Table Of ContentPRAISE FOR REINVENTING
VIRTUAL EVENTS
“Passive listening will allow you to transfer information. But if you want
competency, you must gain experience. Justin and Julia have innovated an
experience that leads to real learning with the potential for a faster path to
competency.”
—AnthonyIannarino,KeynoteSpeakerandWorkshopFacilitator
“I have been to a lot of virtual events over the past three years and seen most
everything— from polls to fancy platforms—b ut GTM Games was different
from the start. Not only did people engage virtually before the event, but they
stayed engaged afterward. That is the Holy Grail for online events!”
—CaroleMahoney,Founder,UnboundGrowth
“New empowered buyers are demanding accurate and timely information
from trusted sources in their network on demand. Gone are the days when
they will wait for a sales demo, travel to a legacy event, or cut through online
noise and clutter for answers—t hey are looking for their ecosystem to offer
them highly customized virtual and hybrid events specific to their industry,
segment, job role, location, and business outcomes.”
—JayMcBain,ChiefAnalyst—C hannels,
PartnershipsandEcosystems,Canalys
“While the concept of the Metaverse and its application in business may seem
a distant future away, Justin and Julia provide a compelling case for why it
should matter to your business now and what you can do today to prepare you
and/or your company for this virtual shift! While this book is about the ’meta,’
the strategies in this book are anything but meta!”
—VictorAntonio,Author,Sales Ex Machina: How AI is Changing the
World of Selling
“As a coach on these games, I can tell you firsthand they are a whole new
world of interactivity for B2B. I was impressed by how hard each contestant
worked to apply the unique skill I taught them. This book is a primer for
unlocking customer- centric events for your organization—a nd another step
in growing like a weed.”
—StuHeinecke,Author,How to Grow Your Business Like a Weed and
How to Get a Meeting with Anyone
“If you need better customer acquisition strategies, then you need to get inside
Justin’s 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 blew my mind in our last meeting, and I know he’ll blow yours.”
—OrenKlaff,New York TimesBestsellingAuthor,
Pitch AnythingandFlip the Script
“In Reinventing Virtual Events, Justin and Julia challenge the status quo by
presenting a fresh, innovative approach to designing and conducting highly
effective online events. If you’re looking for cutting- edge insights that will
elevate your next virtual event, this book is for you.”
—DavidHoffeld,BestsellingAuthor,
The Science of Selling&Sell More with Science
“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.”
—SangramVajre,CEO,GTMPartners
“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. Then along came HYPCCCYCL.
While the name was confusing, the concept was genius. Live, gameshow-l ike
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.”
—DougLandis,GrowthPartner,EmergenceCapital
“Reinventing Virtual Events breaks the mold on how to perform captivating
events. Julia and Justin solve today’s most vexing business problem: how to
grab hold and keep the attention of today’s overwhelmed consumer. While
most books tell you WHAT to do, Julia and Justin provide the HOW by revealing
their proven step- by- step process to help win the hearts and wallet share of
today’s consumers. Groundbreaking, innovative, and cleverly written.”
—ShariLevitin,CEO,LevitinGroup
“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.”
—MaryShea,VPGlobalInnovationEvangelist,Outreach
“Like going to the gym to get stronger, HYPCCCYCL is a safe space you bring
your reps to so you don’t have to practice on your prospects.”
—JoshBraun,Founder,JoshBraunSalesTraining
“Learning from others is not new. Learning from experts is not new. Even
coaching is not new. But having a framework of learning simulations with
immediate, real- time feedback by real experts is a game- changer.”
—RosalynSantaElena,ChiefRevenueOperationsOfficer,
CarabinerGroup
“As a sales leader, I provided sales training to every new hire regardless of
function. I’m a firm believer in role-p laying to build skills quickly. VPs of
Sales should leverage active learning models like HYPCCCYCL versus the
more passive workshop approaches.”
—ScottLeese,CEOandFounder,ScottLeeseConsulting
“The best way to get true alignment around the customer is to throw away the
silos and start over. Build it from the outside in with each person understanding
their impact and the impact of the others on the customer experience.”
—AliceHeiman,FounderandChiefSalesEnergizer,
AliceHeimanLLC
REINVENTING
VIRTUAL EVENTS
JUSTIN MICHAEL + JULIA NIMCHINSKI
REINVENTING
VIRTUAL EVENTS
HOW TO TURN GHOST WEBINARS
INTO HYBRID GO- TO- MARKET SIMULATIONS
THAT DRIVE EXPLOSIVE ATTENDANCE
Copyright © 2023 by John Wiley & Sons, Inc. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
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Library of Congress Cataloging-i n-P ublication Data:
Names: Michael, Justin, author. | Nimchinski, Julia, author.
Title: Reinventing virtual events : how to turn ghost webinars into hybrid
go-to-market simulations that drive explosive attendance / Justin
Michael, Julia Nimchinski.
Description: Hoboken, New Jersey : Wiley, [2023] | Includes index.
Identifiers: LCCN 2022036314 (print) | LCCN 2022036315 (ebook) | ISBN
9781394159253 (cloth) | ISBN 9781394159277 (adobe pdf) | ISBN
9781394159260 (epub)
Subjects: LCSH: Teleconferencing. | Business meetings. | Special
events—Planning.
Classification: LCC TK5102.5 .M465 2023 (print) | LCC TK5102.5 (ebook) |
DDC 621.382—dc23/eng/20220914
LC record available at https://lccn.loc.gov/2022036314
LC ebook record available at https://lccn.loc.gov/2022036315
Cover Design: HYPCCCYCL
Cover Image(s): © Ricardo Gomez Angel/Unsplash,
© Simon Lee/Unsplash
