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 >
I’ve been on a rant for the past three weeks about post-event lead follow up. I’m going to end this three-part posting with quotes from two of my favorite sources: “Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to… 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 >
“They just don’t get it.” How many times has marketing said that about sales? Organizations tend to put up walls between departments. The one between marketing and sales can be especially difficult to scale, particularly when the topic is following up leads generated by events. I’ve been… 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 >
I’ve attended three industry conferences in the past four weeks. I’ve attended a handful of keynote addresses and sat through dozens of presentation sessions. Two were inspiring. A few were mediocre. Most were disappointing or downright annoying. Why? The speakers, all of whom were highly accomplished professionals… 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 >