10 Industry Event Don'ts For Tech Marketers

10 INDUSTRY EVENT DON'TS FOR TECH MARKETERS UBM Tech Polled 1000+ Tech Professionals To Learn About Their Event Preferences & Actions Don't underestimate the power of your pre-event strategy 59% of attendees research the exhibitors before the event 49% Prepare a list of sponsors they would like to visit Don't have marketing materials at your booth that cloud the value of your solutions Top four reasons to make tech professionals less likely to engage with a vendor: 64% 54% Too much Only had product brochures available; marketing fluff content not robust enough 53% 52% It was not Content did not give clear indication of how obvious what the vendor's solution was it could help business Don't give too much of a sales pitch at-show This is an opportunity to listen to customer pain points Choosing Your Speakers - Send in attendees' peers, not your CEO say your product 72% managers are an event's MVP compared to 34% who chose executive leadership Don't have booth representatives that are not knowledgeable 52% of tech pros chose this as reason to make them less likely to engage with a sponsor after the event Don't just provide product brochures at your booth Your content needs to demonstrate your knowledge of attendees' specific business challenges! Most Valuable Content: 76% 66% 53% Tech Specs or "how to" materials Tech demos Industry-specific information Don't forget to demonstrate how your technology can help the prospect's business 58% of tech professionals say this is why they would not continue to engage with a sponsor after an event Don't let prospects walk away with just a business card They need to justify their reasons for attending! want technical information to 161% bring back to the office, so have it on hand Don't have your sales team call attendees post event Email with additional research 53% 7% who want a call say it's their preferred follow VS. from a tech vendor sales up method person Keep conversations alive! Don't assume attendees will stay engaged after an event. #1 DO have an integrated marketing strategy pre-event, onsite, and post-event. Continue engagement through relevant content and participating on online communities. If you're interested in seeing UBM Tech's full “The Tech Buyer's Perspective – From the Office to Events and Back: How Tech Marketers Can Engage for Success," research report, contact: [email protected] 2014 UBM Tech Research: Trade Show Attendee Survey UBM Tech survey of 1,089 technology professionals who attend trade shows, fielded in March and June 2014. Create Your Next Customer ► UBM @cync_marketing Tech