The Big Shift

• Stop the lazy marketing. Posting "Come see us at Booth 123" is noise, and educators ignore it because they travel for professional development, not to see vendors.
• Research the breakout sessions. Ignore the expo map and look at the conference agenda to find sessions that align with the specific problems you solve.
• Bridge the gap. Tag a session speaker on LinkedIn and position your booth as the place to continue the strategy discussion, establishing yourself as a peer rather than a peddler.