Thoughts on Marketing

Do you know your three distinct audiences?

[Originally published as The Marketing Mix newsletter on Substack]

April-June may host some of the biggest industry events, but part 2 of conference season kicks off in September. Summer break is over.😎

I’ve talked about the problem with using “cost per scan” metrics before – they’re easy to cheat, and it drives the wrong behaviors. So what else can we do?

Another way to look at the value from your tradeshow investment is to consider three audiences.

• Potential customers
• Existing customers
• Influential visitors

Most of the time and energy is spent worrying about the first category. After all, that’s the main reason you go to these events, and that’s what the C-suite wants in the reporting. But the other two categories are often neglected:

Existing Customers

These are often your biggest champions. I’ve been at booths where customers bring people over and effectively sell the product for us; or chime in when someone at the booth is asking a question. There’s nothing better than a genuine, in-person testimonial.

What better time than to reconnect and find out about new projects? Or get feedback on new features and roadmap items. Having a Product Manager at the booth can be invaluable in both directions. Customers love to get access to the internal team, and they provide valuable insight in return.

Influential Visitors

Nope, I don’t mean “influencers”!🙄

Influential visitors are people that can have an impact on your business without ever buying anything – media, analysts and potential investors. Events are a great place to get a few minutes with an industry journalist, or to catch the ear of an analyst.

It takes a bit of PR work before the show, to reach out and ask them to stop by, but over time you’ll build up a list of folks who have an interest in what you do.

And who knows how many people with deep pockets and an interest in your tech are walking around the show?

Does it pay the bills?

Measuring the value of these two audiences is tricky. You can’t attach it directly to revenue. But if you’re in growth mode, these intangible visitors can have significant impact.

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Podcast: Next Up

I’ve just recorded an interview with Kris Rudeegraap, co-founder and CEO of Sendoso. We talk about his founder journey; how he built the marketing team as the company grew; and how gifting can be a part of the B2B sales process. Look out for it next month!

I’ve been alternating between interview episodes, and ‘monologues’ where I share my own thoughts on B2B marketing. Let me know if you have a preference, or if there’s any subjects you’d like me to cover on future pods.

[Just reply to this email – I’d love to hear from you!]

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Drink of the Week

On a really good day, I’ll find myself at the intersection of two things I enjoy. And a trip to Great Jones Distilling in NYC was one of those days. Not only are they making some good whiskey, they also have a really nice design aesthetic – from the ‘exploded’ copper still in the lobby (appealing to my engineering roots!), to the Art Deco label design.

I was tempted to try their Manhattan, since we were sitting two floors above Broadway. But instead, I ordered an ‘Old Pal,’ made with Great Jones Rye, Dry Vermouth and a local bitter from Brooklyn – St Agrestis Inferno.

If you’re in the area, it’s worth stopping by – a treat for the eyes and the tastebuds!

Cheers! 🥃

Steve

P.S If you know you need to take marketing seriously, but don’t know where to start, let’s chat. I help growing B2B tech companies build their marketing muscles up.

P.P.S If you’ve enjoyed this article, please consider subscribing to The Marketing Mix newsletter – my thoughts on B2B marketing, sent out every 2 weeks.