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The CMO's Guide to Trade Shows and Events
Exhibiting at trade shows and events is a big investment: according to Forrester, CMOs allocate almost one quarter of their marketing budget to live events.
And yet, despite the vast sums that organisations invest in events, trade shows and exhibitions, they are your one remaining mystery marketing channel. When your team reports back on the success of your latest shows, their feedback is largely anecdotal, based on how they felt about the event rather than any concrete data.
It's time to shine some light on your events and trade shows, and turn them into a measurable marketing channel. We've put together this guide to help your team before, during and after a show. Empower your team to:
- Identify your key strategic priorities when exhibiting at events.
- Focus on quality rather than quantity when collecting leads at a trade show.
- Join-up events with your marketing tech stack, to make lead attribution easier.
- Measure your return on investment, and make data-driven decisions on future events.
Want to help your team generate better-fit leads at events? Want to be able to measure and report on the success of every trade show? Download The CMO's Guide to Trade Shows.
Get your free copy here.
Chris Wickson, CEO
Chris Wickson is the CEO of Akkroo, the lead capture solution built for trade shows, events and congresses.
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