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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.

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.

Geofencing? And other ways to target ads to trade show attendees without being there.


Heading out to trade shows and conferences are one of the best ways to generate leads. However, trade shows are costly, and measuring ROI can be complicated. So when you’re at a trade show, there are a number of tips to make you stand out and increase the capture prospects. Invite prospects via personalized email to a pre or post show meeting.

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.

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?

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. Not one.

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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.

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.

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Savvy Roadtrip - White Papers

Savvy B2B Marketing

The Savvy B2B marketing roadtrip began with White Papers. The six Savvy Sisters met when we were all participants at a White Paperseminar. It should come as no surprise that we have as a group written much collective wisdom about white papers from our journey ever since. White papers are powerful lead generation tools with an attractive cost-benefit ratio.

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.

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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? Expect your paper to be about 2500-3000 words. You want the paper to come across as unbiased as possible.

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. White Paper FAQs.


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. We need to do more. Tweet about it. Bonus Section.

Lead generation using white papers

Anything Goes Marketing

There are many methods - trade shows , contact us forms, webinars , you name it. I found a great blog on of these lead generation methods that focuses on white papers. If you're looking at creating a white paper or trying to spice up an existing one, check out Michael Stezlner's Writing White Papers blog. Do you think that adding white papers to your business blog is a good idea? I know that Better Business Blogging has an easy to find sign up for their free white papers. That seems to be successful. Chad H.

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.

12 Ways to Promote Your eBook or White Paper

Savvy B2B Marketing

To help, here are 12 ideas on how you can promote your white paper and eBook (I refer to eBooks below, but these ideas apply to white papers as well). Company website Consider all of the places on your website where it could make sense to include a link to your eBook, such as: Putting an icon or banner on the home page referencing the white paper.

E-Quip Blog: More White Papers Worth Downloading


More White Papers Worth Downloading. I like white papers. Ive collected over 100 white papers in a folder on my hard drive, organized by subject matter. my white paper collection provides a ready source of quick-yet-useful content to include in my blog. This white paper touches on one of my favorite themes: Do fewer better.

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. Client Newsletter…check. Blog…check.

B2B Lead Generation Blog: Using White Papers for Lead Generation

B2B Lead Generation Blog

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0

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.

My 3 Wishes from the Marketing Genie

Content Marketing for BI

I will look for this in your white papers, case studies, data sheets, articles, webinars, e-books, and other educational content and tools. I will look for a well-designed, organized, and complete website, regular newsletters, targeted e-mails, trade show presence, search engine results, and most of all: contact information that leads me to a real person.

B2B Lead Generation Blog: White Papers and Lead Generation, Key for BtoB Marketers

B2B Lead Generation Blog

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0

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.

B2B Lead Generation Blog: Lead Generation via white papers and webinars

B2B Lead Generation Blog

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0

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. No wonder lead quality is such a pressing issue.

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. Step #1.

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.

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.

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?

Feeding Sales Is a Process, Not a Project.

Sales Engine

They develop white papers, email campaigns, go to trade shows, and —well, you know, execute on lots of projects. For example, if you’re attending a trade show, you start with: Booking the space, ordering your swag, designing the booth, booking hotels, etc. In the middle, you staff and execute the show, collect business cards, and set up meetings.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Here we go: CONTENT MARKETING ADP : Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. They shifted from traditional white papers to blog articles, supported by extensive measurements. Leads increased significantly while trade-show costs decreased 75%.

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?

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.

33 Thought-Provoking B2B Social Media and Marketing Stats


Despite the brand lift from buyer engagement and the plans to increase spending on social media marketing noted above, only about 10% of B2B marketers say they are able to quantitatively show the impact of social media on the business. Live events (conferences, trade shows and forums) remain the top lead generation source for B2B marketers. Lead generation is still a challenge.

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Five B2B marketing beliefs and trends debunked


I’m bothered by much of what I read and hear today when marketing people and agencies pontificate about B2B in presentations, webinars, white papers, and even blogs like Biznology. We all know this, and yet I read articles, white papers, and hear presentations (the recent BMA Conference is an example), where B2B is referred to as if it was a homogeneous market.