Well Played

By WorkBook6

So #INBOUND17 happened, and the WorkBook6 team was representing in full force. Sponsored by Hubspot, #INBOUND17 is a celebration of all things inbound marketing (and lead generation), and let’s be candid – Hubspot (as the leader in this space) put on one hell of a show.

Thousands and thousands of marketers descended on Boston to participate, and to hear from such inbound luminaries as Michelle Obama and John Cena (wait, what?), but more specifically the value of Hubspot is the networking.

Traditionally, most trade shows build one or two stream or tracks with dynamic content, but in this day and age business happens face-to-face. Catching up with old friends, making new friends, watching the Red Sox take on the Blue Jays, getting your hair cut at 1:30 a.m., an important (and often understated) value prop of the trade show experience is the learning that happens outside the exhibit halls.

Outside The Exhibit Hall

What about on your way to the exhibit hall? Enter Act-On, a marketing automation platform and direct competitor of Hubspot. We all know that conferences and events like #INBOUND17 are VERY expensive, both to host and attend (and exhibit, too). So what do you do if you don’t have Hubspot’s deep pockets but you know literally thousands of your PERFECT clients are gathered together?

You buy a billboard, located directly between the airport and the convention center, for the duration of the show, that drives traffic to a comparison shopping landing page. Shout out to Marcus Murphy, the Director of Sales and Monetization at DigitalMarketer for the pic. Lead generation at its finest!

Well-played, Act-On. Well played.

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