A confession: this issue of M2SM has a mish mash of topics including some good news about search advertising spending, a rant about the importance of exhibiting at trade shows, secrets of solid lead generation and the advantages of theater presentations at SMX conferences. Enjoy!

Here’s what’s in this issue:

• 40% of Business Marketers to Increase Spending
• The Wisdom of Exhibiting…at SMX or Elsewhere
• A Proven Formula for Lead Generation: Top Content + Authority = Quality Leads
• SMX Theater Presentations Extend Your Lead Generation Activities

Marketing to Search Marketers is brought to you by Third Door Media, the leading provider of marketing solutions to internet marketing companies. We produce the Search Marketing Expo – SMX conference and expo series and Search Marketing Now, a lead generation marketing solution. We also publish the leading news site for search marketers, Search Engine Land, and Sphinn.com, a social news site for internet marketers.

How about research that will put some spring in your step? The budget slashing of last year is over, and nearly 40% of b-to-b marketers to increase spending in 2010, according to BtoB Magazine. The lower-cost and measurable nature of online marketing will see the biggest increases. Search, social media and e-mail marketing experience the largest spending increases.

Want to learn more? Click here for this free report.

Seems like we are hearing from companies more frequently that want to participate in SMX, but don’t want to floor a booth.

There. I said it. It is out in open.

Expect to hear about the virtues of being on the show floor if you’re speaking to us. Here are just a few of them:

• Face-to-face is essential. Don’t take our word for it. Gord Hotchkiss writes in The BuyerSphere Project (download a free copy here): “Trust is built face-to-face. The power of that can’t be emphasized enough. In high risk purchase scenarios, every face-to-face opportunity must be seized and maximized.” That first in-person meeting frequently takes place on the show floor.
• Booth visitors are ready to buy and eager to learn. Walking into a booth isn’t easy for most people. Those who do are ready to be sold.
• Measureable ROI. Exhibiting as SMX is a substantial investment. We are obliged to demonstrate the value. That’s why we include lead scanning devices in all booth packages. No guessing about ROI. You know who you talked to and who asked you to follow up.
• They’ll know where to find you. We all know not everyone will be interested in what you sell. But those who are will know where to find you. Sponsor-only tactics get your name out there, but don’t make the connection between buyers and sellers.
• Reach everyone. Nearly 1000 people who attended SMX West last year came exclusively to see the exhibitors. Most companies that limited participation to a sponsorship never met them, let alone had the opportunity to sell.
• Bring ‘em back to your place. We offer a lot of beyond-the-booth opportunities at SMX, like Sponsored Sessions, Theater Presentations and Session Introductions. Each generates awareness. But your booth is where business gets closed after the introduction is made.
• Make a statement. The industry takes notice when a company exhibits for the first time (or stops exhibiting).
• More than potential customers. Partners, investors, acquirers, speakers, press and others are walking the floor. You’ll miss them without a booth.

Bottom line: Having a booth is a sound investment. Great space is still available for SMX West March 2-4 and our other SMX events. Contact us today.

At Search Marketing Now, we have a simple yet effective formula for lead generation:

Targeted Educational Content + Expert Industry Speaker = Quality Leads.

Marketers today call it ‘thought leadership,’ and it’s a straightforward proposition. By offering targeted content that is authoritative, current, and educational, our webcasts, whitepapers, and E-Books appeal to a higher level audience. They know they’ll get some valuable information, not a veiled sales pitch or product demo.

SMN Webcasts and E-Books are produced by the team that also puts out Search Marketing Expo and Search Engine Land. We have the strongest network of search marketing experts around, and by tapping into it we can produce educational materials that will attract strong audiences of search and internet marketers. We also have experienced producers, marketers, and editors — who do all the behind-the-scenes heavy lifting that goes into a successful webcast or E-Book. Our formula works, and it all adds up to quality leads and satisfied sponsors who return for more.

Presenting case studies, best practices and solution demos to a qualified audience with buying power is why you exhibit at a trade show. That’s why we offer SMX Theater Presentations as a standard (and free!) compent of exhibitor packages.

Extend lead generation activities beyond the booth when you scan the badges of your SMX Theater Presentation attendees. Then walk them back to your booth for immediate follow up.

A limited number of slots are currently available for SMX West, March 2-4 in Santa Clara, CA. Times are assigned on a first-come, first-served basis. Learn more about Theater Presentations and exhibiting opportunities by clicking here.

Sean Moriarty
Founder & VP of Sales
(203) 536-4004
e-mail sean[at]thirddoormedia.com

Marc D’Agostini
Sales Director
(919) 521-5565
email marc[at]thirddoormedia.com
For clients with company names beginning with A-L

Mary Warley
Sales Director
(508) 660-1404
e-mail mary[at]thirddoormedia.com
For clients with company names beginning with M-Z