Hybrid CABs Tips
A quick-start guide to try a Hybrid CAB
Hybrids are a mix physical and virtual board meetings to optimize the CAB program. I’ll provide a quick-start guide to help you start your own Hybrid CAB.
What is a Hybrid CAB?
It is a board meeting that offers a company flexibility in having both virtual and in-person components.
How does a Hybrid CAB work?
It depends on the company’s goals. Most companies elect to have a virtual CAB meeting first, then a physical CAB at the industry conference in tandem with a new product launch.
How much budget will I need for a Hybrid CAB?
It depends on if you will sponsor customer travel. For an industry conference, factor in the conference pass.
For a physical CAB, select a major city with a concentrated group of customers from different industries and facilitate a well-rounded CAB. If you need to rent a conference room, cater food and beverage, and provide a small gift, the cost for a half-day meeting can range from $500 - $1,000 per person.
If you are sponsoring travel, ride-hailing services (to and from the airport to the meeting venue), a hotel room, food and beverage, and a small gift may cost approximately $1,500-$3,000 per person.
How many people will I need to run one?
Vice Presidents will volunteer to attend the CAB, which can drive up costs. Regardless of budget, only invite a 1:1 or 1:1.5 ratio of company leaders to customers. I don’t recommend inviting twice as many leaders as customers to an event; it can be overwhelming for the customers to have so many company executives around them. For example, an internal CAB might invite a minimum of 11 people:
CEO or COO
Chief Customer Officer or equivalent
CTO
CPO or equivalent
Subject matter expert (1)*
CMO
CRO or equivalent
VP of Customer Success
VP of Profession Services
Two events people (CAB lead and note taker)
*If one executive can present and answer questions with confidence on a subject, there is no need for an expert. The executive on the above list will be the CAB executive sponsor and facilitate the meeting along with the CAB lead.
Will a Hybrid CAB give me the same results?
If you invite seasoned executives who have experience attending CABs and will follow up with customers after the meetings, then yes, you can achieve similar results.
Hosting customers who have prior CAB experience will yield higher results. These customers will know how to interact virtually as well as in a physical CAB setting. Consider inviting past CAB members to join your Hybrid CAB.
How many customers should attend a Hybrid CAB?
Six to ten customers would be ideal. It is challenging to connect and engage during the virtual component if there are too many people.
How do I select my customers?
A good rule is to ensure that customers have one or two things in common. For example, some may be start-ups in biotech, and others may be CMOs or VPs who are decision makers of SaaS solutions.
When is the best time for a Hybrid CAB?
Timing may depend on if there's a public launch or internal fact-finding goals. Here are two classic examples:
For a public launch, say Company X wants to launch their new product at a conference. They have very few funds with which to host an in person event. Company X’s ideal CAB customers are “super users” of their product. The goal of the CAB is to understand why they have become “super users,”and to learn how these customers apply the product to their businesses. After the CAB, the executive team will discuss who should test their new product. If the customers are local, Company X may bring them back for a demo of the product. Company X will hold a virtual CAB meeting to discuss the beta testing experiences and provide constructive feedback directly to the board. They will ask the board to support their launch by attending the conference.
An example of an internal goal may be that new management wants to revamp their professional service (PS) offerings. The newly hired chief customer officer (CCO) would like to have a CAB for two reasons: to meet customers face-to-face instead of relying on survey responses, and to ask questions about their past PS engagement. There is no budget for a physical CAB. The CCO decides to run one virtual CAB and invite customers who spent a minimum of $300,000 on PS engagements. The virtual CAB is marginally successful, because only a few customers are engaged; other CAB members who are not talking seem to be looking at their devices. After the virtual CAB, the CCO decides to initiate a 1:1 video conference with each board member. Using information gathered from the 1:1 meetings, combined with feedback from the virtual CAB, the CCO promotes a new PS leader. Another virtual CAB meeting is held for the appointed PS leader to explain their new services. The CAB members’ constructive feedback helps to shape the new PS engagement services. The CAB customers feel as if they have truly advised the CCO. The CCO, new PS leader and CAB customers become close through the virtual CAB interactions. They have each other’s cell numbers and will text if they need help.
How do I get buy-in for a Hybrid CAB? What are the benefits?
Hybrid CABs promote flexibility; if your executive team welcomes or needs flexibility, it will help to solidify your request. An alternative is to point out the reduction in travel and overall costs. You can accommodate a morning CAB and offer breakfast, versus hosting a lavish dinner with a wine pairing.
A hybrid CAB fosters a more casual environment than a traditional CAB. It is also new and unexpected, so you can create a format to your needs. You can make it fun by, for example, meeting at the best chocolatier shop in town.
Another significant benefit of hosting a hybrid CAB is that there are multiple opportunities to mingle and build rapport with customers. You could kick-off your CAB with a virtual CAB, during which one of the executives will share new, confidential information to build trust. Then, there may be an in-person follow up to dive deeper into a topic. Or, you might host a physical CAB and pivot to introduce another topic or a burning question the executives have been debating.
How can I still deliver a premium experience?
It requires more time from the CAB lead and executive sponsor. You will have to get to know the customers and invent ways to improve board meetings. You may also choose to invite a guest speaker, especially if you want people to listen and actively contribute during a virtual CAB.
Think about the experience as a turndown service at a 5-star hotel. It is all in the details, like the little chocolates they place on the pillows. Provide snacks that are special; for example, serve organic trail mix with mango instead of offering snack-size Costco trail mix. Know your customer’s preferences. For example, if you know your customers are Jewish or Muslim, do not serve pork.
How do I create engaging content for the Hybrid CAB?
Speakers must be able to command the room or virtual screen in order for CAB members to stay engaged. Next, I suggest branding the CAB slides. They should not be recycled executive briefing or sales slides, but should present original content. The purpose of the slides is to prompt conversations and facilitate constructive feedback.
How can I create the same deep connections?
It will take multiple connections from the executive team. During a physical event, pair each board member with an executive.
If there is a virtual event first, an executive should follow up for a 30 minute, virtual 1:1 meeting. This will allow both the advisor and the executive to feel more comfortable talking about how the CAB went. Both may confide in each other and ask questions privately during the 1:1; this interaction will help to facilitate a deeper connection.
How many meetings should we have?
For your first hybrid, two CABs would be ideal.
How long should the virtual part of the CAB run and the in-person event?
It depends on what goals the executive team has for the CAB. I strongly recommend only tackling one topic or one big hairy question for a virtual CAB. That conversation could last up to two hours.
If you are budget-minded and seeking to host an in-person event, I would suggest a 2 hour-to-half day meeting that includes a sponsored meal. It does not have to be at a fancy steakhouse. For example, you might find a quaint Italian or Thai restaurant on the water. (Italian and Thai restaurants are great for vegans, vegetarians, and people with other dietary restrictions.)
How can I make the event enticing for customers? How can I incentivize customers?
Enticing is challenging, especially if you are on a tight budget. Asking the CEO or a guest co-founder to speak or lead the discussions can be a great way to impress people. Or, tap into your executive’s network and invite an industry titan to speak.
Gifts are a great incentive, but once you give, it can become a slippery slope. The board will expect more gifts.