B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

32: 6 Tips to Generate ROI From Trade Shows w/ Hannah Mans

ABOUT THIS EPISODE

Branded pens.

You’ve probably got a stash of them in your laptop bag from that last trade show you attended.

But have you ever thought about the kind of ROI companies like yours are getting from those pens? Well, really, the ROI your company is getting out of being an exhibitor at trade shows? What if there were certain steps you could take to increase that ROI?

That’s exactly what Hannah Mans came on the B2B Revenue Acceleration podcast to talk about. Hannah is the Director of Marketing at Directive, a B2B and enterprise search marketing agency. She follows a 6 step system to ensure her company gets the most ROI out of their trade show events.

You 're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show hi welcome to be to be a revenueacceleration. My name is onium wit. He and I'm here today with Hannamans fromdirective and the Director of marketing actually a directive. How are you todaynow I'm doing great? Thank you so much for having me that's an absolutepleasure. So today we will be talking with you about the six tips to generateOuri from tradeshow, but before we get started, can you please introduceyourself to audience and tell us a little bit more about about your role,a directive, but also Wen directive does as a business. Of course my nameis Hannybanse. I am the marketing director for Directive. We are a BTOB,an enterprise search marketing agency and my role is to oversee theimplementation of our marketing activities, with a heavy focus on sales,enablement and strategic partnership, development and okay, that's was nwonderfully okay. So the topic today is quite interesting because we hear lotabout people going to trade shows and telling us we go to trade trust withour brands out there. We want to show a competition that we are here. We wantto she the market that we are here, but they seem to be struggling in trackingthe arow I generated from the trade. So I understand that through your carreeryou've executed dozens of trade show and you've seen a partorn of success byfollowing six steps in the process to ensure you get the most ry out of theseevents. So could you please show hish? Augiance was what thes six steps are?Yes, I have had the pleasure and in a few cases, the headache of organizingmany trade show events, and I do in a pretty simple six step system I follow,which is heavily dependent upon sales...

...and marketing collaboration. The firstseparate question I asked myself is: What does success? Look like it's acritical step that sales and marketing create tangible goals. settering aroundyou know, business ubjectives for a show. Both teams need to work togetherto identify the target accounts that will be attending and trade shows arenot only a great generator of new business they're, also an opportunityto strengthen your relationships with existing clients, and it's always wiseto consult account management or client success to know what current clientsare going to be there and if you know revenue generated, is your your KPI oryour peyperformance indicator understanding what your CPA is willeasily help you totetiin success. You know one new, client or upsell mightget you to hit your target absolutely and once you've determined what it isthat you want to accomplish out a show having the right people on the floor isso important. I've seen it time and time again were sales and marketingleaders. You know they'll send their best closers or individual. That knowsthe most about the vertical. Only to be disappointed by their performance atthe show for trade shows. Personality is just as important as subject matterexpertise. The worst thing is to invest time and money in your show andplanning the event only to get there with less than optimal fits for aconference. Lord another common mistake, I see frequently, is companies onlysending their sales teams. You want to have a representative from YourMarketing Department present your sales team is going to be. You know, Workinthe floor and conducting meetings the marketer or event coordinator is thereto ensure that the ligistics of the booth build and the collateral areflawless. They'll also have time to do field. Research Walk the Exhibitor Hall,it's go about what competitors are...

...doing, and this will help you go leg upon the competition once Youve decided what you want to do. Have the peoplethere to do it, you're really going to have to do something different to standout from the crowd. So the idea is, you want to try to draw people in with anoffer, they'll actually care about, and this will be unique to your company'sproduct or service. For example, we recently attended a show where weoffered a complete onsite audit, which included a full competitor analysis toshed light and give the attentese and understanding of where their companycurrently lied in the potential Osearch and paid perspective. Every attend whomet with US walked away with the printed copy of the audit, and wereally wanted to offer something a little more valuable than branded pensor tshirts, for example, and you know now that you've get them to the booth.This wouldn't be a a secment on trade show marketing. If we didn't talk aboutswag, are you familiar with swag an we talk about swag for a for trade, showI'm familiar with a Tim Swag, but not swork for the treadshoim Wa guys as aAshtaor, instagram and stuff like that? Yes, so I know what the meaning of it,but I'm sure you're, going to explain yousomething very interesting about ow.You correlate. That was a tracial, yes, a swag. Typically, it refers to yourpromotional item that you have on at your you're on your display. You knowit's the staple of your trade show of your booth. For example, I see itreally common out a lot of shows it'll, be you know a litfom or mince notebooks.Any of that. That is what someone in Tha Trade Show Marketing would callyour company swag good it's important to come up with something exciting,absolutely whats the best Wak, because a good toa lot of trade show. I alwaystake the bouncy bowls at flash because they get made UG very happy. So Ialways get them Strotema team you play...

...with them for a day, destroy them, andthen I need to take another one out, but the rest of it whenther you at itis quite, is the usual stress, bowl or thin, or the Liv, bald or the mains.You think. Is there any crazy ideas that you've seen that really you knowmake that swag very much more interesting for the the En US AL, theprospect the people wolk in the floor yeah. So I've seen a couple differentthings. I thought that were really cool at one show I went to they had a fullcandy bar, So it was like a candy shop where you could walk up to their bootand you would be able to funnol candy into a branded bag that they had andnot only now were you at there booth. It took you a while to fill your bagand it left them with a really great opportunity to strike up a conversationwith you. I thought that was that was really interesting. We also haveutilized a a locbox game and we sponsor a show, usually you're allowed to stickabout insert into the show bag. What we did is stuck keys into the bag, with alittle postcard on it that invited people to come over to our booth andtry to use their key to unlock a box where we had prizes inside, and thatwas also a really great opportunity for us to have conversations. People lovethe boose. I've even had people follow up with me wanting to get theinformation for the vendor that made the booth because they wanted to usethat their show, and I think that's a really testament to your creativity, Bu,yeah, crazy, sweat, riat them on your sweg. Exactly you know, kind of tin want tosay I need to show my team. You know- or I want that next year, at my show.So usually at this point you know you've gotten somef them with the booth.You guys are talking and- and at this point it's really common. You know toeither utilize the badge scanner that the show provides. T O simplly collectthe business card and a business card in a fishbull. Just really doesn't cutit anymore y and the really cool thing...

...is. We are able to remove the guestwork out of attention out of attendi attitude with attendme trackingtechnologies and, if budget doesn't allow for advanced software, they'renow free apps that make your smartphone a dress book more efficient by shiftingthe focus on managing relationships instead of email addresses or phonenumbers, and you can even employ a simple google dock that managed that'smanaged by your conference team having some sort of structure around the datacollection of the show. LP Your sales team qualifid leads optimize forconversions and eliminate any lead management. Headae makes sense. I likethe approach. I think I think you mentioned something. That is absolutelykey. Two things actually that Ne Rephrase that number one its the is,the en shake between sers and marketing. You know making shot. You've got somePA objective, making surethat you compere your notes on target accountsand the people you would want to meet and making some assemation o who wouldbe present whet. They looks like we actually seen clients and we do sendout some of our team from some oparatics people to trade show andTheye on the Bosh and the other. I guess they are the guys that aresupposed to Grub you. You know, so we used to have maybe five six years ago.They wuthey would get some very attractive. Women, now grubbing peopleand giving you a you, know, skanning your budge and everything. Now I thinkI's changing slightly it's getting a little bit more professional and you'vegot people wo know what they are talking about to actually stop theconversation with you, but what work TOSCR, gays wok. We ask them to go andLinktin and check what your key prospect the people you want to engage, wiyhs, look like okay and ifyou've got a picture of them or if you've been able to see that pictureand you even if you've got hundred two hundred pictures at least you canalways recognize someone and lik quickly, Searchn and then engage withthemfist, that's number once so. I think hat that preparation isabsolutelyky and the SOCON thing is...

...nottring and, as you mentione, youshould not just use the even for nit new business. You can use the event asa Noposmito Network, with people you've already engaged with no matter whereyou are in the same process. If they are wrong- and you are around, this isa great opportunity to meet with them and even if the unexisting clientsagain, if everybody is there together, absolutely greater postinity to do aget together and a quick question for you on the preparation. We do tend todo more and more. What I would call a targeted preparation to events were. Wewould, for example, try to drive meetings actually outside of the show.Maybe oterms that are nearby were our clients would have e Swet, and we canset up series of meetings with the selve steps with a little bit less eatan miss. Do you see that oppenning as well with the sort of events you youguys, are running where people are also trained to four weeks six weeks, prayorto the event getting their own meeting, driving people to ther, sweet andtraying to drive the look crater and just waiting for people to comby theBuz? Oh, yes, it's important part of our presiar strategy to begin to set upmeetings and try to reach out to anyone that you have on your list of targetedaccounts. It also provides you know. If you take it off the trade show a floor.It becomes a more intimate engagement where you can actually sit down, have acoffee with them, learn about what you'r struggling and not just have that.You know really quick one. Two three elevator pitch that you might have thatat you're at your booth. Absolutely, I think you. I personally believe thatthis is a something that we do for ourself. I personally believe that youget much more out of taking people of the booze O, not meting them at theBooz, while it's quite noisy often people may get stopped on my Ima. Taketime it depends on the scale of the event. You've got intimate events whereyou may have on't know fifty hundred vindows exhibiting we go to sume events,for there is in the thousands of people exhibiting either isplace evens, likeMu Sin, Bosro now, even ar sad, Yara...

...conferencein in San Francisco. Well,it's from one side to the other. It's a ten minute walk and you need to findpeople right so actually giving them meeting them in the meeting in a notalroom next door, whil, it's quiet whur. They can enjuy a cup of coffee,potentially stay a little bit longe to do a call OA couple of humans. Etceiseis not a bad Adean and I also think it from a conversational perspective. Youprobably achieve much more in a quite environment that you wouldn't doputtentialy on on the CHAUFO. Yes just your point, you know you even can takeit a step further and why not? You know, invite them to dinner. You know t atrade show is a great opportunity to you know, be able to just do to talkand get to know them, and so, instead of you know just having a quick meetingas well get some of your. You know the people that you're trying to engagewith and invite them, maybe to you, know a dinner at a restaurant. That'sreally popular in the area. You know. Take it a step further to show. Youknow that your interest, absolutely nothing that that makes sense. I thinkthe idea of the notring is really important, and the point that I wantedto make is that you know if it's a nik new prospect, you can almost drive themto a meeting. You should actually engage with itet you prospect beforethe ver than try to set up, sometimes even at Yorbos or outside of the boos,to meet with them. I think if they are an existing prospect but they're in theSamecycle, maybe you want to do, as you said, you're going to be smart into anevent or dinner or drink or whatever I could be where some of your existingcustomer president can speak about our great you are to this prospect and thenfor the customers that you really want to charish that a potentionall come toyour drink sor, your dinner, you can do something a bit more special againaround the events or even invide them yourself to come and- and you know,pugetaowiy get everything rinte Bu. I do agree with you. I think the pointhere was that preparation is absolutely key. It's not just about preparing forthe boozs and getting people and getting everyone to two other seventyshot. I think it's you can get much more if you actually control yourdestiny by you, engaging with this...

...prospect priyor to the Evente preserthan waiting for them, and I think that's so much difference betweenfishing and enting. If you just don't get prepared, youll just be fishing,you just be waiting for something to bite on your line. Well, if you reallypropise more like the enting, the snapeor proach or you can control yourdestiny better and make sure that you achieve probably better gos and alsotrack Arroi in a muchmo effective like now coming back to the conversation,obviously there is different types of vendow. You've got the very large onethat we have a very sentual booze massive bozs lots of people, lots ofscreen hundreds of thousands of dollars. Then you got a small start, okay, sodifferent types of vendors. In your opinion, what are the main differencesin approach depending on the company sides? You know, as you mentionedcompany size, usually directly correlates to budget allocation for anevent. If you have a a hundred thousand dollar trade show budget, the skyreally becomes a limit now you're in a position to create an amazingexperience and presence at the show, throw a networking happy hour, pick upa ten ds from the airport and a stretch limo or a party bus. You know take prospects out to you, know the poprated restaurant in the city that the show is at, and this is not to say thatyou can't do very similar things with a smaller budget. You now just have to bemore strategic with your dollars, and you know how you can do. This isidentifying companies that cater t the same audience with a different serviceoffering and Co host ing, tevent together or com host, a dinner h withHok prospects at a restaurant at the Venu, where close by mixes. That makesperfect sense. So is, though, a formula to calculate our life from a tradeshowwat. What other cimatries you need to track, and how did you truck them sotrad shows are all about timing and whether or not it was the right timefor the attendes to interact with your service or product, but at the end ofthe day, the most important takeaway...

...for your company from your time at ashow is new clients and the best way to track. This is to follow the life cycleof your conference. Contacts having Thi singular metric for marketing in sales.Also ensures alignment between the departments when discussing the outcomeof a show, and this will obviously take time depending on your sales cycle,like any other aspect of marketing in sales. It's a marathon and and not asprit Yep, but there is still going to be that pressure to prove some sort ofrly and for fodecasting purposes. I would suggest meetings attended as arelevant indicator for success. Someone taking the time to sit with you showsof higher intent than someone who came by your booth to grab a give away andlet you stand their badge. I would also dive into analytics to check out yourorganic and direct website traffic and compare it to your benchmark, a spikein traffic, after a show as a positive indication that your efforts werefruitful and that you made an impact yeah. I personally seer clear from leadcollection as a KPI for a show, while booth traffic and leads are great. Theyare bandy metrics at best and can create a false expectation of what youwill deliver post show and in the end, this will just really help. Youconclude if a particular show makes sense to attend in the future.Absolutely no. I thing I think that makes sense wat thanks for Hattat. Thatreally appreciates your time and insight on the all the question Attasyou to then reenjoy the conversation. So if anyone wants to connect with youto learn more about what we've discussed today or discuss about youknow, directive and antrally, using using new gays, your sobvioce etc, whatwould be the best platform best way best method to get in touch with you? Ilove Linkton. I always have it open. You can easily find me by searching myname and I'm also really active on twitter. My handle is marketer Mans,Marketo Mans. I like it excellent that...

...was great many things again and how itwas a pleasure hiving younger show today. Oh thank you. So much operadics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing inside sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales see how operatics can help your company accelerate pipelineat operatics, dot net you've been listening to, b, to b revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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