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 were listening to bb revenue acceleration, a podcast dedicated helping software executive stay on the cutting edge of sales andmarketing in their industry. Let's get into the show. Hi, welcome tobe to be a revenue acceleration. My name is Owen. I am withyou and I'm here today with Hannah Man's from directive and the Director of Marketing, actually a directive. How are you to Dana? I'm doing great.Thank you so much for having me. That's an absolute pleasure. So todaywe will be talking with you about the six tips to generate Roy from tradeshow. But before we get started, can you please introduce yourself to audienceand tell us a little bit more about about your role at directive, butalso what directive does as a business? Of course, my name is HannahMan's. I am the marketing director for Directive. We are a bed bean enterprise search marketing agency, and my role is to oversee the implementation ofour marketing activities, with a heavy focus on sales enablement and strategic partnership development. Okay, that's wonderful. Okay, so the topic today is quite interestingbecause we are a lot about people going to trade shows and telling us wego to trade shows to put our brands out there. We want to showa competition that we are, we want to shoot the market that we are, but they seem to be struggling in trucking the arrowy generated from the trade. So I understand that's real carrier, you've executive dozens of trade show andyou've seen a button of success by following six steps in the process to ensureyou get the most roy out of these events. So could you please showhis augience was what the six steps are. Yes, I have had the pleasureand, in a few cases, the headache of organizing many trade showevents and I do have a pretty simple...

...six step system I follow, whichis heavily dependent upon sales and marketing collaboration. The first step, or question Iask myself is what does success look like? It's a critical step thatsales and marketing create tangible goals ceturn around you know, business objectives for ashow. Both teams need to work together to identify the target accounts that willbe attending, and trade shows are not only a great generator of new business, they're also an opportunity to strengthen your relationships with existing clients, and it'salways wise to consult account management or client success to know what current clients aregoing to be there and if you know revenue generated is your your KPI oryour key performance indicator. Understanding what your CPA is will easily help you determinesuccess. You know one new client or upsell might get you to hit yourtarget absolutely. And once you've determined what it is that you want to accomplishat a show, having the right people on the floor is so important.I've seen it time and time again where sales and marketing leaders you know they'llsend their best closers or individual that knows the most about the vertical, onlyto be disappointed by their performance at the show. For trade shows, personalityis just as important as subject matter expertise. The worst thing is to invest timeand money in your show and planning the event, only to get therewith less than optimal fits for a conference floor. Another common mistake I seefrequently as companies only sending their sales teams. You want to have a representative fromYour Marketing Department present. Your sales team is going to be no workin the floor and conducting meetings. The marketer or event coordinator is there toensure that the logistics of the booth build and the collateral or flawless. They'llalso have time to do field research, walk the Exhibitor Hall and Scope AboutWhat competitors are doing, and this will...

...help you get a leg up onthe competition. Once you've decided what you want to do and have the peoplethere to do it, you're really going to have to do something different tostand out from the crowd. So the idea is you want to try todraw people in with an offer they'll actually care about, and this will beunique to your company's product or service. For example, we recently attended ashow where we offered a complete onsite audit which included a full competitor analysis toshed light and give the attendees and understanding of where their company currently lied andtheir potential search and paid perspective. Every attendee who met with US walked awaywith the printed copy of the audit and we really wanted to offer something alittle more valuable than branded pens or t shirts, for example, and youknow now that you get them to the booth. This wouldn't be a secimenton trade show marketing if we didn't talk about swag. Are you familiar withswag? And we talked about swag for a fur trade show. I'm femi. Yeah, it was a tem swag, but not swat for the trade show. Big as a as a stag on instagram and stuff like that.Yes, so I know what the meaning of it, but I'm sure you'regoing to explain. You something very interesting about Oh you correlate. That wasa trade show. Yes, their swag. I typically it refers to your promotionalitem that you have on at your chat, your on your display.You know, it's the staple of your trade show, of your booth,for example. I see it really common now at a lot of shows.It will be, you know, a lip bomb or mints, Note Books, any of that. That is what someone in trade show marketing would callyour company Swag. Okay, it's important to come up with something exciting.Absolutely. What's the Best Swag? Because I go to a lot of tradeshow I always take the Bouncy bowlds at flesh because they get my dog veryhappy. So I always get them,...

...throw them a team, you playwith them for a day, destroy them and then I need to take anotherone out. But the rest of it. Whenever we get it is quite isthe usual stress bowl or pain, orderly bold or the means you think. Is there any crazy ages that you've seen that's really you know, makethat swug very much small interesting for the the end use of the prospective peopleworking the flow? Yeah, so I've seen a couple different things I thoughtthat were really cool. At once show I went to they had a fullcandy bar, So it was like a candy shop where you would walk upto their booth and you would be able to funnel candy into a branded bagthat they had and not only now were you at there booth, it tookyou a while to fill your bag and left them with a really great opportunityto strike up a conversation with you. I thought that was that was reallyinteresting. We also have utilized a lockbox game and we sponsor a show.Usually you're allowed to stick about insert into the show bag. What we didis stuck keys into the bag with a little postcard on it that invited peopleto come over to our booth and try to use their key to unlock abox where we had prizes inside, and that was also a really great opportunityfor us to have conversations. People love the booth. I've even had peoplefollow up with me wanting to get the information for the vendor that made thebooth because they wanted to use it at their show, and I think that'sa really testament to your creativity. That's a yet crazy sweat. Read themon your slug exactly. You know, kind of didn't want to say Ineed to show my team, you know, or I want that next year atmy show. So usually at this point you know you've you've gotten tothem to the booth. You guys are talking and and at this point it'sreally common, you know, to either utilize the badge scanner that the showprovides to simply collect a business card, and a business card and a fishbull just really doesn't cut it anymore.

Yep, and the really cool thingis we are able to remove the guesswork, out of attention, out of atendee attitudes, with attendee tracking technologies. And if budget doesn't allow for advancedsoftware, there are now free apps that make your smartphone address book moreefficient by shifting the focus on managing relationships instead of email addresses or phone numbers. And you can even employ a simple google doc that managed, that's managedby your conference team. Having some sort of structure around the data collection ata show will your sales team qualified leads, optimize for conversion and eliminate any leadmanagement headache. It makes sense. I like the approach. I think. I think you mentioned something that is absolutely key. Two things actually,let me rephrase that. Number one, it's the is the end shake betweencells and marketing, you know, making sure that you've got some pair objective, making sure that you compel your notes on target accounts and the people youwould want to meet and making some assumption on we would be present, whatthey look like. We actually seen clients and we do send out some ofour team, from some operatics people to trade show and they are on thebus and they are the I guess there are the guys that are supposed tograb you, you know. So we used to have maybe five, sixyears ago. They would would get some very attractive women. No grabbing peopleand giving you a scanning your badget everything. Now I think it's changing slightly.It's getting a little bit more professional and you've got people we know whatthey're talking about, actually stop the conversation with you. But what work.We ask our guys we are we ask them to go on Linkedin and checkwhat you're key prospect the people you want to to to engage with look likeokay, and if you've got a picture of them, or if you've beenable to see that picture and you even if you've got a hundred, twohundred pictures at least, you can always recognize someone and lick quickly search andthen engage with and stirst. That's number one. So I think that thatpreparation is absolutely key. And the second...

...thing is not tree and, asyou mentioned, you should not just use the event for net new business.You can use the event as an opposition to network with people you've read theengage wis, no matter where you are in the sells process. If theyare run and you are around, this is a great opportunity to meet withthem and even if they're an existing clients, again, if everybody is there together, absolutely great opportunity to do a get together. I'm a quick questionfor you on the preparation. We do tend to do more and more whatI would call a target in preparation to events, where we would, forexample, try to drive meetings actually outside of the show, maybe hotels thatare nearby. Well, our clients would have a suite and we can setup series of meetings with the cells team. So it's a little bit less eaten. Miss do you see that happening as well with the sort of eventsyou your guys are running? Well, people are also trying to four weeks, six weeks prior to the events, getting their own meeting, driving peoplewho they are suit and trying to drive their LoC crosser than just waiting forpeople to come by the bus. Oh yes, it's important part of ourpresure strategy to begin to set up meetings and try to reach out to anyonethat you have on your list of targeted accounts. It also provides, youknow, if you take it off the trade show a floor, it becomesa more intimate engagement where you can actually sit down, have a coffee withthem, learn about what you're struggling with and not just have that, youknow, really quick one, two, three, elevator pitch that you mighthave at your at your booth. Absolutely, I think you. I personally believethat this is a something that we do for our selves. I personallybelieve that you get much more out of taking people of the boost, notmeeting them at the booze. While it's quite noisy. Often people may getstopped on me. He may take time. Depends on the scale of the event. You've got intimate events where you may have, I don't know,fifty hundred vendos exhibiting. We go to some events where there is a inthe thousands of people exhibiting. Right there is place events like mw see inBarcelona. Now even are said the ars...

...a conference, you know in SanFrancisco. Well, it's from one side to the other. It's a tenminute walk and you need to find people right. So actually giving them ameeting them in the meeting in a notell room next door. Well, it'squiet. What they can enjoy a cup of coffee, potentially stay a littlebit longer to do a call to a couple of emales. Extra rise isnot a bad idea. And I also fin it from a conversational perspective.You probably achieve much more in a quote environment that you will do potentially onthe Shaufflaw. Yes, just to your point. You know you're even cantake it a step further. And why not? You know, invite themto dinner. You know, a trade show is a great opportunity to,you know, be able to just do to talk and get to know them. And so, instead of, you know, just having a quick meeting, as well get some of your you know, the people that you're tryingto engage with and invite them maybe to, you know, at dinner at arestaurant that's really popular in the area. You know, take it a stepfurther to show, you know, that your interest absolutely nothing that thatmakes sense. I think the idea of the nursing is really important and thepoint that I wanted to make is that, you know, if it's a netnew prospect, you can almost drive them to a meeting. You shouldactually engage with that net new prospect before the event and try to set up, sometimes even at your booze are outside of the boost, to meet withthem. I think if they are an existing prospect but they're in the cellcycle, maybe you want to do as you said. You're going to besmartling to an event or a dinner or drink or whatever. I could bewhere some of your existing customer are. President, can speak about a greatyou out of this prospect and then for the customers that you really want toshare ish that are potentially come to your drinks or your dinner. You cando something a bit more special again around the events or even invite them yourselfto come. And you know budget, Aluiy, get everything like in that, but I do agree with you. I think the point here was thatpreparation is absolutely key. It's not just about preparing for the booze and gettingpeople and getting everyone do to other same t shirt. I think it's youcan get much more. You actually control...

...your destiny by engaging with this prospectprior to the events rather than waiting for them, and I think that's almostthe difference between fishing and hunting. If you just don't get prepared, you'lljust be fishing, you just be waiting for something to bite on your line, while if you really proprise more at the end in the snape or approachfor you can control your destiny better and make sure that you achieve probably bettergoal than and also track arrower in a much more effective way. Now,coming back to the conversation, obviously there is different types of vendors. You'vegot the very large is one that would have a very central booze, massivebooze lets of people, loads of screen, hundreds of thousands of Dodos, andthen you've got too small start. Okay, so different types of vendos. In your opinion, what are the main differences in approach depending on thecompany sites? You know, as you mentioned, company size usually directly correlatesto budget allocation for an event. If you have a hundred thousand dollar tradeshow budget, the sky really becomes a limit. Now you're in a positionto create an amazing experience in presence at the show, throw a networking happyhour, pick up attendees from the airport or in a stretch limo or aparty bus, you know, take prospects out to, you know, thetop rated restaurant in the city that the show is at. And this isnot to say that you can't do very similar things on with a smaller budget. You now just have to be more strategic with your dollars. And youknow how you can do this? Is identifying companies that cater the same audiencewith a different service offering and cohost in event together or cohost the dinner withhot prospects at a restaurant at the venue were close by. Makes Sense?That makes perfect sense. So still a formula to calculate our way from atrade show. What are the chemidtaries? You need to truck and I'll dieyou truck them. So trade shows are all about timing and whether or notit was the right time for the attendees to interact with your service or product. But at the end of the day, the most important takeaway for your companyfrom your time at a show is...

...new clients, and the best wayto track this is to follow the life cycle of your conference contacts. Havingthe singular metric for marketing and sales also ensures alignment between the departments when discussingthe outcome of a show, and this will obviously take time, depending onyour sales cycle. Like any other aspect of marketing and sales, it's amarathon and and not a sprint. Yeah, but there is still going to bethat pressure to prove some sort of Roy and for forecasting purposes, Iwould suggest meetings attended as a relevant indicator for success. Someone taking the timeto sit with you shows a higher intent than someone who came by your boothto grab a giveaway and and let you scan their badge. I would alsodive into analytics to check out your organic and direct website traffic and compare itto your benchmark. A spike in traffic after a show is a positive indicationthat your efforts were fruitful and that you made an impact. Yeah, Ipersonally see your clear from lead collection as a KPI for a show. Whilebooth traffic and leads are great, their vanity metrics at best and can createa false expectation of what you will deliver post show. And in the endthis will just really help you conclude if a particular show makes sense to attendin the future. Absolutely think I think that makes sense. What thanks forthat. Really appreciates your time and insight on the order question. Ask youto them and really enjoy the conversation. So if anyone wants to connect withyou to learn more about what we've discussed today, we'll discuss about, youknow, directive and engine using using you gage, your obviously, et ceterwhat would mean the best platform, best way, best method to get intouch with you? I love Linkedin. I always have it open. Youcan easily find me by searching my name, and I'm also really active on twitter. My handle is marketer man's, Kat on man's. I like it. Excellent that was great. Many thanks...

...again, and now it was apleasure having on this show today. Oh, thank you so much. operatics hasredefined the meaning of revenue generation for technology companies worldwide. While the traditionalconcepts of building and managing inside sales teams inhouse has existed for many years,companies are struggling with a lack of focus, agility and scale required in today's fastand complex world of enterprise technology sales. See How operatics can help your companyaccelerate pipeline at operatics dotnet. You've been listening to be tob revenue acceleration. To ensure that you never miss an episode, subscribe to the show inyour favorite podcast player. Thank you so much for listening. Until next time.

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