EP. 7 - A Virtual Event Playbook that Drives Pipeline and Influences an Acquisition l Recorded on The Master Marketer Show
In a sea of marketing agencies, or many other service providers for that matter, the most common value prop is “we won’t screw you over” or “we actually do what we say we are going to”. Neither of these is a great way to go-to-market.What is a great way, you ask?Do something large and make yourself known for being an expert in something.This is exactly what Mason Cosby did with the ABM-athon at Mojo Media Labs.MINDSETS: 🟠 Abundance mindset - give away your best content and ideas because there are plenty of fish in the sea - it’s about maximizing engagement and content consumption from the right people rather than worrying about giving things away for free.🟠 What do you want to be known for?🟠 Flip the script, and control the narrative - focus on owning the conversation instead of renting attention from others.🟠 Have a longer time horizon when evaluating your major investments in things like events. The revenue will come later.🟠 Focus on content and promotion, not fancy tech to start with🟠 Think through what you want to learn from the initial test up front, and design the measurement around those things.SKILLSETS:🟠 People management is key - you need to know how to handle different personalities who are contributing to the event. Your job is to make them feel good about spending their time on this and feel valued. 🟠 You need to be a good content and copywriter - you will inevitably need to create all the assets for promotion of the event, and also possibly for some of the speakers.🟠 Understanding of marketing technology and how to make them all work together.🟠 Customer research - understand what content your customers actually care about so you can create content they will show up to see. Consider surveying your existing customers about what they want.TOOLSETS:🟠 Zoom Events🟠 HubSpot🟠 LinkedIn (organic and paid ads)🟠 SalesIntel - for building target account lists🟠 Sendoso - for swag and thank you gifts🟠 Veed.io - for video editingRESULTS: Mason’s event generated the following results:🟠 1.1 million impressions within the marketing suite of their 1000 target accounts🟠 700 registrants🟠 300 attendees🟠 4 deals influenced🟠 2 deals sourced🟠 15 deals sighted the event as part of what convinced them to move forwardOh, and by the way, the event helped Gravity Global evaluate the entire team as part of the acquisition. Mojo Media Labs is now owned by, and is the center of excellence for ABM at Gravity Global.Proofpoint’s POV: There are two major shifts happening in the marketing landscape that we touched on during this episode, and are worthwhile to highlight and elaborate on further.