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					101 B2B Marketing and Sales Tips from The B2B Lead
VOLUME THREE

Event Marketing
Generating Leads and driving revenue through webinars, customer events and trade shows

PRESENTED BY

101 B2B Marketing and Sales Tips from The B2B Lead

PRESENTED BY

16 Event Marketing Tips for Driving Lead Generation
With the ups and downs in the economy and advances like virtual trade shows, event marketers need to find creative ways to make the most out of every event. Tradeshows can be true lead generating events, webinars can have high attendance and customer events can help create lasting relationships while increasing revenue. In this collection of 16 event marketing tips from The B2B Lead, you will find information on increasing webinar attendance, driving more trade show traffic, making the most out of customer events and much more. Here’s a few of the included tips in this eBook: •	 Ten	Tips	for	Using	Webinars	for	Lead	Generation •	 Leverage	Exclusive	Events	to	Increase	Trade	Show	Traffic •	 Drive	Revenue	from	Customer	Events •	 Using	Events	Spend	to	Drive	Sales	Conversions If you like what your see here, be sure to check out theb2blead.com	for	more	B2B	Marketing	and	Sales	tips.

Content	contributed	by: Amy	Hawthorne,	Director	of	Marketing	at	ReachForce Pam O’Neal Mickelson, VP of Marketing at BreakingPoint Suaad	Sait,	CEO	at	Reachforce Andrea	Stout,	Marketing	Programs	Specialist	at	NetQoS Leigh	Anne	Wallace,	Marketing	Coordinator	at	ReachForce Cody	Young,	Customer	Success	Manager	at	ReachForce

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Table of Contents
Webinar Tips 1. 12 Ways to Turn 300 Webinar Attendees Into 3,000+ Part I 2. 12 Ways to Turn 300 Webinar Attendees Into 3,000+ Part II 3.	 Quick	Webinar	Tips 4.	 Ten	Tips	for	Using	Webinars	for	Lead	Generation Tradeshow Marketing Tips 5.	 Make	the	Most	of	Your	Tradeshow	Investment	Using	Word	of	Mouth	Marketing 6.	 Develop	an	Integrated	Theme	for	Trade	Shows 7.	 Top	10	Ways	to	Get	Booth	Traffic	at	a	Tradeshow 8.	 Leverage	Exclusive	Events	to	Increase	Trade	Show	Traffic 9.	 Trade	Show	Accountability 10.	How	to	Get	3,190	People	to	Watch	a	Demo	at	a	Tradeshow 11.	Leveraging	Current	Customers	at	a	Tradeshow 12.	Driving	More	Traffic	at	Trade	Shows 13.	Using	Events	Spend	to	Drive	Sales	Conversions 14.	Another	90%	Statistic	About	B2B	Marketing;	Really! More Event Marketing Tips 15.	After	the	User	Group	Conference,	How	to	Stay	in	Touch? 16.	Drive	Revenue	from	Customer	Events

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12 Ways to Turn 300 Webinar Attendees Into 3,000+ Part I
A Roadmap for Webinars in a Web 2.0 World
This	week’s	Marketing	Profs	B2B	Forum	has	been	an	enlightening	experience.	Not	only	have	I	picked	up	a	few	great	social	media	ideas	and	techniques	(thank	you	Erickson Barnett),	but	I’ve	started	to	shift	the	way	I	think	about	the	role	of	traditional	Marketing	techniques	in	our	Web	2.0	world.	In	this	case,	I’m	referring	to	Webinars–that	old	staple	of	lead	 generation for B2B Marketers. So,	as	I	prepared	for	my	presentation	on	Webinars	in	a	Web	2.0	world,	I	came	up	with	a	list	of	tips	for	producing	and	promoting	webinars	or	really	any	form	of	educational	content.	 Thought	I’d	share	them	with	you	in	a	2	part	post.	Here	are	the	first	6	tips.	Feel	free	to	chime	in	with	any	others	that	I	missed. 1.	 Start	by	getting	into	the	right	mindset	to	make	the	most	of	your	webinar.	It	is	important	to	realize	that	webinars	are	just	another	part	of	“the	conversation”	you	are	having	with	 your	customers	and	the	community	as	a	whole.	So	stop	thinking	about	marketing	them	like	an	event.	Think	about	using	them	as	a	way	to	keep	the	relationship	alive,	build	a	 community of followers, to spark group discussions or change the way people think about an issue. 2.	 Next,	package	the	webinar	to	make	promoting	it	more	successful.	You	might	consider	breaking	it	into	a	series	of	webinars	to	be	held	every	6	weeks	to	keep	your	followers	interested in what you have to say. Produce complimentary content such as white papers, assessments, tools, etc. that you can email to registrants. 3.	 When	you	draft	the	promotional	copy,	remember	to	write	for	your	target	personae.	Use	simple,	but	compelling	language.	Drive	home	the	WIIFM	(What’s	In	It	for	Me)	message.	 NOTE:	You	should	also	use	the	right	words	in	your	copy.	Use	Google	Trends	to	see	which	terms	your	audience	is	using	to	search.	For	example:	the	word	“webcast”	is	searched	 for	far	more	often	than	the	word	“webinar.” 4.	 Here’s	another	important	tip	for	packaging	your	webinar.	Post	your	slides	prior	to	the	day	of	the	webinar	so	people	will	have	a	good	idea	of	the	content	you	will	cover.	Several	 years	ago,	I	engaged	in	a	survey	with	Webtorials	to	assess	the	effectiveness	of	podcasts	vs.	webinars	and	understand	why	–	for	my	company—customers	responded	better	to	 webinars.	The	key:	the	slides.	Funny,	how	people	love	to	hate	PowerPoint,	but	when	it	came	down	to	it,	they	really	needed	the	slides	for	comprehension	to	assess	whether	they	 wanted to spend a precious 30 to 45 minutes listening in. 5.	 Use	social	media	to	trigger	viral	distribution	of	your	invitation.	Identify	a	list	influencers,	reach	out	and	ask	them	to	help	you	spread	the	word	about	your	webinar.	Use	Twitter	to	 tap	the	influencers	with	a	large	following	and	“direct	message”	them.	Post	to	Facebook	groups	interested	in	the	topic.	And,	share	with	your	LinkedIn	network.	After	all,	you	are	 offering	a	service	to	these	folks	–	the	opportunity	for	free	education	on	a	topic	of	interest. 6. Post your slides using slide sharing sites to get your content in front of people who are actively seeking content/education. If your slides are crafted well, you will trigger what the authors	of	Made	to	Stick	call	the	“pain	of	knowledge	gaps”	which	should	entice	the	viewer	to	tune	in	to	your	webinar. And,	speaking	of	knowledge	gaps,	there’s	more	to	come	in	the	next	post	with	6	clever	ways	to	get	additional	mileage	out	of	the	actual	content	you	produce.

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12 Ways to Turn 300 Webinar Attendees Into 3,000+ Part II
In the first half of the B2B Lead blog series on 12 Ways to Turn 300 Webinar Attendees Into 3,000+, I shared 6 tips for getting the most out of your webinar. I recommended that you	start	by	getting	into	the	right	mindset.	It	is	important	to	realize	that	webinars	are	just	another	part	of	“the	conversation”	you	are	having	with	your	customers	and	the	community	 as a whole. Think about using them as a way to keep the relationship alive, build a community of followers, to spark group discussions or change the way people think about an issue. In today’s post covering tips 7-12, I’m going way out on a limb to suggest some other cutting-edge practices that a new generation of B2B marketers are using. 7. Turn your webinar into a twebinar	–a	webinar	and	Twitter	mash-up	where	conversations	take	place	in	real-time	before,	during	and	after	the	webinar,	on	Twitter.	Twitter	is	a	great	 way	to	spread	the	word	before	the	day	of	the	webinar,	and	an	even	better	way	to	facilitate	Q&A	or	capture	suggestions	during	and	afterward. 8.	Don’t	wait	to	reach	out	and	engage	with	registered	attendees.	Contact	those	who	registered	early	to	offer	more	information	and	continue	the	conversation.	Some	ideas	for	this	 include	sharing	a	white	paper	on	a	relevant	topic,	distributing	event	materials	or	research	findings.	Bulldog	Solutions	claims	that	this	will	enable	you	to	engage	with	10	%	of	the	 registrants before the webinar takes place. 9.	Pick	one	core	slide	that	is	most	intriguing	or	highlights	your	core	content.	Draft	a	few	soundbites	around	the	slide	and	excerpt	the	content	for	a	Podcast.	Embed	the	slide	image	 and	podcast	in	a	press	release	or	on	your	community	site.	Use	this	to	market	the	archived	or	“on-demand”	version	of	the	webinar. 10.	Don’t	forget	to	promote	your	webinar	series	via	all	of	the	programs	you	are	normally	producing	including:	trade	shows,	press	releases,	PPC	search	engine	ads,	web	pages	 including your home page, community, blog and customer support pages. 11.	Continue	the	conversation	on	your	blog	by	using	it	for	Q&A.	If	your	material	is	good,	the	Q&A	segment	can	produce	lots	of	great	content.	Take	the	conversation	to	your	Community area to show prospects all of the materials they can find there. This will help you keep a loyal audience. 12.	It’s	officially	the	“Remix	Era,”	so	take	the	materials	you	developed	for	the	webinar,	remix	them	and	post	where	appropriate.	Issue	a	press	release	with	highlights	embedded.	 Transcribe	and	post	the	content	as	a	contributed	article	on	Hub	pages	or	Scribd.	Syndicate	the	archived	event	on	sites	like	On24. I’m	really	interested	to	hear	what	you	have	found	to	be	successful	on	the	Webinar	marketing	front.	Is	a	twebinar	really	effective?	Do	attendees	really	convert	to	blog	readers?	Can	 you	effectively	engage	with	registrants	before	they	attend	the	Webinar?	Chime	in	with	your	thoughts.

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Quick Webinar Tips
I	have	recently	attended	a	few	webinars	on	creating	webinars.	Both	were	sponsored	by	GoToMeeting.	I	don’t	have	a	lot	of	experience	with	webinars	but	I	am	planning	one	for	next	 quarter	and	I	hope	to	implement	all	that	I	learned.		Here	are	a	few	good	tips	I	picked	up: •	 Always	stick	to	the	time	frame •	 Promote	through	partners	–	make	it	very	easy	for	them	to	add	a	link	to	a	landing	page.	Consider	co-sponsoring	a	webinar	for	increased	visibility. •	 Know	what	your	goal	is	and	don’t	misrepresent	it	to	your	attendees	–	Don’t	make	it	a	sales	pitch	if	it	has	been	promoted	as	educational. •	 2	Speakers	can	be	better	–	different	speaking	styles	and	presentation	skills	will	engage	different	listeners •	 Give	an	incentive	–	publicize	it	in	all	communications,	make	it	valuable	(a	compelling	whitepaper	is	always	good),	Reward	people	who	listened	to	the	entire	presentation	by	giving the incentive at the end •	 Be	sure	to	prepare	ahead	of	time	-	check	all	audio	and	technology	ahead	of	time •	 Engage	your	audience	with	polls	and	Q&A •	 Experiment	to	see	what	dates,	times	and	length	will	work	best	for	your	audience	 •				Maybe	we	have	just	been	conditioned	but	both	webinars	said	hour	long	webinars	Tuesday-Thursday	at	1	or	2PM	EST	work	best. •	 Profile	your	audience	when	they	register	so	that	the	speaker	can	be	more	relevant	to	the	audience •	 Promote	that	the	audience	will	get	a	chance	to	engage	with	the	speaker(s)	–	“This	is	your	chance	to	ask	Seth	Godin	anything	you	want”	(If	this	is	a	big	part	of	the	draw	be	sure	 to	allow	plenty	of	time	for	Q&A,	possible	ask	for	questions	ahead	of	time.	People	will	tune	in	to	see	if	their	question	is	answered) For	more	tips	on	increasing	webinar	attendance	check	out	12	Ways	to	Turn	300	Webinar	Attendees	Into	3,000+	Part	I	-	B2B	Marketing	and	Sales	Tip	#105	and	12	Ways	to	Turn	 300	Webinar	Attendees	Into	3,000+	Part	II	-	B2B	Marketing	and	Sales	Tip	#107

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Ten Tips for Using Webinars for Lead Generation
Webinars have become increasingly popular in the last couple of years. Not sure if that’s because the cost to travel to live events has sky rocketed or if its because webinars can now	be	re-purposed	into	a	variety	of	onDemand	events	that	can	have	multiple	uses	and	draws.		The	biggest	challenge	still	exists	though,		regardless	of	the	event	being	live	or	online	 - getting people to give up their time and actually show up. At	ReachForce	we	are	gearing	up	for	our	own	webinar	series	and	have	been	doing	a	lot	of	research	on	best	practices	we	want	to	be	sure	to	implement.		I’ve	read	a	lot	of	great	information so I thought I’d share what I’ve found and will be sure to implement… Getting	people	“there”	– 1. 	 	 	 	 2. 	 Get their attention from the beginning with an eye catching event title It	always	amazes	me	how	little	time	is	spent	on	naming	Webinars.		The	right	Webinar	title	can	immediately	elevate	your	Webinar	to	a	“must	attend”	event. How	do	you	decide	on	a	Webinar	title	that	stands	out	in	the	inbox? Start	with	your	Sales	team/s.		Find	out	what	they	are	hearing	out	in	the	marketplace	and	ask	them	to	help	identify	hot	buttons	you	should	consider	for	your	title. Other	details	-		Be	sure	the	Webinar	titles	run	no	longer	than	30	characters,	and	consider	using	words	like	“Webcast”	or	“you’re	invited”. Format Invites for Maximum Engagement People	just	don’t	read	anymore	so	you	have	to	be	sure	to	get	to	the	point	quickly.		People	seem	to	read	the	first	sentence	and	then	look	for	things	like	photos	of	your	speaker/s,	 bullet points or other images included. Make It Easy to Register Seems	like	a	given,	right?		We’ve	all	tried	to	sign	up	for	Webinars	that	took	us	to	multiple	landing	pages	or	asked	us	to	fill	out	a	form	that	was	just	too	long	and	wanted	too	much	 information.		Keep	it	simple	and	map	out	a	plan	to	collect	more	information	from	registrants	as	you	continue	to	follow	up	with	event	reminders. Sell Your Event, Not your Products or Services Remember	to	sell	the	benefits	of	your	offering	in	the	context	of	the	event.		Here’s	an	example	–	Instead	of	saying,	“Our	solutions	accelerate	sales	cycles	by	2X,”	say,	“Join	us	 for	a	free	webinar	and	learn	how	to	accelerate	your	sales	cycle	by	2X”. Call to Action: Front and center Don’t	wait	until	the	end	of	your	invite	to	ask	people	to	register	for	your	event.		Remember	lots	of	people	scan/view	emails	in	the	preview	pane.		Include	clickable	links	or	buttons	 in the header or headline and in the body of the email at least twice. It may seem like overkill but your goal is to get them to register, don’t make them hunt for the right buttons to do so. Remind them why they are there, on your landing page that is Recent	tests	have	shown	tests	that	B2B	prospects	prefer	more	detailed	information	on	Webinar	landing	pages.	They	want	more	information	on	what	to	expect	from	your	webinar	 and	what	is	going	to	be	discussed	before	they	commit.		Don’t	forget	to	include	your	speaker	bios	here	too.		People	like	to	know	more	about	who	they	are	signing	up	to	listen	to.

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Consider a personalized landing page (PURL) and pre-populated forms In	a	recent	test,	more	than	75%	of	Webinar	registrations	came	from	PURL	recipients.		People	like	the	idea	that	the	invite	and	information	is	being	customized	for	them.		Most	 marketing automation systems have this capability, be sure you’re using it. Add links to additional information or content in your landing page This specific webinar may not be of interest to your prospect but that doesn’t mean all of your offerings and/or content aren’t of interest to them. Offer additional information in different formats, maybe a previous webcast, a podcast, whitepapers or eBooks. Offer an OnDemand Recording of the Presentation Somewhere	between	33%	and	50%	of	the	people	who	register	for	your	Webinar	will	actually	show	up.	So	be	sure	to	offer	an	onDemand	recording	of	your	event	for	those	that	 can’t	make	it	and	remember	to	tell	them	it’s	out	there.		This	is	a	great	excuse	for	follow	up	with	those	that	didn’t	attend	and	those	that	did.		People	that	did	attend	may	want	to	 forward	the	onDemand	version	on	to	others	in	the	decision	making	unit.		That	way,	people	can	view	your	content	at	a	time	that	works	best	for	them.

8.

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10. Say Thank You 	 Don’t	forget	your	common	courtesy.		Remember	people	took	time	out	of	their	busy	schedule	to	hear	what	you	had	to	say.		Follow	up	with	a	thank	you	and	be	sure	to	include	 links	to	more	applicable	information.		Follow	those	click-throughs	for	laser	targeting	your	next	message.

Have	we	missed	anything	here?		What	has	helped	you	drive	more	leads	out	of	your	webinars?

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Make the Most of Your Tradeshow Investment Using Word of Mouth Marketing
Attention Conservation Notice: The following post provides a few tips on how to turn your tradeshow experience into a word of mouth marketing success. When	most	B2B	Marketers	think	of	Word	of	Mouth	(WOM)	marketing,	they	think	of	online/viral	campaigns	or	customer	referral	programs.	But,	tradeshows	can	be	the	perfect	setting for some of the best WOM marketing campaigns. Where else can you get so many people of like mind together in one place, short of Internet forums. There’s	nothing	like	a	good	stunt	to	get	everyone	at	an	event	talking	about	your	organization	which	contributes	to	both	brand	awareness	and	demand	generation	if	you	handle	the	 lead	capture	and	nurturing	process	appropriately.	The	guys	over	at	GamePlan	Marketing	have	been	praised	for	their	stroke	of	genius,	“Operation	Blueshock¸	a	guerilla	stunt	that	 involved	sending	150	male	and	150	female	models	dressed	to	the	nines	onto	the	International	Consumer	Electronics	Show	(CES)	show	floor	to	talk	up	the	Bluetooth	Special	Interest	 Group.	For	video	of	the	stunt,	visit	http://www.gpexperience.com/work.php. The	results	were	staggering:	on	the	day	the	models	showed	up	at	CES,	the	Bluetooth	website	had	18,500	hits–	a	42-percent	spike.	In	the	post-show	survey,	60	percent	of	respondents	said	they	knew	more	about	Bluetooth	than	just	two	days	before. So	called	“guerilla	stunts”	need	not	be	one-hit	wonders,	however.	A	successful	WOM	event	orchestrated	by	NetQoS	has	now	become	an	increasingly	successful	yearly	tradition.	In	 an	effort	to	catch	the	eye	of	Cisco	and	get	a	very	target-rich	environment	to	talk	about	the	company,	NetQoS	marketers	executed	a	WOM	“stunt”	at	Cisco	Networkers	a	couple	of	 years	ago.	The	company	sent	out	invitations	to	an	exclusive	party	at	The	MIX	lounge	in	Vegas	for	an	after-hours	party	starting	at	11:00	pm.	This	generated	a	great	deal	of	buzz	on	 the	show	floor	with	attendees	clamoring	for	an	invite.	Those	lucky	enough	to	attend	were	given	shirts	to	wear	the	next	day.	This	resulted	in	more	than	200	NetQoS-clad	advocates	in	 sessions	and	on	the	show	floor	which	helped	to	increase	lead	generation	by	120%	from	the	previous	year.	The	next	year,	we	expanded	our	presence	further,	booked	the	House	of	 Blues	and	increased	lead	capture	by	more	than	300%.	We	also	gave	out	Flipcams	to	encourage	attendees	to	spread	the	word	via	YouTube	and	the	blogosphere. How	have	you	used	WOM	to	improve	your	trade	show	experience?

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No Matter How Cool the Giveaway, Not Everyone at the Trade Show Will Want One
This	week	we,	at	ReachForce,	are	announcing	a	new	data	solution	to	help	event	marketers	turn	event	booth	visitors	into	real	high-octane	marketing	data	for	lead	 generation. As we talk about events and the uncertainty around them being able to deliver real leads that actually convert into the sales pipeline, I’m reminded of	a	few	of	my	past	trade	show	nightmares,	so	I	thought	I’d	share	for	a	quick	giggle.	These	will	definitely	be	filed	under	Marketing	WTF?? In	my	early	days	as	a	marketer,	I	was	thrust	into	managing	all	trade	show	events	for	my	company	with	absolutely	no	experience.	My	first	trade	show	was	made	 quite	memorable	by	my	product	marketing	guy.	He	said	he	knew	a	guy	who	did	promo	items.	My	first	time	CEO	was	convinced	that	branded	coffee	mugs	were	 the	hot	giveaway.	This	being	my	first	trade	show,	I	didn’t	know	what	to	expect	so	I	went	with	it.	The	only	thing	they	asked	me	was	how	many	attendees	will	be	at	 the	show	–	6,000.	This	was	the	last	of	the	mug	talk	until	I	got	a	call	the	day	before	I	was	to	leave	for	the	show	in	NYC. Product marketing guy ordered the mugs and instead of having them sent to the show he had them sent to the hotel we were staying in. The day before I leave for	the	show	the	hotel	clerk	calls	to	tell	me	that	the	mugs	have	been	delivered.	My	immediate	response	-	Great!	No,	he	says,	“You	don’t	understand	Miss.	There	 is	a	semi	outside	blocking	traffic	trying	to	deliver	6,000	coffee	mugs	to	you	here	at	the	hotel.”	At	that	time	I	still	don’t	think	I	understood	the	magnitude	of	the	 problem.	We	agreed	that	I	would	just	pay	for	that	night	at	the	hotel	and	they	would	move	the	mugs	into	my	room.	When	I	arrived	the	next	day,	it	was	like	I	was	 a	celebrity.	When	I	got	there	and	announced	my	name	at	the	check	in	counter,	people	started	coming	out	of	the	woodwork.	Everyone	wanted	to	see	the	girl	that	 stopped	traffic	in	Manhattan	over	some	coffee	mugs.	I	just	smiled	and	apologized,	still	not	having	a	clue	what	I	was	in	for.	Finally,	I	was	greeted	with	the	floor	to	 ceiling	boxes	covering	my	room.	There	was	little	to	no	room	to	walk	around.	This	was	going	to	be	fun	–	NOT!	The	show	was	okay	and	we	tried	to	give	everyone	 we	saw	a	mug	but	we	didn’t	get	through	even	half	of	the	boxes.	Now	what?	I	hate	these	mugs…Could	I	leave	them	in	NYC	(still	in	my	hotel	room)?	I	couldn’t	 possibly	pay	FedEx	to	ship	them	all	back	to	Austin…	so	instead	I	decided	to	call	a	freight	moving	company	to	come	pick	them	up	and	take	them	back	to	Austin,	 in	no	hurry	I	might	add.	Thinking	I	was	all	set,	I	scheduled	the	freightliner	to	come	the	next	morning.	You	see	what’s	coming	next	–	once	again	I	shut	down	traffic in Manhattan for these silly mugs. Needless to say the hotel was glad to see me go. Lessons	learned	– 1. 2.	 3. Never let product marketing make decisions alone when it comes to event give aways. You	never	need	as	many	giveaways	as	there	are	people	expected	to	attend. Logistics, logistics, logistics.

Since	there	were	so	many	mugs	left	they	went	to	the	next	show	as	well.	But	this	time	we	lucked	out	and	the	booth	across	from	us	had	a	keg	and	was	giving	 away	beer.	It	was	like	we	had	planned	to	be	next	to	them	with	mugs	in	hand. Maybe the more important takeaway I have learned from the giveaway fiasco is that obviously not everyone will want your cool giveaway but does the cooler the giveaway	translate	into	even	more	“leads”	that	have	NO	interest	in	buying	my	product?

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101 B2B Marketing and Sales Tips from The B2B Lead

PRESENTED BY

Develop an Integrated Theme for Trade Shows
One	of	the	greatest	challenges	for	event	marketers	is	standing	out	from	other	booths	at	a	trade	show.	The	obvious	way	is	to	have	the	biggest	badest	booth	in	the	expo	hall,	but	with	 tightening budgets, spending more may not be an option. A more low-cost approach is to have a theme. Here	at	ReachForce,	we	have	a	history	of	getting	attention	(mostly	good)	at	DreamForce,	salesforce.com’s	annual	user	group	conference.	Each	year	we	have	a	different,	fully	integrated	theme	to	help	attract	more	booth	visitors.	Last	year	our	theme	was	Let’s	Make	a	Deal	(you	know	the	old	game	show	hosted	by	Monty	Hall). If	you	don’t	remember	the	game	show,	I’ll	give	you	a	quick	rundown.	Monty	Hall,	the	host,	bartered	with	contestants	dressed	in	costume	and	would	allow	them	to	choose	their	prize	 from	behind	one	of	three	curtains	or	from	one	of	several	envelopes.	The	contestants	always	had	an	opportunity	to	trade	in	their	prize	for	another	mystery	prize. We	decided	to	play	Let’s	Make	a	Deal	to	drive	more	booth	traffic	and	engage	attendees.	If	you	attended	DreamForce	last	year,	you	may	remember	seeing	Fred	and	Wilma	Flintstone;	that	was	us.	Fred	and	Wilma	walked	the	floor	handing	out	envelopes	with	$1	bills	and	told	attendees	that	they	could	trade	in	their	envelope	for	a	chance	to	win	much	more	at	 the	ReachForce	booth.	Those	of	us	working	the	booth	were	in	costume	as	well	(yes,	I	was	Little	Bo	Peep).	Booth	visitors	could	then	play	a	game	of	Let’s	Make	a	Deal.	To	do	so	they	 had to take a demo of our latest software offering. In	the	end,	we	reached	all	of	our	goals	for	capturing	leads	and	gave	more	demos	than	expected.	And	people	still	remember	us.	One	lesson	learned	was	to	consider	who	you	are	 putting	in	costume.	Our	sales	guy	had	more	than	a	few	people	tell	him	they	just	could	not	take	him	seriously	while	he	was	dressed	as	Fred	Flintstone.	Be	sure	to	draw	attention	but	 not at the cost of distracting from your message. Different	areas	where	you	might	consider	incorporating	a	theme: •	 Pre-show	promotion •	 Post-show	follow-up •	 Giveaways •	 Costumes •	 Booth	signage

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101 B2B Marketing and Sales Tips from The B2B Lead

PRESENTED BY

Top 10 Ways to Get Booth Traffic at a Tradeshow
Pam	recently	blogged	about	how	to	use	after	hours	events	to	drive	booth	traffic	and	buzz	at	your	trade	shows.	Today,	I	want	to	share	my	tricks	for	getting	the	most	traffic	to	your	booth. 1. 2. 3. Know your audience	-	Study	their	likes	and	dislikes.	This	will	help	you	select	giveaways	and	presentation	topics. Offer good content - Attendees love getting tips and best practices so focus on creating interesting and educational theater presentations. Market your presentations	-	Do	you	have	a	speaking	slot	at	the	show?	Are	you	giving	presentations	in	your	booth?	Design	a	business	card	that	contains	your	presentation	 topic and timeslot and place it into the badge holder of the attendee you scan. Build brand awareness	-	Have	your	logo	printed	on	stickers	and	place	them	on	the	badge	of	the	attendee.	Everyone	will	see	it.	I	have	also	seen	exhibitors	place	temporary	tattoos on booth visitors. Don’t hand out junk	-	The	best	giveaways	are	those	that	can	be	kept	on	an	office	desk	or	given	to	children.	Anything	that	has	an	LED	light	and	flashes	is	popular	right	now. Show them the way	-	I’ve	found	that	buying	advertising	space	in	conference	guide	rarely	works.	About	5%	of	our	traffic	is	driven	from	bag	inserts.	Don’t	waste	your	money	–	 place good signage throughout your booth instead. Play music - Before you begin a theater presentation, play music. The sound will attract people from nearby booths. Shoot video	-	Take	a	Flip	camera	to	your	booth.	Add	the	video	you	capture	in	your	booth	to	YouTube	–	this	will	help	you	in	search	engine	rankings. Location, Location, Location -	Real	estate	is	prime	on	the	exhibit	floor.	Try	to	get	a	space	close	to	the	entrance	as	the	attendees	must	walk	by	you	to	enter	and	exit	the	show	 floor.	Stay	away	from	your	competitors	and	try	to	get	a	booth	near	your	partners	so	you	can	get	referrals.	If	you’re	in	a	small	10×10	space,	make	sure	to	get	a	corner	spot.	 Your	booth	will	get	lost	if	you	are	boxed	in	between	other	exhibitors. Feed them	-	It	sounds	so	simple,	but	it	works.	Any	time	you	can	place	a	bowl	of	candy,	a	bucket	of	bottled	water,	or	any	other	snacks	in	your	booth	–	do	it!

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101 B2B Marketing and Sales Tips from The B2B Lead

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Leverage Exclusive Events to Increase Trade Show Traffic
Ever	notice	how	people	will	go	way	out	of	their	way	and	wait	in	the	longest	lines	to	be	part	of	an	exclusive	group	or	the	first	to	experience	something	new,	then	word	spreads	and	a	 frenzy	ensues?	Witness	the	iPhone phenomenon.	Here	are	a	few	techniques	for	stimulating	your	own	frenzy	of	trade	show	traffic. In	my	last	position,	I	wanted	to	call	out	all	of	the	stops	at	one	major	industry	event	to	take	our	booth	traffic	to	new	levels	and	stimulate	huge	buzz	to	raise	brand	awareness.	I	decided	to	leverage	word	of	mouth	techniques	to	accomplish	this	goal.	So,	my	team	produced	an	exclusive,	invitation-only	after	hours	party	at	a	swank	club	in	Las	Vegas	immediately	 following	the	close	of	the	show	floor. We	gave	a	small	number	of	invitations	to	our	customers	and	partners	who	were	attending	the	event	and	they	helped	us	generate	so	much	buzz	for	the	event	that	we	had	attendees	 lining	up	at	the	booth	for	a	chance	to	get	an	invite	to	the	party.	Once	inside	the	party,	we	lavished	our	guests	with	food,	drinks,	attention	and	gifts—one	of	which	was	a	killer	t-shirt	 that	many	wore	to	the	show	the	next	day	which	led	others	to	visit	the	booth. The	event	has	now	become	an	annual	affair	for	NetQoS	which	more	than	500	attending	the	last	party	in	Anaheim.	The	event	is	no	longer	exclusive,	but	it	does	have	a	widespread	 reputation as the must-attend event at Networkers. So,	take	a	tip	from	New	York	club	promoters	and	offer	exclusives	to	get	people	excited	about	you	and	stimulate	WOM.	Invite	your	customers	and	partners	and	encourage	them	to	 spread the word for you. Oh,	and	here’s	another	related	tip	for	driving	booth	traffic:	sponsor	a	keynote	drop.	What’s	a	keynote	drop?	Some	trade	shows	enable	marketers	to	produce	cards	or	flyers	that	are	 placed	on	the	seats	at	the	Keynote	presentation.	It’s	more	targeted	than	a	hotel	drop	and	instantly	actionable.	If	the	trade	show	does	not	offering	a	keynote	drop,	that’s	even	better.	 Contact	the	show	organizers	and	offer	to	sponsor	it	exclusively!	They	will	be	happy	to	have	the	additional	dollars	and	you’ll	be	the	only	game	in	town.

Playing Dress-Up is Not Just for Halloween - Marketing WTF?
Can	you	believe	this	is	at	a	trade	show	and	not	Halloween?	That’s	right,	at	this	year’s	DreamForce,	salesforce. com’s	annual	user	conference,	ReachForce	found	a	fun	way	to	stand	out	from	all	the	other	booths.	The	theme	 was	Let’s	Make	a	Deal.	You	can	see	Monty	Hall	in	the	center	with	his	wacky	contestants	around.	The	theme	 definitely	worked	and	gained	a	lot	of	attention	for	ReachForce	and	their	debut	software	product,	Insight.	One	 lesson	learned	though	was	that	some	people	had	a	hard	time	having	an	intelligent	conversation	with	Fred	Flintstone.	If	you	try	to	get	noticed	at	your	next	event	with	costumes,	choose	wisely	who	will	wear	them.

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101 B2B Marketing and Sales Tips from The B2B Lead

PRESENTED BY

Trade Show Accountability
I	count	it	as	good	fortune	…	a	big	part	of	my	job	involves	talking	to	dozens	of	different	marketers	every	week	about	lead	generation.	Lately,	I	have	kept	my	ears	open	for	signs	of	 downward	second	half	’08	pressure	on	budgets	due	to	the	economy.	And	while	my	report	is	hardly	scientific,	I	am	happy	to	say	the	majority	of	companies	I’m	in	touch	with	seem	to	 be	in	tune	with	the	fact	that	the	best	formula	for	sales	and	marketing	success	(in	any	economic	situation)	is: Sustainability	+	Execution	+	Accountability	=	Marketing	ROI In	real	world	terms,	if	you’re	driving	somewhere,	you’ve	got	to	keep	your	foot	on	the	gas	and	your	car	on	the	road	at	the	same	time.	Marketing	accountability	(direction	and	measurement)	are	equal	to	those	white	lines	we	all	strive	to	stay	between	no	matter	how	fast	or	slow	the	speedometer	says	we	are	going	at	any	given	time	during	the	trip.	So	when	 companies	do	knee-jerk	reactions	to	economic	news	and	paralyze	their	sales	and	marketing	efforts	by	raiding	the	marketing	budget,	I’ve	always	equated	it	to	driving	by	those	bad	 planners	along	side	of	the	road	who	have	run	out	of	gas	…you	feel	bad	for	them,	but	at	the	same	time	you	can’t	help	but	wonder	how	in	the	heck	they	let	that	happen.	Did	they	 really	think	they	could	get	to	where	they	wanted	to	go,	without	keeping	enough	fuel	in	the	tank? Taking	the	gas	analogy	one	step	further	–	in	an	economy	where	responsible	marketers	need	to	be	doing	more	with	less	–	I	equate	an	over	reliance	on	tradeshows	for	lead	generation	to	rushing	out	and	buying	a	Humvee.	Sure,	the	“let’s	have	a	parade”	factor	is	there.	The	big	tires,	shiny	grills	and	overhead	lights	look	cool.	You	can	paint	logos	on	them	and	 go	like	a	bat-out-of-hell	for	two	days.	You’ll	have	plenty	of	conversations	with	lots	of	bleary-eyed	people	about	how	rugged,	yet	chic	it	all	looks	…	but	at	the	end	of	the	day,	poorly	 executed	trade	show	campaigns	are	about	the	most	wasteful	thing	I	can	think	of	from	a	lead	generation	perspective. I’m keenly aware that trying to steer some folks away from over relying on trade shows for leads almost means talking them into a complete redo of their very persona on a professional	level.	The	success	of	too	many	marketers	are	gauged	by	how	tricked-out	booths	look,	or	how	efficiently	they	can	ship	dozens	of	boxes	from	one	city	to	the	next.	Most	large	 companies	have	full	time	employees	who	do	nothing	but	register	for	events,	manage	shipping	and	logistics	vendors	and	fight	-	oops,	I	mean	“coordinate”-	with	the	sales	team	about	 who	to	send	to	this	or	that	event	with	exhibit	hall	passes,	matching	$60	golf	polos	and	thousands	of	dollars	worth	of	bags	and	trinkets	that	everyone	forgets	in	their	hotel	room	on	 checkout	day.	Then	finally,	the	two	hour	meeting	with	finance	weeks	later	about	whether	sales	or	marketing	is	going	to	pay	for	the	expense	reports.	Sound	familiar?	You	know	who	 you are. For	these	people	I’d	like	to	I’d	propose	a	few	things	that	can	be	done	as	part	of	your	trade	show	production	to	ratchet	things	up	accountability-wise.	The	goal	is	to	go	beyond	counting	how	many	business	cards	are	in	your	fishbowl,	or	the	number	of	badges	you’ve	scanned	with	your	$300	per	event	“rent-a-scan.” 1. As far in advance as possible, begin processing event attendee registration lists as if they were an operational database. That is, weed out irrelevant contact data, then research,	segment	and	prioritize	relevant	targets.	Add	this	data	to	your	CRM	and	marketing	automation	systems.	Then	direct	pre-show,	at-show	and	post-show	calls-to-action	at	 them	with	embedded	“key	driver”	messaging.	It’s	really	about	knowing	who	you	want	to	speak	with	before	your	team	goes	to	the	event,	instead	of	passively	waiting	for	people	 to visit your booth after the show has started.Many events these days offer incomplete contact data for trade show registrants and/or have limitations about how it can be used. As	this	trend	grows,	a	good	approach	is	to	use	custom	contact	database	builders	like	ReachForce	to	quickly	research	the	companies	who	are	sending	attendees	and	provide	 you with names and contact information of those who are most relevant to your sales efforts. Very often these results track to same people who have registered. If not, it’s still nice to have the right names when you speak to their co-workers to arrange getting your sales people networked in. Game-plan	each	event	as	if	you	were	a	basketball	coach.	Consider	the	entire	exhibit	floor	as	the	field	of	play	with	the	understanding	that	no	basketball	team	ever	won	a	game	 with	all	5	players	standing	under	the	hoop	(in	this	case,	around	the	booth).	Depending	on	how	many	people	you	have	going,	you	at	least	need	1)	a	good	Point	Guard	(someone	working	the	entire	court,	driving	activity	toward	the	goal/booth	2)	a	good	Defensive	Forward	(someone	working	the	entire	court,	talking	to	competitors,	their	customers,	 media	contacts,	consultants	and	analyst)	and	3)	a	solid	Center	(someone	–	not	a	booth	babe	–	who	can	deliver	value	proposition,	demos,	etc.	in	an	intelligent	and	memorable	 way. Think of this as someone who instills confidence, with whom the visitor would want to personally do business.)

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PRESENTED BY

Once	you	have	these	players	in	place,	make	sure	they	all	have	measurable	objectives	to	shoot	for.	Give	them	a	leader	and	mission	and	make	known	in	a	post	show	report	to	 executive	management	whether	or	not	objectives	were	achieved.	In	other	words,	have	a	solid	event	execution	process	that	holds	people	accountable	for	their	individual	assignments.	This	is	a	good	way	to	avoid	the	perception	that	trade	shows	are	junkets. Rather	than	doing	free-form	sales	pitches	at	your	booth,	strive	to	quantify	what	visitors	think	of	your	product	or	offer	(usually	after	a	demo)	by	using	an	‘asked	and	answered”	 approach.	A	kiosk-based	survey	system	can	be	used	to	pose	“key-value”	and	“key-driver”	questions	with	multiple	choice	questions.	Assign	point	values	to	each	response	 choice	and	tabulate	them	in	a	way	that	can	be	mathematically	analyzed	after	the	event	to	“score”	each	visitor.	If	you’re	going	to	give	away	trinkets	make	them	good	ones,	and	 give them to survey-takers. Set	media	coverage	objectives	for	each	event	(by	doing	proper	preparation	work,	setting	interviews,	etc.	with	attending	media	contacts	upfront)	and	measure	effectiveness	 in	terms	of	ad	value	equivalency.	I.e.	measure	what	same	coverage	would	have	cost	if	you	bought	an	ad	from	each	outlet.	This	is	not	really	a	pure	lead	generation	issue,	but	 tradeshows	are	useful	for	creating	thought-leadership	buzz,	if	done	correctly.	It’s	important	to	craft	a	compelling,	newsworthy	pitch	such	as	a	new	product	launch,	or	stories	 linking important key drivers with how your company is positioned to address them. And if you don’t have a couple of client/promoters who are willing to be a part of anything you pitch to the media, don’t even waste your time. I don’t know too many reporters willing to write a story unless there are solid use cases and customer testimonials to back your claims up.On this same note, try to coordinate the timing of your more meaningful press releases with your event schedule. A strong story released with a dateline from a major	industry	event	is	a	good	way	to	compel	media	contacts	to	meet	with	you	there.	It	also	helps	give	your	presence	at	the	event	a	theme	to	work	with,	which	is	also	helpful	in	 creating	buzz. As	a	final	dig	(I	just	can’t	help	myself)	always	bring	a	fire	extinguisher	to	each	event.	That	way	you	can	put	out	the	flames	from	all	the	budget	dollars	you	are	burning	when	it	 starts to get out of hand.

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101 B2B Marketing and Sales Tips from The B2B Lead

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How to Get 3,190 People to Watch a Demo at a Tradeshow
After	my	last	guest	post	on	Getting	More	Traffic	to	your	Trade	Show	Booth	I	thought	I	would	share	an	inside	look	at	the	success	behind	NetQoS’s	trade	show	marketing.	I	turned	up	 the	heat	on	Cisco	Networkers	this	year	with	a	party	at	the	Hard	Rock	Hotel. Every	year,	companies	spend	millions	of	dollars	on	tradeshows	worldwide.	At	NetQoS,	there	is	one	show	each	year	that	produces	the	best	leads.	Cisco Networkers Live is an event that brings together thousands of networking professionals for four days of training. As	with	any	exhibition,	the	key	to	success	is	knowing	your	audience.	With	many	booths	to	choose	from,	it’s	hard	to	get	prospects	interested	in	visiting	you.	In	January,	the	NetQoS	 marketing	communications	team	met	to	discuss	the	overall	strategy	for	the	June	Cisco	show.	Knowing	that	we	had	to	choose	a	theme,	we	identified	the	most	important	characteristics of our target market. They are as follows: •			Male •			Aged	25-45 •			Works	in	the	IT	field	–	most	are	responsible	for	the	performance	of	their	organizations	network •			Unlikely	to	be	elected	“Prom	King”	in	high	school With	songs	like	“Party	Like	A	Rockstar”	by	Shop	Boyz	and	“I	Want	to	be	a	Rockstar”	by	Nickelback	ruling	the	radio,	we	decided	that	we	should	treat	our	prospects	and	customers	 like	they	are	rockstars	–	network	rockstars.	With	this	theme,	we	were	able	to	select	promotions	for	the	booth	and	plan	a	large	customer	party. Each	year,	we	hand	out	t-shirts	in	our	booth.	We	decided	to	design	a	shirt	that	fits	in	with	the	vintage	shirts	that	are	popular	today.	In	addition,	we	purchased	blinking	guitar	pins	 that	contain	our	corporate	logo.	We	have	found	that	anything	that	with	a	flashing	LED	light	attached	to	it	is	a	huge	item	at	tradeshows.	As	a	general	rule	of	thumb,	if	it	can’t	be	 stored on a desk or given to a child, it’s trash. For	our	party,	we	designed	a	landing	page	where	customers	and	prospects	could	register	online.	We	asked	them	to	print	off	their	confirmation	and	stop	by	our	booth	during	the	show	 to	pick	up	their	VIP	backstage	pass.	This	awarded	us	a	lot	of	attention	as	other	tradeshow	attendees	noticed	the	exclusive	passes	being	worn	around	the	show	by	our	customers. Fitting	with	our	theme,	we	booked	the	Hard	Rock	Hotel	as	our	party	venue.	We	passed	out	Elvis	glasses	as	attendees	walked	down	the	red	carpet.	We	set	up	Guitar	Hero	and	Rock	 Band	in	the	corner	of	the	room	which	was	a	huge	hit.	In	the	past	we	learned	that	our	guests	don’t	like	loud	music	so	we	nixed	the	band	this	year	and	opted	for	a	DJ.	Also,	never	 skimp	on	food.	If	your	audience	is	mostly	male,	feed	them	well.	We	hired	a	photographer	from	Event	Mall	to	take	pictures	of	our	guests	and	print	copies	on	site.	In	addition,	we	 hired	two	celebrity	impersonators	to	entertain	the	crowd	–	Gene	Simmons	and	Ozzy	Osborne. The Results: For	the	first	time,	we	ran	out	of	all	3,500	t-shirts	we	had	printed	before	the	show	was	over.	On	the	first	night	alone,	we	scanned	931	badges	in	two	hours.	We	had	3,190	people	sit	 through product demonstrations in our booth during the show. We handed out 3,000 blinking guitar pins in two days. At the party, we had 400 guests who have given us nothing but positive feedback.

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Check	out	examples	of	everything	below: Hard	Rock	Party	Landing	Page:	http://www.netqos.com/seo_promo/hardrock/ Flickr	Photos	Page:	http://www.flickr.com/photos/netqos/ T-shirts: Front: Back:

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Guitar Pins:

Backstage Passes:

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Leveraging Current Customers at a Tradeshow
Guest	blogger,	Andrea	Stout	shared	some	great	ideas	Monday	on	Getting	More	Traffic	to	your	Trade	Show	Booth.	I	want	to	add	one	more	-	leverage	your	current	customers.	Generally your current customers will be attending the same events as your prospects. If you can convince a few to be evangelists for you, they will be more impactful than your best sales reps. A	colleague	of	mine	had	great	success	at	a	tradeshow	last	year.	The	messaging	at	the	booth	was	all	about	being	power	driven	which	is	also	their	company	tagline.	Each	one	of	her	 customer	evangelists	wore	a	button	that	said	“I	am	Power-Driven”	while	all	employees	wore	“Ask	Me	How	You	Can	Be	Power-Driven.”	They	tripled	the	amount	of	booth	traffic	from	 the year before. Here are a few things you might want to keep in mind when planning to use current customers at a tradeshow: 1. Plan ahead	-	Ask	your	sales	reps	and	account	mangers	to	find	out	if	any	of	your	best	customers	will	be	at	the	show.	Consider	inviting	a	few	to	be	your	guest.	A	customer	advisory board is a great resource, if you have one. Ask in advance	-	Most	people	will	be	flattered	that	you	asked.	Do	not	wait	til	you	see	them	on	the	show	floor	to	ask. Set expectations	-	Make	sure	that	your	customers	know	exactly	what	will	be	expected	of	them.	Do	you	just	want	them	to	just	sing	your	praises	or	will	they	need	to	be	able	to	 answer	questions	from	prospects. Integrate with your overall theme	-	If	you	have	a	theme	or	specific	message	for	your	booth	be	sure	the	customers	enhance	and	add	to	your	overall	objectives. Give them something to wear -	Ask	your	customer	to	wear	a	button,	hat	or	shirt	so	that	attendees	can	find	them.	Like	in	the	example	above,	this	does	not	have	to	be	your	logo	 - being different is a conversation starter. Thank your customers	-	Cocktail	parties,	dinner	or	a	gift	at	the	show	are	a	few	ideas.	When	you	ask	them	to	be	an	evangelist,	let	them	know	how	they	will	be	thanked

2. 3.

4. 5.

6.

Another	idea	is	to	include	your	current	customers	at	any	parties	you	might	be	throwing	during	the	show.	This	can	be	a	more	comfortable	environment	that	on	the	show	floor.	We	all	 have	a	few	customers	that	just	could	never	be	satisfied.	Check	with	Sales	and	Account	Management	to	be	sure	that	everyone	you	are	inviting	is	a	happy	customer.

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Driving More Traffic at Trade Shows
Driving	booth	traffic	at	a	trade	show	can	always	be	challenging.	With	so	many	other	booths	vying	for	attention,	how	do	you	make	sure	that	attendees	stop	by	your	booth?	Sometimes	 you	have	to	get	creative	to	use	a	smaller	budget	than	your	competition,	and	have	equal	or	better	results. Two	years	ago	at	DreamForce,	salesforce.com’s	user	group	conference,	we	utilized	several	strategies	to	drive	more	booth	visitors.	We	created	a	theme	to	make	sure	all	elements	of	 our	strategy	tied	together.	Our	theme	was	“No	More	Lists.”	Being	a	provider	of	role-based	contact	databases,	we	wanted	to	end	the	use	of	traditional	title-based	list	use. Attendees knew about us before they even walked through the doors of the Moscone center. We hired temporary staff to be picketers on the sidewalk holding various signs with the No	More	Lists	theme	and	chanting,	“	No	More	Lists!”	As	attendees	walked	past,	the	picketers	would	hand	them	“No	More	Lists”	buttons	and	direct	the	attendees	to	the	ReachForce	Booth	to	get	cash. I	will	note	that	in	some	ways	this	is	a	cautionary	tale;	we	did	have	the	cops	called	on	us	by	the	organizers	of	the	event.	The	police	actually	sided	in	our	favor,	but	we	decided	to	drop	 the	picketers	for	the	second	day	of	the	conference	to	keep	from	ruffling	too	many	feathers. One	of	us	also	walked	the	floor	to	hand	out	more	buttons	and	direct	traffic	to	our	booth.	If	an	attendee	came	to	the	booth,	we	let	them	pick	an	envelope.	Each	envelope	was	filled	 with	cash	ranging	from	$1	to	$50.	If	you	are	trying	to	figure	out	the	most	compelling	giveaway	keep	in	mind	that	everyone	loves	cold	hard	cash. Our	booth	strategy	was	a	success.	We	created	lots	of	buzz	with	the	picketers	outside	and	exceeded	our	goals	for	booth	traffic.	We	also	generated	enough	revenue	to	pay	for	the	cost	 of the show. As you are developing a strategy to drive more booth traffic, keep these ideas in mind: •	 Create buzz before attendees reach the show floor	–	this	does	not	have	to	be	outside	the	exhibit	hall	like	our	picketers.	You	can	start	the	buzz	on	your	blog,	through	Twitter,	in	 a press release, a pre-show party, pre-show mailer or email. Have giveaways that people will tell their friends about	–	either	have	the	latest	must	have	gadget	or	a	desirable	giveaway	for	every	visitor	like	cash. Make as many people at the show your brand ambassadors –	we	did	this	with	buttons	but	you	could	also	give	away	t-shirts	or	hats,	anything	people	will	wear	–	then	reward	 them for wearing it.

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Using Events Spend to Drive Sales Conversions
Event	budgets	are	typically	pretty	spongy.	They	are	usually	handed	out	in	lump	amounts	with	very	little	success	measures	put	in	place	around	these	events.	Here	are	a	few	ideas	to	 drive real leads from event spend. •	 Make	sure	each	person	attending	the	event	has	goals	assigned	to	them.	Some	examples	include–	X	#	of	people	scanned,	X	#	of	demos,	X	#	of	conversations	had	outside	of	the	 company	booth,	#	of	business	cards	collected.	Use	a	little	budget	for	prizes	for	the	winners. Assign	someone	or	a	group	of	people	to	visit	every	other	company	participating	in	the	event.	You	obviously	have	something	in	common,	you	are	at	the	same	event.	Challenge	 team	members	to	get	other	companies	to	drive	traffic	your	way.	Again,	give	away	prizes	to	the	company	that	sends	the	most	people	your	way.	Good	use	of	$$	here,	not	only	are	 you getting a chance to meet people who may not have stopped by to see you, you are also starting a new relationship with your forwarding friend. Ask	each	person	that	stops	by	your	booth	about	the	person	responsible	for	using/buying	your	product	or	service.	Give	away	another	prize	here	to	the	team	member	that	gets	 not only a name but also contact information and a referral from the person attending the show. If	you	have	partners	attending	a	show,	put	together	a	program	that	encourages	people	to	visit	your	partner’s	booth	and	vice	versa. Once	you	return	from	an	event	and	are	getting	ready	to	hand	the	warm	and	hot	leads	over	to	sales,	STOP.	Remember	if	you	are	passing	a	lead	on	there	should	be	some	additional	information	that	goes	along	with	the	lead.	Information	that	deems	it	Sales-ready.	For	these	leads,	use	a	little	event	budget	and	incent	the	Sales	team	to	push	these	leads	 and	to	keep	you	posted	on	their	progress.	Everyone	likes	to	be	rewarded,	a	little	piece	of	your	event	budget	for	prizes	and	everyone	wins. Leads	that	aren’t	Sales	ready,	divide	those	into	2	groups	–	those	that	you	have	the	right	decision	makers	name	and	possible	contact	info.	These	people	are	ready	for	a	very	 targeted	marketing	program.	For	those	that	you	only	have	the	information	of	the	person	that	stopped	by	and	visited	you	at	the	show,	invest	in	contact	discovery	for	these.	It’s	 worth	the	extra	dollars	to	be	able	to	turn	otherwise	dead	event	data	into	an	actionable	lead.	These	newly	discovered	leads	will	then	be	ready	for	your	targeted	marketing	programs. Don’t	forget	to	keep	up	with	your	spend.	You’ll	need	this	to	calculate	your	ROI.	You’ll	also	want	to	use	this	info.	to	measure	the	new	tactics	you	are	trying	out. Tag	event	leads	in	your	CRM	system.	This	information	will	be	used	for	follow	up,	for	continued	marketing	with	relevant	messaging,	and	most	importantly	it’s	needed	to	measure	 ROI	of	the	event.

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Got	any	more	creative	event	spend	ideas?	Please	share.

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Another 90% Statistic About B2B Marketing; Really!
Tradeshows	–	Conferences	–	Users	Group	Events	–	May	the	religious	wars	begin.	Sales	loves	them,	marketing	thinks	they	are	cool	as	they	make	for	a	lot	of	creative	fodder	–	CEO’s	 like	the	fact	that	their	company	is	a	player	in	the	industry	–	businesses,	at	least	high	tech	ones	spend	25%	or	more	of	their	marketing	budget	on	events;	to	give	away	t-shirts	and	 build	“brand”.	My	view	is	that	if	you	are	a	mid-sized	business,	the	only	branding	you	want	to	hear	about	is	the	one	used	to	mark	and	track	cattle. Here’s	another	90%	WASTE	statistic	I	heard	about	from	Sirius	Decisions	–	less	than	10%	of	trade	show	leads	are	followed	up	by	Sales.	So	what	happens	to	the	rest? What	are	the	best	practices	for	reducing	the	90%	waste	without	all	the	rhetoric	about	branding	–	“was	worth	it	because	of	the	branding?”	I	get	it,	awareness	on	the	business	is	 important	but	why	throw	out	the	baby	with	the	bathwater? My view, as always, is to step back take a deep breath and think about this: Why	did	sales	only	follow-up	on	10%	of	the	“leads”? What	was	the	makeup	of	the	“good	leads”	or	Glengarry	leads? Were	the	attendees	(the	companies)	they	came	from	a	good	fit? Did	you	come	back	with	the	right	company	but	wrong	contact	names	(the	IT	Admin	was	at	the	event	but	our	economic	buyer	is	someone	else	that	we	want	to	target)? How	do	we	define	the	right	company	and	filter	them	against	those	criteria? Who	is	the	right	person/people	at	the	company	you	want	to	reach	out	to? Now	that	you	have	the	answers	to	the	question	above,	it’s	time	to	turn	the	90%	waste	into	HIGH	octane	leads	for	marketing	and	selling.	The	yield	will	not	be	100%	but	even	if	you	 end up yielding 1/3 of the 90%, you will be at 300% of where you are today with event leads. Don’t	let	the	data	you	collect	from	a	tradeshow	sit	around	–	mobilize	it	to	create	actionable	leads	in	your	business.	Take	it	from	sludge	to	high-octane	data!

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After the User Group Conference, How to Stay in Touch?
User	group	conferences	are	expensive	and	time	consuming	but	are	the	best	way	to	have	your	customers	network	with	each	other	and	for	you	to	get	real	face	time	with	them	to	 update	them	on	new	products	and	features	and	gather	input	on	where	you	should	be	headed	next.	I	was	speaking	with	a	colleague	about	her	user	group	conference.	She	has	managed them in the past but wanted a better way to stay connected with customers after the conference. Her boss wanted her to create an online community because social media is so	hot	right	now.	However,	an	online	community	didn’t	seem	like	a	right	fit	because	her	customers	wanted	real	answers	from	executives	not	just	responses	from	whoever	in	client	 services happened to be monitoring the discussion boards that day. I recommended that she continues to hold events throughout the year but to instead make them virtual. As part of the goody bags at the user group conference she could give everyone	a	web	cam.	Then,	once	a	quarter,	she	could	organize	a	live	virtual	conference	on	Skype	(if	Oprah	can	get	housewives	to	use	it,	you	can	get	executives	to).	Users	may	not	 be	able	to	interact	with	each	other	as	much,	but	an	executive	could	be	on	hand	to	make	announcements	and	answer	questions.	Now	I	am	a	firm	believer	in	pushing	your	message	 through as many media as possible because everyone’s preferences are different. After the live web conference, she could turn the highlights into a webcast for those who couldn’t make it and send a newsletter with updates as well. That way people can digest the information in their own way. The	point	here	is	that	no	matter	what	you	do	to	stay	in	touch	with	your	customers,	do	something.	We	learn	in	school	the	importance	of	keeping	our	current	customers,	“It	is	easier	 to	keep	a	current	customer	than	to	gain	a	new	one.”	Somewhere	along	the	way	acquiring	new	business	became	the	focus	and	we	forgot	that	our	current	customers	are	our	gold. As	a	footnote,	I	have	not	executed	a	campaign	such	as	this	one.	This	was	truly	an	idea	I	had	in	the	moment	when	my	colleague	told	me	about	her	dilemma.	I	would	love	to	hear	 from	anyone	out	there	who	has	done	something	similar!

Live Animals on the Show Floor - Marketing WTF?
In	today’s	Marketing	WTF?,	we	highlight	a	campaign	that	raised	the	hackles	of	the	folks	at	PETA.	Mike	Rosenfelt,	Executive	Vice	President	of	MessageOne,	is	 never	one	to	shy	away	from	the	outrageous	in	an	effort	to	generate	buzz.	In	an	odd	ploy	to	illustrate	how	unexpected	factors—such as a goat chewing through your fiber conduit–	can	take	down	your	email	system,	he	brought	a	live	goat	onto	the	trade	show	floor	at	the	International	Legal	Technology	Association	show.	 The	next	year	he	one-upped	himself	by	bringing	alligators	and	pythons.	The	connection?	The	alligators	had	eaten	the	goat,	or	so	they	said.	Live	animals	have	 now	been	banned,	so	we	are	all	on	pins	and	needles	to	see	what	Rosenfelt	will	think	of	next.	As	he	said,	they	only	banned	live animals…

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Drive Revenue from Customer Events
In	a	previous	life	when	I	was	VP	of	Marketing	at	a	high	tech	software	company	we	had	thousands	of	customers	with	huge	upsell	and	cross	selling	opportunities.	Since	many	of	 these customers were long time customers we decided a live event would not only give us the opportunity to update them on our additional products and services but would also allow us some face time for further relationship building. Our overall goal for the event was to drive more revenue from our current customer base. As we were brainstorming on the	event	details	we	wanted	to	be	sure	we	had	a	3-D	view	on	everything	we	did.	We	wanted	to	be	sure	we	were	educating	our	customers,	building	customer	loyalty	and	get	a	better	 understanding	how	we	were	going	to	continue	to	monetize	these	relationships.	I’ve	included	a	few	tips	below	for	each	of	these	components. Education – •	 •	 •	 •	 •	 Make	sure	your	agenda	for	the	event	is	not	biased	towards	your	company	and	what	your	company	has	going	on,	but	instead	show	interest	to	solving	THEIR	business	problems	 and what really impacts them. Think	about	what	you	want	them	to	take	back	from	this	event? Consider	bringing	in	industry	leaders	or	analysts	to	speak	on	their	experiences	in	the	marketplace give	away	an	educational	book	or	take	home	information	they	could	share	with	others Add	a	panel	of	happy	customers	to	discuss	their	experiences	and	results	from	working	with	you

Loyalty – •	 •	 •	 Make	each	customer	feel	like	they	are	your	#1	customer Treat	them	to	a	nice	venue,	easy	transportation	and	great	food	to	start. Most	importantly,	make	your	customers	feel	they	are	part	of	the	inner	circle	and	by	being	at	the	event	they	are	privy	to	information	others	aren’t.	For	example,	show	an	exclusive demo of new or upcoming product releases.

Monetize – •	 •	 Hold	your	sales	team	responsible	to	have	the	right	customers	at	the	event.	Ones	who	bring	the	most	money,	ones	who	have	problems,	ones	that	would	benefit	the	most	from	 being there. While	at	the	event,	set	up	customer	face-to-face	meetings	with	key	executives.	I	had	a	spreadsheet	with	everyone	I	was	meeting	and	knew	their	problems	going	into	the	conversation so I could bring the solutions. This was key.

Even	though	the	event	ended	on	a	high	note,	we	would	have	to	wait	another	year	for	this	type	of	customer	interaction.	Today,	we	wouldn’t	have	to	wait	another	year	to	catch	up	with	 our	customers.	Companies	like	BD Metrics	have	already	started	to	tackle	this	obstacle.	BD	Metrics’	You-Based™	personalization	technology	for	leading	tradeshows	and	associations	to	help	make	sure	once	people	leave	an	event,	all	is	not	forgotten.	I’m	sure	there	are	others	out	there	also	helping	extend	the	momentum	of	live	events.	What	have	you	seen	or	 used?	How	are	you	staying	in	touch	with	your	customers	365	days	a	year? Here’s another continuing customer event idea for you to ponder… ideas

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About ReachForce
ReachForce	delivers	software	(SaaS)	and	data	services	that	enable	B2B	companies	to	laser	target	their	lead	generation	programs.		ReachForce	solutions	allow	marketing	and	sales	 teams	to	target	market	‘sweet	spots’	using	CRM	and	website	visitor	data	then	reach	the	right	buyers	in	these	companies	using	role-based	contact	discovery	services.		 ReachForce	was	created	to	ensure	Marketers,	keep	their	seat	at	the	table.	As	a	team	of	long	time	Marketers	we	decided	we	were	tired	of	it	being	ok	to	be	wrong	97%	of	the	time.	 With marketing response rate industry averages being less than 3%, there is something fundamentally wrong with the way we as B2B Marketers have been driving lead generation initiatives.	Response	rates	don’t	equal	leads	and	leads	don’t	always	mean	qualified	buyers. At	ReachForce,	we	don’t	care	about	or	measure	response	rates,	we	drive	and	measure	revenue	delivered	to	the	business	from	lead	generation	initiatives.	By	addressing	the	foundation	of	any	marketing	program,	the	data	-	or	“The	WHO”	as	we	call	it,	ReachForce	was	founded	with	one	goal	in	mind:	to	provide	businesses	with	revolutionary,	high	quality,	costeffective data to fuel their marketing and sales lead generation initiatives.

About The B2B Lead
We’ve	designed	The	B2B	Lead	blog	to	deliver	real	world,	practical	B2B	Sales	and	Marketing	Tips	to	help	you	capture	more	qualified	buyers	and	convert	them	into	profitable	 customer	relationships.	Each	week,	we	will	deliver	snack-size	how-to’s	and	thought-provoking	commentary	from	B2B	Marketers	for	B2B	Marketers.	ReachForce	customers–who	 include	Directors	of	Marketing	Communications,	Sales	Professionals,	Marketing	Programs	Managers–and	other	guest	writers	will	share	techniques	that	help	you	take	a	more	deliberate	and	predictable	approach	to	increasing	the	velocity	and	efficiency	of	the	Marketing	and	Sales	funnel. If	you	want	to	share	ideas	while	learning	from	your	peers,	subscribe	to	our	B2B	Marketing	RSS	feed	now.	We	hope	you	will	make	it	your	go-to	resource	for	techniques	to	succeed	in	 the new world of metrics-driven Marketing.

This	is	the	third	of	a	five	volume	collection	of	B2B	Marketing	and	Sales	Tips	from	The	B2B	Lead.	Below	are	the	past	and	upcoming	volumes.	To	download	all	101 B2B Marketing and Sales Tips, check back in the coming weeks. Volume One: Online Marketing Volume	Two:	Direct	Marketing Volume	Three:	Event	Marketing Volume	Four:	Marketing	and	Sales	Alignment Volume	Five:	More	Marketing	and	Sales	Tips

VOLUME THREE • Event Marketing

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posted:10/6/2008
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Description: 16 event marketing tips for driving lead generation.