This is the guest briefing for a Humanizing Growth Series session with Lorraine Twohill. It states IRG’s purpose, describes the format of the conversation, identifies the audience, and sets out the promotion plan for the corporate and personal channels involved.
Key findings
- The session is a casual fireside chat between an IRG founder and the guest, not a presentation.
- The guest holds the floor for most of it. The stated split is 60 to 70 percent of the time.
- Audience questions are worked in live from the chat rather than saved for the end.
- The webinar is open to anyone, though the audience is mostly chief marketing officers and chief growth officers from the IRG community.
- Promotion runs across several channels, including a dedicated newsletter and other channels reaching nine thousand recipients.
The format
The series is built as a conversation. An IRG founder, Marc or Frank, sits with the guest for a fireside chat, and the guest speaks for 60 to 70 percent of the time. Questions arriving in the chat are folded into the conversation as it goes rather than held back.
IRG states its own purpose the same way in this pack as elsewhere: helping CMOs and other growth leaders drive more humanized growth by connecting them to peers, experts and best practices. The series is one of the connections.
How a session is promoted
IRG’s own plan runs three social announcements, on May 6, May 12 and May 19, all at 1:30pm central European time, with a newsletter on May 13. Coverage also includes a LinkedIn post, a LinkedIn event, a post on Twitter and an announcement on the IRG website.
The guest’s organization is asked to do four things: share the announcement with the internal team by email or intranet, post it on its own social channels, put it in a newsletter, and like or share the IRG announcement.
The guest personally is asked to post the announcement visual, share it with colleagues, clients and friends, and amplify the IRG posts. The pack calls this the best practice collaboration: corporate account, personal account and internal network together.
Scope and limitations
This document is the operating pack for a session rather than a record of what was said in it. It describes the format, the audience and the promotion plan, and contains none of the conversation.
Source
This page summarises Humanizing Growth Series: Lorraine Twohill, by Marc de Swaan Arons, Lorraine Twohill, 2021-05-21.