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o Choose only those that ideal buyers attend
o Define clear goals & measure cost vs benefit to choose
those that are worthwhile
o Focus your stand, promotion & emails on problems you
know they have
o Don’t attend because you ‘have to be there’ (you don’t)
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Trade shows, industry conferences & investor events can be:
• Essential for profile-building
• Great for new product launches
• Useful for reaching new contacts
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You control who attends so:
• Invite contacts who fit your ideal buyer personas
• Focus on solving their specific problems
• Co-host to double exposure & halve costs
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• Focus on business benefits
(technology strengths, advances,
strong management team, growth
potential, value and ROI)
• Link to/hand out technical details
(don’t elaborate on the day)
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Popular in IT
Invite existing users + prospects
Update both on technology advances
Let users tell your story to prospects in their own words
Encourage questions (vet in advance)
Break into separate groups for specific actions
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Nothing more powerful
Nurture customers so referral is natural
Show them extra value or new functions
Invite them to customer-only events
Don’t ignore them once they’ve signed
Don’t focus all attention on prospects
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• Choose a network with similar interests & industries
• Ask open questions (don’t begin talking about you)
• Listen to their answers (and they’ll remember you)
• Keep talk about you brief & impactful (elevator pitch)
• Give them your business card (if there is resonance)
• Follow up (if appropriate)
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With email overload, post has made a comeback:
I. Use for ‘peer to peer’ cold calling
II. Follow meetings with a useful printed resource
Post is unusual these days; at least you'll stand out
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Very difficult to reach targets
Very expensive to build lists
High opt out rates
Not effective in B2B hi-tech except
for people you know
Use for surveys, event confirmation
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Advertising in print media:
• Higher cost
• Fewer use it
• Difficult to measure ROI
• Best if part of online campaign
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• Be really selective
• Make your message super-specific to the audience
• For best results, back it up with online marketing
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Get the details in our post Offline: How To Get the Most out of Traditional Marketing
Find out How we do marketing in the High Tech sector
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