How Alt Marketing School Uses HeySummit to Grow Their Audience, Authority, and Revenue

When Fab Giovanetti, founder of Alt Marketing School, set out to design impactful virtual events, the mission was clear: make learning accessible, engaging, and fuss-free for marketers around the globe. But like many educators and creators, Fab quickly discovered that pulling off a great event was often easier said than done.

Juggling multiple platforms. Wrestling with complex setups. Trying to keep both live and on-demand audiences engaged. Sound familiar?

What they needed was a virtual event platform that could simplify the process and bring everything together in one place. For Fab and her team, the turning point came when they found HeySummit.

Simplifying Complex Event Workflows

Before HeySummit, Alt Marketing School was piecing together their events using a patchwork of different tools. Coordination between speaker management, ticketing, registration, and session delivery felt messy and time-consuming.

Instead of using 50,000 different tools to actually do the thing, we realized we could just bring it all together with HeySummit

By consolidating their event tech stack, the team gained back precious time—allowing them to focus on what really matters: delivering high-value content and growing their community.

Choosing the Right Format for the Right Audience

One of Fab’s biggest takeaways? Simplicity wins.

The team initially experimented with hybrid event formats, mixing pre-recorded content with live sessions and interactive chats. But audience feedback revealed a key insight: their busy, professional audience preferred clear expectations and easy access to on-demand content.

For us, it’s either going to be all live or all on-demand—and we’re super clear about which one it is. Trying to mix formats confused people, even when the messaging was relatively clear.

That lesson informed the design of their upcoming Summer School series, an eight-week program where each session is fully on-demand but thoughtfully scheduled to drop weekly—providing structure and consistency without the pressure of real-time attendance.

Maximizing Reach with Speakers and Smart Incentives

Rather than relying heavily on paid ads, Fab’s team leans on speaker promotion and smart incentives to drive registrations. Each speaker is given an affiliate link, encouraging them to actively share the event with their own audiences. And for attendees, the option to upgrade to a VIP ticket (which unlocks replays, exclusive sessions, and a curated “Hall of Fame” archive of past trainings) adds both value and revenue potential.

We know that everyone is busy and has their own things to promote. But when we introduced affiliate links and a little kickback, we saw speakers sharing much more consistently.

Experimenting with Engagement: Virtual Goodie Bags & Beyond

Always eager to innovate, Fab’s team is also testing the use of virtual goodie bags—a collection of affiliate offers, sponsor deals, and speaker resources—adding an extra layer of engagement and value for participants.

It’s still early days, but we’re excited to see how this can enhance the attendee experience and create more win-wins with our partners.

Pro Tips from Fab for Fellow Educators and Event Hosts

1. Clone & Customize Your Event Framework: “We put in the time to optimize our first event setup, knowing we could clone it for the next one. It’s a huge time-saver.”

2. Be Intentional with Your Emails: “Don’t just use the default templates. We personalized every email, making sure the tone felt human, honest, and on-brand.”

3. Lean on Feedback Loops: “We actively collect feedback during and after every event. It’s how we discovered that mixing live and on-demand wasn’t working for our audience—and why we shifted our strategy.”

4. Keep the Focus on Simplicity: “The simpler and clearer you can make the attendee experience, the better. Choose one format, communicate it well, and stick to it.”

Results: A Growing Audience, Streamlined Processes, and Room to Scale

By aligning their event structure with their audience’s needs—and making full use of HeySummit’s features like speaker management, automated emails, flexible ticketing, and affiliate tools—Fab and the Alt Marketing School team are successfully turning their virtual events into powerful engines for audience growth, brand authority, and recurring revenue.

HeySummit helps us simplify the logistics, so we can focus on what we do best: teaching, sharing, and inspiring the next generation of marketers.

Want to experience the same for your next event? Start your free HeySummit account today — and bring your event ideas to life, your way.