أعاد Leadoo Marketing Technologies نشر هذا
Last week, I visited the B2B Marketing Expo in London, and I wonder why exhibitors keep making this mistake! 🥲 Mistake: Treating your speaking slot like a sales pitch! I attended four sessions and stopped by two more, yet only one was genuinely educational. Surprisingly, this one was where I couldn't even get a seat. And for good reason—the content presented was loaded with facts, and the presenter gave actionable tips. This session was by Greg Landon from Leadoo Marketing Technologies. Based on their content, I believe they figured out that speaking slots are just a touchpoint for their prospects and not another opportunity to sell. In fact, their team wore a T-shirt that focused on interaction and building relationships. Take a bow, Leadoo Marketing Technologies. You guys aced it. 👏 —— I've done events for 3 years and have been a B2B marketer for 2 years; here’s what successful B2B events should include: 👉 Speaking slots that touch upon a specific problem 👉 A speaker that can emphasise on the severity of the problem 👉 A plan to lead discussions at the booth —— Instead, here’s what most exhibitors end up doing. Don't make these mistakes with your speaking slot: 🙅 Spend the majority of the time explaining what your company does 🙅 Presenting case studies without explaining the gravity of the problem you solve 🙅 Blatantly ask your session attendees to visit your booth, to possibly buy from you —— I know all the exhibitors knew about this. Yet they fell into the trap/temptation of claiming instant ROI on their marketing expenses. And I'm sure most of them never sold anything and, at best, had some meaningful discussions. 👉 This is exactly what the goal should have been—treating these events as touchpoints, not the final destination! What do you think about events with speaking slots? #b2bmarketing #events #ThoughtLeadership