Details

<p>Introduction: It’s time to reinvent virtual events by making them customer-centric</p> <p><b>Section 1: Inception: Design, Build & Execute</b></p> <p>Chapter 1: How to measure event effectiveness: pipeline generated vs. MQLs</p> <p>Chapter 2: Finding Event-market Fit (EMF)</p> <p>Chapter 3: Targeting: Experimentation, Iteration, and Gamification</p> <p>Chapter 4: Shattering the paradigm of static</p> <p>Chapter 5: GTM Cross-Training Drills - Crowd Favorites</p> <p>Chapter 6: Creating hybrid models that pull in audiences</p> <p>Chapter 7: Why dynamic environments foster learning and retention</p> <p>Chapter 8: Choosing & Preparing Your Speakers</p> <p>Chapter 9: G.A.M.E.S.  A powerful formula for nailing a customer-centric event (CCE)</p> <p>Chapter 10: How to pull off a stellar virtual event</p> <p>Chapter 11: Innovating around the curve</p> <p>Chapter 12: Becoming a Media Trained Emcee</p> <p>Chapter 13: Cultivating a Disruptive Mindset - be patient; this could take a while</p> <p>Chapter 14: Low Budget to High Production</p> <p>Chapter 15: Tech Stack for Modern Virtual Events</p> <p><b>Section 2: Promotion, Amplification & Monetization</b></p> <p>Chapter 16: The Art of Branding Events</p> <p>Chapter 17: Build the buzz vortex, become your industry focal point</p> <p>Chapter 18: Dark Social Community Building: Hub and spoke formula for PR</p> <p>Chapter 19: WRKSHP Framework: Define the big problem that you solve</p> <p>Chapter 20: Marketing in a Sales Way / Selling in a Marketing Way</p> <p>Chapter 21: Booking post-event meetings with strategic unconventionality</p> <p>Chapter 22: Customer-centric Outbound (Oops, sales time!)</p> <p>Chapter 23: Methods for Sophisticated Outreach</p> <p><b>Section 3: Customer-Led Everything</b></p> <p>Chapter 24: Customer-Led Acquisition / Activation</p> <p>Chapter 25: Customer-Led Engagement</p> <p>Chapter 26: Customer-Led Retention / Expansion</p> <p><b>Section 4: Lessons from 100 GTM Events x 100 GTM Leaders</b></p> <p>Chapter 27: RevOps Consolidation - Outreach</p> <p>Chapter 28: PLG Game - Formative Ventures</p> <p>Chapter 29: Tech Stack Optimization Game - Sonar</p> <p>Chapter 30: Questioning Frameworks Game - Costanoa Ventures</p> <p>Chapter 31: M&A GTM Game - CoachCRM</p> <p>Chapter 32: GTM Playbook Scenario – RedPoint Ventures</p> <p>Chapter 33: GTM Pillars Challenge –  Edison Partners</p> <p>Chapter 34: Disruption & Product-Market Fit - U+</p> <p><b>Section 5: Recession-proofing your event vision</b></p> <p>Chapter 35: The future of events in a socially distant world</p> <p>Chapter 36: Making virtual event promotions soar in a down economy</p> <p>Chapter 37: Bulletproof lead generation year-round</p> <p>Chapter 38: Ecosystem-driven Events</p> <p>Chapter 39: Pivoting your GTM in recession with Events</p> <p>Chapter 40: Reinventing your reinventions</p> <p>Chapter 41: What’s the future of Events?</p> <p><b>Appendix I: WRKSHP Examples</b></p> <p>FLYYT-X</p> <p>Salesborgs</p> <p><b>Appendix II: GTM Templates</b></p> <p>Checklist to hold a Customer-Centric Event</p> <p>SPEARS: Hyper-short Emails</p> <p>Event Follow-up Sequence</p> <p>Cold Call Follow-up Framework</p> <p>Venn Diagram Templates</p> <p>Acknowledgments</p> <p>Index</p>

<P><b>JUSTIN MICHAEL</b> 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. <P><b>JULIA NIMCHINSKI</b> 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.

<p><b>Praise for REINVENTING VIRTUAL EVENTS</b> <p>“If you need better customer acquisition strategies, then you need to get inside Justin and Julia’s heads. Truth is, you need access to insiders who know what is working today and how to combine tactics and strategy for results. Justin and Julia blew my mind and I know they’ll blow yours.” <p><b>— Oren Klaff,</b> <i>New York Times</i> Bestselling Author of <i>Pitch Anything</i> and <i>Flip The Script</i> <p> <p>“GTM Games has been a key community to amplify my message of MOVE that unites sales and marketing with RevOps. I enjoyed being a coach twice and bringing my unique methodology not just to marketers but sellers also. HYPCCCYCL is elevating GTM in B2B.” <p><b>— Sangram Vajre,</b> CEO, GTM Partners <p>“These unique, interactive events challenge professionals in new ways and showcase the interdisciplinary skills and coordination needed to thrive in the modern world of B2B buying and selling.” <p><b>— Mary Shea,</b> VP, Global Innovation Evangelist, Outreach <p>“The world changed in 2020, and so did ‘events.’ For years the tech community lived off and thrived on the connections made, content shared, and the learning that happened at live events. In an instant, it felt like it was gone. However, the hunger for connection, learning, and camaraderie didn’t go away. But given the risks associated with potentially hosting a spreader event, people had to find a different path for growth. The concept was genius. Live, gameshow-like experiences that drove deep learning, connection, and community all done in a virtual environment. Once I watched my first battle, I was hooked, as was the rest of the world. If you want to learn how they’ve changed the world of virtual events, you should read this book.” <p><b>— Doug Landis,</b> Growth Partner, Emergence Capital

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