Content & Community at Aligned | Helping b2b companies sell how buyers want to buy | Buyer Enablement Advocate
I've driven over $7 million in pipeline from field marketing at my last role. Now at Aligned, I won't invest in a booth at any major conference. Here's why: I think tradeshows in B2B Tech are going to die a slow death. They are serving two separate audiences. The Attendees & The Vendors that exhibit. They used to inter-relate, but now serve different purposes. Buyers used to come to these trade shows to discover new tech. - To visit current vendors and see what was new and exciting. - To go around booths and see if they were missing any major opportunities. Vendors got to educate buyers and follow up with those that were interested in their solutions. Now? B2B Buyers have access to their peers, which has become the #1 most trusted source when evaluating technology. They don't want to walk the floor to learn about new products. There's too many product pitches in their DMs and inboxes. They don't want that same pitch slap experience in person. If buyers are attending a conference, its for two reasons mainly: 1) To learn something that makes them better at their job 2) To network with like-minded people and build relationships If I were asked to distribute my field marketing budget, I'd focus on: - intimate events - executive dinners - customer marketing events - exclusive experiences And ALL would include an element of content capture. Can do it a fraction of the cost of what would traditionally be spent on a tradeshow booth. But, that's just my opinion. And strictly for B2B tech. (Know many industries that you can make entire year's revenue with certain conferences) Are you planning on exhibiting at major tradeshows? #events #tradeshows #b2btech
Neil W.
6mo
Oh man i have to disagree with part of this. I see your points but I know so many people (me included) that go to events for two reasons 1) trade shows 2) to meet new people/network I avoid the talking heads/sessions 90% of the time. Frankly the talking heads are the part that I think will go away as we see them non-stop anyway all over LI and the internet. You no longer need to go somewhere physically to hear someone talk and frankly its the same talk most of the time. There are so many companies I learn about at trade shows that I never heard of online. That all said booths are expensive - so doing something unique and different is key!!! The side event is great and could be fantastic for some companies but you usually need a strong brand to make that work. Small unique and creative booth + side event is the recipe in my mind if you can afford to do it.
Brian L.
6mo
Agree and disagree. People are always curious about new technologies and ways of doing things so there still is value for vendors attending a trade show. Where a trade show loses value for a vendor is when sales reps hide behind the booth and do not proactively engage with prospects. End result…$50,000 spent on a booth at a trade show, no follow-up meetings set, and now having to chase down leads while every other vendor from the same show is doing just that. A recipe for failure.
Love the idea of splitting your field marketing budget in the ways mentioned. In the end, the content you get from those personalized events are worth so much more in todays world than a booth where you meet a few people and hand out swag that gets stuffed on a closet when potential customers get home.
I am so glad that someone is saying this.
Buyers avoid vendors like the plague at conferences. The trick is to send conference ninjas. Conference ninjas are well respected executives who are compensated like advisors. They have peer to peer organic conversations with buyers at the conference and make intros to the sellers with an explicit opt in.
Ela Richmond
6mo
Very interesting. Logan Lyles recently shared an experience at an event where a current customer was selling a new customer on Teamwork's product. Why? Because when people have a problem, they FIRST go to someone they trust. Sounds like #nearbound ⭕ Isaac Morehouse Shawnie Hamer
Corrina Owens
6mo
I’m ready for them to die a quick death. 🤣 What content capture tactics have you liked lately, ⚡️Arthur?
Jason Hasenberg
6mo
Absolutely agree. I believe it’s better to just attend these days. Invest the money back into your customers, community, and throwing micro events.
Jeff Hatten 🎉
6mo
That's a big egg in one basket
Content & Community at Aligned | Helping b2b companies sell how buyers want to buy | Buyer Enablement Advocate
6moalso, shoutout to the fire team at SpliceVideo for creating these mini content experiences in graffiti Alley in Toronto. Such an awesome day Nick Capozzi 🎥 Ben Sommers 🎥 Aaron Mak Hoffman 🎥 💜