B-to-B: Digital Remix
Finally, blend in digital marketing approaches to maximize trade show returns. Marry search engine marketing with telesales and direct mail to pull prospects to your Web site and start a conversation about the show. Use digital media like podcasts to record interviews with keynote speakers, and syndicate the content socially to further increase site traffic. Boost search term buys for key conference themes, speaker names and venue locations, and replicate these terms on your Web site for the duration of the show.
B-to-B’s Next Stop: Community Marketing
Making the digital transformation endure means blending the old with the new. It also requires marketing to focus less on campaigns and leads and more on fostering customer relationships before handing them off to sales. As marketers move budget dollars online, irreversible changes happen to the marketing mix that pave the way forward from broadcast communication to community marketing. The result is a new generation of B-to-B marketers who build relationships across virtual and live venues. Shifting to interactive tactics now lets marketers not only come out ahead of competitors when the economy turns, but also establish new marketing disciplines required to address more Web-savvy and socially connected buyers today.
Laura Ramos is a vice president and senior analyst at Forrester Research. She serves technology product management and marketing professionals and primarily conducts research for Forrester’s clients who are B-to-B marketers. She can be reached at email@example.com.