Summary
In our 2007 research, trade shows and conferences came out on top of the business-to-business (B2B) marketer's campaign and program spending list. But most marketers struggle to tie trade show value to qualified leads, deeper customer intimacy, and bottom-line value. Expensive in both money and resources, trade shows demand a left brain approach to plan, execute successfully, and measure the return on investment (ROI). Forrester offers a four-step process to turn these high-potential, face-to-face experiences into opportunities to generate more qualified demand and to build more loyal customer relationships.
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