Episode Transcript
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You were listening to bb revenue acceleration, a podcast dedicated helping software executive stay
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on the cutting edge of sales and
marketing in their industry. Let's get into
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the show. Hi, welcome to
be to be a revenue acceleration. My
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name is Owen. I am with
you and I'm here today with Hannah Man's
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from directive and the Director of Marketing, actually a directive. How are you
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to Dana? I'm doing great.
Thank you so much for having me.
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That's an absolute pleasure. So today
we will be talking with you about the
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six tips to generate Roy from trade
show. But before we get started,
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can you please introduce yourself to audience
and tell us a little bit more about
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about your role at directive, but
also what directive does as a business?
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Of course, my name is Hannah
Man's. I am the marketing director for
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Directive. We are a bed be
an enterprise search marketing agency, and my
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role is to oversee the implementation of
our marketing activities, with a heavy focus
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on sales enablement and strategic partnership development. Okay, that's wonderful. Okay,
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so the topic today is quite interesting
because we are a lot about people going
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to trade shows and telling us we
go to trade shows to put our brands
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out there. We want to show
a competition that we are, we want
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to shoot the market that we are, but they seem to be struggling in
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trucking the arrowy generated from the trade. So I understand that's real carrier,
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you've executive dozens of trade show and
you've seen a button of success by following
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six steps in the process to ensure
you get the most roy out of these
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events. So could you please show
his augience was what the six steps are.
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Yes, I have had the pleasure
and, in a few cases,
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the headache of organizing many trade show
events and I do have a pretty simple
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six step system I follow, which
is heavily dependent upon sales and marketing collaboration.
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The first step, or question I
ask myself is what does success look
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like? It's a critical step that
sales and marketing create tangible goals ceturn around
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you know, business objectives for a
show. Both teams need to work together
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to identify the target accounts that will
be attending, and trade shows are not
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only a great generator of new business, they're also an opportunity to strengthen your
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relationships with existing clients, and it's
always wise to consult account management or client
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success to know what current clients are
going to be there and if you know
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revenue generated is your your KPI or
your key performance indicator. Understanding what your
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CPA is will easily help you determine
success. You know one new client or
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upsell might get you to hit your
target absolutely. And once you've determined what
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it is that you want to accomplish
at a show, having the right people
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on the floor is so important.
I've seen it time and time again where
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sales and marketing leaders you know they'll
send their best closers or individual that knows
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the most about the vertical, only
to be disappointed by their performance at the
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show. For trade shows, personality
is just as important as subject matter expertise.
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The worst thing is to invest time
and money in your show and planning
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the event, only to get there
with less than optimal fits for a conference
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floor. Another common mistake I see
frequently as companies only sending their sales teams.
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You want to have a representative from
Your Marketing Department present. Your sales
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team is going to be no work
in the floor and conducting meetings. The
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marketer or event coordinator is there to
ensure that the logistics of the booth build
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and the collateral or flawless. They'll
also have time to do field research,
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walk the Exhibitor Hall and Scope About
What competitors are doing, and this will
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help you get a leg up on
the competition. Once you've decided what you
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want to do and have the people
there to do it, you're really going
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to have to do something different to
stand out from the crowd. So the
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idea is you want to try to
draw people in with an offer they'll actually
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care about, and this will be
unique to your company's product or service.
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For example, we recently attended a
show where we offered a complete onsite audit
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which included a full competitor analysis to
shed light and give the attendees and understanding
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of where their company currently lied and
their potential search and paid perspective. Every
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attendee who met with US walked away
with the printed copy of the audit and
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we really wanted to offer something a
little more valuable than branded pens or t
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shirts, for example, and you
know now that you get them to the
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booth. This wouldn't be a seciment
on trade show marketing if we didn't talk
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about swag. Are you familiar with
swag? And we talked about swag for
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a fur trade show. I'm femi. Yeah, it was a tem swag,
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but not swat for the trade show. Big as a as a stag
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on instagram and stuff like that.
Yes, so I know what the meaning
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of it, but I'm sure you're
going to explain. You something very interesting
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about Oh you correlate. That was
a trade show. Yes, their swag.
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I typically it refers to your promotional
item that you have on at your
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chat, your on your display.
You know, it's the staple of your
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trade show, of your booth,
for example. I see it really common
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now at a lot of shows.
It will be, you know, a
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lip bomb or mints, Note Books, any of that. That is what
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someone in trade show marketing would call
your company Swag. Okay, it's important
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to come up with something exciting.
Absolutely. What's the Best Swag? Because
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I go to a lot of trade
show I always take the Bouncy bowlds at
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flesh because they get my dog very
happy. So I always get them,
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throw them a team, you play
with them for a day, destroy them
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and then I need to take another
one out. But the rest of it.
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Whenever we get it is quite is
the usual stress bowl or pain,
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orderly bold or the means you think. Is there any crazy ages that you've
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seen that's really you know, make
that swug very much small interesting for the
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the end use of the prospective people
working the flow? Yeah, so I've
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seen a couple different things I thought
that were really cool. At once show
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I went to they had a full
candy bar, So it was like a
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candy shop where you would walk up
to their booth and you would be able
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to funnel candy into a branded bag
that they had and not only now were
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you at there booth, it took
you a while to fill your bag and
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left them with a really great opportunity
to strike up a conversation with you.
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I thought that was that was really
interesting. We also have utilized a lockbox
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game and we sponsor a show.
Usually you're allowed to stick about insert into
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the show bag. What we did
is stuck keys into the bag with a
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little postcard on it that invited people
to come over to our booth and try
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to use their key to unlock a
box where we had prizes inside, and
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that was also a really great opportunity
for us to have conversations. People love
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the booth. I've even had people
follow up with me wanting to get the
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information for the vendor that made the
booth because they wanted to use it at
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their show, and I think that's
a really testament to your creativity. That's
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a yet crazy sweat. Read them
on your slug exactly. You know,
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kind of didn't want to say I
need to show my team, you know,
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or I want that next year at
my show. So usually at this
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point you know you've you've gotten to
them to the booth. You guys are
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talking and and at this point it's
really common, you know, to either
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utilize the badge scanner that the show
provides to simply collect a business card,
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and a business card and a fish
bull just really doesn't cut it anymore.
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Yep, and the really cool thing
is we are able to remove the guesswork,
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out of attention, out of a
tendee attitudes, with attendee tracking technologies.
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And if budget doesn't allow for advanced
software, there are now free apps
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that make your smartphone address book more
efficient by shifting the focus on managing relationships
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instead of email addresses or phone numbers. And you can even employ a simple
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google doc that managed, that's managed
by your conference team. Having some sort
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of structure around the data collection at
a show will your sales team qualified leads,
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optimize for conversion and eliminate any lead
management headache. It makes sense.
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I like the approach. I think. I think you mentioned something that is
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absolutely key. Two things actually,
let me rephrase that. Number one,
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it's the is the end shake between
cells and marketing, you know, making
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sure that you've got some pair objective, making sure that you compel your notes
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on target accounts and the people you
would want to meet and making some assumption
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on we would be present, what
they look like. We actually seen clients
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and we do send out some of
our team, from some operatics people to
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trade show and they are on the
bus and they are the I guess there
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are the guys that are supposed to
grab you, you know. So we
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used to have maybe five, six
years ago. They would would get some
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very attractive women. No grabbing people
and giving you a scanning your badget everything.
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Now I think it's changing slightly.
It's getting a little bit more professional
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and you've got people we know what
they're talking about, actually stop the conversation
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with you. But what work.
We ask our guys we are we ask
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them to go on Linkedin and check
what you're key prospect the people you want
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to to to engage with look like
okay, and if you've got a picture
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of them, or if you've been
able to see that picture and you even
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if you've got a hundred, two
hundred pictures at least, you can always
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recognize someone and lick quickly search and
then engage with and stirst. That's number
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one. So I think that that
preparation is absolutely key. And the second
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thing is not tree and, as
you mentioned, you should not just use
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the event for net new business.
You can use the event as an opposition
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to network with people you've read the
engage wis, no matter where you are
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in the sells process. If they
are run and you are around, this
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is a great opportunity to meet with
them and even if they're an existing clients,
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again, if everybody is there together, absolutely great opportunity to do a
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get together. I'm a quick question
for you on the preparation. We do
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tend to do more and more what
I would call a target in preparation to
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events, where we would, for
example, try to drive meetings actually outside
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of the show, maybe hotels that
are nearby. Well, our clients would
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have a suite and we can set
up series of meetings with the cells team.
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So it's a little bit less eaten. Miss do you see that happening
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as well with the sort of events
you your guys are running? Well,
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people are also trying to four weeks, six weeks prior to the events,
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getting their own meeting, driving people
who they are suit and trying to drive
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their LoC crosser than just waiting for
people to come by the bus. Oh
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yes, it's important part of our
presure strategy to begin to set up meetings
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and try to reach out to anyone
that you have on your list of targeted
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accounts. It also provides, you
know, if you take it off the
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trade show a floor, it becomes
a more intimate engagement where you can actually
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sit down, have a coffee with
them, learn about what you're struggling with
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and not just have that, you
know, really quick one, two,
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three, elevator pitch that you might
have at your at your booth. Absolutely,
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I think you. I personally believe
that this is a something that we
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do for our selves. I personally
believe that you get much more out of
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taking people of the boost, not
meeting them at the booze. While it's
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quite noisy. Often people may get
stopped on me. He may take time.
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Depends on the scale of the event. You've got intimate events where you
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may have, I don't know,
fifty hundred vendos exhibiting. We go to
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some events where there is a in
the thousands of people exhibiting. Right there
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is place events like mw see in
Barcelona. Now even are said the ars
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a conference, you know in San
Francisco. Well, it's from one side
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to the other. It's a ten
minute walk and you need to find people
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right. So actually giving them a
meeting them in the meeting in a notell
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room next door. Well, it's
quiet. What they can enjoy a cup
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of coffee, potentially stay a little
bit longer to do a call to a
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couple of emales. Extra rise is
not a bad idea. And I also
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fin it from a conversational perspective.
You probably achieve much more in a quote
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environment that you will do potentially on
the Shaufflaw. Yes, just to your
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point. You know you're even can
take it a step further. And why
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not? You know, invite them
to dinner. You know, a trade
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show is a great opportunity to,
you know, be able to just do
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to talk and get to know them. And so, instead of, you
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know, just having a quick meeting, as well get some of your you
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know, the people that you're trying
to engage with and invite them maybe to,
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you know, at dinner at a
restaurant that's really popular in the area.
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You know, take it a step
further to show, you know,
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that your interest absolutely nothing that that
makes sense. I think the idea of
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the nursing is really important and the
point that I wanted to make is that,
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you know, if it's a net
new prospect, you can almost drive
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them to a meeting. You should
actually engage with that net new prospect before
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the event and try to set up, sometimes even at your booze are outside
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of the boost, to meet with
them. I think if they are an
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existing prospect but they're in the cell
cycle, maybe you want to do as
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you said. You're going to be
smartling to an event or a dinner or
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drink or whatever. I could be
where some of your existing customer are.
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President, can speak about a great
you out of this prospect and then for
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the customers that you really want to
share ish that are potentially come to your
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drinks or your dinner. You can
do something a bit more special again around
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the events or even invite them yourself
to come. And you know budget,
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Aluiy, get everything like in that, but I do agree with you.
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I think the point here was that
preparation is absolutely key. It's not just
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about preparing for the booze and getting
people and getting everyone do to other same
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t shirt. I think it's you
can get much more. You actually control
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your destiny by engaging with this prospect
prior to the events rather than waiting for
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them, and I think that's almost
the difference between fishing and hunting. If
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you just don't get prepared, you'll
just be fishing, you just be waiting
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for something to bite on your line, while if you really proprise more at
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the end in the snape or approach
for you can control your destiny better and
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make sure that you achieve probably better
goal than and also track arrower in a
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much more effective way. Now,
coming back to the conversation, obviously there
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is different types of vendors. You've
got the very large is one that would
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have a very central booze, massive
booze lets of people, loads of screen,
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hundreds of thousands of Dodos, and
then you've got too small start.
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Okay, so different types of vendos. In your opinion, what are the
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main differences in approach depending on the
company sites? You know, as you
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mentioned, company size usually directly correlates
to budget allocation for an event. If
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you have a hundred thousand dollar trade
show budget, the sky really becomes a
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limit. Now you're in a position
to create an amazing experience in presence at
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the show, throw a networking happy
hour, pick up attendees from the airport
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or in a stretch limo or a
party bus, you know, take prospects
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out to, you know, the
top rated restaurant in the city that the
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show is at. And this is
not to say that you can't do very
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similar things on with a smaller budget. You now just have to be more
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strategic with your dollars. And you
know how you can do this? Is
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identifying companies that cater the same audience
with a different service offering and cohost in
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event together or cohost the dinner with
hot prospects at a restaurant at the venue
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were close by. Makes Sense?
That makes perfect sense. So still a
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formula to calculate our way from a
trade show. What are the chemidtaries?
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You need to truck and I'll die
you truck them. So trade shows are
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all about timing and whether or not
it was the right time for the attendees
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to interact with your service or product. But at the end of the day,
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the most important takeaway for your company
from your time at a show is
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new clients, and the best way
to track this is to follow the life
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cycle of your conference contacts. Having
the singular metric for marketing and sales also
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ensures alignment between the departments when discussing
the outcome of a show, and this
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will obviously take time, depending on
your sales cycle. Like any other aspect
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of marketing and sales, it's a
marathon and and not a sprint. Yeah,
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but there is still going to be
that pressure to prove some sort of
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Roy and for forecasting purposes, I
would suggest meetings attended as a relevant indicator
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for success. Someone taking the time
to sit with you shows a higher intent
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than someone who came by your booth
to grab a giveaway and and let you
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scan their badge. I would also
dive into analytics to check out your organic
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and direct website traffic and compare it
to your benchmark. A spike in traffic
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after a show is a positive indication
that your efforts were fruitful and that you
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made an impact. Yeah, I
personally see your clear from lead collection as
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a KPI for a show. While
booth traffic and leads are great, their
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vanity metrics at best and can create
a false expectation of what you will deliver
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post show. And in the end
this will just really help you conclude if
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a particular show makes sense to attend
in the future. Absolutely think I think
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that makes sense. What thanks for
that. Really appreciates your time and insight
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00:17:26.309 --> 00:17:30.700
on the order question. Ask you
to them and really enjoy the conversation.
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00:17:30.380 --> 00:17:34.420
So if anyone wants to connect with
you to learn more about what we've discussed
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00:17:34.460 --> 00:17:40.019
today, we'll discuss about, you
know, directive and engine using using you
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00:17:40.099 --> 00:17:44.220
gage, your obviously, et ceter
what would mean the best platform, best
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00:17:44.329 --> 00:17:47.930
way, best method to get in
touch with you? I love Linkedin.
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00:17:48.049 --> 00:17:51.730
I always have it open. You
can easily find me by searching my name,
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00:17:52.170 --> 00:17:56.289
and I'm also really active on twitter. My handle is marketer man's,
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00:17:56.809 --> 00:18:00.400
Kat on man's. I like it. Excellent that was great. Many thanks
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again, and now it was a
pleasure having on this show today. Oh,
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00:18:03.920 --> 00:18:10.079
thank you so much. operatics has
redefined the meaning of revenue generation for
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00:18:10.200 --> 00:18:15.509
technology companies worldwide. While the traditional
concepts of building and managing inside sales teams
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00:18:15.549 --> 00:18:21.349
inhouse has existed for many years,
companies are struggling with a lack of focus,
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00:18:21.589 --> 00:18:27.140
agility and scale required in today's fast
and complex world of enterprise technology sales.
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00:18:27.740 --> 00:18:34.299
See How operatics can help your company
accelerate pipeline at operatics dotnet. You've
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00:18:34.339 --> 00:18:38.579
been listening to be tob revenue acceleration. To ensure that you never miss an
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episode, subscribe to the show in
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259
00:18:42.769 --> 00:18:45.609
much for listening. Until next time.
