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This 15-page report takes a close look at the image of the business-to-business (B2B) exhibition channel among heads of marketing, those who are at the helm of decisions that shape the strategy and efforts for their organizations’ most urgent marketing and sales objectives.
In addition to reporting overall results, this report takes a close look at shared and unique perceptions and behaviors of heads of marketing at organizations that use the B2B exhibition channel compared to those that do not. It also provides insights by key demographics. Findings quantify:
- Marketing and sales approaches
- Top-ranked urgent marketing and sales objectives heads of marketing are striving to achieve today
- General sentiments on the value of B2B exhibitions in supporting a range of marketing and sales activities
- Specific ratings of the value of using B2B exhibitions to achieve top-ranked urgent marketing and sales objectives, among heads of marketing at
- organizations that exhibit
This is the first report in a multi-report series providing insights from marketing leadership at organizations in North America.
By Jefferson Davis
This six-page report covers content relating to:
- The importance of leads and their role as mechanisms to shift internal perception of an exhibit program as an “expense” to an “investment”;
- Defining what is and is not a lead;
- How to improve lead quality;
- The best methods to capture leads;
- The Exhibit Interaction Capacity Formula, a tool to help set realistic lead goals;
- How to monitor lead capture to assure goals are met; and
- Tips on how to get representatives, dealers and distributors to follow up, and report progress and conversion.