Comments from K2 Global Communications

B2B messaging should clearly explain the unique value and selling propositions (UVPs/USPs) and myriad advantages of your solution to everyone participating in purchasing process. Sometimes, that just isn’t achieved.

Fail 1 - The “too-broad” B2B messaging

General marketing blah-blah is not appreciated. Technology products are very rarely designed for general use, and the more specific you message to your personas, the better. Messaging must make it immediately apparent who benefits from your product and how.

A pitch-perfect pitch can get top influencers to cover your product

Run Smooth-as-Silk Analyst Briefings

Analysts are undeniably one of today’s top enterprise influencer groups - providing value with their finger on the pulse on the market, understanding of customer needs and pain points, and ability to advise clients which vendor and solutions to consider.

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Why it’s time to create a winning analyst relations program

Open your marketing toolbox, and you’ll see a whole range of weaponry with which to conquer your market. From advertising and public relations to sales promotions and sponsorships, these tools are tried-and-proven elements of every selling effort.

7 Questions to Ask Before Trying DIY Analyst Relations

Analyst relations is simply too critical to simply do yourself or leave in inexperienced hands. Analyst relations could make or break marketing efforts for your technology products. Their objective and expert insights greatly influence technology buyers’ decisions, and your ability to influence these influencers could mean the difference between analyst coverage/ recommendation of your product and...well, the absence of it. Before you say, “How hard can it be?” ask yourself these questions:

With massive cyberattacks on organizations and states, cyber security is one of the hottest news topics. Every day, a new cybersecurity startup proclaims it will solve those challenges, further crowding an already congested market.

This begs the question: How can cybersecurity companies, with proven innovations on offer, break through the logjam to get the media recognition they deserve?

Don’t underestimate the power of the free offer

Okay. Before you sniff at that premise and protest how downscale that sounds compared to other “more serious” strategies for increasing traffic to your trade show booth, hear me out.

Of course, you should do pre-show outreach to and make appointments with both regular contacts and registered show attendees. Of course, you can bond with clients and future customers by hosting events or speaking on a panel. Create a warm, inviting environment in your booth where visitors can find calm and relaxation amidst trade show chaos - manned by a well-trained staff who can expertly and unobtrusively engage visitors to find out if they’re potential customers. Needless to say, you can use eye-catching and benefit-oriented signage to attract qualified prospects.

But see, there’s just something about the word free that gets people to come in. As you know, when people see their colleagues congregating, they’re bound to wonder what the buzz is all about - and follow suit. So here are some ideas for free stuff - and not necessarily useless knickknacks either - that can create buzz and drive more traffic to your booth:

Free gift just for stopping by - This could give show visitors a solid reason for showing up, absent a new product or new product feature from your company. The right gift can promote your product, engage prospects, and create better recall. It could be a price discount, a free book, or other special gift that will attract someone in your target audience. Forget random items. Attract people to your booth via giveaways that will deliver quality leads.

Free sample - What better selling tool than to give customers a taste of your product or service? Moreover, people love to hang around booths with free samples. Selling a technology or service? Give booth visitors one month’s free use of the tool in exchange for customer information. Selling a consumer product? Sample-size freebies are always a hit. In the hospitality business? A 10-minute neck massage right there and then! You get the picture…

Free workspace - For those with big exhibit spaces only. Trade show guests will always need (very) short-term office spaces to catch up with work or phone calls or to simply take a break. Offer them desk space, some comfy chairs, and plugs and they’ll really appreciate it.

Free WiFi - Visitors will flock to your booth if they know they can get wireless access. Not all trade show venues offer free WiFi; providing prospects with the password in exchange for their contact info is a win-win bargain. Bonus points to exhibitors who can tie up this freebie to their product or service.

Free charging station - An entire day spent at a trade show means that attendees will likely need to charge their phones. Provide walking around-chargers or extra AC outlets in your booth and a place to put the devices on as they recharge - and you’ll be drawing visitors like flies. You’ll also earn their thanks and, who knows, you may even get inquiries about your product or service.

Free food - Who can turn down free coffee, juice, donuts, or cookies? It’s a great way to stave off hunger between booth visits when lunch or dinner is hours away. Moreover, recipients of these free goodies would likely politely listen to a short product pitch in exchange and maybe even ask a question or two. The important thing is, you got them into your booth and gave them a chance to look around and survey your offerings. Don't put the food on the front tables so they can furtively "grab and run." Put the food in the middle of the booth so they are serious about walking in.

In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, and still others from the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.