Throw a joint rolling workshop

What's the play

Noah Rubin has joints. GTM has Clay.Replace the boring webinar with a genuinely fun, hands on workshop your buyers actually want to attend, led by a real expert from a totally different world. Clay ran 'The Art of Rolling the Perfect Joint' with the editor of Snoop Dogg's cookbook, framing GTM as a creative craft.

What was the alternative?

Another Gartner flavored webinar or panel that your buyers half-watch.

Results / what moved

Clay hosted 'The Art of Rolling the Perfect Joint' with Noah Rubin, editor of Snoop Dogg's cookbook and author of 'How We Roll,' as part of its 'Every artist has a medium' campaign around INBOUND in San Francisco. It broke up the monotony of B2B events, gave enterprise buyers something they actually wanted to do, and was popular enough to run a second round.

Cost breakdown

A venue, materials, and a fee for a specialist host

Time to pull off

A few weeks to plan the event

Would you run it again?

Yes. Clay liked it enough to run a second round and keep hosting creative events for GTM operators.

Steps

1. 1

   Ditch the webinar format

   Replace the panel or webinar with a hands on workshop people actually want to attend.

2. 2

   Pick a fun, cheeky theme

   Choose a genuinely fun activity with a little edge, framed around your product's creative spirit.

3. 3

   Bring in a real outsider expert

   Hire a legit specialist from a different world, like the editor of Snoop Dogg's cookbook, to lead it.

4. 4

   Don't pitch

   Let people enjoy the thing!

Notes

Pick a theme that is genuinely fun and a little cheeky, then bring in a real expert from outside your world to make it legit. Tie it loosely to your product's spirit, not a hard pitch. Let people do something they actually want to do and mention your product only in the middle. Clay used 50-state-legal hemp and added disclaimers, so mind the legal side.

Receipts

Clay 'Every artist has a medium' postVarun Anand's LinkedIn post