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How to Use Inbound and Outbound Marketing to Increase Trade Show ROI

With so much that the business world needs being done online these days; it can be difficult to see the sense in attending or exhibiting at trade shows. The fees, travel costs, loss of valuable personnel that should be out selling, all the planning details, and the uncertainty of ROI can leave anyone (even a marketer) in confusion over which shows to focus on. But there are ways to utilize both online inbound and outbound marketing tactics to make those trade show dollars stretch. Here are a few ideas.

Inbound Marketing for Trade Shows

As discussed earlier, a CEB study of over 1,400 B2B customers across many industries revealed that 57% of a purchasing decision is made before a customer even speaks with a supplier. …

4 Inbound Marketing Numbers to Convince Number Crunchers

4, 8, 15, 16, 23, and 42.

If you were a fan of the series Lost, you probably remember those numbers. The show’s characters were required to type the numbers into an old computer, with disastrous consequences if they failed to reenter the numbers every 108 minutes.

If you’re a B2B marketer trying to sell your boss on the value of inbound marketing, those numbers aren’t of much use to you. But if your boss is a number cruncher, there is another set of critical numbers you need to know: 90, 270, 100, and 60.

90: The Percentage of B2B Customers Who Go to Google First

Over the past few years, B2B consumers have undergone a serious change in the way they purchase …

Remarketing or Retargeting: Persistence Pays Off

Search marketing is one of the easiest ways to get (and keep!) your products and services in front of your prospects. Though you may be familiar with the term, most people are not sure what search marketing actually means. The term itself encompasses two processes: search engine optimization (SEO) and search engine marketing (SEM). The difference between the two is whether you are getting traffic through unpaid or paid efforts. SEO gets your website traffic through inbound marketing strategies (building back-links; social media marketing, content marketing, etc.). With SEM, you buy traffic through paid advertisements and listings.

For this blog post, we want to focus on one area of SEM, remarketing or retargeting. Everyone knows about Google AdWords, and other search engine “paid listings”, usually …

Industrial Inbound Marketing: Why Quitting Isn’t an Option

Industrial inbound marketing is an integrated, ongoing process that allows you to communicate with customers and prospects, helps to position your company as a leader in your field, and gives you higher scores with search engines when they are ranking search results. It’s about sharing content designed to attract customers and keep them coming back for more – whether to your website or social media pages. It’s about connecting with more qualified prospects and driving those prospects to your website. Unfortunately, many industrial companies launch an inbound marketing program with the attitude that it is an experiment, and when unrealistic expectations aren’t met, abandon the program.

ANY type of marketing should be viewed as an ongoing process and cost of doing business; but there are real and specific …

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