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B2B Conferences Canceled? How to Pivot Your Company.

Woe is us, right? Trade shows, B2B conferences, summits, everything has been canceled. Gone. Seemingly over a weekend, we have watched face-to-face become shelter-in-place. More events are canceled or postponed every day. Or they are moving online, which might be even worse, because who knows if the money you paid for a booth will pay off in an online event.

And it isn’t just what is being outright canceled. What happens when the shows come back? Will anyone go? The most optimistic among us must come to grips with the idea that the great conference lead machine is dead. At least for now. If your marketing deal flow depends on in-person events, this is the time for a pivot. A digital pivot.

What can you do to drive leads?

While everyone is hunkered down at home and not attending conferences you should reach them literally where they live. B2B web traffic is up–is yours? If not, maybe you should focus on attracting traffic:

  • Can you improve your search marketing?
  • Can you buy ads?
  • Can you improve your email campaigns?

If your web traffic is up, are your web-driven leads up? If not, you should focus on driving more leads:

Getting to “Yes” on Digital Dollars

But maybe it isn’t ideas that are the problem. You want to do all of these things. But when I ask you “Can you…” the answer is, “No, I can’t.” Usually, when someone tells me that they can’t do something, it’s because the decision isn’t theirs to make. They need to persuade someone higher up who is playing the role of “Dr. No.”

So, I have an idea for you that a really smart client of ours just used. He made a simple chart that showed a list of all the B2B conferences, sales conferences, and trade shows that his company attended last year, along with a count of the number of leads driven for each event. Then he added a column at the end of each row of the table that said, “CANCELED” running down the full length of the list. It was a nice long list of events that drove lots of leads last year but are driving zero leads this year.

This galvanized his boss into action. Instead of the plaintive suggestion you’ve made every month for the last two years: “Gee, shouldn’t we be shifting our B2B Sales Playbook to digital?” now you have reframed the question to “Where are we going to plug this gaping hole in leads that is about to turn into a gaping hole in revenue?”

Get going!

Now the boss is ready to act. Now the boss is ready to shift the B2B conference budget into digital. Now is when you can get to work. This is your moment. You must aggressively pivot while the money is there to do it. If you let this chance go by, the finance types will scoop up all the trade show money and you won’t have any funding to accelerate digital. Your sales digital transformation will never get funded.

This crisis has been an unspeakable tragedy for many families–maybe even yours. But it isn’t callous to hope that some good–some minor good, but good nonetheless–can come out of this horror. Can we make the confident moves to pivot to digital that solidifies our companies and saves the jobs of our team, because we will be driving the leads when competitors remain fast asleep? Let’s not compound the health crisis with our own jobs crisis, just because we didn’t act when we could have. What you do now will decide your future.

Ready to get started?

If you’re interested in improving your website’s engagement, lead contributions, and conversions, connect with me and we’ll have a chat.

It’s the end of the world as we know it (for B2B Marketing)

End of the world. Hyperbole? Probably. But B2B Marketing does feel a bit broken right now.

The most important tools in our arsenal require people to meet people. That’s not happening. So what now? Where should your priorities be? Website engagement is an area to focus because it’s a good bet (see your analytics data) your prospects are going digital.

COVID-19 doesn’t have to ruin your B2B pipeline

The second quarter is often the peak time for you and other large enterprise B2B marketers to be out at events telling your stories to prospects. Due to COVID-19, we’re seeing many cancellations in industry events during 2Q. The few events that continue on will no doubt be sparsely attended due to travel restrictions at the very companies with which you want to connect. Does this mean the death of your pipeline for 2020 business? It doesn’t if you’re able to get a disproportionately larger output from your other sources of leads.

SoloSegment Announces Acquisition of Thematically’s Industry-Leading AI-Powered Discover Platform

SoloSegment announced today its acquisition of Thematically’s artificial intelligence models and underlying assets, marketed as Thematically Discover, further cementing the company’s position as the leader in B2B behavior-based personalization.

Industrial B2B marketers have an untapped digital opportunity

B2B lags in digital. In some places more than others.

Some B2B companies love their tried-and-true strategy. They have always gone to market with big trade events, airport advertising, and field sales reps to follow-up on all those leads. If a client needs something, an account exec gets a call, whips out their cape and flies over to the client to solve the problem or make the sale. Industrial marketers especially follow these strategies. So, where’s the need for digital?

SearchChat Podcast: Is Anonymous Information Really Anonymous?

In today’s podcast episode Steve Zakur and I respond to a recent article that criticized anonymous data, with the main critique being that it isn’t really anonymous. If you can grab the IP address and dig further to find identities, is that really anonymous personalization? Our answer: not really, but that isn’t what anonymous data really is. 

Marketing and MarTech: What’s your approach?

A few years ago, Scott Brinker and the Third Door Media team declared that MarTech is marketing. There is no difference between marketing technology like personalization and just plain marketing. It used to be you’d ask the question “Tell me about your martech stack.” That’s no longer the case today–it would even be perhaps a weird question. 

SearchChat Podcast: Cookies are Dead. Now What?

Time and time again we see that people are uncomfortable with the ways companies are using third party data. GDPR was just the beginning. The latest move representing the new wave is Google’s recent adoption of ITP. This podcast episode tackles the move from personal data into anonymous data through behavior-based personalization.

SearchChat Podcast: Gartner Predicts the Death of Personalization

Gartner’s prediction that personalization will be dead by 2025 was an attention grabbing headline. Irresponsible use of personal data continues to unnerve consumers. But if consumers increasingly expect companies to know them, how can personalization be dead? This podcast episode explores personal data and the possibilities for anonymous data.