We've got seven (7) great reasons why B2B SaaS companies need to double down on local events after we attended our first trade show in two and a half years.
After several years of Zoom-only meetings, on Jun 23, 2022, Kelsey and I finally crawled out from behind the Orange Curtain. We ventured to the Recurring Revenue Conference in Culver City, where we were exhibitors and ran a luncheon round table. And what a fantastic experience. Here's why B2B SaaS companies need to look closely at local events.
Spend the money to be an exhibitor because there won't be as many exhibitors as pre-covid. Orange Marketing was the ONLY marketing agency at a business conference focused on our ICP-Ideal Customer Profile (software subscription services). And we had special badges, and our logo was splayed around on signs, all for a reasonable cost. Yay.
Which is a good thing. The people attending are motivated, and it isn't a mob scene. You can expect to have quality conversations. We honestly got excellent leads and we reached out to every single contact within minutes of collecting their data (using our proprietary local trade show follow-up methodology -- not kidding).
You are from the same area and generally know the same people. You already have something in common -- geography. Therefore, the conversations are just that much easier.
Any type of speaking opportunity at a conference makes you stand out. This conference had luncheon roundtables which we were able to sponsor. The idea is that conference attendees did not have to eat lunch alone and could join the topic of their choice. We led a conversation on "The Truth About B2B Marketing." The whole table participated, and everyone took something of value away. And felt that they had a meaningful lunch.
Smaller events are typically tabletops (no booths). All you need is a 6’ x 4’ table-sized cloth with your logo (VistaPrint), some table signs that you print at FedEx and customize to the event, maybe a popup, and easy giveaways. We gave away Lindt chocolates, mints, and some orange pens. We were 100% popular.
Last but not least, local events are near you or only a few hours away, at most. You don't need to deal with the cost and complexities of travel. Giant win. Send everyone (even both your founders)!
Do you wanna know how Orange Marketing recommends you run your local table-top show? Just contact us, and we would be glad to walk you through our process. HINT below.