This briefing supports a session of IRG’s Humanizing Growth Series with Ramon Laguarta. It is a working document for the people organizing and promoting the session rather than a record of the conversation, and it describes the format, who attends, and how the announcement travels.
Key findings
- IRG states its purpose as helping CMOs and other growth leaders drive more humanized growth by connecting them to peers, experts and best practices.
- The format is a casual fireside chat between an IRG founder and the guest speaker.
- The balance of the conversation is set in advance. The guest is expected to speak for 60 to 70 percent of the time, with audience questions from the chat woven in as the session runs.
- The webinar is open to anyone, though the audience is mostly chief marketing officers and chief growth officers from the IRG community.
How a session is announced
Promotion runs across a fixed set of channels: posts on LinkedIn and Twitter, a LinkedIn event, a dedicated newsletter, an announcement on the IRG website, and other channels reaching nine thousand recipients.
The schedule is specific. Three social announcements are timed at 1.30pm Central European Time on three separate days in June, with the IRG newsletter going out on June 10.
What partners are asked to do
The best practice IRG describes is posting from three places at once: the corporate account, the personal account, and the internal network.
For a corporate channel the ask is four steps: share the announcement with the internal team, post it on social channels, include it in a newsletter, and like or share IRG’s own posts.
For a personal channel the ask is lighter: post the announcement visual, share it with colleagues, clients and friends, and amplify IRG’s posts on LinkedIn and Twitter.
Scope and limitations
This is a promotional kit rather than session content. The social copy is left as placeholder text, so the document records how the session was organized and says nothing about what was discussed.
Source
This page summarises Humanizing Growth Series: Ramon Laguarta, by Frank van den Driest, Marc, 2021-06-18.