Overview The reason client’s invest in events is to connect with the audience in a way they aren’t able to through other platforms, until now. The way the audience is interacting and engaging with digital is going through a seismic shift and the impact clients can have has been exaggerated tenfold, creating an unparalleled channel to work with and influence your potential client base. In this webinar, we will explore: • The differences and parallels between events and digital • The ‘why’ of a digital campaign • Pivoting from events to digital: risk and opportunity Outcome: An approach for positioning digital as an alternative to events Speakers: Raoul Monks, Founder & Director, Flume Sales Training - Fergus Gregory Watch the actual webinar here: https://www.crowdcast.io/e/fsz06my9 www.flumetraining.com

1. Presented by Raoul Monks
With guest speaker – Fergus Gregory
The Drum/Collingwood Advisory
The pivot to digital
A sales roadmap

2. Thank you to the support from our partners

3. Agenda – The pivot to Digital Revenues
A sales roadmap
1. Marketing from your client’s perspective
2. The biggest mistakes
3. Making the pivot easy for your client

4. Digital Revenues
1. Email campaigns
2. Webinars
3. Virtual Events
4. Digtial advertising
5. Content marketing

5. The biggest mistake you can make is to
think of everything from your own
perspective and not the client

6. In your client’s shoes
 Motivation has moved from ego to security

7. Maslow’s hierachy
of needs
Physiological
food, water, warmth, rest
Safety
security, safety
Belongingness and love
friends, intimate relationships
Esteem needs
prestige and accomplishment
Self-
actualization
achieving
full potential
SELF-FULFILLMENT NEEDS
PSYCHOLOGIAL NEEDS
BASIC NEEDS

8. In your client’s shoes
 Motivation has moved from ego to security
 Focused on getting through that day, feeling
paralysed
 Doing everything to cut unnecessary spend
 Scared of messaging in the wrong way
 Traditional measures of success have gone out
of the window
 Audience’s are not engaging
 Bought into the personal experience that come
with live events
 Constantly leaning in looking to connect and learn
during the crisis
 Engaging with digital and communities in a new way

9. What marketers want
 78% - understanding the audience buying
journey
 77% - knowing how to influence the
audience buying journey
 77% - knowing which channels to use to
influence the audience buying journey
Source: REGALIX

10. Clients are asking themselves one thing:
How on earth do we get through this?!

11. Your sales approach is more crucial than ever
 In normal times the sales experience makes up 53% of why
clients choose you
 Clients care why, far more than what
 Co-creation of solutions is 10x more likely to work
 During the crisis this is wildly exaggerated
 Positive vs negative implications are huge and memorable

12. Mistakes to avoid
 Pretending that digital solutions are the same as live
 Getting focused on the tech and platform
 Focusing on what they can buy and not why they need it
 Being passive and accepting no too easily

13. Rules to selling in the crisis
 Be empathetic – connect with your clients on a human level
 Be purposeful – have a “why” and a stance which leads you and
the client
 Be valuable – make every conversation worth paying for in itself
Action workshops series
Just type: “I’d like to know more”

14. We need to shift how clients see
digital solutions and why they
are necessary in the crisis

15. What marketers want
 78% - understanding the audience buying
journey
 77% - knowing how to influence the
audience buying journey
 77% - knowing which channels to use to
influence the audience buying journey
Source: REGALIX

16. The four rules to guide your
pivot to digital revenues

17. 1.Focus on why clients needed live
events in the first place
1. What did they specifically want to achieve from live events?
2. What were the outcomes and impacts they wanted from
the audience?
3. Sales Leads, Thought Leadership, Branding
4. Consider the best platforms and opportunities to achieve
these goals
5. Create packages designed around impact

18. • Focus the client on how they want to come through this and
what they want to have achieved with their clients and potential
clients.
2. Focus the client on the future goal

19.  They are looking for a way through this
 Engaging with digital and communitiesin a new way
 Constantly leaning in looking to connect and learn during the
crisis
 They will prioritise anyone who is helping them to navigate
through this
 If the audience gets through this, your client gets through this
3.Teach how audience behaviour has
changed and what they need now

20.  Co-create a plan with the client designed to achieve their
end goal by taking the audience on the journey they need
right now
4. Co-create a plan to help the audience and
them come through this

21. Rules to follow
1. Focus your client on why they needed live events
in the first place
2. Focus the client on the future goal
3. Teach how audience behaviour has changed and
what they need now
4. Co-create a plan for the audience and your client
to get through this

22. flumetraining.com/covid-19-response

23. New Action Workshops series
 Action Webinar 1: Connecting with clients
 Action webinar 2: Taking the lead
 Action webinar 3: Making conversations worth paying for

24. A Case Study
Fergus Gregory
The Drum/Collingwood Advisory

26. Thank you to the support from our partners

27. Question time
flumetraining.com/covid-19-response

28. We are here to help us as much as
possible through this uncertain times
Free resources
We are providing a number of free resources to help salespeople and sales leaders to navigate
these uncertain times.
 Weekly Webinars, every Wednesday at 2pm
 Brand new free whitepapers
 Regular selling in a crisis blogs
 Regular videos to help navigate these uncertain times
 All updates on our LinkedIn company page
 Specific LinkedIn groups:
B2B Sales – Selling in a Crisis and Media & Events – Selling in a Crisis
 PP slides to share with your colleagues on Slideshare