This is How You Make Amazing Content from a Virtual Event

It started off innocently enough. A simple introduction from an esteemed colleague, Fergus Gregory of Collingwood Advisory, to meet Raoul Monks and Richard Myles, co-founders of Flume Training and "thoroughly nice chaps with a vision to fix B2B sales!" As B2B CMO, I could not resist such an introduction.

In our first introductory conversation, I learned of their vision of forming a marketers club that could be of real value to all involved and feed directly into what could become industry benchmarks. I was intrigued. Then came the pitch to participate in a webinar hosted by Raoul about what media and event salespeople need to know works and doesn’t work when selling to marketers. This, by the way, relates exactly to the services that Flume offers its customers and was a win-win for them and me - I get to better inform the sales people approaching me daily and Flume gets to provide real value to its customers.

The date was set and I learned that I would be joined by Sophie Holt, Global Strategy Director of Explori and David Buttle, Global Marketing Director of the Financial Times. I was honored to be included alongside these marketers. About 2 hours and 500 people later, it was a very enjoyable seminar! You can find it in its entirety here (skip to 17th minute to pass the technical issues).

Now comes the content magic from Flume. The full event video was quickly edited into meaningful segments and distribution began in earnest. Below are some examples of the content including a link to their YouTube playlist.

One virtual discussion became 6 video assets and numerous LinkedIn posts with engagement from customers and future customers alike. The content campaign was targeted, meaningful and highly impactful. This investment of time and resources has every opportunity to yield a positive return. And from my perspective, Flume elevated me and my expertise by giving me a platform to share my thoughts and knowledge, plus it was fun and I learned a lot as well!

And since you have read this far along, I would like to share with you Raoul Monks takeaways from the session, as I think he nailed it.

*The 5 Key Takeaways - Summit 1: What your clients need from Sales People

1. Focus on driving client ROI - "De-risk the process", "don't take the risk of leaving it in the hands of your client"
2. Clients are focusing on why - "cancel, reschedule or pivot?". Think about what they were trying to achieve through the original plan in the first place.
3. Help your clients drive decisions internally - More internal stakeholders with "different motivations" are likely to say no. Give clients a "toolkit to sell on".
4. Elevate your clients - Focus on the "value of the conversation" to the clients, "strategic listening" is crucial, "elevate" them in their role.
5. Personalise everything - "The most effective cut-through come from real personalised introductions. "Make it about them not you"