📂 How Teachable generated $10M ARR from online events

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When the world went into lockdown and we all hunkered down in our home offices (or couches), a massive new marketing channel opened up:

Online events.

They've always been a thing. Just not nearly as large and impactful as it is now.

Teachable, a platform for selling courses and memberships online, made online events one of their primary acquisition methods.

In fact, CEO Ankur Nagpal tweeted that they've driven $10M+ ARR from online events. 🤯

twitter profile avatar
Ankur Nagpal 🔥🔥
Twitter Logo
Twitter Logo
@ankurnagpal
March 18th 2021
11
Retweets
92
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Here's what Ankur said:

~The Structure~
After experimentation, we settled on an online 3 day event running from Tuesday to Thursday
Each day is packed with 4-6 live online events + recorded content scattered through the day
It’s intense but @jess_catorc is incredible ~The Content~
We find 25-50 incredible speakers that are ideally customers or subject matter experts
We’re fortunate that most @teachable customers are super charismatic and great on camera
We divvy it between keynotes, panels and recordings based on the speaker ~The Distribution~
We set a registrant goal of 50k - 70k signups. Big numbers!
But these events are dope and free so it’s a no brainer for people to join
This breaks down roughly:
1/3 from our own audience 1/3 from speakers + affiliates promoting 1/3 from paid marketing ~The Distribution, pt. 2~
Since the speakers are celebrities in their own right, they end up driving a large amount of distribution
And for us, paid marketing to an event works far better than any other paid marketing because it’s a dope thing people get for free ~The Offer~
At the end of the event, we extend an offer to the attendees to try a paid @teachable plan
In return, they also get free bonus content from the speakers
This works super well, but important to not be pushy here!
And ensure people have an amazing experience always.

Their last event had 40,000 signups. 🖐️🎤

—Corey

p.s. did you see that I launched my new course, Marketing Like A Media Company? Would love for you to check it out →

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