Most Effective Ways to Reach the Right B-to-B Decision Makers

by | Mar 1, 2016

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

We’re all looking for the best, most effective way to get in front of our prospects. According to a recent survey by conferences, trade shows and webinars are the three best venues to do that.

Trades shows, although expensive, can be an effective tool in getting in front of the right audience. The big problem for most of us who can’t afford a 100 x 100 foot booth is getting folks to notice you.

Types of Events that US B2B Marketers* Have Hosted or Attended, Sep 2015 (% of respondents)


What’s often overlooked are industry conferences where you may either not attend or send only a few of your team. Typically, these are the kinds of events that C-suite folks go to, and most conferences allow plenty of time for networking opportunities. Ideally, it would be nice to be able to present to the group as an industry leader.

Webinars are another great way to get the attention of your target audiences. The best part of webinars is that you’re not competing for their attention, you have 100% of it. The key to a great webinar is having content that users need. This is especially true when talking with engineers (both design and mechanical).

The biggest challenge is getting people to sign up and attend. You naturally want to include existing customers, but ideally, you want to attract new potentials. There are media companies out there like WTWH Media that will help identify and get folks to participate, but will also act as moderators and promote the event both before and after.

The key is to try some of these other activities to aid in your thought leadership.

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