My colleague, Ian Sequeira from Exhibit Surveys, has written an excellent White Paper on – Fish in a barrel, or filling your nets? Proprietary events vs. exhibitions in the B2B high tech industry www.exhibitsurveys.com/whitepapers
This White Paper clearly outlines the benefits of each type of event – the private event, and the exhibition at a trade show. The statistics show the impact each event type has on the sales cycle. It provides the reader with some thought provoking assessments on how each of type of event could be used to move the customer/prospect along the sales path.
In his summary, Ian says, “The best take-away here might be the marketing analogy regarding the roles of proprietary versus B2B exhibitions as that of “filling the pipeline, or closing the sale.” EMI puts it well:
One conclusion to be drawn is the connection between external events geared towards acquiring new business and internal events designed to facilitate and serve that cash pipeline as well as create alignment among the drivers of that business.
Each has its essential purpose. Each is necessary. ”
It is refreshing to see the statistics that back up the claims that events work – whether private or an exhibition. This is a power packed report which I highly recommend you go and download and read.
After you have read it, let’s discuss it. Future blog posts and comments on this blog can continue this conversation.
Until later…
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