how smart marketers succeed with virtual trade shows

From Fad to ROI

How Smart Marketers Succeed with Virtual Trade Shows

Dennis Shiao

Director of Product Marketing, INXPO

October 14, 2010

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• Introduction

• The Five Steps• Q&A

Agenda

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“We are transforming the Web from pages and files to events and destinations, where people go to meet, learn and do business.”

“Virtual trade shows can be a dream for marketers.”

Quick Introduction

@INXPO

@dshiao

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Virtual Event Continuum

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1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow up with prospects

“Don’t mistake ‘virtual’ for ‘easy’ – it’s still hard work.”

The Five Steps

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1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow up with prospects

Example: “Generate 15 engagements with the

pharmaceutical industry, who will make a purchasing

decision in 6-9 months.”

First Step

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1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow up with prospects

Good candidates: Sales, Sales Engineer, Product Marketer, Engineer, Executive

Second Step

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1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow up with prospects

Third Step

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1. Contextual content

2. Compelling tagline

3. SEO

4. Labels as headlines

5. Booth staffer images

6. Stand out from crowd

Sidebar: Tips for Building your Virtual Booth

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1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow up with prospects

For coordinated engagement, act like a team and designate a coach

Fourth Step

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1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow-up with prospects

Pre-determine your lead scoring “algorithm” – and be timely in your follow-up

Fifth Step

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1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow-up with prospects

In Summary

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White Paper

For a free copy, email me: dshiao@inxpo.com

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Time for some Q&A

Thank You.