A little-known fact: anyone can get along if there’s “Mutual interest”. Everyone who’s been into conventions and seminars might agree with this. This is how you attract prospects, and that is through Event Marketing.
Kashmir Hill’s little coverage of Defcon perfectly demonstrates how business conventions and tradeshows aren’t just two-dimensional corporate gatherings. An event can quickly and easily assimilate elements that aren’t hardcore B2B. You have to consider the idea of social going beyond just professional networking. Entertainment itself can make for a lot of surprises.
As such, if your IT lead generation campaign incorporates events on any level, those aren’t possibilities that you can simply ignore. Remember, this is a context where people will have to get up and about, actively engaging all sorts of dynamic marketing content (e.g. booths, freebies, presentations, demonstrations etc). It’s not exactly cut-and-dry so here’s a quick guide to understanding how an event’s non-B2B sides can interact with your campaign: Continue reading
Learning how to market a new product normally starts with selling directly to the end-users. It’s cheap; it’s direct; and lets you see for yourself if there’s a strong demand for your product.
The simplicity of it all also allows you to build more personal connections with customers by opening yourself for direct feedback.
There is one obstacle though and that is you still need to identify a target market and the right channel to start with.