM in recession with EventsChapter 40: Reinventing your reinventionsChapter 41: What's the future of Events?Appendix I: WRKSHP ExamplesFLYYT-XSalesborgsAppendix II: GTM TemplatesChecklist to hold a Customer-Centric EventSPEARS: Hyper-short EmailsEvent Follow-up SequenceCold Call Follow-up FrameworkVenn Diagram TemplatesAcknowledgmentsIndex

O autorze

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.