Physical Product Marketing

Physical Product Marketing

Overview

This skill covers two core areas of B2B marketing specific to physical/hardware products: in-person events and trade shows, and channel partner marketing. All practices are sourced exclusively from Exit Five podcast guest Priscilla Barolo across two appearances (Episodes #193 and #302). Corroboration here is longitudinal — the same practitioner across two appearances — rather than cross-source.

In-Person Events and Trade Shows

For physical B2B products, in-person events and trade shows are a critical part of the marketing mix. Plan across three event format categories:

1. Major industry trade shows (e.g., Infocom, ISE)
2. Alliance partner events (e.g., Zoomtopia, Microsoft Ignite)
3. Company-hosted roadshows — which can be co-branded with channel partners to drive attendance

Implement rigorous payback analysis and metrics for each event to justify the expense.

(Source: Priscilla Barolo, Episodes #193 and #302)

Channel Partner Marketing

Invest in continuous co-marketing programs, not one-time partner agreements. Signing a channel partner does not create ongoing top-of-mind awareness. Run sustained co-marketing programs and allocate significant, recurring budget toward these relationships. Treat channel marketing as an ongoing discipline, not a transaction.

(Source: Priscilla Barolo, Episodes #193 and #302)

Where Experts Disagree

No disagreements were identified among the contributing guests on this topic.

What NOT To Do

• Do not sign a channel partner and expect passive awareness. A signed partner agreement does not keep your company top-of-mind. Without continuous co-marketing investment, channel partners will deprioritize your products. (Source: Priscilla Barolo, Episodes #193 and #302)
• Do not rely on a single event format. Using only trade shows, or only roadshows, limits your reach across customer segments and partner ecosystems. (Source: Priscilla Barolo, Episodes #193 and #302)

Sources

Both episodes feature the same guest. Practices reflect one practitioner's experience across two appearances, not independent corroboration.