So you have worked hard in the build-up to your trade show to make sure you have engaged with your target market and maximized your chances of them coming to see you on the exhibition floor.
Now the challenge is to make sure that you optimize your engagement with the most valuable prospects who come to visit you. (more…)
A recent presentation on inbound marketing from Marketo stated:
“You wait for buyers to take action when they feel ready. But sometimes you need someone to act. Pragmatists and late adopters who don’t actively seek out alternatives and new solutions may need a push, not a pull, to take action.” (Building a Better Inbound Marketing Machine)
The key, according to Marketo, is to incorporate inbound marketing into a larger group of marketing tactics to amplify your impact.
The presentation, particularly the checklist in its last two slides, is one of the best reference resources I have seen to help you consider the right mix of activities, which will ensure you are offering both the ‘pull’ needed to attract your target audience and that vital ‘push’ to drive your market to action.
To the staunchest of inbound marketing devotees, the idea of combining inbound marketing with one of the most expensive outbound marketing methods may seem ludicrous. Especially since trade shows are proven to be the most costly outbound channel, according to the State of Inbound Marketing 2012 report.
So you would think that – as inbound evangelists – we should be glorifying inbound marketing techniques and vilifying those old-fashioned broadcast-style methods that are not only expensive but appear to be delivering diminishing return on investment, as the report indicates. But the reality is much more complex than that. (more…)