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.

NuSpark

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.

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. Trade show success is about more than remembering to bring business cards, keeping a pen in your pocket, and maintaining a pleasant expression.

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

Webbiquity

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).

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?

SME 2

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?

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.),

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.

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

B2B Lead Generation Blog

« Webinar: A Multimodal approach to Lead Nurturing for Complex Sales | Main | How to Become a Thought Leader and Attract Customers » White Papers and Lead Generation, Key for BtoB Marketers Complex sales cycles make the development of multi-modal marketing strategies critical.

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.

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.

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.

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

B2B Lead Generation Blog

MarketingSherpa.com : How to Get Thousands More White Paper Readers & Webinar Attendees: Red Hats Initial Test Results. " One final thought - dont rush a list of webinar attendees or white paper download registrants to your sales team and call them sales leads.

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.).

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.

Small But Mighty – Building a Power Team

ANNUITAS

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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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. Leads increased significantly while trade-show costs decreased 75%.

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.

How We Learn – One Size Doesn’t Fit All

ANNUITAS

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.

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.

33 Thought-Provoking B2B Social Media and Marketing Stats

Webbiquity

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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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.

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.

Five B2B marketing beliefs and trends debunked

Biznology

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. First a disclaimer – I’m an “old” salesperson!

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

Webbiquity

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”?

How to Re-Manufacture Your Marketing: An Inbound Marketing Guide for Manufacturers

Hubspot

While older marketing techniques such as cold calling, print ads, and trade shows remain effective to a degree, supplementing these strategies with effective online marketing can help you get better results.

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

KoMarketing Associates

white papers, case studies, research papers, etc.) White Papers. Trade Show Documentation.

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

Webbiquity

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

How to select the right lead generation media mix

Biznology

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.

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

Unlike other modifiers attached to the discipline (consumer marketing, b2b marketing, trade show marketing, digital marketing), the term “content marketing” doesn’t describe an audience, tactic, or channel, but rather a completely different approach to marketing.

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

Act-On

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.

Digital Marketing Requires Different skills

Sales Engine

Most marketing organizations today do not have the right resources in place to properly execute a content marketing strategy for lead generation, and if you’ve had less than desirable results, this could be a major reason why.

Push versus Pull Marketing: In B2B, You Need Both

Biznology

This can be in the form of blogging, downloadable white papers, videos, infographics, and others. Event marketing, such as trade shows and conferences, where you can not only kick off relationships with new prospects, you can also convey your expertise through speaking engagements.

3 Keys to an Effective Autoresponder Program

The Point

Studies show that responding to new sales leads promptly, literally within minutes, can have a dramatic impact on the rate at which those leads are qualified, and the speed at which they convert to opportunities and, ultimately, deals.

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.

Paper 18

Good Reads for B2B Marketing - 5 Buyer Behaviors Reshaping B2B Marketing

ViewPoint

B2B Trade Show Marketing Circa 2013: Everything is the Same, Everything is Different. The most sought after content are research reports, white papers, case studies and product reviews.

Successful Lead Generation - One Size Does Not Fit All

ViewPoint

According to recent research, B2B companies are using multiple lead generation tactics including, email marketing, search engine optimization, teleprospecting, inbound marketing, direct mail and trade shows. Remember that high-quality persuasive content is not your corporate brochure or a sales pitch, thinly disguised as a white paper. A healthcare company recently received a white paper download from Dr. Kildare at the MASH Hospital Unit.

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Your Role on the Customer Journey

Act-On

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.