Founder and CEO of AbleBrains, a firm that specializes in helping companies "get their juice back" so that they can go to market in a compelling, innovative and profitable fashion. Prior to AbleBrains, Steve was a senior executive with SAP, leading some of the companies efforts in the mid-market, as well as leading their Customer Experience, Oracle Competitive Strategy, Social Media, Services Marketing & the Global Competitive and Market Intelligence teams. He has been an EIR for BRM Capital as well as CA's product strategy lead for its Unicenter product line. He's held numerous technology and marketing positions throughout his career. LinkedIn TwitterFacebook

2 responses to “Enterprise 2.0: New Tech, Same Old Marketing”

  1. Jim

    But this assumes that the only benefit is having new leads come in. Conferences are also a way to connect with existing clients and a cost-effective way to get multiple people together for multiple clients.

  2. Steve Mann

    Jim.. you are absolutely right, thanx for the comment. And I don’t disavow any of the other reasons for a vendor to attend a tradeshow – buzz, networking, client connections, partner connections etc. etc. etc. But what I am saying is that the prospect oriented marketing I am seeing is “old”, scatter-shot and not very effective. I think there are many things an organization to do (as mentioned above) to improve their Return On Tradeshow Investment.