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 >
For years now, trade show and event marketers have invested valuable budget dollars in media and technology only to see those investments routinely ignored by attendees and prospects that walk right by, unaware of the experiences created for them. This panacea of technology as the… learn more >
BtoB Magazine recently published the following statistics about trade show leads, sourced from their own survey, “Future of Events.” Recognize your program in one of these statistics? If so, check out this week’s Synch-Up blog for three tips to better trade show lead follow up GetSynchronicity. Connecting… learn more >
Most B2B marketers hold lofty aspirations for their brands. “We want to be differentiated. Rise above the crowd. We want to be unique.” Then, usually shortly after the first round of creative, fear kicks in. “If we don’t look like the others, we’ll lack credibility. We… learn more >
Siemens Hearing used a smart mix of engagement marketing principles to increase the time visitors spent in its booth at Audiology Now, just two weeks ago. A little friendly competition, the hands-on experience of interactive media and the cool cache of iPads made the Siemens’ Best… learn more >
Last week’s Synch-Up blog (see below, April 6: “Measuring ROI”) post struck a chord with some members of a LinkedIn Group on B2B Social Media and I thought it was worth sharing. Here is how Eric S replied to my blog post: “This is great. While it… learn more >
Innovation is everywhere. A Fleischmann Hilliard study of corporate taglines that debuted in 2009 found “innovate/innovation” to be one of the top ten most frequently used words. Apparently it’s still with us. In the past two months I’ve logged a lot of miles on trade… learn more >