5 Lessons We Learned from the 2017 CEB Sales and Marketing Summit

By Christina Aiello

5 Lessons We Learned from the 2017 CEB Sales and Marketing Summit

As a sponsor of this year’s CEB Sales and Marketing Summit, SAVO sent a few members of the team down to Las Vegas to mix and mingle with the best and brightest minds in the sales enablement space. We shared insights around how companies empower their marketers and sales reps and attended sessions hosted by CEB executive advisors, industry experts, and thought leaders (sprinkled with a lot of networking along the way).

Now that we’ve had a few days to decompress, we wanted to share some of our top tips for making the most out of B2B events.

1. Your attitude is everything.

The CEB experience is what you make of it, and the way you present yourself in front of potential customers can make or break your reputation. It’s an honor to represent your company at a tradeshow, so remember that, whether you’re at the booth, attending an off-site event, or sitting by the pool when you’re not on duty. Wear your company pride on your sleeve and remember why you’re there and what your presence represents.

2. Put in the work.

I cannot stress this enough: do your research. Talking 1-on-1 with thought leaders and executives in the B2B space can be intimidating, but it’s less intimidating if you’re prepared. Study your presentation proposals, analyze the registration list, download the mobile app (and check that thing more frequently than you check your email, Instagram, LinkedIn, and Facebook accounts combined).

3. Own the booth.

The tradeshow floor is filled with rows and rows of booth exhibitors who are trying to lure the same prospects as you are into their space. So how do you stand out in a sea full of swag? You embrace your inner Randy Kirk, and you OWN the booth. That’s how. To make the most out of the limited time you have with your prospects, you need a demo God (like Randy) to highlight the opportunities, potential wins, and profits your buyers can expect. Helping prospects compare their options by presenting them with personalized insights, information, and credible research establishes trust and allows you to demonstrate how your product can meet their exact needs.

4. Go big or go home.

CEB isn’t all work and no play. A good marketer knows how to throw a fantastic party and what happens in Vegas stays in Vegas. So, make sure you plan ahead and schedule time to wine and dine your high-priority prospects. Companies can spend an upwards of $100K on sponsorships, so it is important to not just rely on what comes with your purchase, but to capitalize on the fact that so many of the people in your industry are in the same place, focused on the same topic, without any ‘home’ distractions. Although hosting an off-site event can be challenging,  it’s a great way to unwind and connect with your potential buyers. So, blow it out! Be fearless. Throw a kick @ss party and invite everyone you know. Don’t stay tethered to your booth, get out there!

5. Be a team player.

Today, winning the hearts of potential buyers takes teamwork, and when the time comes to put that team to the test, sellers and marketers can chicken out and run the other way. If your team is not on the same page during the conference, it can lead to a disjointed and confusing experience for your prospects. So get to know the people you’re working with, learn from them as you go, and always be willing to step up when needed.

Did you attend the 2017 CEB Sales and Marketing summit last week? I would love to hear what you learned in the comments below!

Christina Aiello

Christina Aiello is the Marketing Operations Specialist at SAVO Group. She recently graduated from the University of Iowa with a Bachelor’s degree in Journalism & Mass Communication and enjoys writing, playing guitar, and connecting with new people in her spare time!

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