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May 14, 2020 · 18m · top-founders

1755 How He Got 7,500 Registered For Virtual Event During Lock Down

Vasil Azarov · 10m spoken Nathan Latka · 5m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

Nathan Latka interviews Vasil Azarov on how Growth Marketing Conference generated nearly 7,500 virtual event registrants during lockdown with minimal ad spend, using partner marketing, referral loops, and automated tech stacks.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 34.9% of the talking time here. How this is scored →

Nathan as informed peer 4.8 Guest teaching 4.8 Guest disagreement 0.2 Nathan pushing back 1.8
05100:0010:001:20–5:27 · Nathan as informed peer 5/10 Sourcing 7,500 Registrations Through Partnerships and Referral Loops Nathan breaks down the registration numbers and partner promotion mechanics, pressing to verify whether paid ads were used. Vasil explains how he leveraged 40k newsletter subscribers, speaker media partnerships, and the referral tool Early Parrot.5:27–8:58 · Nathan as informed peer 6/10 Converting Registrations to Live Attendance with HeySummit and Crowdcast Nathan cites historical attendance data from his past SaaS company Heyo to benchmark virtual event drop-off rates. Vasil explains the difference between webinar and summit conversion rates and breaks down the HeySummit to Crowdcast redirect funnel.8:58–11:13 · Nathan as informed peer 4/10 Automating Pre-Event Engagement via Zapier and Interactive Chats Nathan maps out a concrete scenario to understand how Zapier connects registration data into Crowdcast chat prompts. Vasil details how prompt emails set incoming attendees into an engaged learning mindset prior to the session.11:13–15:40 · Nathan as informed peer 5/10 Post-Event Nurturing, Monetization Testing, and Virtual Event Economics Nathan probes into monetization testing and questions whether sending multiple automated reminders annoys registrants. Vasil corrects Nathan on how Crowdcast displays registered users versus live concurrent viewers and defends his high-frequency email strategy.15:40–18:23 · Nathan as informed peer 4/10 Promoting the Upcoming B2B Summit and Leveraging LinkedIn Events Nathan inquires about the promotional runway for the upcoming B2B event and how partner acquisition works. Vasil explains the utility of LinkedIn Events as an RSVP pre-commitment mechanism and how historical goodwill helps secure partners.1:20–5:27 · Guest teaching 4/10 Sourcing 7,500 Registrations Through Partnerships and Referral Loops Nathan breaks down the registration numbers and partner promotion mechanics, pressing to verify whether paid ads were used. Vasil explains how he leveraged 40k newsletter subscribers, speaker media partnerships, and the referral tool Early Parrot.5:27–8:58 · Guest teaching 5/10 Converting Registrations to Live Attendance with HeySummit and Crowdcast Nathan cites historical attendance data from his past SaaS company Heyo to benchmark virtual event drop-off rates. Vasil explains the difference between webinar and summit conversion rates and breaks down the HeySummit to Crowdcast redirect funnel.8:58–11:13 · Guest teaching 4/10 Automating Pre-Event Engagement via Zapier and Interactive Chats Nathan maps out a concrete scenario to understand how Zapier connects registration data into Crowdcast chat prompts. Vasil details how prompt emails set incoming attendees into an engaged learning mindset prior to the session.11:13–15:40 · Guest teaching 6/10 Post-Event Nurturing, Monetization Testing, and Virtual Event Economics Nathan probes into monetization testing and questions whether sending multiple automated reminders annoys registrants. Vasil corrects Nathan on how Crowdcast displays registered users versus live concurrent viewers and defends his high-frequency email strategy.15:40–18:23 · Guest teaching 5/10 Promoting the Upcoming B2B Summit and Leveraging LinkedIn Events Nathan inquires about the promotional runway for the upcoming B2B event and how partner acquisition works. Vasil explains the utility of LinkedIn Events as an RSVP pre-commitment mechanism and how historical goodwill helps secure partners.1:20–5:27 · Guest disagreement 0/10 Sourcing 7,500 Registrations Through Partnerships and Referral Loops Nathan breaks down the registration numbers and partner promotion mechanics, pressing to verify whether paid ads were used. Vasil explains how he leveraged 40k newsletter subscribers, speaker media partnerships, and the referral tool Early Parrot.5:27–8:58 · Guest disagreement 0/10 Converting Registrations to Live Attendance with HeySummit and Crowdcast Nathan cites historical attendance data from his past SaaS company Heyo to benchmark virtual event drop-off rates. Vasil explains the difference between webinar and summit conversion rates and breaks down the HeySummit to Crowdcast redirect funnel.8:58–11:13 · Guest disagreement 0/10 Automating Pre-Event Engagement via Zapier and Interactive Chats Nathan maps out a concrete scenario to understand how Zapier connects registration data into Crowdcast chat prompts. Vasil details how prompt emails set incoming attendees into an engaged learning mindset prior to the session.11:13–15:40 · Guest disagreement 1/10 Post-Event Nurturing, Monetization Testing, and Virtual Event Economics Nathan probes into monetization testing and questions whether sending multiple automated reminders annoys registrants. Vasil corrects Nathan on how Crowdcast displays registered users versus live concurrent viewers and defends his high-frequency email strategy.15:40–18:23 · Guest disagreement 0/10 Promoting the Upcoming B2B Summit and Leveraging LinkedIn Events Nathan inquires about the promotional runway for the upcoming B2B event and how partner acquisition works. Vasil explains the utility of LinkedIn Events as an RSVP pre-commitment mechanism and how historical goodwill helps secure partners.1:20–5:27 · Nathan pushing back 2/10 Sourcing 7,500 Registrations Through Partnerships and Referral Loops Nathan breaks down the registration numbers and partner promotion mechanics, pressing to verify whether paid ads were used. Vasil explains how he leveraged 40k newsletter subscribers, speaker media partnerships, and the referral tool Early Parrot.5:27–8:58 · Nathan pushing back 2/10 Converting Registrations to Live Attendance with HeySummit and Crowdcast Nathan cites historical attendance data from his past SaaS company Heyo to benchmark virtual event drop-off rates. Vasil explains the difference between webinar and summit conversion rates and breaks down the HeySummit to Crowdcast redirect funnel.8:58–11:13 · Nathan pushing back 1/10 Automating Pre-Event Engagement via Zapier and Interactive Chats Nathan maps out a concrete scenario to understand how Zapier connects registration data into Crowdcast chat prompts. Vasil details how prompt emails set incoming attendees into an engaged learning mindset prior to the session.11:13–15:40 · Nathan pushing back 3/10 Post-Event Nurturing, Monetization Testing, and Virtual Event Economics Nathan probes into monetization testing and questions whether sending multiple automated reminders annoys registrants. Vasil corrects Nathan on how Crowdcast displays registered users versus live concurrent viewers and defends his high-frequency email strategy.15:40–18:23 · Nathan pushing back 1/10 Promoting the Upcoming B2B Summit and Leveraging LinkedIn Events Nathan inquires about the promotional runway for the upcoming B2B event and how partner acquisition works. Vasil explains the utility of LinkedIn Events as an RSVP pre-commitment mechanism and how historical goodwill helps secure partners.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 48.9% · guest 51.1%0:00 · Nathan 48.9% · guest 51.1%3:00 · Nathan 51.6% · guest 48.4%3:00 · Nathan 51.6% · guest 48.4%6:00 · Nathan 16.2% · guest 83.8%6:00 · Nathan 16.2% · guest 83.8%9:00 · Nathan 31.9% · guest 68.1%9:00 · Nathan 31.9% · guest 68.1%12:00 · Nathan 39% · guest 61%12:00 · Nathan 39% · guest 61%15:00 · Nathan 19.2% · guest 80.8%15:00 · Nathan 19.2% · guest 80.8%18:00 · Nathan 46.4% · guest 53.6%18:00 · Nathan 46.4% · guest 53.6%
Sharpest disagreement ▶ 14:58 Rejecting Email Fatigue Concerns

Vasil directly pushes back on Nathan's assumption that attendees get annoyed by multiple reminder emails, asserting that registrants appreciate knowing when sessions go live.

 Hardest push from Nathan ▶ 14:50 Questioning Email Over-Communication

Nathan challenges Vasil on the user experience risk of bombarding registrants with up to seven automated emails right before live sessions.

 Biggest teaching moment ▶ 13:39 Correcting Live Viewers vs Registrants

Vasil clarifies Nathan's confusion about a shared screenshot, explaining that the high number reflected total Crowdcast session registrants rather than concurrent live viewers.

 Nathan holds their own ▶ 5:26 Benchmarking Virtual Attendance Funnels

Nathan demonstrates domain expertise by citing exact 20-35% live conversion benchmarks from his own SaaS scaling days to analyze Vasil's summit performance.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Sourcing 7,500 Registrations Through Partnerships and Referral Loops 5402 Nathan breaks down the registration numbers and partner promotion mechanics, pressing to verify whether paid ads were used. Vasil explains how he leveraged 40k newsletter subscribers, speaker media partnerships, and the referral tool Early Parrot.
Converting Registrations to Live Attendance with HeySummit and Crowdcast 6502 Nathan cites historical attendance data from his past SaaS company Heyo to benchmark virtual event drop-off rates. Vasil explains the difference between webinar and summit conversion rates and breaks down the HeySummit to Crowdcast redirect funnel.
Automating Pre-Event Engagement via Zapier and Interactive Chats 4401 Nathan maps out a concrete scenario to understand how Zapier connects registration data into Crowdcast chat prompts. Vasil details how prompt emails set incoming attendees into an engaged learning mindset prior to the session.
Post-Event Nurturing, Monetization Testing, and Virtual Event Economics 5613 Nathan probes into monetization testing and questions whether sending multiple automated reminders annoys registrants. Vasil corrects Nathan on how Crowdcast displays registered users versus live concurrent viewers and defends his high-frequency email strategy.
Promoting the Upcoming B2B Summit and Leveraging LinkedIn Events 4501 Nathan inquires about the promotional runway for the upcoming B2B event and how partner acquisition works. Vasil explains the utility of LinkedIn Events as an RSVP pre-commitment mechanism and how historical goodwill helps secure partners.

Statements from this episode (9)

Assertion Not checkable as stated
Azarov: B2C Growth Summit reached 7,437 registrations and 2,500 live attendees
“So we had 7400 37, I believe registered. We had over 2500 that attended live, and we had another 1500 or so that watched”
Vasil Azarov May 14, 2020 ▶ 1:37
Assertion Not checkable as stated
Azarov: Growth Marketing Conference maintains 40,000 email subscribers
“We have a pretty engaged community, about 40,000 subscribers currently.”
Vasil Azarov May 14, 2020 ▶ 2:36
Assertion Not checkable as stated
Azarov: Virtual summit ad spend was limited to $200 in retargeting
“We spent like 200 bucks for just brand ads CPM only, just so people know it's happening.”
Vasil Azarov May 14, 2020 ▶ 5:03
Assertion Not checkable as stated
Azarov: Virtual summits historically see only 10% to 15% live attendance
“One of the things to mention for the webinars, actually, we, we've seen that attendance about 20 to 30% in the past, and for the summits, we've seen attendance about 10 to 15% in the past, because summit is sort of the full day event, and the attendance genera…”
Vasil Azarov May 14, 2020 ▶ 5:59
Assertion Not checkable as stated
Azarov: Lockdown virtual event attendance rates are higher across the board
“Obviously everyone is at home and right now I'm seeing the attendance numbers being higher across the board than they used to be in the past.”
Vasil Azarov May 14, 2020 ▶ 6:56
Insight
Azarov: Virtual event attendees will pay $100 to $250 for access
“We haven't promoted our paid pass very heavily, but we did a test and it seems like people would be willing to pay anywhere between a hundred to maybe 250 for the content for networking.”
Vasil Azarov May 14, 2020 ▶ 12:29
Assertion Not checkable as stated
Latka: SaaStr virtual event had five live YouTube viewers despite 10,000 registrations
“I went to some other, like, Sastra did a version of this, right? But, like, I went into the YouTube feeds they were using, and I saw, like, five people live when it said, like, 10,000 registered.”
Nathan Latka May 14, 2020 ▶ 13:12
Insight
Azarov: Virtual event attendees do not mind frequent pre-session reminder emails
“One of the things I've realized, people are not very much frustrated with getting too many emails between, ah, before each of the sessions, because it tells them where you can watch it.”
Vasil Azarov May 14, 2020 ▶ 15:00
Insight
Azarov: Start promoting virtual summits exactly 30 days before the event
“Start promoting the summit of 30 days out, the timeline.”
Vasil Azarov May 14, 2020 ▶ 16:27
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