As B2B marketers, we often look for potential customers in various professional organizations: we exhibit at trade shows, submit speaking proposals, put together panels, and use association conference lists to target our direct mail. We consider conferences to be ‘captive audiences’ and go after the attendees with new product introductions, marketing messages, and (when budgets allow) lavish parties.
But do we – B2B marketers – see value in belonging to professional organizations? If we are not part of them, are we missing out on valuable networking, professional growth, and exchange of ideas? Can we (and should we) justify the expense and time out of the office to participate in industry organizations and related conferences?
Hence the “professional development paradox for B2B marketers” – we target those who attend industry events, but are not big on involvement ourselves.
In the next B2B chat we’ll discuss the role of industry organizations in B2B marketers’ professional development.
- What professional organizations do you belong to? What have been your experiences?
- Do you attend local or national events? Do you attend virtual events? What is the value?
- Are there relevant certifications for B2B marketers, and what’s the practical value of said certifications?
- How do you justify time/expense it takes to participate?
- In addition/instead of in-person events, what resources do you utilize to keep up with industry developments?
Follow #B2Bchat on Twitter for more details and join us on Thursday May 6 at 8 pm Eastern!
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