Why are you going to a Trade Show?

Hint: Intent!

The biggest buzz word in the B2B salesdom is “Intent”. Multiple billion $ revenue companies have been built on the back of finding and selling intent data and intent signals.

What is intent data and intent signals?

This is when a company tracks your online behaviour to make sense of a pattern - you searching for an ERP software. You do a Google search (or ask Chat GPT) and then visit some of the product sites followed by a G2 page to check comparison. You get the drift….

This data is then converted using IP tracking and multiple app usage data triangulation to identify YOU - and now this information is sold to the ERP companies along with your email, phone and LinkedIn profile, possibly your address as well. This is how you suddenly start seeing ERP ads as well as start receiving calls and mails trying to sell you ERP software. There is a lot that is wrong with this approach - violation of privacy being one (but don’t hold your breath - you have signed off your privacy and data to the free apps you are addicted to) but that is not the point.

The point is - there is great value in the ability to identify intent. The struggle post identification is in getting a meeting with this prospect(?) and understanding if he has the budget to purchase your solution. To say the least it is an arduous task.

Now think about a Trade Show for Industrial SaaS and softwares. Who do you think is paying thousands of dollars, booking a air ticket and hotels and blocking 3 days to travel to a new city leaving family and leisure behind? And what exactly are we doing to a potential prospect who walks into our booth to find out about our ERP software and services?

You get the drift…..