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We have invested significantly in various trade shows the past couple of years. Has the investment paid off? Sometimes yes. Other times, no. We have spent considerable resources trying to decipher the elements that have contributed to both outcomes.
On SandHill.com in two opinion pieces (Sales and Marketing), Elizabeth K. Cook documents some of the things she witnessed at the Oracle OpenWorld 2008, and provides commentary on the general do’s and don’ts of trade show sales and marketing.
Anyone who spends a considerable amount of time at trade shows should read these articles.