Companies benefit in many ways from exhibiting at tradeshow, including by securing face time with busy executives—a coveted advantage in today's marketplace. Asked to rank the most effective ways to brand and generate demand, nearly 50% of respondents to a 2014 Chief Marketing Officer Council study cited events and tradeshows.

Other channels have their advantages, but they are no substitute for direct contact. Being physically present gives B2B innovators an opportunity to build and solidify relationships with clients and prospects. It also offers them the chance to compare how well they stack up against other players on the showroom floor.

But, let's face it: Factoring in booth and travel costs, per diems, and limited availability to clients... events are expensive. It's critical, therefore, to make sure the time and resources you're investing generate leads and a real return on investment.

The solution? Enhance your next live, face-to-face event with the behind-the-scenes genius and expediency of marketing automation, including email, to maximize lead generation and ROI.

With its ability to link offline events to online marketing efforts, such as lead nurturing, marketing automation can help streamline marketing and sales tasks before, during, and after a tradeshow, taking care of a lot of the heavy lifting for users.

Hidden Powers for Super End-to-End Performance

The days of tradeshows' being logistical nightmares are a thing of the past. With marketing automation, you can transform mild-mannered traditional and online events into knockout multichannel programs that enhance brand awareness, nurture leads, and drive sales.

Preparation

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ABOUT THE AUTHOR
image of Brad Dodge

Brad Dodge is the president of Dodge Communications, a full-service integrated public relations and marketing agency helping healthcare and technology companies build strong brands, demonstrate thought leadership, and drive sales.

Twitter: @BradDodge