Goodman Marketing Partners shares a variety of creative initiatives in B2B marketing over the years. Our best practices are established and proven again and again. Call or email me to brainstorm. Got a B2B problem? If we can\'t solve it -- it can\'t be solved. Period.
3. Engagement with Tradeshow Attendees
Letter, sent to tradeshow attendees before show,
invites transportation engineers to visit Autodesk booth
to pick up free t‐shirt. Shirt was so popular, they ran out
of them in the first day of the show.
4. Engagement with Tradeshow Attendees
Postcard Front Postcard Back
Postcard was inserted in attendees bags at
architecture tradeshow. To “see” if they had
won a camera, attendee was required to stop
by Autodesk booth to get the 3D glasses. An
architectural drawing was revealed with a
“winners” or “sorry” message.
5. Engagement with Tradeshow Attendees
Postcard was inserted in attendees bags at Autodesk user
tradeshow. Recipients were invited to stop by the Subscription
booth (an upsell product) to pick up their free “idea pad” (small
notebook and pen). During the tradeshow, they could jot down
design ideas for a custom USB drive. Winners, selected at random,
had their prize produced.
6. Engagement with Tradeshow Attendees
Postcard was inserted in attendees bags
at Gilbane tradeshow. Recipients were
invited to stop by the Crown Peak
booth to see if their postcard could be
turned into cash. Invisible ink, seen only
with the help of a special “blue light”,
revealed the amount the attendee had
won.
Postcard Back
Postcard Front
8. Webinars that work
Webinar, repositioned to each target (end‐user,
manager, VP‐level), featured customer and
industry expert. Client acted as “sponsor” and
host only. invitation led to registration page
which asked 5 questions to help score leads for
follow up.
Results:
• 334 individual registrations from 215 unique
companies; 202 attendees.
• Webinar lasted 77 minutes; average attendee
lasted 61.9 minutes
• Lead scores ranged from a high of 2100 (out of
2100) to 600
• The average lead score among registrants was
1135
• Average score increased to 1167 among
attendees
9. Webinars that work
Webinar series, separated each of the unique benefits of the
software product, and used it as a featured topic for a webcast.
Results ranged from attendees of 150 – 325.
10. Webinars that work
Postcards, when combined with email invitations, increased
webinar attendance by nearly 30%.
13. Banner Ads Drive Inquiries
Online banners, placed on sites where water
design engineers congregate for information,
drove inquiries to Resource Page.
33. Welcome kit
Hold the customer’s hand through
Letter the product registration process and
ensure they know how to access all
the benefits. Later, statistics prove
that those who set up and access
benefits, are most likely to renew or
upgrade.
Brochure
Label
34. Certification Programs
Offer classes, training, and certification to increase
engagement and reinforce value of product
knowledge.