That, of course, is the whole aim of content marketing (to help the sales force,) and if a trade show or customer conference isn’t an exercise in “content creation” I don’t know what is. SAP appears to have done a bang-up job with its combined physical and virtual customer conferences, according to B2B Magazine. And that costs. MORE >>

had exactly an hour to get around the show floor between meetings so I was a little nervous that I wouldn’t have time to speak with all the people I needed to. This was one of the poorest collections of sales people ever assembled on one show floor. I’m writing this on the plane home from a very good event. Make them interrupt you. MORE >>

When a client — whose company develops vertical business software — asked me to help with the booth messaging for an upcoming trade show I was stumped. Although I had done a ton of work over the years helping clients generate booth attendance for trade shows, I had little experience writing booth signage. MORE >>

Tweet In the 2012 B2B Marketing Benchmark Report , 1,745 marketing organizations revealed that trade shows took up the biggest chunk of their marketing budget – over 21%. They need to do the same with trade shows. Trade-show registration lists. In fact, they may not have attended the trade show at all. MORE >>

John Hasbrouck is founder and president of NewLeads, which provides custom integrated software for companies seeking to boost the quality of the leads they gather from trade shows. He spoke with FTL about how b2b sales execs can take better advantage of attending trade shows. MORE >>