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.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

The report, however, goes further – ranking trade shows as far and away the most effective demand gen channel in their “BtoB Channel Effectiveness Quadrant,” surpassing (by some margin) even demand gen workhorses like email marketing and PPC.

Trending Sources

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. Invite prospects via personalized email to a pre or post show meeting.

10 (+1) Tips to Maximizing Your Trade Show ROI, Part II


In my previous post about making the most of your tradeshow dollars, I discussed proper components of press releases, using paid search to attract online searchers, writing multiple blog posts, and hosting pre-show breakfasts to showcase industry knowledge. If a list isn’t available, a quick Google search may show you which media outlets are attending or writing about the show. Consider offering a discount to attend the show as an incentive for visiting your booth.

The Inbound Way to Do Trade Show Marketing


Planning for a trade show doesn’t start a month in advance. Trade show marketing is a very strategic process. Set Your Trade Show Marketing Goals. Trade shows are no different. What are you doing to make your trade show a success?

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.). If you missed the DemandCon Conference hosted earlier this month in San Francisco, the online recording of the sessions is worth checking out.

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.

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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).

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. leather, paper, and cork.).

Checklist Marketing: Too Many Shoes in Your Suitcase?

Marketing Craftmanship

White Paper…check. Trade Show…check. Both Do-It-Yourself marketers and professional marketers alike rationalize their activity on a tactical basis (number of white paper downloads, website traffic, “Likes” and “Re-Tweets,” etc.),

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. Touch 5 — Relevant white paper via email.

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.

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.).

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.

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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.

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 recently spent a few days with the CMO of a well-known company in Denmark.

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. Boss driving you crazy?

The Biggest Challenge in Creating and Marketing White Papers

Ambal's Amusings

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?


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? It's a great example of how blogs can use white papers.

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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.

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. Calls to action must always be 1) specific and 2) tangible – download a white paper, view a demo, register for a free trial.

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.

Is Content The Solution for Your Shrinking Sales Pipeline?

Sales Engine

Conventional tactics like phone calls and trade shows were effective because prospects had no other means to engage with salespeople. White papers, articles, infographics, and videos are effective content assets in this regard. Despite a vibrant U.S.

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.

Is Your B2B Content Boring Your Customers to Death?

KoMarketing Associates

Do interviews with the designers behind the product or show how it’s made and implemented from start to finish. Paper supply company : Pen comparison tests using different types of your paper, with a possible infographic to accompany it. Paper supply company: An infographic on how to find the right office space, depending on company size and need. Paper Supply Company. Paper Supply Company.

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8 Ways to Maximize the Value of Online and In-Person Events


According to a 2013 survey from the CMO Council and Exhibit & Event Marketers Association (E2MA): 31% of respondents believe that trade shows, conventions, conferences, and channel events are essential to doing business in their target customer markets, and another 42% believe them to be very valuable; 51% say these interactions can help achieve business goals and create a significant competitive advantage; 54% report that positioning the brand among industry leaders was a key benefit; and.

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.

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.

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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.

Why You Should Stop Mapping Content Formats to the Buyer’s Journey

Digital B2B Marketing

Here is one example from TechTarget : eBooks are earlier than white papers which are earlier than virtual trade shows? I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey.

B2B Marketing is Becoming More Like B2C Marketing – Or is it?


Show off your brand’s personality. While text (such as blog posts and white papers) will continue to play a significant role in B2B marketing, messages and concepts can often be delivered in a more compelling manner through infographics, online slide presentations, and video.

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5 Simple Ways to Take Your Lead Nurturing Program to the Next Level

The Point

And those Webinar invitations that you broadcast to every trade show lead you’ve generated since 2005? We need to talk. You know that monthly newsletter you blast to your entire database under the guise of “lead nurturing”?

103 Compelling Social Media and Marketing Statistics for 2013 (and 2014)


Webinars, virtual events and other digital communications channels are driving trade shows and other live events to extinction, right?

4 Measures to Find Out if Your Prospecting is Effective

Your Sales Management Guru

When email marketing, client referrals, and trade show attendance is not enough, prospecting online provides opportunities to attract new leads to your business. You start creating all sorts of downloadable content – eBooks, white papers, checklists and Infographics.

Who Is Your B2B Customer & How Do They Find You?

KoMarketing Associates

white papers, case studies, research papers, etc.) White Papers. Trade Show Documentation. C-level executives need to stay informed about their target audiences, and the best B2B marketers find ways to make sure that understanding scales across the organization.

How to select the right lead generation media mix


Consider when the trade shows and conferences in your industry are scheduled throughout the year. Trade show. Include a white paper offer, with response instructions, such as an 800 number or a web form URL, in your press releases.

B2B Lead Generation Blog: Using White Papers for Lead Generation

B2B Lead Generation Blog

If youre involved in marketing to IT or financial buyers, you should consider using white papers or e-books. After doing numerous lead qualification programs , we have found that only 5 to 15 percent of those who download white papers are truly sales-ready leads.

Is there a place for social media in a boring business?

grow - Practical Marketing Solutions

Most research shows that in terms of many traditional measures, the results are as good, or better, than paid advertising. Search — Google is now showing tweets more prominently is search results. It shows you “don’t get it.”

Your Role on the Customer Journey


Today’s digital maps show those cues – like the Chevron on the corner, or the Starbucks on the right – that help guide drivers like me down the path. Get the customer’s contact info at that trade show. Your brand may not have a presence on those channels, but if you do, you could show up at just the right moment, much like a much-needed rest stop. Things like free white papers or other quickly digestible downloads that can help them in their business.

How To Use Social Media To Convert More B2B Leads With Daniel Kushner


We’re generating the white papers, webinars, podcasts, blog posts, etc. It’ll be just like doing a webinar and not measuring how many registrants we have, or doing a trade show and not measuring how many business cards we collect.