Business-to-business presence at trade shows is a foregone conclusion, but it takes effort to make a booth worth visiting, writes Jeffrey L. Cohen. He offers five ways B2B marketers can improve their trade-show experience, including focusing on qualified leads over total numbers, giving away useful items related to their business and providing an on-site message tailored to event attendees. "Are you enticing prospects to stop by and chat about your great products and services?" Cohen writes.
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