- Our Approach
The Evolution of the B2B Tradeshow
As a professional marketer (and always in B2B), I have witnessed a true evolution in the B2B tradeshow. One of my very first tradeshow experiences was at a Gartner event as an attendee, and the positive experience that I had continues to assist in my belief in Gartner as a highly relevant and credible research source.
During my tenure at both NCR and Teradata, I was more on the "hosting" side of the B2B tradeshow. These functions included planning and managing major booths, staffing booths as a booth babe, and playing host to highly influential customers and product advocates in exclusive service feedback meetings, executive sessions and special events. I grew up in the B2B tradeshow space, and count my experiences as important in realizing the profound value of meeting face to face with existing customers and new prospects. When done effectively, a B2B tradeshow can have a profoundly positive impact on business results in both customer retention and in lead qualification and nurturing. Every October, I think about my friends at Teradata and their wonderful event (and, I must admit, wish I could go!). Congrats to them on another successful event: http://bit.ly/cnLRws
With this said, Teradata is the exception to the rule by getting physical events right. We still find some challenges with physical events, and the virtual event can be a nice complement to the B2B marketer's event strategy. Please join us on November 17 from 10 am - 3 pm EST to learn more about virtual events.