One of the great things about B2B marketing is that the world is fairly easily divided up into handy verticals. Pick a few industries your product seems to suit and then find the watering holes where your market congregates. We used to call these watering holes professional associations, and when the dermatologists, sprinkler head testers, […]
Trade Shows Part 4: Good Booth is Good Planning, Not Good Luck
Bad booth is just bad planning.
Trade Shows Part 2: How to Pick Events
Deciding which events to attend is always a bit of a shot in the dark. Here are some questions you can ask to get started.
Trade Shows Part 1: Who Goes to the Show
A gentle reminder about why we bother with trade shows and why we send people to them while the rest of the company wrings its hands and tells us we’re wasting money.
Campaign-o-Rama or Conversation?
For years and years and years marketers have set their watches by their in-market campaigns. Two, three, four times a year we back the train into the station and chug through another campaign. While that’s going on, we start briefing the agency for the next round — sometimes not even bothering to change the dates on […]
