Marketing at trade shows

SUMMARY: Event marketing around industry trade shows is a key piece of many B2B marketers’ strategies. When this is the case, it makes sense to maximize that budget spend with an effort that supports the marketing around the event.

This case study looks at an OEM provider that focuses on a yearly trade show, and decided to run a multi-channel, multi-month campaign around that event to generate awareness and leads. Learn how this effort was able to exceed every KPI, and also lead to 300% return-on-investment for the entire campaign. read the complete case study

SUMMARY: Recently we had the opportunity to speak with five experts in mobile and social media marketing. Last week’s B2B newsletter featured two of those experts. This week we have insights and advice from the other three industry thought leaders.

This article features seven tactics, ranging from why LinkedIn remains the top B2B social media platform, to utilizing QR codes in your mobile campaigns. These tactics include both broad-stroke practices and detailed ideas you can implement into your own efforts. read the complete article

SUMMARY: "In the first half of 2008, b-to-b trade shows showed a minimal decline of 1%, while b-to-b magazines declined 6% during the same period." "While there was an overall decline of 6% in the magazine business during the first half of the year, 5 of the 21 BIN categories showed growth." "These categories include: Agriculture (6.08%), Architecture, Design, Lighting (1.99%), MFG, Processing (0.61%), Miscellaneous (1.53%), and Professional Services (1.82%)." view the complete research record

SUMMARY: Driven by economic circumstances, the buying process for large and complex purchases is changing. Marketers who are aware of changing buyer behaviors, such as the use of information resources, will be better able to align their selling process with the buying process to improve effectiveness. read the complete article

By Anne Holland, Content Director

Admittedly, our B-to-B Marketing Summit Brochure was brochure-from-hell from a proofing standpoint. The marketing department had to get 29 different speakers' names spelled properly (this must be very easy in places, such as Sweden, where you have a limited pool of names to deal with, but in multicultural America you always have to double-check.) And we had to make sure the right headshot went with the right speaker, which can be... read the complete blog post