CEOs and Marketing Directors of small and mid-sized B2B companies often believe that they have to speak at events and exhibit at trade shows.


But many are not sure about the ROI and/or really dislike the inefficiency, but don’t see a better way to get new leads.


In this video, I break down the 5 key benefits of exhibiting at trade shows and speaking at events, and explain alternative methods to realise these benefits.

(see timestamps below the video)


0:00 Introduction

2:26 What CEOs and CMOs tell me about trade shows and events


6:40 Benefits from Trade Shows and how to replicate them elsewhere

7:00 Benefit 1: Market Research

(UPDATE: After making the video, I realised that another way to get the “market research” benefit of trade shows is to simply speak with EXISTING customers. For some reason it’s considered off-limits by many people [especially startups serving bigger companies] to ask existing clients market research questions)

14:45 Benefit 2: Closing Sales

21:05 Benefit 3: Broadcasting Your Sales Message

23:55 Benefit 4: Building Trust and Relationships

27:40 Benefit 5: Getting Social Validation By Being On A Stage


29:45 Launching a Video Channel

32:15 What kind of videos to publish – great video topics

36:50 Choosing the right equipment and infrastructure

39:00 Good example of why you shouldn’t move the softbox during video production (notice the difference in lighting before and after ☹)

45:22 Making Video Publishing a habit

46:30 Summary

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Contact us here to get help with your own video channel (or anything else you need done in content marketing)



Zomei Q666 Professional Portable Aluminium Camera Tripod


Ailun Phone Camera Tripod Mount/Stand


Neewer® 700W Professional Photography 24″x24″/60x60cm Softbox


Lapel Mic

Use any voice recording app on your phone. I use “Voice Recorder” on Android


Zoom H6 recorder


Shure Mic


Buildling your teleprompter


Mark Suster’s blog post – Lines not Dots


Sam Ovens’ video about Marketing being BS and it all being about the product


My video about content market fit

What Is Content Market Fit And How Do You Find It?


Photo by Ethan Sykes on Unsplash


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