July 2019 – Lead Liaison

Event Lead Capture Provider Lead Liaison Unveils New Resources for Trade Show Event Planning

July 18, 2019/0 Comments/in Event Lead Management, Press Releases, Revenue Generation Blog, Solution Guides/by Lead Liaison

Dallas, Texas – Lead Liaison, the powerhouse behind the event lead capture solution, GoExhibit!™, is set apart from competitors in the industry due to their extraordinary level of customer support. In true form, they released two helpful resources this week which are geared to help trade show coordinators prepare for high-steaks events.

Their Trade Show Preparation Checklist takes the stress out of preparing for trade shows by keeping track of responsibilities in a simplified checklist, along with tips on how and why each item should be completed. It’s extensivity makes the checklist an excellent tool for beginners as well as seasoned trade show planners. The resource also includes a Sample Packing List, as well as a Sample Team Itinerary.

“I use our Trade Show Preparation Checklist for every event we attend,” says Jen Worsham, Director of Marketing at Lead Liaison. “It was something I’ve formulated over the years, and it’s my number one planning resource. I am excited to share it with others in the industry.”

In addition to the checklist, Lead Liaison has just published a collection of Questions to Ask When Implementing Independent Lead Capture Software. A hesitation often encountered by trade show exhibitors, when considering the implementation of an independent lead capture solution, is how complicated it might be to integrate the solution with the show-appointed lead retrieval.

It is a process that sounds more complicated than it is, so Lead Liaison *created* this resource, which can act as a phone script when speaking with show organizers and lead retrieval providers, to *clear the fog*. The phone script was compiled during research performed by the Lead Liaison event marketing team, speaking to dozens of show organizers and lead retrieval providers. Not only does it provide a list of questions, but also the background as to why the questions are necessary.

To access the Trade Show Preparation Checklist, click here. To access the Questions to Ask When Implementing Independent Lead Capture Software, click here. These, and many more trade show-related resources can be found in Lead Liaison’s Resource Library.

About Lead Liaison
Lead Liaison provides cloud-based sales and marketing automation solutions that help businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and sales automation to boost sales effectiveness. Additionally, Lead Liaison is the global leader in event lead management, enabling companies to capture and manage leads from trade shows and events. Lead Liaison blends ease-of-use, a flexible architecture, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Dallas, Texas. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237). To access our Press Kit, visit www.leadliaison.com/press-kit.

How to Integrate Independent Lead Capture Solution

Questions to Ask Trade Show Organizers When Using An Independent Lead Capture Solution

July 17, 2019/0 Comments/in Event Lead Management, Revenue Generation Blog/by Lead Liaison

Trade show exhibitors often hesitate when integrating an independent lead capture solution with show-appointed lead retrieval. Will it be simple or complicated? How do I find out if I can connect my system? Am I asking the right questions?

We’re breaking down that barrier with this phone script that exhibitors can use when coordinating with the show organizer. By connecting with the show’s lead retrieval provider, you will get the contact information that the show collects upon registration (name, email, company, job title). Regardless of the outcome of the below conversation, you will still be able to (and are encouraged to) include other qualifying questions in your lead capture form.

Who is the lead retrieval provider?

First, ask the show’s management who is providing lead retrieval. It’s very straightforward, but be prepared for event organizers to drag this out. Some event organizers won’t lock this down until a few weeks before the event.

You’ll also want to make sure you are asking the right person. Don’t ask an event sales rep, who might not have access to this information until closer to the event. Ask whoever you are speaking with to point you in the direction of the person managing lead retrieval; that will be the person you should ask.

If they don’t understand what they mean by the person managing lead retrieval, ask them who is providing the barcodes for their name badges. This rarely fails to get you to the right person.

Who should I contact at the lead retrieval provider?

It’s good to know the name of the company, but it’s even better to have a direct contact. Asking this question will eliminate any bouncing around that might happen if you call the lead retrieval provider cold.

Pivot: What if the show isn’t providing lead retrieval at all?

In that case, you’ll still be able to capture leads with a business card transcription method, manual entry, or a kiosk mode – where the booth visitor will just type their information in.

If using GoExhibit!™’s business card transcription method for one-by-one scans or bulk scanning using the “Rapid Scan” feature, you’ll benefit from the industry’s fastest and most accurate turnaround times. The faster you get the leads in the system, the sooner you can follow-up. And it’s important to remember that 35-50% of sales go to the vendor that responds to an event lead first (source).

Questions to Ask Lead Retrieval Provider When Using an Independent Lead Capture Solution

What is the lead retrieval method?

Once you have the correct person on the phone at the lead retrieval provider, the first thing you’ll want to ask them about is the lead retrieval method. Are they providing badge scanners to be used with event badges? Or, are they asking exhibitors to download an app on their mobile device? Knowing this will help you determine how you’ll want to set up your lead capture software for this event.

What is the cost to use the show-appointed method? (overall and per user)

If you have already committed to using an independent lead capture solution, this will be moot. However, it’s always good to keep a pulse on these prices to ensure that you are making the right decision for your company.

Using an independent lead capture provider is typically less expensive in the long run, especially if you plan on having multiple booth representatives. Each one will need a method of scanning, and that can add up quick. If you’re looking to compare, you’d want to:

Consider the overall cost, in addition to the cost per user, of using the show-appointed lead retrieval provider.
Consider how many users (booth representatives) you’ll have.
Consider the resources you’d need to use on the backend to process leads. For example, if the show lead retrieval provider can’t provide a list of leads captured until after the event has concluded, you’ll miss a crucial window of time that you could have been following up. Your competitors will likely follow up sooner, thus seizing the opportunity faster. How much will these missed opportunities cost your business?
Consider the time you’d spend pulling together event-specific ROI data; something independent lead capture solutions often calculate automatically.

You can use this Trade Show ROI Calculator to get a better idea of how independent lead capture will save your company money.

Additional Good-to-Know Prompts

If you have already chosen an independent lead capture provider, you should be able to answer “Yes!” to the following questions. Unfortunately, many show-appointed solutions cannot do these things. Ask them and see the difference between a holistic independent lead capture provider and a show-appointed lead retrieval provider.

Does your solution enrich records?
Does your solution integrate with my CRM?
Does your solution integrate with my marketing automation platform?

Do you offer an API or Developer’s Kit?

You will need to connect your independent lead capture solution with the show’s lead retrieval. You will do that by utilizing their API or Developer’s Kit. An API and a Developer’s Kit are essentially the same thing in this circumstance. Think of an API or Developer’s Kit as the link between your lead capture solution and their data. It’s how the two communicate. Your lead capture solution provider will need this information to ensure a successful transfer of lead information.

What is the cost of the API/Developer’s Kit?

This is the only additional cost your company will incur when using an independent lead capture solution, so it is important to ask this up front.

If no API/Developer’s Kit, ask if they have a post-show merge option.

Some events do not offer an API or Developer’s Kit. In those instances, they will hopefully support post-show merge (sometimes referred to as post-show reconciliation). To use this method, your booth representatives would scan badges as normal throughout the event, but those leads will not be instantly synced. After the event has completed, your team (or your lead capture provider) will submit all bar scans to the show’s lead retrieval provider. They will match the scans with their system and return an .xlsx or .csv file with all the available lead data, which you can then import into your independent lead capture solution/CRM/marketing automation platform. At that point, any post-show workflows will be triggered.

Additional Post-Show Merge Questions

How long will it be before we can access our leads?

If using post-show merge, this is an important question because it will determine how you structure your post-show follow-up. It can be anywhere from a few hours to a few days.

How are those leads accessed (through a portal, post-show reconciliation, etc.)?

If a show does not offer a Developer’s Kit, you’ll have to access the leads post-show. They may have their own portal (either in-house or through 3rd party lead retrieval hired for the show). If they offer a portal, you will be able to log in and view leads instantly. However, post-show merge without a portal often can take 3-5 days before you’ll have access to your leads.

Conclusion

The benefits of using an independent lead capture solution far outweigh using the show-appointed lead retrieval provider, even considering the conversation required above. Consistency across all of your events, lower overall cost per event, and the ability to communicate to leads with highly personalized content tip the scale.

Given the amount of money that your company invests into trade shows and events, it only makes sense to give your sales team as much high-quality information as possible. Features like audio notes, voice-to-text transcription, conditional questions, real-time content sharing, and more make independent lead capture, like GoExhibit!™, the best choice for B2B companies.

How to Prepare for a Successful Trade Show

July 11, 2019/0 Comments/in Event Lead Management, Revenue Generation Blog/by Lead Liaison

When preparing to exhibit at a trade show, it’s critical that you stay organized. The success of your trade show hinges on your team’s ability to execute each part of the process properly, and on schedule. No pressure, right?!

Take the stress out of preparing for your next trade show by keeping track of responsibilities in a simplified checklist. If you’re looking for a place to get started, you’re in the right place. We’ve compiled a comprehensive list of tasks to help you prepare for a successful trade show.

To download the checklist, which you can edit and personalize to your business needs, click here. This is a resource you’ll turn to time and time again. In addition to the checklist, we’ve also included a Sample Packing List (tab 2), as well as a Sample Itinerary (tab 3). These additional resources are best stored together, in our experience.

Below, we’ve outlined the tasks in a bullet-point list, so you can get a feel for what’s included in the downloadable checklist.

Research show information & request application materials for exhibitors – Be sure to note how much your desired booth space might cost, along with any other required fees such as carpet or power.
Review Event Manual to understand all event-specific details – Do this early so you can plan accordingly. Note any special events that your team will want to attend, and add that to your itinerary.
Research booth display vendors and artwork deadline(s) – If you plan on creating a new booth display, start looking into vendors to understand cost and deadline(s) for artwork.
Outline your budget – Outline the expected budget for this show. Include the cost of the booth space, booth display, booth attractions, lighting, rigging, electrical, Wi-Fi, carpet, T&E, lodging, and lead retrieval.
Evaluate promotional opportunities (like mailers sent from show organizer, for example) – Most trade show attendees create an agenda for who they’d like to visit. Make sure you’re on their list! Interacting with attendees ahead of the event is key, so educate yourself on the opportunities that the show organizer will provide for exhibitors. Mailers sent from the show organizer are a great example of interacting with registered attendees in a way that stands out from the rest of the email blasts. Find out what your options are, and the due dates for submission.
*Evaluate lead capture options – Most trade shows partner with a lead retrieval provider for exhibitor lead capture. Badge scanning is antiquated and cannot fully integrate with the technology you already have in place. Consider an event lead management solution, like GoExhibit!™, which integrates seamlessly with their in-house marketing automation, sales automation, and CRM solutions OR the 3rd party CRM software, marketing automation software, or other technology you already have in place.
*Request Developer’s Kit (or API) from Lead Retrieval Provider – This step will only be necessary if you plan to use an independent lead capture solution. The benefits of using an independent lead capture solution are extensive, but one is that it provides a consistent experience for your booth representatives across all of your events. You’ll simply need to facilitate a connection between your lead capture solution and the show-appointed lead retrieval provider per event.
Host a Team Meeting, #1 – Use this time to announce company attendance and discuss details such as who will attend, what your goals are for lead capture, and so on.
Register booth personnel – After your team decides on who will be in attendance, make sure to register them with the event organizers.
Submit Directory Listing -The show organizer should provide a deadline for when you’ll need to submit your information for the Directory. Don’t miss this key step, so registered attendees know that you’ll be there.
Outline your promotion strategy – How will you advertise your attendance and entice visitors to stop in? Try an omnichannel approach, which can include direct mail, email, social media, and more!
Plan booth design – Where will you set out business cards? How will traffic flow through your booth? Where will you display your product or solution?
Plan booth attractions – Everyone loves a good booth attraction. We recommend announcing your booth attraction in your promotional material to increase the hype around your booth.
*Outline your post-show workflow – Map out how you plan on communicating with Prospects post-show. We recommend an omnichannel approach. Sending a text message immediately upon lead capture can be very impactful, and will keep your brand top-of-mind. Email follow-ups a few days after the event has concluded (so that you miss the Out-of-Office window) with a picture of your team at your booth will remind your Prospect of their conversation with your team. A handwritten letter that includes a business card (or even a $5 Starbucks gift card!) sent a week or two later will really drive home your message and further solidify the relationship you team started at the event. *Pro Tip: Personalize your follow-up by merging any combination of data collected from your lead capture form. Include links to educational content based on the product or solution that they were most interested in.
Finalize attire – Do this early in the process so that you have time to order anything you’ll need customized (matching collared shirts with company logo, for example). And don’t forget to advise on required pants/shoes, too. You’d rather be over-prepared than run the risk of having a newbie show up in jeans and flip flops.
Host a Team Meeting, #2 – In this meeting, review your promotional campaign, post-show workflow, booth design, booth attractions, attire, and more. Make sure everyone is on the same page before creating all of the material.
Notify show management if using the show organizer-appointed contractor – If your trade show requires that you use a show organizer-appointed contractor of things like installation, make the proper arrangements early to avoid last-minute fees.
Analyze all existing exhibitors – Most show organizers will provide a list of other exhibitors. Of your direct competitors, who will be in attendance at this event? Stalk their Twitter to find images of their previous booths and make sure yours is up to par. Are there any companies in attendance that you could partner with for booth attractions or takeaways?
Create and execute your social media strategy – What’s great about social media is that you can go ahead and schedule all of your posts leading up to the event. This is a great task to get out of the way early. Make sure to include relevant event hashtags!
Order booth giveaways (t-shirts, pens, etc.) – Make sure you order these in plenty of time, and provide a cushion in case they don’t turn out as planned. If you have access to the event attendee list, go a step further and poll attendees ahead of time to see what they might like to receive most. Then, they’ll really be looking forward to visiting your booth!
Secure travel arrangements & lodging – If your event involves travel, make sure that everyone on your team has appropriate travel arrangements and lodging. Make sure to account for setup and breakdown of your booth. Rumour has it that Tuesdays are the best day to purchase airfare. Also, most trade shows offer a discounted rate with a local hotel. Check for that first!
Order Carpet – Carpet is required for most indoor trade shows. If you don’t need to match the carpet to your booth theme, consider using the same color as the event organizers are using in the walkways to encourage traffic flow into your booth.
Order Electrical – If required. Tip: Find out how much power your booth lighting will need, and order that at a minimum.
Order Wi-Fi – If needed. Tip: Bring your own hotspot to avoid costly fees.
*Create your lead capture form – If using a customizable solution like GoExhibit!™, you’ll want to create your lead capture form early and share with your team. Ensure that you are collecting everything you need from booth attendees. Create conditional questions based on interest, and include voice recording and voice-to-text functionality so that your sales team can record important data quickly and easily.
*Create the content for your post-show workflow – You already mapped out your post-show workflow. Now all you have to do is create the content and piece it together!
Prepare for technology needs (iPad, laptops, mobile devices for lead capture, etc.) – Make sure that each piece of required technology is on your Packing List, and don’t forget extra phone charges, charging blocks, extension cords, etc. (This checklist has a Sample Packing List included on tab 2!)
Plan exhibit setup/dismantle – Assign responsibility for showing up early to help with setup and assign team members to the breakdown process, as well. Make sure to give anyone setting up or breaking down enough cushion between travel to make it work without stress.
*Create an itinerary – Outline when your team should be where, so there’s no confusion. Include time frame for badge pickup, setup, exhibit hours, session hours, happy hours or client dinners, tear down hours, etc. If you are using an independent lead capture solution that supports documents, include your itinerary in the app so that your booth reps can easily access. (This checklist has a Sample Itinerary included on tab 3!)
Host a Team Meeting, #3 – In this meeting, review your packing list and itinerary. Send a follow-up email to each of your team members with the exact items they are responsible for bringing. Answer any last-minute questions.

Lead Liaison offers one of the most powerful and holistic event lead management solutions in the industry, GoExhibit!. Above, we’ve noted which line items GoExhibit! can support with an asterisk (*).

To see a demo of GoExhibit!, request one here!

PHOTO CREDIT: https://uk.edubirdie.com/

Lead Liaison Sales and Marketing Software Integrates with Slack

July 1, 2019/0 Comments/in Press Releases, Revenue Generation Blog, Sales and Marketing Tools/by Lead Liaison

Lead Liaison Dallas, Texas – “Great work, team! We just closed a NEW DEAL!”

Imagine your team receiving this instant notification the minute a new deal closes. Would this elicit feelings of excitement, motivation, and inspiration across the staff? Would it encourage a little friendly competition between salespeople? Would it trigger the appropriate team members to complete deal-related tasks?

That is the intent behind Lead Liaison’s newest integration with team communication and collaboration software provider, Slack. Slack’s IPO has been one of the highlights of the stock market in 2019. The timing of Lead Liaison’s integration couldn’t be any better. Lead Liaison’s software is used by marketing and sales teams worldwide to capture and manage trade show and event leads, automate marketing, and enable more efficient sales processes. The Slack integration enables the system to automatically post notifications for any number of reasons.

For example, whenever the sales team closes a big deal, Lead Liaison can post a notification to any Slack channel alerting everyone of the good news. Or, whenever a contract is about to expire, Lead Liaison can remind your contracts team via the contracts channel. What if a V.I.P. lead is captured at your company’s biggest tradeshow and you want to share the news with your business development team on the #bizdev Slack channel? Possibilities are endless. The Lead Liaison and Slack integration fosters greater communication across organizations.

“This is one of those enhancements that we were really looking forward to, ourselves,” says Jen Worsham, Director of Marketing at Lead Liaison. “Not only was it a priority for many of our clients, we also knew we would benefit from better communication. We use our own software, as you can probably imagine. Automating Slack notifications as a part of our processes enables better communication and ultimately increases productivity.”

To learn more about Lead Liaison’s Slack integration, contact the team here.