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10 Tips for a Successful Trade Show Follow-up Campaign

The Point

Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. A 2010 study concluded that fewer than 70 percent of exhibitors have any formalized plan or process in place for how leads are followed up after the show. Here are 10 tips for designing an effective trade show follow-up campaign.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

To quote Software Advice, “Trade shows were most commonly cited as generating both the most and the best (leads) …” And indeed, the data supports that observation: 77 percent of respondents said that trade shows generated either “somewhat” or “very high” quantities of leads, and 82 percent said that trade shows generated leads of either “good” or “excellent” quality.

Pssst. Trade Shows Suck at Lead Generation. Pass it on.

B2B Marketing Unplugged

Here’s a fun way to get their attention: tell them you’re cancelling all the trade shows next year. Yes, these are the same people who refuse to take a shift at the booth, sit around eating, reading and talking on the phone when they are at the booth and who take a perverse pride in wearing a suit instead of the swell golf shirts you ordered for the show. Uh oh.

Five Dumb Things That Unrock Trade Shows

B2B Marketing Unplugged

Last week we talked about how to rock your trade shows. This week let’s follow that up with a glimpse into trade show stupidity with some stuff that just shouldn’t happen, but sadly does (and I have proof). It is right at the front of the show floor and it’s pretty sleek. Sales Manager Action Item: Go to the show. Let’s look at this booth. It’s a 20 by 20.

The Top 7 Things to Avoid at a Trade Show

Modern B2B Marketing

by Shonal Narayan Even in the digital age, trade shows continue to have a place in the marketing mix. For many businesses, trade show participation is a great way to generate new pipeline, build prospect relationships and create brand awareness. Here are 7 common trade show pitfalls to avoid. When: Don’t show up late for setup! Going in blind.

8 Ways to Get More Value from Your Next Trade Show

Marketing Action

Trade shows can be valuable investments that get your brand in front of hundreds – and sometimes thousands – of prospects. Attending a trade show can build business relationships; if your organization goes the extra mile and becomes an exhibitor, a show can also be an excellent opportunity to position your brand as a thought leader. Trade leads with other vendors.

Six Surprising B2B Content Marketing Ideas

PWB Marketing Blog

Boring white papers and boastful case studies are common pitfalls. Virtual Trade Show – A virtual trade show is a great way to overcome the time and travel costs of hosting an actual trade show or conference. Imagine a supplier of test and measurement equipment compiling a series of videos showing how their complex machinery works in the lab.

Ning 59

Help! We Have a Trade Show Coming Up!

Savvy B2B Marketing

They either have a limited amount of time, money, or both, but suddenly have a trade show coming up and they need something to give to prospects. The following is a step-by step guide for creating customer-facing marketing collateral for that impending trade show: 1. These include white papers, case studies, and relevant third-party research.

Help! We Have a Trade Show Coming Up!

Savvy B2B Marketing

They either have a limited amount of time, money, or both, but suddenly have a trade show coming up and they need something to give to prospects. The following is a step-by step guide for creating customer-facing marketing collateral for that impending trade show: 1. These include white papers, case studies, and relevant third-party research.

Ready for Events That Work?

B2B Marketing Unplugged

They’re easier, cheaper and way more effective than those useless old trade shows and you get to control the whole thing without those pesky competitors, students, people who can’t make decisions and tire-kickers who waste your time. Ideally, time it around a content launch, like a new white paper, which is, I hope, timed to support a new product. Lunch. Dinner. I mean it.

Work 44

How Social Media, Content Transform Marketing from Expense to Investment


online or print advertising, trade shows, telemarketing, direct mail) according to research from HubSpot. Well-written white papers can also serve as effective long-term lead-generation assets. Photo credit: DIY Marketers. Buying a bag of apples at the grocery store is an expense; planting an apple tree is an investment.

The State of Demand Generation

The Effective Marketer

There are two steps for that: Classify by content type (white papers, brochures, testimonials, videos, case studies, etc.). Content Marketing Marketing Planning Marketing ROI Marketing Strategy Trade Shows and Events b2b demand creation buying cycle framework demand generation siriusdecisions tony jarosHere are some of my notes. The State of Demand Generation 2012. deals.

How to Use Your Subject Matter Experts for World Domination

B2B Marketing Unplugged

Internal Helpfulness: Reviewing white papers, product literature, web pages and sales presentations for accuracy; helping to design user group or customer training programs. Justifying it: You will need to show a direct relationship between your Hermit Crab’s work and an improvement in marketing material quality and quantity or in better CSAT or lower technical support call volumes. Internal Helpfulness: Reviewing sales literature; showing sales how stuff works; showing your agencies how stuff works; supporting channel implementations. Hermit Crabs.

B2B 30

Trade Shows Part 6: Stupid Ideas

B2B Marketing Unplugged

Who doesn’t need a massage after a day at a noisy crowded show? So here’s the dumb part: Have you ever tried to pitch to someone who has their face buried in a paper-towel lined massage table? Get a guy to come with his cart and brew lovely coffees for a few hours when the show opens. All Stupid Ideas Trade Shows bad marketing branding events give-aways Hooters girls linkedin marshmallow premiums slingshots stupid ideas trade shows trinkets visibilityHere are some stupid things to do at your booth: Massages: This seems like such a nice thing.

9 Steps to Revitalize Your Tradeshow Marketing Strategy

Marketing Action

It should be a very strategic process, where every aspect of your tradeshow: pre-show, during-show, and post-show are all meticulously thought-through and tied back to a strategy and aligned with your business goals and objectives. What you’re featuring at the show. give them a good reason to show up to your booth or session. Plan way in advance. license.

Buzz 31

Keeping Skippy Busy: The Scourge of the Summer Student

B2B Marketing Unplugged

You say yes because you have a bunch of duplicates in your trade show list. You really ought to because you just know that sales repacked it after the last show with the help of a five iron and it just won’t be pretty. If you have QR codes on your paper, make them test every one of them for you. Tchotchke Quest: Fall is but a few short weeks away, and with it another season of fun trade shows and conferences. Break out the label machine: Even a Skippy with a hangover can go through your paper files and create nice, neat labels for things.

Maximize Your Online Visibility: The Web Presence Optimization (WPO) Framework


Industry Presence (trade association articles, association membership lists or directories, trade show exhibitor lists, industry analyst coverage, etc.). Paid Presence (search engine ads, banner ads on trade or publication sites, social network ads). are they more likely to use Facebook or a specialized discussion forum? What online publications do they read?

Tom Pisello: The ROI Guy: The End of Marketing as We Know It.

Tom Pisello

Friday, September 17, 2010 The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content The past decade has seen an exciting and dramatic increase in new digital marketing channels including Twitter, Facebook, e-mail, search engines, webinars, virtual trade shows and more. Do White Papers Still Engage? They do if they are. Sign of Economic Re.

Lessons from Aisle Seven

B2B Marketing Unplugged

This brings me to the first B2B take-away: don’t book that overpriced booth just inside the doors at your next trade show. Why not drop a sample of your new paper, coffee or gift card to some of your favourite G-Spotters or the F-Word ? All Books B2B marketing bizmarketer Elizabeth Williams events getting the business linkedin losing the business Paco Underhill trade shows Why We BuyMost B2B marketers would be forgiven if they hadn’t read Paco Underhill’s classic Why We Buy. More surprising, at least to me, is how very, very little it takes to fix it.

Swag-o-Licious Style Trends

Vertical Response

As the trade show and exhibition organizer at VerticalResponse , I plan at least 30 trade shows a year and attend even more, so I’ve seen my fair share of company swag – You know, those (typically) free promotional goodies. People still like/need to collect them at shows and one always need to jot down notes, people’s names, etc. Stress Balls.

Checklist Marketing: Too Many Shoes in Your Suitcase?

Marketing Craftmanship

White Paper…check. Trade Show…check. For example, to benefit from your published bylined article in a trade publication, your strategy might include sending a reprint of that piece (along with a non self-serving cover note) to targeted audiences, as a means to generate the awareness and conversations that precede transactions. LinkedIn and Twitter Accounts…check / check.

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

A lead nurturing program can leverage existing investments that you have made in other marketing efforts such as trade shows, webinars, direct mail, PR and other marketing collateral by repurposing the existing content. Direct mail examples: personal letters, dimensional mailers, books, post cards, newsletters, press releases, white papers, event invitations, research reports, case studies, success stories and third-party articles. Personal messages in your handwriting show you made an effort and value them. Touch 5 — Relevant white paper via email.

Savvy Roadtrip - White Papers

Savvy B2B Marketing

The Savvy B2B marketing roadtrip began with White Papers. It should come as no surprise that we have as a group written much collective wisdom about white papers from our journey ever since. 8 Ways to Make Key Points in Your White Papers Stand Out Even though you pore over every word in your white paper, readers are likely going to skim to get ket points. Tweet

Lead Nurturing in 6 Simple Steps

B2B Lead Generation Blog

Include all of the people you could potentially sell to: people you’ve met at trade shows, who have spoken with your sales team and who have responded to your website. Find content – articles, blogs, white papers and the like – that addresses these issues. For instance, white papers can be transformed to articles and articles to blog posts. In fact, they have been.

Small But Mighty – Building a Power Team


Preparing for the test always takes me back to the start of my career in marketing, and most importantly, to my transition from the trade show and events space into the world of marketing automation. I jumped at the opportunity to leave behind the world of trade shows and events and become the in-house expert on all things marketing automation and have never looked back.

Is B2B Lead Generation Really This Difficult?

The Point

When marketers rate trade shows as their most effective lead generation tactic, it tells you that programs are being judged on volume and speed, i.e. their ability to generate large quantities of leads in a short period of time. Note: I wrote a white paper on this very topic.). Why is that? Here are my theories: 1. Marketing automation has yet to solve the reporting issue.

Customer Case Studies: More Effective, Loss Costly

Stories that Sell

Response : Third-party white papers, business/thought leadership white papers and customer videos were overwhelmingly described as being most costly to create. Response : Case studies came in second among the answers, with business/thought leadership white papers first. Time and again, I've posted on the effectiveness of customer case studies. Conclusion.

Why marketing today takes courage

grow - Practical Marketing Solutions

Trade shows. I was recently working with a fairly large firm who desperately needed to make a transition from print and paper to digital marketing. Trade shows. I was recently working with a fairly large firm who desperately needed to make a transition from print and paper to digital marketing. “This is going to be difficult, isn’t it?”

How to Bake a White Paper from Scratch: Part One—the Recipe

Content Marketing for BI

Welcome to part one of the “bake a white paper from scratch” series. Here you sit, ready to start your new white paper. The first thing you need to do is determine just why you need a white paper. Hand it out at trade shows? Assuming you have big plans or its use, let’s talk about some tips that will make your white paper a compelling read and successful medium.

5 reasons you should be in social media, even if the boss says “no”

grow - Practical Marketing Solutions

The Trade Show Dilemma. Have you ever had to sit at a booth during a boring industry trade show? Having those social sharing buttons on your website is the new trade show. You might enjoy reading a paper copy of The Wall Street Journal each morning, or even looking at an online version of your favorite news site. Boss driving you crazy? Social proof.

Demand more from today’s B2B marketer

Sales Engine

When it comes to B2B marketing—whether it be social media, email marketing, blogs, white papers or attending trade shows—it has to be about lead generation. It’s great when content shows up in one of our prospect's Twitter feed because of a targeted hashtag. Not that there isn’t branding and awareness value in these projects. What’s your strategy?

Industrial Blogs and Their Benefits-Challenge Duality

Industrial Marketing Today

Invite people to download the entire article or white paper (Lead generation). Write blog posts about your own internal test results (as long as you are not giving away trade secrets). Announce upcoming trade shows and events where you plan to be present. Report on your personal experiences and observations at a recent trade show. I think you get the point.

The Biggest Challenge in Creating and Marketing White Papers

Connect the Docs

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? He is also the author of the White Paper Pundit blog. Generating More Leads with Video White Papers.


How We Learn – One Size Doesn’t Fit All


Develop content like white papers, eBooks, infographics or analyst reports for visual learners. So, let your employees learn, help them learn and provide a variety of options for their learning—a once a year trade show won’t cut it to keep the best employees engaged. A modern marketer’s job is never dull. It never ends either. So then, how do we learn?

Email Marketing 101: No-One Cares About Your Product

The Point

All that matters is the white paper, the video, the Webinar, whatever it is that is on offer in the campaign. Ironically, there’s a simple solution: craft a white paper about “intelligent queuing” and use the same benefit bullets to sell the offer: “In an insightful white paper, discover how breakthroughs. Here are the 5 biggest mistakes that Lavi made: 1. But so what?

How to Bake a White Paper from Scratch: Part Four – The Consumption

Content Marketing for BI

So there you have it—a nicely-written, neatly-formatted, white paper. Push your blog post, or at least a link to your white paper, to your company’s Facebook page. For a fee, they will host your white paper on their site, get the word out to their larger community, provide optimized search methods so that your paper will more likely be found, and collect leads from prospects that download. Sales meetings – White papers are great tools to leave behind after a sales demo or meeting. Submit a scaled-down version to your industry trade publications.

Business Cards: The Good, the Bad, & the Ugly

Vertical Response

At VerticalResponse, we consistently attend trade shows all over the country, so we see a lot of business cards. But get this: Around 75% of the people we chatted with at the last trade show didn’t have business cards on them at all. You should also consider what type of paper weight and finish to use. What gives? The Good. Your name. Your title. The Bad.