B
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
