Book description
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.
Table of contents
- Cover
- Praise for Reinventing Virtual Events
- Title Page
- Copyright
- Foreword
- Foreword
- Foreword
- Introduction: It's Time to Reinvent Virtual Events by Making Them Customer‐Centric
-
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)
- CHAPTER 3: Targeting: Experimentation, Iteration, and Gamification
- CHAPTER 4: Shattering the Paradigm of Static
- CHAPTER 5: Go‐to‐Market (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 and 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, and 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 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
- CHAPTER 21: Booking Post‐Event Meetings with Strategic Unconventionality
-
CHAPTER 22: Customer‐Centric Outbound (Oops, Sales Time!)
- Sequence DESIGN—How to 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‐Risk Outreach 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
-
SECTION 4: Lessons from 100 GTM Events × 100 GTM Leaders
- CHAPTER 27: Revenue Operations (RevOps) Consolidation—Outreach
- CHAPTER 28: Product‐Led Growth (PLG) Game—Formative Ventures
- CHAPTER 29: Tech Stack Optimization Game—Sonar
- CHAPTER 30: Questioning Frameworks Game—Costanoa Ventures
- CHAPTER 31: Merger and Acquisition (M&A) GTM Game—CoachCRM
- CHAPTER 32: GTM Playbook Scenario—Redpoint Ventures
- CHAPTER 33: GTM Pillars Challenge—Edison Partners
- 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
- 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
-
Appendix II: Go‐to‐Market (GTM) Templates
- Checklist to Hold a Customer‐Centric Event (CCE)
- SPEARS: Hyper‐Short Emails
- Cold Call Follow‐Up Framework
- 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
- End User License Agreement
Product information
- Title: Reinventing Virtual Events
- Author(s):
- Release date: December 2022
- Publisher(s): Wiley
- ISBN: 9781394159253
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