Reinventing Virtual Events: How To Turn Ghost Webinars Into Hybrid Go-To-Market Simulations That Drive Explosive Attendance
- 3h 46m
- Julia Nimchinski, Justin Michael
- John Wiley & Sons (US)
- 2023
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.
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.
In this Book
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Foreword
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Foreword
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Foreword
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Introduction—It's Time to Reinvent Virtual Events by Making Them Customer-Centric
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How to Measure Event Effectiveness—Pipeline Generated versus Marketing Qualified Leads (MQLs)
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Finding Event-Market Fit (EMF)
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Targeting—Experimentation, Iteration, and Gamification
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Shattering the Paradigm of Static
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Go-to-Market (GTM) Cross-Training Drills—Crowd Favorites
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Creating Hybrid Models That Pull in Audiences
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Why Dynamic Environments Foster Learning and Retention
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Choosing and Preparing Your Speakers
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G.A.M.E.S.™—A Powerful Formula for Nailing a Customer-Centric Event (CCE)
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How to Pull Off a Stellar Virtual Event
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Innovating Around the Curve
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Becoming a Media-Trained Emcee
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Cultivating a Disruptive Mindset—Be Patient; This Could Take a While
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Low Budget to High Production
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Tech Stack for Modern Virtual Events
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The Art of Branding Events
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Build the Buzz Vortex; Become Your Industry Focal Point
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Dark Social Community Building—Hub-and-Spoke Formula for Public Relations
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WRKSHP™ Framework—Define the Big Problem That You Solve
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Marketing in a Sales Way/Selling in a Marketing Way
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Booking Post-Event Meetings with Strategic Unconventionality
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Customer-Centric Outbound (Oops, Sales Time!)
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Methods for Sophisticated Outreach
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Customer-Led Acquisition/Activation
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Customer-Led Engagement
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Customer-Led Retention/Expansion
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Revenue Operations (RevOps) Consolidation—Outreach
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Product-Led Growth (PLG) Game—Formative Ventures
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Tech Stack Optimization Game—Sonar
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Questioning Frameworks Game—Costanoa Ventures
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Merger and Acquisition (M&A) GTM Game—CoachCRM
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GTM Playbook Scenario—Redpoint Ventures
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GTM Pillars Challenge—Edison Partners
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Disruption and Product-Market Fit (PMF)—U+
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The Future of Events in a Socially Distant World
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Making Virtual Event Promotions Soar in a Down Economy
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Bulletproof Lead Generation Year-Round
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Ecosystem-Driven Events
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Pivoting Your GTM in Recession with Events
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Reinventing Your Reinventions
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What's the Future of Events?
