B2B Marketing Tip of the WeekMake sure the resources allocated to your next event match its potential. Set a clear goal up front and drive all event-related activities toward meeting it.

Common goals include: number of booth visitors and number of leads generated during the event, and number of sales appointments set and opportunities produced within a certain timeframe following the event.

Remember, few tradeshows produce new business directly; set up a mechanism to track and measure leads over time as they mature into qualified sales opportunities.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.