Expanding abroad

Can the industry name your brand?

Conferences and tradeshows can give you insight on industry trends and show partners and customers that you’ve arrived.
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Another way to promote your company is to attend conferences and tradeshows. The scale and caliber of the chosen events can help you meet a lot of key people in your sector in a condensed amount of time. Look at conferences as a ground war and turn them into competition games for your team: for example, one point for each lead, three points for meetings within 30 days of the event.

If your product is an episodic sale, think about how you can become part of the daily conversation in your industry. Equip potential evangelists to be seen as market leaders. Have a point of view and narrow down your message – it’s hard to cut through the noise and get a customer even when you’re unique.

Partnerships with complementary brands can also assist in building a profile for your business and becoming known to the industry. Ask to sponsor conferences and request their list of last year’s attendees: you can connect with attendees by having the conference as a point of contact (i.e. “sorry I missed you at XX conference last year – will you attend again?”).

When it comes to conferences, the GRMA comes up as one of the best (in Retail, and now Finance & Insurance) – 30-40 CMOs of large corporations in one spot. Find these niche conferences for your space.

And finally, send really good cookies. Response rates for these are 20x that of an email outreach. For example, Yext’s sales team is a fan of sending Jars By Dani to their B2B prospects.

Relevant Industry Conferences

Agriculture

SV AgTech Conference, Silicon Valley

Blockchain

The Blockchain Conference

Cloud

Dockercon, San Francisco

Google Cloud Next, San Francisco

KubeCon / CloudnativeCon, Seattle

Microsoft Build, Seattle

Reinvent, Las Vegas

QCon, New York

Consumer

Consumer Electronics Show (CES), Las Vegas

Internet Retailer Conference Exhibition (IRCE), Chicago

eTail, Boston

Shop.org, Las Vegas

ShopTalk, Las Vegas

Customer Service

Incite Group Customer Service Summit, New York

Cybersecurity

Cyber Summit USA, Dallas/Boston/D.C.

RSA Conference, San Francisco

BlackHat, Las Vegas

BSides

ASIS

• ISC East + ISC West

Education

ISTE, Chicago

NY EdTech Week, New York

SXSW Edu, Austin

LearnLaunch, Boston

GSV, San Diego

Energy

WEEC, Charolette

EIA Energy Conference, Washington D.C.

Fintech

Money 20/20

Finovate

Future of Money

Empire Startups FinTech Conference, New York/San Francisco

Food

Future Food Tech NYC

Gaming

Game Developers Conference, San Francisco

E3, Los Angeles

PAX

Healthcare

•  Digital Health Summit, Las Vegas

HLTH, Las Vegas

HIMSS, Las Vegas

Rock Health Summit, San Francisco

JP Morgan Healthcare Summit

Hospitality

The Hotel Experience, New York

Insurance

InsureTech Connect, Las Vegas

DigIn, Austin

Manufacturing

QCon San Francisco, San Francisco

Media

New York Media Festival, New York

Real Estate

National Association of Realtors Conference, Boston

Retail

The GRMA, St. Pete Beach, FL

SaaS

SaaStr Annual, San Francisco

Telecoms

Telecom Exchange NYC, New York

Content Delivery Summit, New York

Travel

Travel & Adventure Show, Chicago

 

“ From day one we knew we needed to take it to the US. The timing for that was as soon as we had product-market fit.” Alastair Paterson, Digital Shadows

 

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