Performance Marketing

How New Technologies Are Driving Trade Show Marketing Productivity

A look at new tools that marketers can use to drive booth traffic and engage with customers at the event

Headshot of Ruth P. Stevens
By Ruth P. Stevens

How to explain my longtime fascination with trade shows and business events?  It’s because events often comprise the single largest portion of B2B marketing budgets, averaging 22%.  And because, when done right, events can be the single most powerful vehicle for generating new leads and deepening existing customer relationships.  In 2005, I decided to research and write Trade Show and Event Marketing: Plan, Promote, Profit, to help B2B marketers think strategically about extracting more value from their investments in business events.  

But since my book came out, much has changed. 

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Headshot of Ruth P. Stevens

Ruth P. Stevens

Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.

Ruth is a guest blogger at Biznology, the digital marketing blog. Email Ruth at ruth@ruthstevens.com, follow her on Twitter at @RuthPStevens, or visit her website, www.ruthstevens.com.

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