Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
Occasionally we hear companies say that attending or exhibiting at trade shows brought them little ROI. The first question we ask is, “How many appointments with prospects did you have set up beforehand?” Frequently the answer is none. Hoping that prospects with a need will drop by your booth during the show, whether or not they are familiar with your company beforehand, is simply not enough.
When we ask these same companies what sales goals they have set for themselves during the show, the response is a mixture of “What are we supposed to be measuring?” and “We were more focused on our booth design and collateral.”
Before Photonics West, a major optics and photonics conference, Launch Team used our Trade Show Planner to set goals like number of leads, appointments, and closed deals, as well as plan out marketing activities for the show. My role was to lead the pre-show sales operations, which included research, a thorough outreach process, and appointment setting for my colleagues attending the show. Below is an outline of my pre-trade show strategy, which resulted in completely booked calendars of sales appointments (22 appointments over a day and a half) and highly qualified leads for both our attending team members.
Go through the conference exhibitor list and highlight the companies that you would like to connect with at the show, regardless of whether you know someone there or not. Select companies that you think are a good fit to work with, that match your target audience, or that you simply want to understand better.
For each wish list company, identify a contact from that company to reach out to for an appointment. First look within your CRM to see if you have any existing contacts from that company. If not, LinkedIn is a great prospecting tool. Find leads that match your target persona by searching the company name and looking for employees with relevant job titles. You’re probably thinking, great, but how do I get their email and phone number?
First, see if you have any mutual connections with the lead whom you can ask to make an introduction. If there are no mutual connections, you can always find general phone numbers listed on the company website. For email, you can look in a few places – the company’s contact page, career page, or news page/press releases – to uncover if not the contact’s exact email address, then the common email format used by the company. (For example, if marketing director Joe Smith’s email is listed as joe.smith@companyinc.com, then you can pretty safely assume that product manager Anna Wen’s email will be anna.wen@companyinc.com.)
Research requires you to invest a bit of time in finding contact information, but it will pay off greatly. In fact, 78% of salespeople using social media outsell their peers. LinkedIn, specifically, is responsible for more than 80% of a business’ social media leads.
Today 80% of leads take 8-10 “touches” to close. You may not reach your lead with every email, so repetition and careful timing are important. Here are a few tips for emailing leads pre-show:
Cold calling can be intimidating for salespeople, but practice makes perfect. In 2007, it took 3.7 cold call attempts to reach a prospect. Today it takes 8. Now there’s much more opportunity to practice this skill! Here are a few tips for cold calling leads pre-show:
Depending on how long you will be at the show and how many people from the sales team are attending, you can determine how many appointments per day you should schedule. Here are a few tips for pre-show appointment setting:
Ready to nail your next trade show? Download our Trade Show Planner to get started:
Questions? Request a consultation to discuss sales prep and strategy for your next trade show.
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