Increasingly buyer-centric sales cycles in the B2B space and the tough reality of a drawn-out recession has put a great deal of pressure on marketing organizations to cut costs and still improve lead nurturing and customer retention. Marketing automation can dramatically improve this situation for marketers and their organizations.

In a recent meeting I had with a potential client, I realized that there are a lot of organizations that struggle with their trade show strategy, especially start-up or early growth companies. Here are some easy steps to putting together a cost effective, winning lead gen strategy.