--- title: "Corporate dysfunction at its worst: The B2B tradeshow demo" image: https://www.davidmeermanscott.com/hs-fs/file-1080737112-jpg/blog-files/b2b_demo_hell.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2007/08/corporate-dysfu.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Corporate dysfunction at its worst: The B2B tradeshow demo August 26th, 2007 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1080737112-jpg/blog-files/b2b_demo_hell.jpg?width=350&height=235&name=b2b_demo_hell.jpg) [Steve Johnson has an interesting take on the question: Why demo at trade shows? ](http://www.pragmaticmarketing.com/publications/topics/00/0008sj) For some markets, the tradeshow demo is very important. While I was in high school and summers during college, I worked in a cheese shop. Once a year, I went to New York for the Fancy Foods and Confection Show. Demos were all over the place, many involving tasty treats: Cheese, sausage, chocolate, coffee, and more. Or imagine the people at [Blendtec](http://www.youtube.com/watch?v=B8H29jU8Wrs) on a tradeshow floor at a kitchen equipment show. The demo would be only one minute and they would probably pull off something really fun and informative that would sell blenders. OK, but what about B2B technology companies? Yuk! Can you imagine anything more boring than a ten minute screen-by-screen demo by a product manager who knows all the leading, cutting-edge features of some mission-critical, flexible, and scalable solution that improves business process using industry-standard technology? Makes me want to scream in disgust! [![B2b_demo_hell](https://www.davidmeermanscott.com/hs-fs/file-1080737112-jpg/blog-files/b2b_demo_hell.jpg?width=350&height=235&name=b2b_demo_hell.jpg "B2b_demo_hell")](http://freshspot.typepad.com/.shared/image.html?/photos/uncategorized/2007/08/26/b2b_demo_hell.jpg) **Yes, I know that there are exceptions.** But in my experience, the tradeshow demo is [interruption marketing ](https://www.webinknow.com/2006/12/interruption_ma.html)run amok and is often an excuse-fest for both buyers and sellers. The company uses it as an excuse for bad marketing and the attendee uses it as an excuse for lack of interest. Nearly all B2B technology company tradeshow demos are conducted out of laziness. Here's how the dysfunctional process works and why B2B technology demos are so overused: Marketers don't understand [buyers](https://www.webinknow.com/2006/10/gatorade_and_ma.html), the problems buyers face, or how their product helps solve these problems because they don't get out into the market. Instead these marketers are holed up in their own offices. Then the tuned out marketing person builds a demo script using reverse-engineered language that they think the buyer wants to hear based not on buyer input but on product features. During the demo they go through each feature in the product all the while spewing superlative-laden, jargon-sprinkled, [gobbledygook](https://www.webinknow.com/2007/08/the-gobbledygoo.html)-filled hype. Um… This is not effective. The decision for any marketing initiative should start with buyers and your buyer personas. What problems do your buyers have? How can your company solve those problems with technology? How do your buyers describe the solutions? I think that B2B technology product companies need to re-think the entire tradeshow experience, not just the demo. I’d ask a more fundamental question: Do you need to be at the tradeshow at all? And if so, do you really need a booth? The web is a free 7x24 tradeshow. Consider a re-focus of efforts to blogging or a content-rich website or other online initiatives to reach buyers. [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Worst Practices ](https://www.davidmeermanscott.com/blog/topic/worst-practices) [ Marketing ](https://www.davidmeermanscott.com/blog/topic/marketing) [ Business to Business ](https://www.davidmeermanscott.com/blog/topic/business-to-business) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Pirated%20books.jpg?width=1500&height=1000&name=Pirated%20books.jpg) ### Move Fast and Steal Things: Meta Pirated 53 of My Books and Stories to Train Their AI March 26th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/move-fast-and-steal-things-meta-pirated-53-of-my-books-and-stories-to-train-their-ai) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Toyota%20website.jpg?width=1253&height=822&name=Toyota%20website.jpg) ### Automaker Website Frustrations Push Buyers Elsewhere December 10th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/automaker-website-frustrations-push-buyers-elsewhere) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Do%20not%20play%20Yamaha.jpg?width=1500&height=1125&name=Do%20not%20play%20Yamaha.jpg) ### Please Do Not Play Without Permission November 12th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/please-do-not-play-without-permission) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Teen%20and%20Young%20Adult%20AI.jpg?width=1338&height=886&name=Teen%20and%20Young%20Adult%20AI.jpg) ### Generative AI Not Understood By Young People… Educators Are To Blame July 9th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/generative-ai-not-understood-by-young-people-educators-are-to-blame) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Crush%20Apple%20video.jpg?width=1500&height=845&name=Crush%20Apple%20video.jpg) ### Apple’s Soul Crushing, Creator Destroying Metaphor for what AI is Doing to Society May 8th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/apples-soul-crushing-creator-destroying-metaphor-for-what-ai-is-doing-to-society) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_126631127.jpg?width=1500&height=999&name=shutterstock_126631127.jpg) ### Customer Testimonials Are Not Effective Storytelling March 26th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/customer-testimonials-are-not-effective-storytelling) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/we%20annoy%20our%20clients.jpg?width=1000&height=670&name=we%20annoy%20our%20clients.jpg) ### We Annoy Our Customers March 5th, 2024|1 min read ](https://www.davidmeermanscott.com/blog/we-annoy-our-customers) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_272153462%20copy.jpg?width=1000&height=628&name=shutterstock_272153462%20copy.jpg) ### Legal Caution vs. PR Clarity: University Presidents' Legal Advisors Muddled Congressional Testimonies December 19th, 2023|1 min read ](https://www.davidmeermanscott.com/blog/legal-caution-vs.-pr-clarity-university-presidents-legal-advisors-muddled-congressional-testimonies-on-antisemitism) [![Man holding a tablet computer with tip options](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_2328873613.jpg?width=1500&height=1000&name=shutterstock_2328873613.jpg) ### Just Because You Can Doesn’t Mean You Should October 19th, 2023|1 min read ](https://www.davidmeermanscott.com/blog/just-because-you-can-doesnt-mean-you-should) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/max%20logo%20win.jpg?width=925&height=621&name=max%20logo%20win.jpg) ### Max Mayhem: Warner Bros. 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