Pelco Tripled Leads By Shifting Spend From Trade Shows To Digital Marketing

Pelco's CMO said (on LinkedIn):

Last year, we, Pelco, made the decision to shift some tradeshow budget over to digital marketing to drive lower $/marketing qualified leads (MQLs). It paid off! We tripled our MQLs year over year.

That's totally believable. Trade shows are really expensive, e.g., our analysis of the million dollar Hanwha Techwin booth. Even moderate-sized booths can cost $100,000 or more and for maybe a few hundred people to come to a booth. By contrast, online marketing which allows for hyper-targeting (see our LinkedIn for video surveillance marketing report) can deliver 2 million (well targeted) impressions (literally) for $100,000. Given the targeting, it's easy to see them tripling qualified leads.

What do you think?

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