Tradeshow SAAS Provider Digs Into The Trenches

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Tradeshow SAAS Provider Digs Into The Trenches

Product management inputs enrich product

Coming from the advertising industry, the founders of this startup were deeply exposed to the tradeshow business. They were fully familiar with the pain areas faced by tradeshow exhibitors and desired to use technology to solve them. At first, they took the “go wide” approach, and developed a tightly integrated suite of multiple modules across the across pre-, during- and post-tradeshow phases. This approach landed the company a few marquee customers. But it also entailed multiple touchpoints with CRM, Marketing Automation, Email Marketing and other systems in a typical customer’s existing IT landscape. Realizing astutely that this implementation challenge could eventually crimp future growth of their startup, the founders deftly pivoted their company to “go deep”. Read more>>>