Trade shows are a must-have in B2B marketing, but there is the cost of the show and the people (people are often 2X the cost of the show). The good thing is that show leads take 20% fewer touches to close, but shows are seldom measured by their revenue return. Victor Kippes, founder and CEO of Validar, is our guest today and he explains how to measure the revenue contribution and how to avoid cutting shows from the budget. He tells you how to answer: “Was that show worth it?” The host is Jim Obermayer
About our Guest: Victor Kippes
Victor Kippes is CEO of Validar Inc., a B2B lead management company that specializes in events. Much of Validar’s value proposition is based upon Victor’s experience as a receiver of leads. He has been in a sales role for over 20 years both as a direct contributor and as the leader of a large enterprise sales team. He is a recovering sales leader who understands very well the challenges marketing and sales leaders face specific to demand generation and lead management. If you are a marketing leader interested in understanding and articulating your true value, or a sales leader interested in improved conversions and pipeline growth, Validar and Victor are there for you. You can follow Victor on Twitter at @vkippes.
Validar is a B2B Lead Management company that specializes in events. It doesn’t matter whether your exhibiting at a tradeshow, or producing your own event or seminar series. Since 2005, Validar Inc. has helped companies identify, qualify, and manage leads more efficiently and effectively.
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