Building Relationships to Build Business
"Of all the tactics in the B2B marketing toolkit, the most valued, most used, and most effective is face-to-face events", says Ruth Stevens, expert in customer acquisition and retention. Do you agree?
In her article for the CEIR blog, Ruth cites the following stats:
Events and trade show are the single largest line item in B2B budgets - 20% on average.
In a 2015 study, events rank highest (84%) in lead generation effectiveness.
Events are named the most effective content tactic, in a study from Content Marketing Institute
Business buying is still relationship-based, and there is no better place to build relationships than events and trade shows.
So, how do you make the most of this opportunity?
Make having "efficient and productive interactions" your prime goal! Encourage your team to make appointments in advance, with key contacts. Interact, question, listen.
Train your team how to engage, and disengage. Pre-event training makes a world of difference in the results.
The event is at the center of the tool, but post-event strategies for follow-up and continued engagement are critical to a successful strategy. "If you don't have a solid lead management process in your company, don't spend a penny on events".
You can read Ruth Stevens' full article here
Tony
Cost Cutting Ideas for 2019
If your exhibit program's bottom line is "under the microscope", cost cutting strategies are important. Each month we will give you some practical, yet strategic, ideas for making each dollar count.
Only make invisible cuts: never cut where a customer or prospect can see it...ie, consolidate shipping, lighten up display properties, less expensive staff hotel, set up own booth. *
Audit all invoices for errors. You should understand every charge!*
