If you’re in the market for marketing technologies, trade shows are a must. Nothing beats meeting vendors face to face, getting an overview of the entire market under one roof, and mingling with MarTech users, partners and sellers. But in order to get true value from a show, you need to prepare a game plan and stick to it. Luckily enough, we put one together for you. Before you pack your bags, read this.
Before the Show
- Know what you’re looking for. Define your current marketing technology pain points and outline your technological objectives. Consider key issues such as SaaS vs. software, budget, the team you’ll need to run the technology, the current systems that will need to “talk” to the new technology, etc. Think about what you’re doing today, but try to project the goals and needs that you will face in the near future. Ask yourself what is the main added value you’re looking to get from your new technology.
- Get into a modular state of mind. Don’t expect to find a solution that will give you a 360° answer to your woes. MarTech is a vast landscape, and you might need to bundle two or more technologies to get the solution that you’re after.
- Prepare in advance. Acquaint yourself with the exhibitors attending the show. You’ll find the details on the conference website, and you can search for the right contacts on LinkedIn. Try to set up meetings with those who seem like a fit well in advance of the show. During the show the exhibit hall floor may be too hectic for spontaneous demos.
- Rehearse your pitch. The vendors you meet will be able to give you valuable information only if you’ll be able to coherently explain your business, its model, your existing technologies and the value you’re looking for. It’s all a lot like speed-dating, so learn your opening lines in advance.
At the Show
- Talk the talk. If you’re there for the technology, make sure that either you or another attendee from your company can talk the technology talk. There will be a lot of acronyms and “secret handshakes,” and you want to be in on them.
- Stay focused. Expect an overwhelming number of sessions, hundreds of vendors, swag that you’ll never use, and free booze from late morning to sun down. It’s all too easy to get distracted, and you’ll need to stick to your plans.
- Document. You will meet many companies who will give you loads of information. You may think that you’ll be able to navigate it all once you get back to the office, but unless you keep notes – you won’t. Choose a system that works for you (scribble in a notebook, use notes on your phone, run a spreadsheet on Google Docs) and stick to it.
- Say no. Turn down offers to receive further info from exhibitors who are clearly not a match. Your hands will be full as it is.
- Mingle. The best advice about technology will often come from people already using it. Talk to other attendees to find out what they’re using and what they think about it.
- Stick to your plan – but prepare for surprises. You’ve outlined what you’re looking for, but if you keep your antennas up you might encounter solutions that you haven’t even thought about or knew that existed. These might provide a whole new take on your problems and ways to solve them. Serendipity may eventually be the thing to transform your decision.
After the Show
- Your research isn’t over yet. Now that you have a better idea of the players who may be a fit for you, try to gain a deeper understanding of their solutions and offers. Technologies and technological features are sometimes notoriously hard to explain. Take note of things that aren’t clear to you.
- Choose your demos wisely. You will be bombarded with follow-up email and demo offers. Don’t get side-tracked. Stick with the solutions that sound right. There are only so many demos you can listen to before losing your mind.
- Don’t ignore the human factor. You’re in the market for technology, but you’re buying it from people who will be responsible for making it happen for you. Trust your instincts. Choose the people whom you feel will deliver on their promise.
It’s hard to keep your eyes on the ball in the midst of a buzzing show, but if you know what you’re looking for, trade shows are the best place to find it. And if you can manage it, book a night-flight back home – chances are it will be so intense, you’ll need to catch up on your sleep.