How To Grow Your Revenue Using Dinners, Webinars, and Live Events

0:01All right, so we're going to talk about how to grow your revenues using dinners, webinars, and live events. So Neil and I, we've been throwing these dinners, these webinars, these live events. And yesterday, I actually joined your webinar a little bit on YouTube. I saw it streaming. I was like, oh, he has a lot of viewers. So I clicked on it. And there's all these subtle nuances. But especially if you're in B2B, these are the things that continue to work over time. If you're thinking, oh, what type of old marketing still works, they still crushes it today, it is absolutely these types of events.

0:30And I look at webinars as a live event. I look at in-person as a live event. dinner I look at as a live event as well. Happy hour is also a live event. So maybe we can start from the easiest first and then go all the way to hardest. And I actually think webinars is the easier place to start because you don't have to worry about real life logistics. So my webinar yesterday before we dive in was on the gay Google reset. I actually have the numbers from my teams. 11 total registrations. 11 ,000. 11 ,000. They're rounding when they give me these numbers, but You can see it here on my phone. Yeah. 5 ,000 US, 6 ,000 international.

1:09US bottom of the funnel. They didn't send me international bottom of the funnel. US was 20 DCs, two pitches, one contract set. Keep in mind, this is before the webinar even aired because this was at 6.24 AM. I log in at 7.45. Our start time is at eight. So you log in early. Yeah, 15 minutes because the other speakers are there just making sure everyone has transitions down. audio is good so we we do um just a few checks beforehand because sometimes some people's internet just sucks so then we'll switch who's presenting and managing the deck but that's not that bad 20 potential pitches or 20 potential saw not leads 20 people who got pitched saw the webinar or no 20 people who didn't even see the webinar who were talking to already and based on their company size, budget, et cetera, they're already qualified.

2:04So those are our discovery calls, but they're already pre-vetted before they go to a call. And that's before the webinar. I don't have the post-webinar numbers. It's usually much larger post-webinar, but this is just people who are registering for the webinar and opted to talk to us before we even hosted the event. Yeah. And it makes sense. It's one of the most scalable ways to build trust. And the other thing is if you're looking for an agency at some point, you get to meet some of Neil's team. Some people will know Neil already, but it's cool that you get to see the founder and you get to see the team and you get to see the dynamic.

2:36And if you like the information, then it makes it way easier to want to get on a phone call. And the fact that you're doing these webinars actually shows that you're going the extra mile. And if you look at how you do it, you have these little scans on the site, these QR codes on the top right and then on the bottom right. And then you guys are bantering with the team. I think it's a really nice way of showing your team off without being to salesy. Yes. And our favorite part about the webinar, and this is where we collect the majority of the leads, is actually during Q &A. So we try to hold at least 10 minutes for Q &A.

3:05People ask questions, you answer them. We have a guy named Colin who vets the questions and picks the ones that are popular and that are good quality that he thinks would represent the majority of the people on the webinar. And what we found is if you pick the right questions that are applicable to a lot of the people on the webinar and they're technical or they're something that a lot of people have top of mind and you give an answer that shows you're good at what you do, you're smart without trying to brag, it ends up generating a lot of QR code scans. Everything in sales is a trust building exercise and webinars are one of the best ways to build trust.

3:45And same thing with Q &A. If you can answer it well, you're building trust. Every little bit that you're doing is building trust. And let me ask you this. with these webinars, are you mainly, I'm assuming most of the attendees or registrants are coming from your email lists, which a lot is driven from SEO. Are you still driving paid traffic to it? No, we don't drive any paid traffic to webinars. But you were spending a couple thousand bucks each webinar before. We did test that out. We were generating leads from it. It looked like it was profitable, but what we found was more profitable was just sending an extra email to our email list saying register for the webinar.

4:21But also, I mean, the context here is Neil has a couple million people on the email list. Correct. And you clean it, right? If you don't have that, I think it still is profitable to drive traffic. And you guys did mostly meta, right? And I'm assuming the CPAs were like$10 a pop,$15 a pop? No, it was less than$10 a pop for meta. $8 a pop? No, it was less than that. $5 per registrant. I don't know the number, but I know we were paying less than$8 a full registry on meta. So as we scaled up and fine-tuned, at the very beginning, it was costing us arm delay. At one point, I know we're paying over$20 a registrant, but we quickly fine-tuned the campaigns.

4:56Yeah. So, okay, let's call it$5 or so. If you're trying to get 2 ,000 registrants, then you might be paying$10 ,000. And then your show up rate is like, what, 30%, 40 %? So we had 11 ,000 registrants. Simultaneously, we usually have between 4 ,000 and 5 ,000 people at any given moment watching the podcast. And a big chunk of that is YouTube because I saw 8 ,000 people simultaneous yesterday. Oh, so 8 ,000. And I didn't check yesterday, but it's not actually YouTube. YouTube is where everyone's driven through. So what you're seeing, whatever program we use, it streams it on YouTube. So all the accounts go through YouTube, even if it's not, even if they're logging into whatever app.

5:36Your high point yesterday was 8 ,600. That's what I saw. Got it. Yeah. So anyway, I think, look, this is, and even Jason Lemkin from Saster, he founded Echo Sign, sold it to Adobe. It is the gift that keeps on giving. And in fact, more people should be doing it. I don't know why more people don't do it. You know who does a really good job with it? I think you do a pretty good job with it. I think Nathan Latka does a good job with it. And so his is, you know how like Tony Robbins has all these screens behind him and you can see people's faces and stuff and he's like on a podium. So he has that and he'll like poop you.

6:06Hey, come on over here. And it's like this. It's like he's constantly changing. It's like a spectacle, right? You know, okay, we're going to switch over here. Okay, Neil's going to come on for five minutes over here. Share his best growth tactic. And then it's going to go over to Noah over there and then this. And then it goes for the whole hour and then it's done, right? And then I was on Adam Robinson's webinar last week and he had, I saw the thing, it was about 11 ,000 registrants. And so a couple hundred people showed up. So not as many people as yours, but it's not nearly as dialed in as yours, which I want to talk about the software that you use in a second.

6:33but his was basically he starts five minutes he picks someone random from the crowd they get to pitch their product or whatever it is then it goes into like a like a Q &A with me where they're interviewing me and then I'm doing some screen shares here and there and then there's maybe 10 or 15 minutes for Q &A afterwards but that's how it works and that works well for them so you have to decide what format works for you and but I think what's helpful is not enough people do what you do with the using restream. And I think that's a lost opportunity. So go ahead, feel free to talk about it. Yeah, so I can talk about the restream.

7:06But I think there's one important factor that I think most people get wrong with webinars is people think it's about how you promote. It's about the ads. It's about how you sell during the webinar. What we found is the most important thing, this is going to be silly. It's can you have a presentation on very timely based content? So for example, my webinar yesterday was about the great Google reset. I forgot what the rest of the title was, but that was the start of the title. And when you look at like the great Google reset, everyone's wondering right now what's happening with Google with AI mode, okay?

7:42And we talked about how Google's changing and all the new features they're launching and what markers can leverage to do well in today's new climate with AI overviews and AI mode and all the changes Google's making to YouTube as well as paid media and all the settings and all the cool functionality and software. You guys, you get the point. It doesn't matter if I do the same promotion and we do the same types of promotions and we use the same process each and every single time. But if the topic isn't good, you're screwed. And it's not about like, is my title clickbaity? Is it catchy? It's really, are you hitting a topic that's on people's mind right now.

8:25Like our next webinar. And when we do a webinar, towards the end, we showcase our next upcoming webinar and the date, scan the QR code. And we use QR codes for everything on our webinars. They take their phone, they scan the QR code. What percent register? I don't know. I don't have that data. My team definitely does because they track it all. And I know this because when we were using QR codes, one time I swiped my own QR code. I'm like, what the heck is this transferring? This is taking too long. And like, oh, we have all of this done for tracking purposes. But my next webinar is on, dude, where's my traffic?

8:57That's what I wanted to call it. I think my team called it like, where's my traffic? Like how to recover something with AI or whatever. But I wanted to call it, dude, where's my traffic? And I was vetoed on that one. I thought that was clever though. But yeah, I think the timely piece is super important and that's the biggest mistake companies get wrong. You can't just do a webinar on like, dude, you do ABM. And when you do ABM, you know, ABM has been beaten to death. You are smart. You wouldn't do a webinar just calling it. I don't think I've ever talked about ABM stuff on its own. And it's funny, right?

9:30Because my team has come up with a lot of these ideas and it says ABM. I'm like, and then all my ideas are more related to yours because you have to talk about what's on people's minds. And then if you wanted to float in the ABM piece here and there, you can do that creatively and it'll get them interested in it anyway, but you can't lead with it because that topic is it's kind of old so not just old you had a linkedin post that went viral related to your abm product it's got to be new though that's a new thing for abm yes yeah but you had 2 000 plus comments was it 1300 comments 700 likes or something okay so it was a lot yeah 1300 comments is a crap ton excuse my language what was your angle to that post because abm's beaten to death.

10:12Yeah. I think the headline was LinkedIn doesn't allow you to run ads like this, ABM ads like this, or run personalized ABM ads until now. And then you have to click more to see more, right? And then it shows the thing and it shows a picture. And like, oh, if you want this comment now, so you can run your ads within minutes instead of weeks. Yeah. Yeah. So it's really timely because a lot of people were interested on how they can run personalized ABM ads on LinkedIn. It's been an issue for a long time. People pay a ton of money for software. Some of your competitors are generating well into the nine figures in revenue.

10:46So it was like, cool. But if you just talked about like, here's a cool ABM strategy that you guys should check out. I don't think it would have done well. No. You know what sells? Fear sells too, right? So the, oh, SEO is dead or like, where's my traffic or things like, it gets people to click and then, but you got to make sure you deliver. And if there's anything I think we've done well over the years, even though we're very different people, is skating to where the puck is going. And that's what people are looking. Again, it's hard to find people who are consistent over the years. And I was thinking about this the other day.

11:17This is a little tangent. If there's anything, I think I said this to someone. I was like, you know, I might not necessarily be the best market in the world, but I'm consistent. Right. And that's the same thing with at least you're very consistent. I'm not gonna say whether you're the best or not. I don't think you're the best. No, I agree with you. You wouldn't say you're the best either. Right. And so it's like, but if you look over the years, like all these people who have started podcasts and things like that, they're just inconsistent. Yeah. So that's all it is. Just be a little more consistent and you're good to go.

11:41But that's a webinar space. You want to add anything else. You're using Restream. What else? You're getting there 15 minutes early. We don't use Restream anymore. What do you use? I'll have to pull up my calendar invite because I did a webinar this week. They make me go to StreamYard. Oh, yeah. StreamYard's good. And it wasn't because Restream is bad or anything like that. It was just buggy on. I forgot which portion was buggy, either connection or audio or QR codes or something. There was something that was buggy on it. My team couldn't figure out how to fix it. And we kept having issues when we were going live on the webinars or, oh no, I think it could have been the connections.

12:15Like sometimes it would show that we're connected to LinkedIn, but it wouldn't stream on LinkedIn and people would be pissed off being like, we signed up, where is it? And then our team would have to do things like toggle it on and off again. So streamer was more reliable, but restream had more of the features, I think, right? Because I had a cool little QR code scan. We have that on StreamYard. Oh, okay. But it doesn't have the counter. Okay. Yeah. I haven't seen the counter yet. Maybe it has that feature, but I have not seen the counter. Yeah. Restream, the quality for me was better. It was just buggy when we're streaming to all the platforms.

12:47Yeah. Well, look, so, okay. Is there anything else? I mean, you send an email seven days before and you send 24 hours before? No, we start two weeks before. Okay. So we won't do a webinar within seven days. We do two weeks before, So if we're leading up to a webinar, we do roughly four emails. Two weeks prior to within the week of the webinar. And for the people who are registering when the webinar is about to start, they also get an email that it's about to start. If we have their phone number information and stuff and opted into all the stuff, we will notify them through SMS that, hey, it's about to start.

13:23That's how we get high attendance rate. But here's the kicker. You saw how many people did I have live? 8 ,600 concurrent. So those numbers are skewed. And the reason I say it's skewed, even though I had 11 ,000 registrants, it's also leveraging my YouTube profile. It's also streaming live on LinkedIn. Those counts won't show up on YouTube. So people can just go on LinkedIn without registering. Same with X. Same with, I think, Instagram we stream as well. I think we stream on Facebook. I know we stream on TikTok because I keep sending them my code every two weeks. So I don't know how many people are watching live, but it's probably more than the amount of registrants we have, but it's a combo from both.

14:03And each time, so you have a couple thousand people show up. How many discovery calls does it lead to? For us, if we don't get at least 5 ,000 people to show up, it's a failure. And I would say in total from a webinar, I don't know the number of discovery calls. We're aiming for at least 400 ,000 in revenue. Okay. That's 400 ,000 in new pipeline generated, right? I don't know what you mean by new pipeline generated. Are you talking about potential? Are you talking about closed contracts? Oh, so from each webinar, you're expecting 400K in closed contracts. At least. That's our goal. If we don't have 400K, we look at it as a failure.

14:40Got it. Great. I don't know what that means for top of funnel on total number of leads, total number of calls, and then pitches. I just get a number from my team. I'm trying to think if there's any other nuances. You're texting them as well. I'm texting them as well. Yeah. Ahead of the call. And then post webinar is your team. Look, they're looking through all this because we do this, right? Remember we spoke at conferences and when they give us the attendee list, we'll send them a slide and say, Hey, book a call with us. You do that after, right? Post webinar, or your team will look through the attendee list and look for ICP fits.

15:10I know. I don't know if we send them a email with the deck and say, Hey, book a call. I do know that we look through the list and look for ideal customer profile. Yeah, That I know we do. And then they start building relationships with those people. A lot of those sales cycles call it our six months plus where you're building relationships. So when I'm talking about like 400-ish grand close from a webinar, I'm talking about we do a webinar. Within three months, we're looking for at least 400 grand. Yeah. The relationships we build with enterprise brands that take longer, that's cherry on the top.

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17:56Now the next hardest one. Oh, and one really quick thing. I'll give you an example of the enterprise one. I was in Latin America. Lady's like, I really wanted to work with you. And she's like, I brought you into, you know, she saw a webinar. That's how she first learned about us. She speaks perfectly great English. She runs all of LATAM. She, at whatever current large global 5 ,000 company she was at, she tried to get us in to do a pitch and work with us. Didn't have the budget, so didn't work out. She then went to Oracle. She then tried to get us included. We did not win the contract, but she really wanted to work with us, even though she was running all of marketing.

18:38There's other people involved that vetoed her. and then she now is a company that's one of the largest, I don't even know what category they're in. They're in a lot of different categories, but let's call it the founders are on the, I would say not even Forbes list, but Forbes 100 richest people in the world, right? So they're up there and we got a contract, but you're talking about from watching a webinar to roughly a year and a half to two years. And I'm not really, maybe three, probably two plus because you actually think about switching of the jobs. Yeah. Probably easily two plus years. And here's the thing.

19:15This is not even for sales deals, but when you look at really valuable recruits too, sometimes it takes two, three, four years to bring someone that you really want to bring in too. So this is a very long game. And guess what contract value was? Millions. Starting off was, what was it called? Like I'm trying to convert the currency. 370, 380? Uh-huh. 1 ,000, 370, 380 ,000. Test project, one division. We did really well. And now we're talking about scope that is around 1.1-ish million USD. And then if we do well, we would get more regions, more divisions. This is just for LATAM. I think we can globally grow the contract to five, six million.

19:59Yep. So guys, the reason we're done, we haven't even moved on to dinners and live events yet, but this stuff takes time. But when you win this deal, it compounds and it expands and it becomes worth tens of millions. But it takes a long time to get these going. That's why you can't be in a rush. You really can't rush any big deal. No. Yeah. You can't. The big ones just take a long time. Dude, when you look at your Care ABM solution, what's your average sales cycle for a large enterprise? Not a startup. I'm talking about an enterprise company that does at least$100 million. Because that's probably your ideal customer.

20:34You have a lot of people. that wouldn't have spent a lot of money. I'll give you two examples, actually. So initially it was like, hey, we'll come back when the timing is right. And then when I was gone during the last couple of weeks, when I was kind of inactive, but still active, four people came back and closed on their own. Two were companies, one was publicly traded and one does over nine figures a year. But the sales cycle on that one, you can call that, they talked to us in freaking December. So the first part you said is, oh, I'll come back when the time is right. Was that your team saying that or was that them saying that?

21:07They said that. Okay. They're like, we really like this, but the timing's not right right now. That was all those deals. Yeah. Okay. And then go back with the number count. Yeah. So four of them came back and auto closed themselves basically. And this is to a pilot. What do you mean auto closed themselves? So we already had sent them, we already sent them the pilot information like months back, right? Including proposal? Yeah. Including proposal. Yeah. And so they just came back because it's a pilot. There's not a lot of risk there. Right. But it did take them. we're talking, yeah, close to six months to get this deal done.

21:36But usually it would take them even longer. But keep in mind, care it's only been around since like last November, December. Yeah. It hasn't even been one year. No. And you said, was it one or two of them were publicly traded? Two were publicly traded. Yeah. With good market caps. Yeah. Yeah. That's great. So you can have expansion opportunity. Yeah. And have any gone through the pilot yet? Yeah. Actually, there's a couple. So there's a couple. Now we have them on MRR. So they're like paying. And so So it's cool, but what we've realized from this, and we can talk about this later, is that ABM itself is a nice hook in, but they actually want to, a lot of these people spend on like Meta and LinkedIn and they want to do more general marketing.

22:13And so they're like, can you just enlarge it and let us do more besides ABM? And we're like, yeah, because they like running the ads in there. I'm like, oh, okay. So we'll see how it is. They like running them or they want you to run them? They like running the ads in there themselves. Sometimes they're a paid media manager. And sometimes they're like, dude, can you just do it for us? So we actually have a couple of managed services deals that we're proposing. As of this week, we started proposing managed services. So it flows back into the agency. Yeah. So it all fits together. Yeah. And you want it to do it.

22:42All your things fit together. You were talking about Ubersuggest at the end of it. I don't know if you want to talk about some of the new Ubersuggest features coming out before we move on to how to crush it with dinners and live events, which I think I'll probably be talking more there. But go ahead. Yeah. Yeah, so I would say within the next 30, maybe 45 days, I hope no more than two months, I'm really pushing for 30 days. We're changing up Ubersuggest in two main ways. The first one is if you're a business, technically you should be a business or have a website if you're using Ubersuggest. But the first main way is if you wanna actually track your business on these LLM platforms like ChatGPT, where you can put in your URL, we'll suggest your brand name.