Is it potential to copy the infectious power of the gross sales ground on the finish of 1 / 4 in a digital world?
That was the problem ZoomInfo confronted as 2020 drew to a detailed in December, which is often a terrific month for B2B gross sales groups. The final day of the yr is particularly thrilling as gross sales leaders race to the end line to blow by means of their annual quotas.
However in a yr disrupted by the pandemic, we discovered ourselves nonetheless caught at residence after months spent bodily aside.
We have been decided to breed that buzz throughout our first-ever digital company-wide reside New 12 months’s Eve occasion — dubbed Henry Schuck’s New 12 months’s Closin’ Eve — which finally lasted ten productive and entertaining hours (think about the content material creation!). Right here’s how we pulled it off — and the way you are able to do it, too.
1. Breaking Information: Broadcast
Sports activities Gross sales Updates Reside.
Sporting bow ties and fancy formalwear, with digital fireworks lighting up their Zoom backgrounds, our gross sales enablement workforce emceed the marathon occasion. The hours handed shortly due to the seamless mix of each severe gross sales discuss and playful segments that stored the temper upbeat.
It was important to maintain all people motivated to hit their quantity, simply as if we have been working alongside one another again within the workplace. The reside portion of the occasion was comprised of some key components that gave it the texture of a sporting occasion.
We employed a manufacturing firm, DCE Productions, to assist us govt produce it. Behind the scenes, our CEO’s Chief of Employees, Jennifer Creticos, was on a walkie-talkie app serving to to navigate from one section to a different. We additionally created a “run of present” sheet that mapped out the programming right down to the minute.
We wished to offer an expertise much like cable information, the place you may tune in and shortly take in the most recent information — or go away it on within the background and revel in all kinds of content material.
Reside Wins Ticker And “Sideline” Interviews
All through the day, a scrolling ticker of reside deal updates ran throughout on the backside of the display, celebrating wins as they rolled in from particular person workers. To create the ticker, incoming DocuSign knowledge was formatted and fed right into a Google Sheet each half hour.
We additionally broadcast reside “sideline” interviews with a few of these workers, throughout which they defined how they pushed every deal over the aim line — and mentioned classes realized that they deliberate to implement in 2021.
On the high of each hour, the emcees rang a (literal) bell and checked in on a company-wide scoreboard that includes numbers that steadily elevated because the night time wore on. Powered by Salesforce studies, the board displayed metrics together with annual recurring income, DocuSigns signed by new purchasers, and new enterprise alternatives.
Our gross sales operations workforce created the dashboard utilizing the info visualization device Geckoboard. We additionally checked in on scoreboards for particular person gross sales groups as folks labored in actual time to fulfill their objectives. These visuals helped drive residence the message that we win as a workforce. There isn’t any tomorrow — get it carried out as we speak.
Inside Seems at Gross sales Crew Conferences
We tuned into stand-up conferences occurring all over the world on particular person gross sales groups as they went over their playbooks for the day. Gross sales leaders supplied real-time encouragement to ship that additional e-mail and make that additional name. They exhorted workers to ship this message to purchasers:
Let’s make a deal so your group can kick off the brand new yr on the suitable foot.
“Use your whole workforce — all the firm is right here that can assist you,” Lou Wolf, Vice President of New Enterprise Gross sales, instructed his workers. “We are going to discover offers at 10 p.m. tonight. I do know we are going to.”
Actual-Time Conversations with the Board of Administrators
ZoomInfo CEO Henry Schuck and Chief Income Officer Chris Hays sat down with a number of board members for casual interviews, giving workers a front-row seat to Insightful conversations about big-picture firm priorities.
2. Have a good time Final 12 months’s Wins & Leverage Previous Content material
We waded by means of our in-house video footage to create pre-recorded programming that supplied a sweeping view of all the pieces our firm completed in 2020. That included a glance again on the magic surrounding our profitable IPO in June, together with different highlights from a difficult yr.
You don’t need to create 10 hours’ value of content material to drag this off. Reap the benefits of your spotlight reel and freshen it up with new knowledge.
Sharing Motivating Recommendation from Our Leaders
We highlighted some compelling moments from all-hands conferences, together with this knowledge delivered by our CEO Henry Schuck in April, a month into the pandemic, when all the nation was gripped with concern and uncertainty:
There’s a lot that’s out of our management. Schedules, youngsters at residence, work at home, not with the ability to see our mates and our household. Now we have no management over any of these issues. However what I might problem all of you to do as we speak is to stipulate what you can management. I can management how I present up day by day.
– Henry Schuck, ZoomInfo CEO
Showcasing Buyer Testimonials
We assembled a mash-up that includes testimonials from actual purchasers raving about our product, which was dominated by sure turns of phrase, together with “freakin’ superior!” and “that is magical” repeated advert nauseum.
Participating with Insightful Gross sales Chief Roundtables
Pre-recorded interviews and roundtables showcased our enterprise improvement achievements from 2020, that includes interviews with new enterprise, account administration, gross sales enablement, and C-suite executives.
3. Don’t Neglect to Get Artistic & Have Enjoyable
It was New 12 months’s Eve, in any case, so we clearly needed to have just a little enjoyable, too. This portion of the night turned the occasion into a real occasion and helped all of us really feel nearer to one another regardless of the bodily miles between us.
Our Worker Showcase: Raps, Rhymes & Ridiculous Strikes
The ZoomInfo household took to the digital stage to point out off our creativity, starting from heartfelt renditions of Beatles’ songs to a downright ridiculous efficiency of “Advertising and marketing Supervisor,” an authentic tune written by an worker that features these iconic lyrics: “A 30-minute demo was all it took / A fast look and the CMO was shook.”
- An infomercial about what occurs when pets resolve to hitch a gross sales name when working from residence.
- An authentic rap tune about ZoomInfo that rivaled Michael Scott’s notorious “Straight Outta Scranton” from The Workplace.
- A number of JibJab movies that superimposed the heads of firm leaders onto varied 90s music movies (no rationalization required).
Eyes on The Prize: Contests & Video games
A sequence of video games helped lighten the temper all through the night: bingo boards, soccer squares, swag giveaways. Lauren Penney, a gross sales enablement supervisor who helped host the occasion, challenged workers to guess the precise time of day once we would hit sure targets, with the winner receiving a prize.
Crew Milestones: From Weddings to Donation Drives
Staff shared footage of huge moments in their very own lives, from weddings and visas to new infants and pets. We additionally spotlighted our company-wide charitable efforts, which netted $650,000 for native nonprofits in 2020.
Submit-Occasion Assessment: What Did We Be taught?
When it was throughout, we had efficiently hosted a digital occasion for almost 2,000 folks that featured greater than 20 audio system, 50 movies, and (in all probability too many) JibJab parodies.
Extra importantly, we introduced the workforce along with enjoyable, instructional content material, bringing the gross sales move to all the firm.. When 2021 attracts to a detailed, the pandemic will hopefully be a factor of the previous.
However our digital New 12 months’s Eve isn’t going wherever. We’ll be logging on once more subsequent yr — possibly with some actual confetti this time.