Discipline. That’s the InsideSales.com Secret to Sponsor Success

Over the last several weeks we’ve had the great pleasure of working with Ken Krogue and Thomas Oldroyd at InsideSales.com on our third Sponsor Success Webinar, Campaign Planning is Key (click to listen to the recording).

I’ve been pretty fascinated with their smart marketing moves since I encountered their crew filming customer stories onsite at Dreamforce ‘12 and getting customer feedback while they’re at an event (when they’re already there and charged with Dreamforce energy). That’s SO SMART. And incredibly efficient.

When I came across Ken’s Forbes blog about Tradeshow Secrets, I knew we had to dig deeper into their story as part of our efforts to help partners succeed as sponsors. What got me? They had 1,057 meetings onsite and 5X ROI before they even stepped on the floor.

What we discovered was incredible discipline that everyone should emulate in one way or another. If you plan to spend a dime on an event sponsorship, or even plan to attend an event, take 30-minutes to listen to Ken’s insights.

One of my next blog posts will be an interview with Jay Baer, the author of “Youtility, Why Smart Marketing is About Help, Not Hype.” He’s going to help us think about Youtility as it applies to event participation. If it’s possible to personify this concept, Ken and his team do! Just days after we asked him to expand upon the 17 Skills they train their event teams on, he posted another blog on Forbes to share that formula. Thank you Ken and team!

On another note, the InsideSales.com team is trying to break a world record for the ‘Largest Online Seminar’ this week. Can they do it? Looking at the lineup, and knowing this crew, my bet’s on “YES”: Guy Kawasaki, Jeff Gitomer and other top sales experts and authors, and business leaders from many of the most successful companies in the salesforce.com ecosystem. Check it out –June 20th 8AM-3PM pacific.

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