Trade show programs typically rely on a shotgun approach to generate individual leads. Account Based Marketing (ABM), on the other hand, focuses on infiltrating highly-specific, target accounts.
New digital tools are bridging the gap, delivering personalized attention, hyper-focused message outreach, and micro-relevant content to high-value clients prospects in advance of the show.
Here are three ways to integrate ABM tools and tactics into your next trade show:
Pre-Event Intelligence Campaigns: Powerful search and analytic tools scrub the web to learn the awareness level, interest level and buying intent of your target prospects. This ultra-specific data enables you to tailor your pre-, at-, and post-booth engagement programs to better identify, connect, and follow-up with high-value target prospects.
VIP Lead Management: Major clients can be tough to nail down for meetings at trade shows. “Smart” lead management systems recognize high-value clients or prospects when they enter a booth and immediately send instant text messages to Sales Reps so they can be on hand to give these VIPs special attention.
Activity Personalization: Interactive apps (product demos, sales tools, games, etc.) can be designed to include special sections personalized for key clients. By integrating client logos, specific competitor pressure points, hyper-focused industry challenges, and client-centric goals and aspirations you’re demonstrating your level of interest and commitment to winning their business.
Incorporating ABM strategies into your trade show programs is all about taking the marketing tools and tactics you use to fill your sales funnel on a macro level and re-engineering them for information to guide and shape your engagement strategies on a micro level.