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How Tech Vendors Can Get On The Shortlist Through Content & Events

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At UBM, we’re in the business of producing events that build connections and close deals. In this slideshow, we’ll take a look at why IT buyers attend events and share best practices to observe as an event sponsor in order to get on their buying shortlist. (Spoiler alert: offering content around an event can make a big difference in building a relationship with your prospects and customers.)

Our 2017 Tech Event Marketing Insights survey of IT buyers revealed that 85% of IT professionals attend just one to three events each year, which underscores the importance of making each of your events count.

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How Tech Vendors Can Get On The Shortlist Through Content & Events

  1. 1. HOW VENDORS CAN GET ON THE SHORTLIST THROUGH CONTENT AND EVENTS
  2. 2. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com IT buyers rely on industry events to GET INFORMATION FOR THEIR JOBS use conferences or other small-to-mid- size events 50%use trade shows
  3. 3. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com Why IT Pros Attend Trade Shows or Conferences Keep up on industry trends Evaluate technology solutions Identify solutions and/or create a shortlist of brands or products for consideration Meet with multiple vendors in one location (current and new vendors) To meet and network with others in the industry (peers) say it’s important to find solutions outside of environments/platforms that their company already uses 72%1 2 3 4 5
  4. 4. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com SAY THEY ARE MORE LIKELY TO VISIT A BOOTH if they have heard of, read about, or connected with the exhibitor beforehand. Offering content around an event can make a big difference in building a relationship with your prospects and customers. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com
  5. 5. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com IT BUYERS use an average of 5 types of content to make a purchase decision. of IT buyers use 5 or more types of content. 40% Takeaway: The more content variety you have, the better chance you have of reaching your target audience.
  6. 6. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com TOP 3 TYPES OF CONTENT attendees want to receive to prepare for an event: The right content helps you STAND OUT pre-event WHITEPAPERS that showcase what vendors will be exhibiting or discussing 71% 52% 63% VIDEOS that summarize content at the show INDUSTRY- SPECIFIC INFORMATION For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com say an EVENT SUMMARY post-show would be useful
  7. 7. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com CONTENT is the number one contributor to an overall good event experience for IT buyers CONTENT is the number one contributor to an overall good event experience for IT buyers
  8. 8. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com Make sure you have the right people at your booth WHOM DO IT BUYERS FIND HELPFUL at exhibitors’ booths? MARKETING & SALES ranked lowest for providing the most useful information PRODUCT MANAGERS 77% 50%CUSTOMERS who provide real-world examples or case studies
  9. 9. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com After a trade show, what makes you more likely to engage with an exhibitor? I wanted more info from their subject matter experts They demonstrated how their technology can help me with my business Too much of a sales pitch Lack of subject matter expert or someone to answer their questions THE TOP TWO REASONS IT buyers are deterred from engaging with a vendor? They understand my industry They understand my specific challenges
  10. 10. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com Offer attendees more than product promotions before events. Pre-event, on-site, and post-event, make sure your content shows that you understand their needs. Have the right people on-site to speak with booth visitors. In other words, no sales pitches. 1 2 3 What makes an IT buyer choose your brand over a competitor’s? THE RIGHT COMBO OF CONTENT + EVENTS
  11. 11. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com Sources: Two research studies were conducted by UBM. The first was in October 2016, and the final data based on responses from 235 qualified IT and business respondents in North America from all sized companies is compiled in the report Content Connects: How to Deliver the Right Messages at the Right Time. The second was in March 2017, and final data based on responses from 220 business technology professionals who attend trade shows is compiled in the report 2017 Tech Event Marketing Insights. For more tech marketing insights and best practices from UBM, visit CreateYourNextCustomer.com

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