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A Strategic Showcase

With a B2B service provider operating across nearly a dozen verticals, industry events, and trade publications were the engines that drove sales. Ad placement and booth locations were picked and paid for in most cases almost a year in advance, and the ROI was favorable. As with most organizations, the new year’s goal was to do more with less or equal.

As we sat in annual planning, we realized that each marketing channel had been managed independently until that point. Meaning ads and trade shows weren’t selected strategically. Could developing a holistic marketing plan help us stretch our already tight budget?

We immediately build a marketing calendar based on vertical and product offerings. Instead of running one-off ads or brand awareness booths at shows, we identified product launches, aligned them to shows and ad placements, and began mapping the entire year. Adjusting our strategy required coordination with sales and the product teams to gain buy-in and alignment on the revised marketing calendar. This was a new approach for the organization, but one that we felt would have significant returns.

Our focus for the year was to create build-up and buzz for products and initiatives launching. The ads and emails promoting both the product launch and live demonstration at the show were sent. After completing several major events, the number of leads per show increased by an average of 14% year-over-year. The upward trend continued for the rest of the year.