Demand Generation for Trade Shows

A NAB Show webinar series

In this webinar you will learn about demand generation for trade shows with Cindy Zuelsdorf and Louis Tedesco. Louis is the Demand Generation Manager at ChyronHego.



Cindy: I want to welcome everybody to the demand generation for trade shows, welcome to Demand Generation for Trade Show. I’m Cindy Zuelsdorf with the NAB Show exhibitor webinar and this is Louis Tedesco. Hey, Louis.


Louis: How’s it going? Thank you everyone for joining us for a little bit for this.


Cindy: Welcome. So Louis, I’m super glad you’re here today and everybody, the purpose of our webinar today is to share with you all about demand generation for trade shows and how that could make your show better. Louis, tell us a little bit about what you do at ChyronHego.


Louis: Sure. I’m the demand generation manager here at ChyronHego. A little more in all encompassing to that, I manage all the lead generation campaigns, demand generation campaigns. I’m involved heavily with sales force and being involved in the partnership between marketing and the sales departments.


Cindy: Nice. That’s so awesome. When we talk about demand generation, how do you see that … What’s the basic definition of that?


Louis: I think it’s one of the funny things that always gets confused. Demand generation and lead generation. People mix up a lot where lead generation, really, you’re about capturing people’s information, collecting data. Whereas demand generation, my view of it is pretty much getting the right information and finding the right people at the right time. Just to generate more awareness of your products. Demand generation’s more targeted, in general. Like it’s really trying to hit a specific segment, a specific target whether it’s a list of accounts, a list of people you currently know or just random list of job titles, specific to who your buyer persona as well.


Cindy: Okay. So how do you kind of dig in to some of the job titles and how does that really tie in to your marketing at ChyronHego?


Louis: One of the first things- I joined here in 2016 and one of the main issues that they had here was the data wasn’t … I think it’s every company, is the data really wasn’t as clean. It’s important to be able to have your data as clean as possible to be able to start doing demand generation, account-based marketing campaigns. All these things really evolve around the quality of your data. The first thing, you know, I meet with sales, talk to them, “Who’s your typical buyers?” Who’s the influencers? Because for us in the broadcast industry, it’s a wide range of people. You got the end users, you got the engineers, you got the people who actually make the financial decision on top, there’s so many different levels, and you have to market to them in a different way. Once we’re able to define those kind of segments, I mean, for us it’s kind of tricky because we have a large amount of products, so to be able to do the traditional buyer persona for everything … We’re a small team, about six people here, so to be able to do that for … like 20 different products, all different segments, it’s a little tricky.


Our easier way of doing things is we do like a segment as top, middle, bottom. The top is the people who buy it, have the budget for it, the middle people are the engineers, people who actually are on the technical side that install it, and then the bottom for us is the designers, end users. Stuff like that. They all need to be spoken to in different voices, but they all have a valuable role in the buying process.


All right. How do you find, Louis, that demand generation- do you think it helps actually close sales? I mean, does it actually have an impact at ChyronHego?


Louis: It does. I think it’s taken a little while to get sales on board. I think that’s one of the hardest … the biggest challenges in getting demand generation started is getting … everyone’s buying, making sure people are aware. Sales has always been a bit touchy about marketing, reaching out so heavily to their client base or the customers. But we’re seeing in the past two years of trade shows, we’re seeing a larger amount of people show up to the trade shows. We’re seeing more accounts being visible. One of the things that we tried to target is current customers. Even though we know who they are, we want them to come back to the trade shows every year. We want to get more and more of them to come back. Obviously, we have all our demo setup of new products there. The big sale after- almost a year and a half now, sales are starting to realize that yes, it is making a difference. I am seeing my customers come by the booth’s more and they are seeing a lot more submissions come to the website that are warmer and more … hotter leads.


Cindy: It’s interesting that you mentioned that. So you say that it’s just really in the last year and a half. Tell me more about that, because I’m going to … If you guys are online and feel like chatting, you can chat just to me or to everybody, but how many people are really doing demand generation and I ask that because Louis, I think there could be people on the call who are like, “Gosh, how could I start?” Like “What would I do first if I even wanted to get going? Am I late that I haven’t started doing it?” You know. What would you say if somebody was kind of just getting going? Like what would your kind of guidance be?


Louis: Here, it’s actually a perfect example because ChyronHego’s been around for a very long time. They’ve been focused on traditional marketing in the past. They do some blog posts here, they do some content and some email blasts and that’s really been it. They brought me on-board April of last year, mostly because they wanted to do a shift in what they were doing, and they saw the value in demand generation. They saw the value in demand generation here, and the most important thing that they did, is they got a [tech stack 00:09:19]. You need some sort of marketing automation platform in place in order to be able to do this, especially with a small team. I mean, a lot of companies out there do have small marketing departments and … To send out as many emails or send out all targeted emails is pretty much impossible unless you’re working 24 hours a day. We use HubSpot here, but there’s definitely a few of them out there. There’s Marketo, there’s Pardot, of course, if you’re really on the big side, there’s Infusionsoft which is very good for small businesses …


It’s important to have that foundation and to actually have a definition of what your target is. Who’s … I think the important thing is to know who your buyer is and segment it properly. Every business is different, every company is different. So knowing that from the start is the most important piece.


Cindy: So kind of knowing, “Okay, one of my buyer types is chief engineer or VP of engineering, and another buyer type is the GM at the company and another is maybe … editor,” something like that. Is that what you mean by buyer type? Or what are you thinking when …


Louis: Yeah. Basically how many people typically are involved in a purchase from you guys. For us, it’s a lot of people. You could have 10, 15 different people involved in a purchase. Other companies people may have, or other industries, people may have budget just be … They decide to get in touch with one person, or two people to sign off on something.


Cindy: Yeah. Now, somebody … just came on the chat and said, “Hey,” he’s still on like, “There aren’t as many people going to trade shows,” and he was feeling like we’re saying that there are more people going to trade shows. I think the main question here is how to get people to shows. Would you have an example of a pre-show campaign? Or how do you do pre-show campaign?


Louis: Sure. Well I mean, I wasn’t referring to in general trade shows. For us, trade show visitation was down. So for us, it’s been going up in the past two years just because we’ve been marketing heavily to people. One of the things I’ll say is that if you’re going to do pre-show campaigns, make sure it’s something actionable. Whether you’re getting someone to sign up for a meeting, getting someone to actually schedule a demo on your booth at a specific time. We traditionally start marketing about six to eight weeks out prior to it and then we build all our different segments. Say we’re doing 10 different new product releases for NAB. Obviously, there’s different- we advertise to our customers, we advertise to anyone who’s shown interest in any of the white papers or case studies on that product, just to try to push them to get them to show up for the show. I mean, it’s important getting the meetings, I think, or getting demo people signed up because … that’s something you can measure year over year.


Cindy: Right. I think it’s true. And I work with a bunch of different clients in the broadcast media industry and in high tech. We’ll come back from a show and it’ll be … have a group of people say, “Attendance was up. It was awesome.” Then I’ll have a group of people say, “It wasn’t what I wanted it to be.” So I feel like after almost every show, I’ll see kind of different results and stuff. But I wanted to share one campaign that I had done with a couple of people that actually works really, really well. The night before the show, especially if there’s a lot of shows at once, we send an email out, and I use Infusionsoft usually, just because that’s my favorite tool and stuff, but again, like you said, the platform is the tool. It’s what you do with it that is the magic.


So I’ll send one out that says, “Hey, are you coming to this show?” Then they can click if they are or aren’t or which of the shows they’re coming to, and just based on that click in the email, then the next response automatically follows up based on if it’s the show or what content they took a look at. That is a really small barrier to entry. It’s not signing up for a demo or a meeting at the show, it’s just saying a really, really small question, “Are you coming?” “Oh, you’re coming. Okay. Would you like to meet?” Like it kind of breaks it down into small chunks and I wanted to share that with everybody who’s asking about pre-show campaigns. Because that one’s working actually really well, is the small questions and kind of move them along, if you will.”


Louis: Yeah, exactly. The small talks just like that will help. What we do is even though people are allowed to pick a specific date and time for our shows, it automatically runs through our system and it goes to the right sales rep. And personal note from the sales rep is automated from our HubSpot saying, “Hey, thank you for signing up for a meeting. [inaudible 00:14:26] information if you wanted to discuss anything prior to the show,” stuff like that. Just so at least the conversation gets started prior. It gives a little bit more push to make sure that they’re actually going to show up for the meeting and attend.


Cindy: You know, I actually, Louis, got an email from you at the show. It wasn’t signed by you but from your staff, so I’d come to your booth and had a demo of something because I was just interested and stuff. And then I got an email like, I think an hour later. Can you tell me about that?


Louis: Yeah. When we’re on trade shows, we like to touch people on a daily basis. We send a thank you email at the end of the day, we pool whoever showed up for that day, whether it’s … If they came the day before, they’ll still get another thank you because they showed up for two days in a row. But we do that and then we use … we highlight what’s new this year for us. It’s pretty basic like “Thank you for showing up, thank you you stopped by. Here are little bits and pieces, maybe you want to come back tomorrow and see this new demos coming up.” Or “There’s another product release that you may have not seen.” It’s a nice daily touch just to remind people.


I think one thing that I’ve learned in … this is my second NAB now, actually going to my third NAB. It’s got to be overwhelming to the customer side of things. The amount of different vendors out there, the amount of different people, the messaging, when you walk in there, the holes are huge and there’s so many different people offering the similar solutions. How do you really stand out? And that’s something that, it’s a nice little touch just to make people feel like, “Okay, thank you for taking your time to make it all the way to the back of the hall where we were.”


Cindy: Totally. It’s true. Especially- and you get to IBC and there’s hall 14 now and 8, it’s hard to weave your way through and stuff and it is overwhelming. So you’re right, we have to stand out. Then just kind of [inaudible 00:16:30] that whole selling stuff out of the show and that, how do you do your data collection at the show and can you tell us more about that piece of it? Because when you and I talked yesterday a little bit, I liked what you were saying about that.


Louis: Sure. One of the important things that we do here is we try to pre-qualify people on the sales floor. We build survey- we get the lead scanner apps from NAB and we build out surveys online. When sales is going, talking to someone or if I’m speaking to someone, if I see that there’s actual genuine interest, I’ll actually mark them, say, okay, they’re interested in a broadcast graphics solution or they’re interested in our product. Just so for post-show follow up, we can actually target it properly. An example that we had, I’m not going to mention the company. I happen to walk by, I was walking by and somebody was giving out the cleaners for eye glasses, and everyone knows going through the shows, everyone takes swag from everyone. So I stopped by and I gave the guy a scan and I got my swag. The next day, I’m getting a sales email from someone saying, “Hey, thank you for stopping by. Do you have a few minutes to talk about our product?” And I’m like, well … It’s the perfect example. I’m not the buyer. I’m not the proper person here.


For us, overwhelming sales was one of the problems in the past. If we’re pulling 1,600 leads from a NAB show, not all of them are anywhere near warm or qualified enough. So we use that surveys first and then the second level is we actually send out a list to all sales. I actually get them to mark … I have a little drop-down built in there, I said, “Mark whatever you want imported into as an MQL.” Push the sales forces in MQL. It limits it from sales getting 1,600 leads to okay, they’re getting 500 leads or 400 leads. It helps them target their [eye reach 00:18:36] a little bit more. And for us in the marketing side, we know, “Okay, these are the really warm leads, these are ones that are cold and probably should be nurtured to see if there’s any value there.”


Cindy: Yeah, and when you’re talking about MQLs or marketing qualified leads, then once they decide they’re MQLs, do they take them in and follow up themselves or do you have campaigns that go to the people? How does that work for your process?


Louis: If they’re qualified on their end to what they think is actually a good lead from a trade show, they’ll convert them into a sales qualified lead. We see that on the marketing side … so we could build out more of a … I guess, pipeline acceleration campaigns where we want people- we don’t need to talk to them like they don’t know about us anymore. They know about our products. So we could start sending them case studies and white papers and stuff like that. We’re able to pull with HubSpot and I’m sure Infusionsoft. These other ones are able to do it too. We’re able to pull from sales force what stage the person’s in. Like what opportunities they in and then we could use that as a judge to be like, “Okay, if they’re in this stage and they’ve shown interest in this, then we could send them this content.” It’s nice to be able to build out a lot of automation on that so it just automatically happens based on what the statuses are set as and what the specific forms they filled out or what content they’ve downloaded in the past.


Cindy: Yeah. And you’re talking about getting a thousand or 1,600 leads at a show, and then we’ve got people on the call who are maybe getting a hundred leads at a trade show. So we have quite a range of people there and … I’m just going to read one of the questions that just came in here. Everybody else, if you got questions, just throw them into the chat, we will take extra time at the end for any Q and A, but I just thought I’d roll this in right now. One of the folks on here said that they use their sign up web pages in Infusionsoft instead of their website, and that way, the data’s automatically sorted and tagged right into the Infusionsoft CRM. That would work for any size company, so if you’re a company that’s got 100, 200 leads coming in versus 1,000, 2,000 leads coming in, that same tactic’s going to work no matter the size of your show, whether you’re a 10 x 10 or a ginormous booth at the show. That’s one approach for that. I don’t know if you wanted to speak to that piece of it at all.


Louis: No. It’s important. We use HubSpot forms for everything. Mainly because it is similar to Infusionsoft where it actually tracks everything and you’re able to see the customers digital footprint. Like you know, they came in from a trade show and you show that they downloaded this piece of content, and then they downloaded this piece of content, and for us, that’s one of the triggers we do where if it comes in as trade show, it’s just marked as a lead, but if we see that they’ve downloaded three pieces of content in a two-week span, obviously, there’s interest somewhere.


That’s one of the triggers that our automation system automatically realizes and import them to an MQL, pushes it to sales and it may be the right time, it may not be the right time, so sales actually has the option to change it once they’re in sales force back to nurture. Sales reaches out to them and they realize, “Okay, this person is not ready yet.” It changes to nurture, comes back to us, so we recognize that, we have a list built from that. Okay, well, these people have to be pushed a little more or sales sees potential in them but they need a little more push before we could move to the next level.


Cindy: Yeah. For folks on the call who are pretty much just wondering what CRMs to use especially for a small company, that kind of thing, I mean you could do a home brew Filemaker Pro and be tracking some of this but you’d be tracking it manually with Gravity forms on your website in Excel and stuff like that. You can do that, sort of … Next up, CRM, we’ve got a couple people actually in the chat talking about Infusionsoft and I was just there last week for two days and that’s the one that I use and sell and love. Infusionsoft is one, then you can move into HubSpot, a little bit more expensive, does more stuff. And then you’re going to get into Act-On and Pardot and Marketo. Those are the automation pieces, but they require sales force or some other CRM. That’s just a quick- but there’s so many CRMs out there. There’s SoHo and loads of them.  That’s my quick take on it. Let’s hear your sort of summary on that. Dynamics. Somebody just chatted in about dynamics as well. You’re right. There’s a ton of them.


Louis: Yeah. I guess this really depends on your needs. I mean, for us, we wanted an all-encompassing thing so we wanted to be able to use HubSpot to be able to send emails out, to be able to do all the tracking, to do the forms. We wanted to just use on platform for everything. Some people may not have that need. Some people may have constant contacts as their email sender and they just need to have a CRM to integrate with that. It really matters to like what your needs and what your budget is, because there are expensive ones out there. HubSpot can get expensive based on your manner of context, you’re having the database. The more you have, the more they charge.


Cindy: Right. For HubSpot, I’m thinking you can easily get into, you can start around $800 but you can move right on up to several thousand dollars a month, depending on the number of contacts. The other end of that, Infusionsoft, you can start at $100 and move up to a couple hundred dollars a month. Hey, I’m so glad. Somebody just asked about the GDRP laws coming up. That has to do with data protection and I want to take this moment to ask would the people on this call like to have a session just on GDRP? Because I was thinking we could do an entire session on that. If you don’t mind chatting in or contacting me or NAB show afterward to let us know if that’s a topic of interest to more people, we’ll do a whole session on that.


But the short answer to the person who just chatted in on how is all of this affecting the due data protection act, I talked with an attorney actually last week while I was at Infusionsoft and the main thing we need to all do is track where our contacts are coming in from and that needs to be documented in the CRM. That is the short and not complete answer to that. And we need to demonstrate that going forward, we have a plan in place and there’s a data officer at the company or somebody who’s really in charge. I don’t know if you dug in to that at all. We can just take a full minute but … yeah.


Louis: I have a little bit. I believe it’s May of next year, it’s coming in to place. It’s something that … It’s going to need a lot of managing. But we’ve had some more stuff here with Canada in general, with the Can-Spam laws that they have going on up there. I do have based on country and region. So if there’s certain areas that I know are … heavy into- for example, Canada with not allowing too much spam, I’ll actually target it, “Okay, anyone in Canada’s excluded from my list except for people who are customers.” Because then that bypasses the law because we have a working relationship already. But the one in Europe is definitely a bit more complex. So I’m sure its going to be a work in progress, trying to figure out how to manage when people request to be opted out and remove all of their information from our database. It’s easy to delete someone in HubSpot, especially [inaudible 00:27:05] but it tracks everything that they do, so that’s something that I’d actually be interested in seeing the session going on about that.


Cindy: Okay. And I’m seeing some chat coming back in saying that’s a topic of interest. So I will pursue setting that up. We have several sessions yet for 2018 so I think that would be cool to slap that one in. Let’s circle back though to our topic and then kind of wrap and have a little time for QA. I thought it was so interesting, Louis, that you’ve been a several different high tech companies. I just kind of wondered what’s different at the companies you were at compared to what you’re doing now. Love to hear about that.


Louis: Sure. I’ve seen a large variety of different trade shows. I was previously at a company called Rev Tracks. They were a tech startup. I was there for a couple of years and they had a lot of- they went to and some of the other ones for retail. It was interesting to see how they would just spend all this money at a booth and then they would show up and expect people to show up for the booth just because they’re there. And they never did prior marketing or prior advertising. They would send like one email blast out. It was a large learning curve for them because they know that, “Okay, we have to be at the show. It’s important. All our competitors are here.” So they go and they drop $50,000, $100,000 on a show, send all their sales out there for the week and then they’re like, “Okay, well, what came out of it?” They really didn’t know. That was a whole progress that they had to understand and the CEO and the CFO especially, he had to understand, “Okay, well, this is how you get return on your investment with these trade shows.”


It’s not about, okay,   show up and then people just magically appear at your booth. It’s a whole process of making sure you have, you touched the people two, three or four times prior to coming to your show. It’s just awareness of your products. All these trade shows are large. It’s easy for people to be held up with other places. They have to actually form or lift …


One thing I did find was helpful was that NAB does have the portal. They do have a portal where people can actually sign up to stop by your booth and stuff like that and we’re actually able to pull those leads off on a weekly basis and send them out to sales and market to them based on them showing interest through the portal as well. For NAB,, we’ve seen an increase of people showing interest there and even oddly enough, we’ve seen a bigger increase in IBC’s portal.


Cindy: I have a funny … a really cool thing about that portal. I was working with a company with just two people in it, small company, which is awesome because when you do anything in marketing in a small company, you see the needle move right away. They used that 365-day NAB portal, the one that you can buy for the whole year. And this company would get leads coming in, I’m not kidding you, every week off of that all year long, which I thought was so interesting. I’m not sure if this is the SEO or the search, but it was really cool and that was just one instance so I don’t want to say that’s results for everybody here like that. But I did see it, and in this case, we did have it connected to their marketing automation and then we were pulling people in and then segmenting based on interest and following. So it’s true. That can actually deliver some good results. Taking what the trade show has, NAB Shows portal or whatever it is, and tying it in to your existing segmenting systems and follow up and it can really work, which is great.


Let’s see … One of the things we promised we’d deliver today, Louis, are just the top two mistakes to avoid when promoting a trade show. And I just want to be sure we hit that and just [inaudible 00:31:06] what are a couple of things you just want to avoid.


Louis: I would say avoid doing a lot of mass email blasts and just expecting people to show up. Everything should be targeted prior to the show. You should be trying to target people based on customers. You should be speaking to your customers different than you should be speaking to people who may not know you. Also, not pre-qualifying people on the floor. Because follow-up time is very important. It is one of the things that people drop off so quickly. If you’re able to narrow any of the leads down that come to your booth, and even if you’re narrowing it down by 25%, you’re increasing the chances that sales is going to be able to get in touch with the warmer, hot leads quicker, which time is very important. Because people disappear really quickly when it comes to interest nowadays.


Cindy: Then just to wrap up and then we’ll hit some more Q and A, if someone were starting out on demand generation, I know we kind of touched on this already, but to just put a bow on it, what are the couple things if someone is like, “I want to do demand generation. I don’t know where you start.” What are one or two things they might start with?


Louis: Sure. Obviously the first thing is your data. Your data integrity is the key part. You can’t focus anything if you’re collecting the wrong information. I mean, obviously, you can’t turn around and change someone’s whole database. Even here, it’s a process. But if you could change the way that data’s falling in to your system and correct it, then you’re starting to process the cleaning up the data that’s already in there. Having a good tech stack as well, but also realizing that it’s not a huge lift when it comes to doing things.


For example, here, we do case studies and white papers. I drive the marketing directors crazy here because they’re like, “Oh we got a white paper. We’re going to send out one email.” I’m like, “Well, it’s not really one email. That’s like seven emails.” And I watch their mouths drop. But it’s really not. You’re taking the same email and you’re tweaking it to your target audience. Whether you’re changing the subject line, whether you’re changing the first paragraph of the copy that’s in the email, but it’s all focused on just this or just for designer or just for that… trying to do a total cost of ownership or a ROI kind of play on it. But it all goes back to the same case study. Or the same white paper. You’re keeping the same content but you’re just tweaking the messaging that’s going out to be able to see what kind of difference it is.


It’s not incredibly hard to get started, but you should have a couple of things in play and you should have a person that’s actually focused on the demand generation or like I am, a hybrid demand generation, lead generation. Because it’s impossible to do the demand generation, lead generation, all the type of online content, develop the content. You definitely need to segment that out.


And the one thing that I will bring up because I know we haven’t spoken about it is the power of paid ads for trade shows. One of the things we’ve started doing here is that sales actually sends me out a targeted list of companies they want to reach. And we’ll actually build out ads on LinkedIn directing them to schedule a meeting or to schedule a demo and we’ll up the budget highly for them because we know that these are targets that sales really need to get into or sales already knows this is a good potential client. We’ll actually target them in LinkedIn based on their job title or company that they’re at. We’ve seen definitely some … In the past year, in 2017 we’ve started that and we’ve seen a lot more value out of that compared to doing just a general LinkedIn paid ad for people to stop by the show. So it’s something that we’ve increased the budget for next year and were going to be targeting companies more and more.


Cindy: That’s awesome, Louis. I don’t know if you happen to see the upcoming schedule of the NAB webinars, but literally, the next one is on how to use LinkedIn to promote your business. So thanks for promoting that. That’s awesome.


Louis: It’s a good demand generation tool and people forget about that, but …


Cindy: Right on.


Louis: The information is there.


Cindy: I’ll walk through the menus and actually share the screen. So for anybody who wants to see exactly how you select the different job titles or the different industry segments, that’s what we’re going to do on the next webinars. Really just look at the actual LinkedIn campaign manager and see that you can spend just a couple bucks to do it or you can go crazy and have the targeting works. That’s awesome. All right. Well, thank you for being on with us. We are going to go on over to QA here and we have several questions as well. We’re moving to into the QA section of today’s webinar.


Let’s take a look at the chat for just a moment here. Here’s a great question. What do we suggest for a company that hasn’t reached out to the NAB list prior to the show, and how to market to the people who don’t already know, or have a list of who to send to? My interpretation of that, and jump back in if you want to correct it is, hey, you haven’t really done any marketing prior to the show and maybe don’t even have a list of- don’t know who to market to. Well, we were just talking about how to do targeted marketing using social media so that’s one way to do it.


Another way to do it, and I’m going to let you speak to this too, Louis, in just a moment. Another way to do it, and I do this a lot with the companies I work with in our space, is sometimes we’ll purchase an e-blast. You see this all the time where someone goes, “Hey, come to my booth, it’s an e-blast,” which is, to me, just heartbreaking. The way to do it, in my opinion is to send something out that you said, Louis, is actionable. Like, “Hey, are you interested in this topic? Let me help you. Please download this white paper.” And now, in exchange for the white paper, you take their email address and this is how you grow a list and whether you do that through a paid e-blast, through one of the magazines, New Bay or something like that, or you do that with the LinkedIn ads, that kind of thing, you’re starting to build your list that way by being genuinely helpful and useful. Then you can right away reach out and call them and ask are they coming to NAB, like if you’re tight on time before the show. Let me throw to you, Louis, some of this question.


Louis: Yeah. We actually don’t get any lists. We don’t use any list from NAB. I think it’s a little the opposite of demand generation for my point of view. We use … At any interest from the portal, it’s a different story, but we’ll use re-targeting ads through Ad Words for anyone who’s visited our website. Yeah, just making them aware that we’re at the show. And like you said, it is always schedule a meeting, sign up a demo, something like that. Or we try to wrap or incorporate that in our blogs. I think that’s one thing that a lot of people forget, is blogging does help awareness in general about your company. We’ll do pre-NAB blogs and pre-IBC blogs and talk about what we’re showing there, stuff like so that information is out there.


But really, if you haven’t really purchased a list or you don’t really have a list of people, you do have people who are coming to your website. You do have people who … It’s important to know, one thing that I’ve realized is that sales has a lot of information as well. Making sure that your relationship with sales is cohesive is very important because they know the customers, they know the companies, they know those people who actually should be coming to the shows. So stuff like that is important. To have those relationships so you have that additional data from them on the sales side.


Cindy: Nice. I’m so glad you brought up the tie between marketing demand generation and sales working together because it’s crucial, and you’re right. When I’m writing content for those pre-show campaigns or post-show campaigns, my favorite thing to do is to go to a sales person and go, “Tell me about your last sale for this product. Tell me about the conversation.” And just taking their experience and putting that into writing. Because the sales people know what the deal is. So you can just go ahead and apply that to the marketing so it’s not so … You don’t feel like you’re inventing stuff. You can actually just take their experience and use that. And they’re happy because then it’s relevant to what they’re doing and now you have a really nice team.


Louis: Yeah. I mean, it’s one thing I push to the marketing directors we have here. To make sure that they’re touching the customer’s paying points. Make sure that the email, whether it’s a subject line or the beginning of the email that comes out or … That it’s hitting on what issues that we’re trying to solve for the customer. Not just, “Hey, we’re the best. Our product’s the best. Come by us.” That’s an important thing, to make sure your message is crafted that way for that reason so people understand or people can relate better with the concept that you’re sharing.


Cindy: Yeah. All right. I did see somebody had their hand raised on the QA and I couldn’t catch you before you jumped off, so please put your question in the chat if you have a question. I’m just going to scroll through here. Fallon do you see any other questions that we need to address here? All right. Well, thank you very much everybody. And if someone wanted to reach out to you Louis, should they hit you up on LinkedIn or Twitter or email? What’s a good way to reach you if they have a question?


Louis: Sure. I’m available on LinkedIn. They could reach me on LinkedIn. I think we could share the information afterwards or is it already in the … webinar signup?


Cindy: We’re going to have on the NAB Show blog, and Fallon’s put the link in the chat here, everybody could go to that and we can put your contact info there if you want to. Be sure to go to the replays because any additional resources we come up with post-show or anything are always going to be posted there on the blog, so you guys can share that with your colleagues and stuff as well. My name’s Cindy Zuelsdorf, you got the email confirming today’s webinar so you can always reply to me if you have anything and you can reach out to the NAB Show exhibitor folks as well. All right, thank you very much. Have a beautiful day.


Louis: Thank you. Thanks everyone.


Cindy: Thank you Louis.


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Cindy Zuelsdorf and Louis Tedesco webinar for NAB Show about Demand Generation

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