Cover -- Title Page -- Copyright Page -- Contents -- Foreword By Mary Shea, Ph.D. -- Foreword By Seth Marrs -- Foreword By Mike Bosworth -- Introduction: It's Time to Reinvent Virtual Events by Making Them Customer-Centric -- Curiosity Is the Currency of the Modern Event Flywheel -- Section 1 Inception: Design, Build, and Execute -- Chapter 1 How to Measure Event Effectiveness: Pipeline Generated versus Marketing Qualified Leads (MQLs) -- Chapter 2 Finding Event-Market Fit (EMF) -- Old way. (direct) -- New way. (indirect) -- New KPIs for Account-Based Marketing and Sales -- Chapter 3 Targeting: Experimentation, Iteration, and Gamification -- "Be so good they can't ignore you."-Steve Martin -- Chapter 4 Shattering the Paradigm of Static -- Sample Drill-From Impossible to Inevitable -- SaaS company is looking to move up-market -- RevOps HIIT Challenge -- Chapter 5 Go-to-Market (GTM) Cross-Training Drills-Crowd Favorites -- No Pitch Contest -- Story Selling -- Personal Branding -- Metadata RevOps HIIT (High-Intensity Interval Training) -- Cold Calling -- Email Tear-Downs -- Negotiation-Not Voss -- Demo-lition -- Chapter 6 Creating Hybrid Models That Pull in Audiences -- Chapter 7 Why Dynamic Environments Foster Learning and Retention -- Chapter 8 Choosing and Preparing Your Speakers -- Chapter 9 G.A.M.E.S.™: A Powerful Formula for Nailing a Customer-Centric Event (CCE) -- Game Ideas -- 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 -- Considerations: -- The "Essential Event Stack" -- Section 2 Promotion, Amplification, and Monetization -- Chapter 16 The Art of Branding Events.

Chapter 17 Build the Buzz Vortex -- Become Your Industry Focal Point -- Here's the New Model That Is "Customer-Led" -- Consistency, Perceived Exclusivity, Scarcity -- Chapter 18 Dark Social Community Building: Hub-and-Spoke Formula for Public Relations -- Chapter 19 WRKSHP™ Framework: Define the Big Problem That You Solve -- Chapter 20 Marketing in a Sales Way/Selling in a Marketing Way -- On Intelligent Discovery to Align Sales and Marketing -- Chapter 21 Booking Post-Event Meetings with Strategic Unconventionality -- Pattern Interrupts -- Application: Outbound Emails + Cold Calls -- Examples: Time-Tested Tactics -- Meetings, Meetings, Meetings -- Chapter 22 Customer-Centric Outbound (Oops, Sales Time!) -- Sequence DESIGN-Howto Build and Architect Conversions -- Comms and Heuristics -- Heuristics (Mental Shortcuts) Examples: -- Hyper-Personalization Theory -- Cold-Calling Mastery -- Handling Objections -- Tailored Voicemails and Video Drops -- Interactive Video Prospecting -- Visual Prospecting-Venns -- Contact Marketing -- Political Selling -- Qualification Frameworks -- The Anchor -- Higher-RiskOutreach Methods -- Chapter 23 Methods for Sophisticated Outreach -- Inherent Power Dynamics -- Sophisticated Call Anatomy -- Alphas and Betas -- Powershifting-Social Aikido/Social Tai-chi -- Mastering Political Factors -- Symptoms versus Problems -- Breaking the Fourth Wall -- Mindset -- Advanced Phone Strategies -- Voicemails -- Generic Is the Enemy of Effective Event Follow-Up -- Whom to Call -- Trade Secrets -- Self-Actualized Prospects -- Section 3 Customer-Led Everything -- Chapter 24 Customer-Led Acquisition/Activation -- Customer-Led Growth and Selling -- Chapter 25 Customer-Led Engagement -- Chapter 26 Customer-Led Retention/Expansion -- Section 4 Lessons from 100 GTM Events x 100 GTM Leaders.

Chapter 27 Revenue Operations (RevOps) Consolidation-Outreach -- GTM Lessons -- Key Quotes -- Chapter 28 Product-Led Growth (PLG) Game-Formative Ventures -- GTM Lessons -- Chapter 29 Tech Stack Optimization Game-Sonar -- GTM Lessons -- Event marketing takeaways: -- Chapter 30 Questioning Frameworks Game-Costanoa Ventures -- GTM Lessons -- Insightful Quotes -- Chapter 31 Merger and Acquisition (M& -- A) GTM Game-CoachCRM -- GTM Lessons -- Chapter 32 GTM Playbook Scenario-Redpoint Ventures -- GTM Lessons -- Chapter 33 GTM Pillars Challenge-Edison Partners -- GTM Lessons -- Quotes and Insights -- Chapter 34 Disruption and Product-Market Fit (PMF)-U+ -- Quotes and Insights -- Section 5 Recession-Proofing Your Event Vision -- Chapter 35 The Future of Events in a Socially Distant World -- Customer Experience Is the New Marketing/Salesperson -- The Best Communities Happen When Your Users Build the Community with You -- Chapter 36 Making Virtual Event Promotions Soar in a Down Economy -- Customer-Centricity -- 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 -- What Do You Do When Things Go Wrong? -- Chapter 41 What's the Future of Events? -- Fine -- Customers Are at the Top of the Reverse Pyramid of Servant Leadership -- Appendix I: WRKSHP™ Examples -- FLYYT-X -- Challenge -- #hypcccycld -- Salesborgs -- Challenge -- #hypcccycld -- Appendix II: Go-to-Market (GTM) Templates -- Checklist to Hold a Customer-Centric Event (CCE) -- SPEARS: Hyper-Short Emails -- Cold Call Follow-Up Framework -- ROUTE-RUIN-MULTIPLY™ (abridged for events) -- Tailored for Event Follow-Up: -- RRM-Cold Call Framework (full script) -- ROUTE-RUIN-MULTIPLY -- ROUTE-RUIN-RIP (RRR) -- Personalization Stacking.

TONE: DMV Approach + Air Traffic Control -- What's This About? -- Caution -- Signs You've Done This Method Right -- Classic Cold Call Way -- New Way -- Rules -- Venn Diagram Templates -- Acknowledgments -- Index -- EULA.