Great article by Susan Friedmann, The Tradeshow Coach on Guruknowledge.org.  Tradeshows that are properly planned for and executed can return incredible ROI.  If you know what you’re doing.

Key points from Susan’s article:

• Follow-up begins before the show
• Develop a follow-up system
• Accountability

The key to tradeshow success is wrapped up in the lead management process.  It starts with knowing at the outset what you want to achieve, then continues through establishing a strategy that is user-friendly, and finally the actual follow-up operation leads to bottom-line profitability.  With a little forethought and planning the results will speak for themselves.

We couldn’t have said it any better.

Read the whole article here.

From the Economist Intelligence Unit (EIU) report of the same title.  These "megatrends" were culled from two surveys.  The first surveyed 141 executives that provide B2B services internationally.  The second surveyed 800 users of B2B services.  The geographical distribution was broad.

Click here to download the complete report (PDF).

Thanks to Technobable 2.0.

Interesting is what the survey respondents say are their objectives and how we will best be able to get their attention…

From MarketingSherpa.  Among the top tactics:

• Behaviorally targeted ads favored: Still a favorite, marketers say they will be investing more in them in 2008.
• House lists top paid search: More marketers reported success with house email lists than paid search ads — a reversal from a year earlier.
• Test, test, test again: Marketers are measuring and testing more in almost all categories surveyed.
• SEO begets strong ROI: Search engine optimization is delivering a strong return on investment, according to more than half of the marketers surveyed.
• Viral gains converts: Agencies are urging marketers to explore viral marketing and advertising in mobile phones, online video sites and virtual worlds.