Nowadays you are almost spoilt for choice when it comes to attending B2B events/tradeshows around the globe. Most B2B events are located specific in North America (precisely around the United States) and some are also present in Europe and APAC. Although choice is definitely a good thing, I still believe there are only few that fulfill a B2B marketers goals and we have to try a very subtle approach in choosing the suitable one.
Here below are some key factors to keep in mind when you are planning your B2B events/tradeshows:-
- Event Analysis
By now you must be already aware of the fact that Event marketing yields the maximum cost per lead returns of all of marketing channels. Thus it’s very vital that you dissect all the available information in order to make sure you’re ready to go and ascertain your products and services on the event marketplace. Churn out all the information available through multiple accessible mediums that would help tremendously in taking your event marketing channel’s ROI to the optimum level
- Geographical Outreach
As we highlighted previously there could be umpteen B2B marketing events/tradeshows that are happening during the year globally. It is next to impossible to reach out to each and every event geologically (unless you have a well-built sales & marketing strength within the company). Choose which locations are nearest or relate more to the company’s products and services and then decide on which to pursue for further evaluation.
- Whom to Accompany
Once the hard work of shortlisting the B2B events/tradeshow list is done, you might think you have done enough. Well, not really! It is doubly important to make sure the correct audience from your company is attending/sponsoring the event/tradeshow as this will be the deciding factor between an OK event and a successful event.
- Organizing the Leads
It is the always considered that Events/Tradeshows generate the most cost per lead ROI than any other channel and the main reason for that is you get to meet top professionals & elucidate to them face-to-face about your products and services together in one go. Although some prospects will give you their whole attention, some will be interested in connecting post the event concludes. Make sure you gather all the required information that you’ll need for connecting post the event along with a note about the conversation you had with them somewhere in order for you to assist in re-connecting with your aforementioned lead.
- Don’t forget the Booth
If you are one of the privileged sponsors of a B2B event/tradeshow, chances are the organizers will be providing you with the business card scanning device beforehand. Assuming you would have multiple people from your company attending the event, you just need to allocate one person to take charge of scanning the business cards through the provided RFID device from which you can generate an MS Excel file (or any other readable format) and use it for your lead follow-ups. We at SMARTe are one of the experts in cleaning/augmenting the required events/tradeshow data though our unique solution – Data Sanitizer.
- Stringent Follow-ups
Once the 3-4 daylong event concludes, it is very understandable that you’ll need some time to settle down from the hectic trip. Make sure you don’t rest on your laurels too much, as all the hard work you have put in for generating the leads would go away in a flash if not followed up appropriately. Never miss out on any follow-ups through an suitable medium as that could be the deal maker or breaker between your sales closures.
As we enter this holiday season, I am sure the last thing on your mind would be to jot down next year’s B2B marketing events schedule and plans, but in truth, it’s probably the top most activity you should take in hand right now. Someone once said to me – The key to getting better ROI out of the B2B marketing events is by choosing to sponsor or attend it by planning well in advance.
I believe there are only a handful of B2B marketing events/tradeshows available in today’s market that carry a powerful and broad enough agenda to make your precious time out of the office worthwhile. That’s what makes the B2B Marketing events such a unique and growing channel in marketing programs.
Thinking about what will you do with the pre-event and post-event attendee list provided by event/tradeshow organizers? Need more information on the collated leads and enquiries from the events? Worry no more – SMARTe’s Tradeshow Data Append service enables you to utilize your Pre-Event Attendee Contact Data in the most efficient way by verifying, cleansing and appending your lists. SMARTe with its phone validation process involving Technology Enablers and manual intervention including Phone Validation will enrich your tradeshow data and deliver ready-to-use data for better deal closures.