Asaf Katz Advisory LTD

"We spent $100K on our booth and got nothing but swag collectors".  A few years ago, my friend invested over $100,000 on their booth, travel, and accommodations for the RSA Conference. They were excited, prepared, and ready to make meaningful connections and build a pipeline. But the reality was disappointing—most of their leads were just there for the freebies, with no real interest in the product. Most B2B companies treat conferences and events as a “marketing department” initiative.  So the marketing team works independently to “find a theme”,  do a ton of setup work and invest serious $$$. Whether you’re a tiny startup or a big one, the investment is always high. To justify the investment they’re forced to go on a “scan-spree” to boost numbers. And here is the massive opportunity. Here are the key issues they faced and how you can avoid them: -Wasting Money on Meaningless Swag: Understand what really attracts your ICP (Ideal Customer Profile). -Getting Loads of Poor, Unengaged Leads: Use fun, qualifying questions to identify serious prospects. -Diverting Staff Time: Optimize your team's time and energy with clear roles and goals. -Transactional Atmosphere: Shift from sales pitches to genuine engagements that build long-term relationships. If you want to be sure that a conference is paying itself off we must know: -How do we draw in people who care about our product -How do we make them engage with us (more than once) -How do we make them remember us the day after -How do we make sure that the right people book follow up meetings this us  -How do we preserve the team’s energy throughout the conference  -Why are they attending -are they looking to be educated or entertained I’ve written this short “Conference Playbook” with the top things that companies should do to monetise their investment. I know conference are a ton of work so I kept it to the bare minimum. Have you ever felt like your conference investment wasn't worth it? Share your experiences below! Access the playbook in the first comment #Marketing #DemandGeneration #ConferenceROI #B2BMarketing #SalesStrategy