How do you continue to market you trade show and meetings program while budgets continue to shrink? One way is to get real about your potential audience. Create a profile of your best clients and client candidates. What do they look like? What attributes do they… learn more >
Exactly what is content marketing? It’s the practice of attracting, acquiring and engaging prospects and customers by distributing relevant and valuable information. It’s a strategy built on the belief that if we establish a relationship with potential customers by regularly delivering valuable data, they will… learn more >
Last week, ICEEM ran a post regarding the link between exhibitions and purchase intent. The critical point worth noting is that the exhibitor must take an active approach toward engaging the prospects. Now that’s a concept we can get in back of. We’re… learn more >
BtoB Magazine recently published a study in conjunction with Marketo Inc. that found most companies don’t do a very good job of following up opportunities post-event. Specifically, the study found that over half of respondents have some form of marketing automation system but the… learn more >
“Showing up is 80% of success in life.” – Wood Allen Woody might have a point but, as legions of marketers have discovered, following his philosophy at a trade show produces little more than a pile of expenses. Look at it this way, showing up does nothing more than… learn more >
Media columnist Catharine P. Taylor posted an article last week with the attention getting title Hey, Social Media Experts: What You Do Is Worth Nothing! Catharine makes a point. In a world inspired by books like The Start Up of You, marketing is… learn more >
Trade shows and events offer plenty of presentation opportunities for product specialists, sales and marketing personnel, and nearly every member of the executive suite. When speaking to prospects, the media or an industry-savvy audience, professional knowledge and technical skill aren’t enough to carry the day.… learn more >
The gold standard for lead generation has always been to identify the decision maker. That’s as true for events as it is for other marketing channels. In fact, the change in trade show attendance over the past few years has prompted a significant number of… learn more >
I just finished reading the eBook “Winning the Zero Moment of Truth” – Google’s definition of the critical moments that lead to an individual’s decision to purchase a product or service. Since Google is defining ZMOT (as it’s acronymed), it’s pretty much seen as… learn more >
Yesterday I wrote an eTip about the importance of relevancy in marketing. Today I came across a blog posting by Erik Hauser of the Experiential Forum. It’s a re-post of a piece he wrote in 2008. One of Erik’s points is that if we’re not… learn more >