How B2B Marketing Can Get More out of Trade Shows

Sword and the Script

In person events like trade shows and conferences usually rank high on the list of priorities for B2B marketing organizations. For example, the most recent B2B lead generation report by Chief Marketer listed live events as the second top source of leads.

How to Get Killer B2B Leads at Trade Shows

B2B PR Sense

When it comes to trade shows, you might think that generating B2B leads is a piece of cake. And, although LinkedIn is responsible for generating as many as 80% of all B2B leads , trade shows are still a successful staple of any B2B marketing strategy.

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Popcorn and a Movie: A Creative and Integrated B2B Marketing Campaign that Could Work in Any Vertical

Sword and the Script

Creativity and risky marketing efforts don’t always find receptive purse strings in B2B, but it could well be the only thing left in “a sea of sameness.”. From white papers to the trade press, the entire community is fixated on the next exploit, hack or breach.

5 Proven Ways PR can Develop Client Media References in B2B Organizations

Sword and the Script

Media references tend to take a back seat to the mad pace that is often B2B marketing. Creating opportunities for customers to know, like and trust you on personal level is handy to have when you ask for a B2B media reference.

Influencer Relations For B2B Brands

ImPRessions - Crenshaw Communications

For B2B companies, third-party influencers can require more time and effort to cultivate, but they yield far-reaching results over the long term. 6 Sources of B2B influencers. These are often covered by trade or industry press and can be converted into bylined content.

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B2B PR Tips For Speaking on Panels

ImPRessions - Crenshaw Communications

Public-speaking engagements are a strong component of a good B2B PR thought leadership plan. Industry discussion panels in particular can be very effective, whether part of a larger conference or trade show, or created as a customized event for prospects.

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6 New Rules Changing the B2B PR Game

B2B PR Sense

B2B PR has been morphing into a more robust vehicle. Overtime B2B PR has solidified around six new rules that define and give heft to the practice. My goal with this post is to give you a crash course in the imost important new rules in B2B public relations. B2B PR

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The Only B2B PR Event You’ll Ever Need

ImPRessions - Crenshaw Communications

Compared to consumer PR, B2B public relations is more highly targeted, and usually more limited when it comes to the range of tactics that are truly effective. Read on for the key ways to customize a discussion event for your B2B brand.

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Are Facebook Ads Any Good for B2B Marketing?

Sword and the Script

If you’re not using Facebook ads because you don’t think they work in B2B marketing , then you are among thin ranks. Several surveys reviewed by eMarketer suggest social media advertising continues to advance – and Facebook is often voted the most effective paid platform – even for B2B.

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3 Awesome B2B PR Methods That Will Attract High Quality Leads

B2B PR Sense

What is the goal of your B2B PR? One is getting B2B leads. How can your PR efforts help you to consistently deliver high quality B2B leads? The Perfect B2B PR Toolkit to Getting B2B Leads. Handpicked Related Content: How to Create a Success B2B Content Strategy.

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Why The Best B2B PR Campaigns Use Influencer Marketing

B2B PR Sense

Why Old School Tactics Are No Longer Enough for Your B2B PR Campaign. Next week, he's packing up to go speak at a trade show and meet with up and coming vendors as well as current clients. Or, you may request to meet him at a trade show.

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6 Benchmarks from Viewing a Survey of CMO Lenses of B2B Marketing

Sword and the Script

About 34% of respondents identified themselves as employed by B2B product companies, while another 31% said B2B services, so overall about 60% of respondents are senior leaders in B2B marketing organizations. For B2B product companies that number came in at 7.1%

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3 Cases Studies of Augmented Reality in B2B Marketing [UML]

Sword and the Script

As the landscape stands today, I tend to be more bullish on augmented reality (AR) than virtual reality (VR) in B2B marketing. This week’s Unscripted Marketing links [UML] reviews three case studies of AR in B2B organizations. Why is this relevant to B2B marketing ?

5 Trending Rumors About B2B Lead Generation That Need to Die

B2B PR Sense

Lead generation is one of the top struggles for nearly every B2B company. The truth for most B2B companies is: Lack of time and staff are huge obstacles to lead generation. 5 Rumors About B2B Lead Generation - Dispelled. So, can you really get viable leads from trade shows?

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B2B Blog Metrics: 4 Effective Categories to Measure Success

Sword and the Script

There are few tactics in B2B marketing that lead to such direct effects. Components to Effectively Measure a B2B Blog. A Data-Driven Answer for B2B]. Naturally, we want to have measures that show a more direct impact on marketing and the business.

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10 More Awesome Strategies to Boost Your B2B PR Campaign

B2B PR Sense

Not too long ago we did a post on 10 Simple Strategies to Boost Your B2B PR Campaign. We received such tremendous feedback that we decided to give you an even greater strategic advantage that will kick some serious B2B PR butt. Would the limelight be the answer to your B2B PR prayers?

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Finding Leads: 6 Takes from the 2018 Chief Marketer B2B Lead Gen Report

Sword and the Script

The biggest challenge in B2B lead generation underscores the biggest challenge in B2B lead generation: it might lead some to overlook the fact lead generation campaigns don’t work in isolation for long. That’s my take on some of the data from the 2018 Chief Marketer B2B lead gen report.

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3 Easy Ways Your PR Campaign Can Boost Thought Leadership

B2B PR Sense

Prospects don't know you, but they recognize the Wall Street Journal, the Today Show, and other well-known media sources as reputable. If your PR campaign landed you press in a trade magazine or other publication, use the article as the basis for a speech.

How To Make An Impact At A Business Conference

ImPRessions - Crenshaw Communications

Love them or hate them, conferences and trade shows are important venues for any business to generate public relations , marketing, and sales returns. How to make the most of a time and dollar investment in a trade show or conference? Bring PR to the show.

Content Promotion Strategies: How to Supercharge Your Content

B2B PR Sense

So having content that your audience can find and engage with can be crucial to your overall B2B marketing strategy. The practice of using a popular news story to amplify your B2B marketing and content strategy. Social media has become an essential part of any B2B marketing strategy.

Earned Media: How to Get the Attention You Deserve

B2B PR Sense

But don't underestimate the power that lesser-known publications -- especially trade publications that are popular among your target audience -- can hold for your brand. How to Boost Your B2B Public Relations with SEO. Participate in Trade Shows. B2B PR Tips and Trends

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5 Ways PR Beats Paid Advertising

ImPRessions - Crenshaw Communications

Especially in the B2B tech sector, PR programs are essential to gaining competitive advantage in a crowded marketplace. PR can shine beat in B2B tech. Many B2B companies engage in lengthy sales cycles where customers make a large commitment of capital – and faith.

GigaOm Crash? Houston, We Have a Bigger Problem

Flack's Revenge

The outpouring on the blogs and social media showed its key place in the hearts and minds of those in the B2B tech space. I share more of what I learned, and offer takeaways for B2B tech PR and marketers below. GigaOm’s crash and burn this week really hit a nerve.

Is the Buyer’s Journey Becoming Passé?

Sword and the Script

A few years ago, a big story in B2B suggested the buyer’s journey was nearly complete by the time a prospective customer engaged a vendor. Also, see these important posts: Attract, Convert, Retain, a B2B Marketing Roundup. How B2B Marketing Can Get More out of Trade Shows.

Survey 101

Marketing has Gotten Better as a Profession; Off Script #29: Tom Pick of Webiquity

Sword and the Script

He’s been an independent consultant since 2006 and helps B2B companies with online marketing. As a marketer, I wrote articles for trade magazines and did a lot of direct mail. Event marketing , at gatherings like annual customer meetings and trade shows, was huge in the 90s.

The Perfect Pair: How to Use Events to Amplify Major Company Announcements


When companies plan communications for the year, they tend to time out major company announcements around trade shows for fear that announcing it at a show could take away from the big news — keeping a good pairing apart. Pairings are everywhere in our society.

Is Media Relations Getting Harder?

Sword and the Script

Most of my experience in media relations comes from a B2B technology perspective. For example, pick a trade publication in any vertical market and study the headlines. How B2B Marketing Can Get More out of Trade Shows.

Why event promotion should use influencers

PR Daily

This is why influencer marketing is so successful—and crucial for growing key trade show or event metrics. of Rocksauce Studios was one of the lucky few to participate in HBO’s Westworld activation at SXSW in advance of the show’s season 2 premiere.

How PR Gets The Most Out Of 3rd Party Spokespersons

ImPRessions - Crenshaw Communications

There was a time when public relations teams sought the services of one perfect spokesperson to act as the media “face” of a B2B or B2C company. When he worked a trade show and glad-handed customers and salespeople, he was superb.

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B2C Content Marketing Trends: Key Findings from the 2015 Study


Its ability to regularly reach a large number of loyal subscribers makes it more efficient than trade shows or other types of face-to-face encounters. Content marketing isn’t just for business-to-business (B2B) marketers.

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15 Simple Small Business PR Strategies That Will Save You Money

B2B PR Sense

Just because you don’t have the deep pockets of bigger B2B companies does not mean you can't develop a PR strategy that puts your startup in the media spotlight and generates new leads. Studies show that nearly half of all B2B researchers and those who make purchase decisions are millenials.

Making the Move from In-House PR to a Top PR Agency

Shift Communications

Do you have experience in B2B tech but want to broaden your knowledge to consumer clients? Maybe you’ve never worked at a PR agency. Or perhaps you started your career at an agency, moved client side, and are now considering a return to agency life.

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How PR Supports “Thought Leaders”

ImPRessions - Crenshaw Communications

Thought leadership is a common term in most B2B public relations programs. Speeches – at industry conferences, trade shows and other events which can be repurposed as articles, blog posts and white papers.

Pinterest Versus Instagram: Which One is Best For Your Brand?


Both consumer brands, such as Starbucks, and B2B companies, like General Electric, are engaging on Instagram to connect with more people. Have a conference, trade show, or other special event to promote?

Triple 7s: The Best, Worst and Most Loved Blog Posts in 2017

Sword and the Script

In turn, that led to an editor from a PR trade publication contacting me and asking to publish it. Unquestionably, B2B blogging, as a topic, re-emerged as hot. A Data-Driven Answer for B2B]. 4) B2B Blog Metrics: 4 Effective Categories to Measure Success.

How to Explode Your Startup PR with Growth Hacking

B2B PR Sense

For this reason, some B2B companies hesitate to use it, questioning whether it would be a good fit for their industries. Does this mean growth hacking doesn’t fit into the B2B space? Public relations in B2B is all about knowing who your buyer is. Want Powerful B2B Content?

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8 ways to boost media coverage

PR Daily

There’s no better place than a trade show for capturing the attention of a journalist specializing in your industry. senior director , has more than seven years of B2B and B2C technology PR experience. Not every day in PR can end with a new project launch or major initiative.

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How long before virtual reality transforms corporate storytelling?

Communications Conversations

Two weeks ago on the Talking Points Podcast , I lauded a local company (Victory Motorcyles) and agency (space150) that recently killed it with a virtual reality execution at a trade show in Chicago.

Whetting Asia Pacific’s Appetite — One Story at a Time

The Hoffman Agency

While it’s all good for business, how do you conduct PR for a trade show beyond the straightforward press release? There was an increase in spot orders — almost US$50 million worth of spot orders were closed on the show floor in just three trade-only exhibition days.

Wires and Demoing in Las Vegas: Takeaways from My First CES

The Hoffman Agency

29 years later, my interests were decidedly different (but perhaps no less geeky), as I went there for my very first Consumer Electronics Show to support our Tuya client in showing off their AI+IoT platform for smart home devices. Listen up, B2B folks, this goes for you too.).