Why agencies should run a summit first

Welcome to another episode of Build a Better Agency! This week, host Drew McLellan sits down with virtual event expert Kevin Sanderson to unravel the secrets behind leveraging online summits to grow your agency—and your client's business. With over 30 virtual summits under his belt, Kevin Sanderson brings his firsthand knowledge of creating, marketing, and monetizing virtual events, making this episode a must-listen for agency owners seeking innovative ways to expand their reach.

Kevin Sanderson walks listeners through the different types of online events, from single-presenter webinars and dynamic panels to robust, multi-day virtual summits. He reveals how bringing together subject matter experts not only delivers value-packed content for attendees, but also allows hosts to tap into new audiences by leveraging each speaker's network. Along the way, Drew McLellan and Kevin Sanderson dig into practical event logistics, the importance of aligning with the right speakers, and strategies for ensuring that your virtual events rise above the saturated online landscape.

The conversation doesn't stop at planning. Kevin Sanderson shares actionable insights about various revenue models, from free registration with VIP upgrades to boosting value through digital bonuses, and the critical role of post-event nurturing in building long-term relationships and clients. You'll also hear guidance on pricing these services for your agency or clients, plus essential lessons learned so you can sidestep the common pitfalls of virtual event planning.

If you're looking for creative ways to build authority, grow a targeted list, or even add new service offerings for your agency clients, this episode is packed with real-world tactics and inspiration. By the end, you'll be ready to rethink how virtual events can become a high-impact tool in your agency's growth arsenal.

A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

• How to structure virtual summits with 15-20 speakers for maximum impact and manageable coordination
• Why email promotion from speakers dramatically outperforms social media for driving event registrations
• The revenue model that combines free registration with strategic upsells to VIP access passes
• How charging even a nominal fee ($5-$10) increases attendee engagement by 2.5-3x compared to free events
• The follow-up system that generated $99,000 in monthly recurring revenue through strategic webinar funnels
• Why virtual summits open more collaboration doors than traditional networking approaches
• How to leverage speaker partnerships to access audiences you couldn't reach through paid advertising
• The key criteria for selecting speakers who will both deliver value and actively promote your event
• How agencies can package virtual summit services for clients in specific industries or niches