Creating a Record-Breaking Virtual Event
5 likes4,916 views
This document provides information about creating a record-breaking virtual event. It discusses tips for setting goals, naming and positioning the event, focusing on quality content, using multi-channel promotion strategies, keeping attendees engaged during the event, and continuing engagement after the event. Specific strategies from a past successful virtual event hosted by InsideSales.com are presented, including acquiring high-profile speakers, developing core content, and ensuring technical best practices. The event generated over 15,000 registrants in 3 weeks through collaborative partnerships and promotion.
Creating a Record-Breaking Virtual Event
- 2. Creating a RecordBreaking Virtual Event Heidi Bullock & Ken Krogue September 19, 2013
- 3. What is a virtual event?
- 6. Getting Started – The Basics 1. 2. 3. 4. Outline your strategy Choose date and time Choose vendor Assign booth and session management 5. Create agenda 6. Create or choose content for booth 7. Acquire sponsors and speakers 8. Determine promotion schedule 9. Choose look and feel 10. Event go-live 11. Post event promotion 12. Post event archived environment access
- 8. Booth and Exhibit Hall Content
- 9. Case Study: Good to Great
- 10. The Results
- 11. Tip 1: Set Goals Upfront Pre-Event: Engagement # registrations What is your goal? During Event: # attendees # booth visits, # asset downloads Post-Event: # downloads on slides - on follow up email Jan Feb Feb Leads -> Opportunities 15 Apr May 3 closed won deals Jun
- 12. Tip 2: Naming and Positioning 1. Why would someone want to attend? a. To become a better marketer 2. What feeling do you want someone to have? a. Strength, sense of community, empowered 3. What is the 1-2 things they should recall? a. Marketo offers LaunchPoint as part of the Marketing Nation – (so marketers can plug into a powerful network of ideas, experts, and integrated solutions)
- 13. Tip 3: Content is a Big Deal
- 14. Tip 3: Content 1. What does your target audience want to learn about? 2. Where are your core competencies? Bring in other speakers who have other expertise. 3. What is NEW or different about what you are saying? 4. How can you convey your key messages in a digestible format?
- 15. Tip 4: Multi-Channel Promotion I only like getting information in one way because I’m flat! Tweetable Tip: Use multi-channel promotion – your audience is not flat Stanley
- 16. Tip 4: Multi-Channel Promotion EMAIL CAMPAIGN Initial Promotion - Database: Press Release – 3 weeks before + email 1 T-2 weeks email 2 T-1 weeks email 3 2 days before, email 4 (final) Tweetable Tip: The majority of registrations happen within days of the event!
- 17. Tip 4: Multi-Channel Promotion SOCIAL CAMPAIGN Social Promotion: Promoted FB posts Twitter Internal social promotion Referral campaign Tweetable Tip: Embed social media links on landing pages, enabling registrants to share your event.
- 18. Tip 4: Multi-Channel Promotion PROMOTION FROM PARTNERS Tweetable Tip: Leverage your partners and speaker networks to help promote your event!
- 19. Tip 5: Love 'Em or Lose 'Em We’re outta here! You need to engage your audience: • Think about branding and graphics • Good speakers with great slides! • How can they interact? • Consider giveaways or prizes
- 20. Tip 6: Keep it Alive!
- 21. Marketo Example: Post-Event Content Tweetable Tip: Consider making an eBook from your keynote presentation!
- 22. Tweetable Takeaways 1. Define what ‘success’ looks like upfront. 2. A good name and strong positioning matter. 3. Content is a big deal – make sure you think about your audience and what is interesting to THEM. 4. Use multi-channel promotion – your audience is not flat Stanley. 5. Love ‘em or lose em’ – keep your audience engaged during the event! 6. Keep breathing life into your event even after it is over. @heidi.bullock
- 23. Creating a Record-Breaking Virtual Event Ken Krogue President & Founder InsideSales.com Optional Headshot Here
- 24. Trade Show Plaza
- 25. Inside Sales Growth - 2009 0.5% 7.5% Original 2009 Market Size Study
- 26. Millions Inside Sales Growth - 2013 14 12 10 8 6 4 2 0 1.3% 3.9% 2011 2012 Outside Sales 2013 2020 Inside Sales BLS.gov & 2013 Market Size Study
- 27. Outside vs Inside vs Retail Sales 70% 60.4% 59.8% 60% 60.2% 60.0% 50% 40% 30% 20% 19.8% 20.4% 19.1%20.5% 18.8%21.0% 18.9%21.1% 2011 2012 2013 2014 10% 0% Outside Inside Retail
- 28. US Growth of Inside Sales Non-Retail Inside Sales Reps (thousands) 3000 2,202 2000 2,551 2,594 2,636 2,424 2,466 2,509 2,339 2,381 1,974 1,968 1000 42,400 New Inside Sales Reps Per Year 0 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
- 29. Riding the Trends… “Inside Sales = Remote Sales … Professional Sales Done Remotely” Virtual Events = Remote Events? Trade Shows Done Remotely?
- 30. Sales Superstars
- 31. Speakers
- 32. With 11 Authors Matt Dixon Tim Ash Mike Bosworth Dave Hibbard Guy Kawasaki Aaron Ross Jill Konrath Kraig Kleeman Sam Richter Jeffery Gitomer
- 33. Tradeshow Rules
- 34. Matt Dixon – The Challenger Sale
- 35. Jeffery Gitomer – 21.5 Unbreakable Laws of Selling
- 36. Josh James - Domo
- 37. Guy Kawasaki – Google Mobility
- 38. Jill Konrath – SNAP Selling
- 39. Mike Bosworth – Solution Selling
- 40. Bob Perkins & Larry Reeves - AA-ISP
- 41. Biggest Training Company in the World
- 42. Pulling Together a Global Summit Craig Elias Jill Konrath Matt Heinz Tim Ash Dave Elkington Josh James Lori Richardson Liz Gelb-O’Connor Matt Dixon Mick Hollison 3 Weeks 62 Speakers 15,000+ Registrants Kraig Kleeman
- 43. Ken’s Bookshelf
- 44. Chad Burmeister - ON24
- 45. InsideSales.com
- 47. Outside vs Inside vs Retail Sales 70% 60.4% 59.8% 60% 60.2% 60.0% 50% 40% 30% 20% 19.8% 20.4% 19.1%20.5% 18.8%21.0% 18.9%21.1% 2011 2012 2013 2014 10% 0% Outside Inside Retail
- 48. Great Content, Research 2013 LeadsCon ResponseAudit 2013 Distance Education ResponseAudit 2013 Top Sales Challenges Survey 2013 Inside Sales Market Size Survey 2012 Dreamforce ResponseAudit 2013 Lead Gen Methodologies
- 50. Harvard Business Review Kristina McElheran Harvard Business School
- 52. The Core Content Model
- 53. Virtual Event Best Practices 1. Last Minute Scheduling 2. Collaborative Marketing 3. Partner Packets – Make it easy 4. Pre-Recording 5. Presentation Coaching 6. Introductions: Live and on-demand 7. Bandwidth redundancy 8. 2 deep teams 9. Core Content Model 10. Attention to details: Background noise 11. Make it fun! (Gamification)
- 54. Promotion Kit – Make it Easy Jill Konrath: Partner Promotion Kit Inside Sales Virtual Summit June 20, 2013 • • • • • Event Details Email Templates Suggested Social Promotional Calendar Press Release Template Graphics/Banner
- 66. David K. Williams - Fishbowl
- 69. Virtual Events are very different…
- 70. Guy Kawasaki’s Thoughts… “There is no way that you can get 62 speakers of this caliber in one day ... I love this idea.” “This is a greener way.” “Not having to get on an airplane is everything.”
- 71. Lars Leckie – Hummer Winblad
- 73. Thank You! Visit the InsideSales.com booth to see the PowerDialer sales communication platform.