B2B Marketing Traction

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Why Spending More on Your Trade Show Increases ROI

B2B Marketing Traction

You see, what most businesses do is just show up. Trade shows are hard! To add insult to injury, everyone is too busy to follow up with the trade show leads. That’s why over 70% of trade show leads are never followed upon. If you do commit to a show, I encourage you to do it right.

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8 Social Media Marketing Ideas for Your Trade Show Exhibit

B2B Marketing Traction

Skyline’s recent webinar, “Social Media for Trade Show Promotions,” was full of great ideas. It turns out YouTube is great for all phases of trade show promotion. Facebook, Blogging, and Twitter work great for pre-show marketing and marketers can post the trade show exhibit as an event on LinkedIn.

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When It Comes to Your Marketing Leads, Quality and Quantity Count

B2B Marketing Traction

B2B marketers need to track lead quality as well as lead quantity. It is important to track the quality of your leads. One way to measure this is by tracking the conversion rate of leads by source. Capture each marketing activity, its cost, leads generated, number of sales and sales revenue generated. Not exactly.

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B2B Tradeshow Marketing: No Booth, No Problem

B2B Marketing Traction

If you decided late in the game that you must attend a sold-out trade show, there’s still hope. For years I have been saying that there are many ways to market at trade shows without buying an exhibit space. Kudos to Atlanta-based Arketi Group for providing the marketing approach for the show. No problem.

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B2B Marketers: Integrate Marketing for Response Compression

B2B Marketing Traction

Integrated marketing leads to response compression. One day Joe sees the print ad of a software company in a trade journal. Then, Joe gets a postcard in the mail that tells him the same company will be at the trade show he is attending next month. One way to do so is to integrate your marketing. How does it work?

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B2B Marketer: You Paid for TOFU. Do you have MOFU?

B2B Marketing Traction

For a long time marketing departments have focused on TOFU, or top of the funnel lead generation. Now it’s time to also focus on MOFU, middle of the funnel qualified lead nurturing and development. You may have qualified the leads before the great hand-off to sales, who worked with the lead through the sales cycle.

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Is Marketing ROI Enough?

B2B Marketing Traction

One piece of data that some of you know is cost per lead. Easy to calculate (total cost of marketing activity divided by the number of leads generated). I look at cost per lead for one marketing activity, such as a trade show, along with marketing conversion (how many sales does a marketing activity produce?).

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