Over the past decade, business-to-business (B2B) marketing has undergone a rapid transformation. Gone are the days of making sales by simply showing up to a trade show. B2B buyers now perform more than 2/3 of their decision making research online without speaking to sales. To succeed in this world, organizations need to embrace digital marketing as a fundamental part of how they manage trade shows.
This article offers a breakdown of digital activities that organizations can undertake before, during, and after the trade show to increase the number of leads they interact with and ultimately the number of sales they make.
BEFORE THE SHOW
As soon as you register as an exhibitor, it’s a good idea to update your exhibitor profile. Think of your exhibitor profile as a virtual trade show booth. You can use it to share your value proposition with attendees and to convince them to visit you at the live event.
Exhibitor profiles vary from event to event. Some will only let you state your company name and a brief description; others include the option to add a logo, images, videos, and more. Either way, it’s important to
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