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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: [email protected]
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Time for some Q&A
Thank You.