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. continue...
Summary:
When you are an exhibiting sponsor at someone else's event, your effort can be limited by constraints outside your control. At the same time, you do want to stand out from the crowd to maximize your investment in the effort.
Find out how HubSpot created a strategy for this year's Dreamforce exposition that pushed the boundaries on what defines an event booth, promoted a unique event theme, and led to over 2,300 new leads while providing attendees with takeaway value. continue...
Summary:
Live events are feats of careful planning, intense promotion and (hopefully) smooth execution – a significant challenge even for the enterprise marketer with a well-known brand and large audience. But what about the small- and medium-sized businesses that are looking to live events to drive leads?
Find out how one B2B marketer created a successful live event on short notice and how she is continuing to leverage that event to drive both sales and email list subscriptions. In this case, the live event is just the beginning of the marketing process. continue...
Summary:
There’s nothing like a 40% budget cut and staff reduction to make a marketing team focus on activities that have the biggest impact for the lowest cost.
Read how a team analyzed its marketing performance to determine which programs were really working – and which weren’t. Adjusting strategy based on those trends boosted total leads 12%, while increasing the value of opportunities in the pipeline by 65%. continue...
Summary:
The quest to stand out at a trade show often tempts marketers to offer splashy sweepstakes prizes with no relevance to their industry and no tie to their own products and services. This isn't the best way to generate qualified leads.
Read how a team of marketers designed a bingo-themed contest for an industry conference that highlighted the host’s software and their own team’s expertise using it. They used automated email to recruit players, generating a 70%+ visitor-to-registration form conversion rate. Then, they kept players engaged over two days by using SMS and Twitter to announce each drawing. continue...
Summary:
Event marketing is a prime target for budget cuts in a down economy, but some marketers have at least one big, annual show they just can’t skip. How do you make the most of your investment in a big trade show presence?
See how an insurance company revamped their trade show strategy on its head by creating a booth and events that talked primarily about clients -- not the company. Includes concepts and strategies you can adapt for a smaller event budget. continue...
Summary:
If you’re being asked to do more with less this year, here’s a low-cost way to create marketing collateral that grabs prospects’ attention.
In this case study from our archives, read how a software company turned a client’s speech at a trade show into an educational podcast. Using a $100 digital recorder and free editing software, they created a recording to use in a lead generation campaign that attracted millions of dollars in new business. continue...
Summary:
The recession is cutting into travel budgets. So, event marketers must adopt new strategies to attract attendees to their trade shows and conferences.
Find out how a conference sponsor used a virtual component to double attendance. A webcast and virtual trade show also produced archived online content to continue generating leads from the event. continue...
Summary:
Don’t have enough marketing material at the beginning of your lead cycle? A software company servicing the banking industry turned a client’s speech at the industry’s big trade show into an educational podcast.
As a result, their cost per lead dropped 71%. They also closed millions of dollars in new business, and the podcast is still being used to generate leads. continue...
Summary:
Marketers will try almost any gimmick to generate traffic at a trade show booth, whether it’s handing out the latest and greatest tchotchke or running a big promotion.
But in the midst of this arms race, see how one trade publisher bucked conventional wisdom for their booth souvenir at the big annual conference. With a bit of planning and a skimpy budget ($3,394), the ROI was over the top (430%). continue...
