Blog And News

The Less Obvious Benefits to Measuring Trade Show ROI

There are many reasons for measuring trade show ROI. The most obvious: to improve marketing performance. After all, without baseline metrics of your returned value, it’s impossible to know where and how to make improvements to maximize the results of your in-person event strategy. At MEET, we’ve identified a number

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Navigate Your Marketing ROI GPS-style

It’s hard to imagine driving these days without GPS. The experience of getting lost or struggling with oversized maps has all but disappeared…and no one is mourning the loss. GPS has fundamentally changed the experience of driving by putting valuable real-time data in the hands of the driver—whether to avoid

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How to Ensure Your Trade Show Strategy is Complete

  If you follow our blog and webinar series, you know that trade show strategy is a big focus of our work. For one, it’s because we truly believe that a well-crafted, well-executed strategy is critical to maximizing trade show ROI. Second, we’ve noticed that many B2B marketing strategies stop

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The Best 2020 Event Selection Strategy

You might be thinking: “Wow, they’re confident!” In fact, we are. Because when it comes to developing an event selection strategy for our clients, we focus on a results-centered process rather than specific events. Get the process right, and failure becomes nearly impossible. Tell us if you agree. Step 1:

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The Four Biggest Stumbling Blocks to Trade Show Success

A report by PwC values the B2B trade show market at $14.3 billion. By 2021, that figure is expected to reach $16.8 billion. Renowned as the best content marketing strategy for B2B companies, these figures come as no surprise. By offering face-to-face exposure to large numbers of high-quality prospects, there are

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Achieving Trade Show Success in Ways You Never Expected

  As 2019 comes to a close, many CEOs of scaling ventures are taking stock of the year’s marketing investments. They’re looking at their budgets and sales pipelines, and asking the ultimate question: what was our ROI? This time of year is not only about reflecting back—it’s about projecting forward.

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A Marketing ROI Strategy for Half the World’s Population

At MEET, we talk a lot about the critical link between clearly defined buyer personas and marketing ROI. But for international scaling companies, developing the right marketing strategy also requires a careful account of the unique cultural ways of doing business in each foreign market. India’s vast size and gateway

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Adjusting your Landing Gear for Indian Market Entry

At MEET, we help international companies soft-land and scale in the U.S. through trade shows and in-person events. Many of the companies we work with are not new to international scaling. In fact, it’s their success—both at home and abroad—that has led them to explore U.S. market entry. One thing

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Exploring India Market-Entry with Nilesh Gopali

  As the world’s sixth-largest manufacturer, powered by a labor force of 520 million, India market-entry is a massive consideration for many globally scaling firms. On November 12th we spoke with Nilesh Gopali, Founder and CEO of the investment and business advisory firm AAVOR in an interview titled: Capitalize on

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Why Take a Systems Approach to Marketing?

  Scientists and engineers define a system as any group of interacting, interrelated, or interdependent parts that form a complex and unified whole with a specific purpose. More simply, all systems: Have a purpose Must contain all parts to perform optimally Are impacted by the order in which these parts

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Channel Your Top Chef Marketing Strategy

The spaghetti technique of “throw it against the wall to see what sticks” is too often adopted into practice by marketing professionals. With so many low-threshold, low-cost marketing tools out there, it’s increasingly easy to simply flood the market and hope for success. We refer to this “spray and pray.”

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The Beautiful Music of B2B Marketing

People don’t pay to hear the New York Philharmonic get on stage and make a lot of noise. They pay to hear music—beautiful music that is performed with precision and expert guidance. And then they pay to hear it again. In our recent webinar on October 17th titled: Taming the

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International Scaling and the Art of Partnership Vetting

  The business world is full of metaphors and famous quotes invoking the importance of finding the right partners and team members to drive success. Whether it’s “get the right people on the bus” or “it’s better to be alone than in bad company,” the point is clear: surrounding yourself

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U.S. Market-Entry Requires More Than a Lasso

For most CEOs of scaling firms, U.S. market-entry isn’t their first rodeo. The majority have withstood the bucking bronco at home—maybe even won the blue ribbon. A handful has had the opportunity to test their skills in other venues (foreign markets) for that added layer of certainty. Still, no matter

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Choosing Early Sales Traction

Sales traction, ideally early sales traction, is requisite for every scaling firm. Therefore, if given the choice, wouldn’t all firms devote the necessary resources to achieving sales traction as quickly as possible? The answer, strangely enough, is no. Each internationally scaling firm takes a slightly different approach to new market

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A Word of Caution to Scaling Firms: U.S. Regulation

The prospect of drowning in a sea of U.S. regulation is scary, particularly if you’re not an experienced swimmer. Yet scaling firms must come to terms with the fact that part and parcel to reaping the rewards of U.S. market entry is mastering the depth and breadth of its regulatory

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Navigating Sales Channels in a New Market

Perhaps the hardest waters to navigate in a U.S market entry expedition are developing sales channels. With tight timelines and even tighter budgets at stake, understanding how to leverage U.S. manufacturing, distribution and sales networks in the most efficient way possible is both challenging and necessary for scaling firms. For

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The Argument for Soft-landing U.S. Market-Entry

  In weighing the risks and rewards of U.S. market-entry, the golden rule of financial investing holds true: “never invest money you can’t afford to lose.” Scaling too early, before you have the proper reserves and stability in your home market, is a serious gamble. The major difference between financial

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Overcoming the Hurdles to U.S. Market Entry

U.S. market entry is a rite of passage for many international scaling firms—particularly those in advanced technology. An outcome of globalization and the rapid pace of technological advancement, entrepreneurs and manufacturing businesses of all sizes from around the world see extraordinary opportunity here. Such trends have also fueled increased competition,

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The Trick to Getting Past Gatekeepers in B2B Sales

Gatekeepers are hired to protect C-suite executives. While not the Queen of England, the myriad of responsibilities juggled by C-suites requires someone to filter, grant or deny access to them based on their credentials. C-suite executives themselves are also gatekeepers to B2B sales in that they control the budgets. As

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Setting C-suite Appointments like a Boss

Setting appointments with CEOs, COOs, CFOs, CIOs, CTOs, CISOs, CMO’s and other organizational leaders are the lifeblood of B2B sales. Top sales professionals must battle gatekeepers, voicemail, email filters, their fears, and a variety of other obstacles to get the attention of these executives. The process is often inefficient and

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Steps to Ensuring High-quality Conversation at Trade Shows

High-quality conversations at trade shows and in-person events are like buried treasure. It’s rare that you stumble upon them. It is worth every investment of time and resources to evolve a map to ensure that you find them. First, let’s define high-quality. High-quality conversations deliver value—whether in potential customers, partnerships

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Getting in the Mindset for Trade Show Success

At MEET, we focus on helping B2B growth companies soft-land and scale in the U.S. through trade shows and in-person events. By using time-tested strategies to identify prospects, select shows, align marketing techniques and measure outcomes, MEET works to de-risk the scaling process by ensuring a steady stream of high-quality

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Why Good Conversation Delivers ROI

The art of making good conversation has been studied for centuries. And while everyone seems to have their own twist, there is clearly some agreement around the makings of a master conversationalist. According to common wisdom, those with good conversation skills show interest and curiosity in their counterparts. They ensure

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Build your Bullpen to Maximize Trade Show ROI

When sales leaders are asked where they get their referrals, close to 100% will answer from past or existing customers. When asked why they attend trade shows and in-person events, these same individuals will say that they expect to build new relationships that will drive referrals. What is the best

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Market Entry and the Art of Staying Nimble

The famous hockey player Wayne Gretzky was once asked by a reporter: “What makes you better than other players on the ice?” “Other hockey players go where the puck is,” he answered. “I go where the puck is going.” Every CEO is trying to stay ahead of the game, to

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