Any best practices for lead management

21 Questions to Ask Your Event Lead Management Vendor Before Making a Purchase

To download the PDF of this resource, click here

To access our Event Lead Management Kit, which includes this resource, click here

According to Forrester, marketing events such as trade shows and conferences occupy the largest share of B2B marketing budgets at 14%. Choosing the right event lead management solution for lead capture will be the most important decision you make. Before signing a contract, here are 21 important questions to ask your vendor.

1. Does your solution integrate with my CRM, marketing automation platform, and/or analytics platform?

What good is capturing lead information if you don’t accurately save the information and prepare it for follow up? Ensure that your event lead capture/management solution integrates with the technology stack you already have in place. If you don’t have the proper solutions in place, like a CRM or a marketing automation platform, ask your Event Lead Management (ELM) vendor if they offer solutions for that need, as well. Communicating with the registered list of attendees prior to the event, and with the qualified leads after the event, is essential to converting your marketing event efforts into closed business.

2. Does your solution allow for immediate follow-up?

Insidesales.com conducted a study that found 35-50% of sales go to the vendor that responds first. The amount of time that goes by before you take action on your leads is important. Many event lead management solutions require additional, manual steps to follow up with a lead. Some, however, allow companies to instantly sync leads to your system of record so that you can communicate with the Prospect before they’ve even left the conference.

3. Does your solution allow me to respond to new leads via email, text, postcards, letters, and other types of communications?

Make sure you don’t limit the touch points you can send to new leads. According to MarketingProfs.com, 98% of all text messages are opened. Being able to instantly (or even introduce intentional delay) send a text message to new event leads could be vital to your strategy. You might also benefit from sending different types of touchpoints to nurture prospects through their journey.

4. How will you support me?

Some vendors in the ELM industry are headquartered in Europe, while some are in North America. Think about where your events will occur and make sure your vendor can support you. What if you have a problem on a Sunday while you’re setting up for your event on Monday? Will your vendor be there to support you? Are they truly a vendor or a partner?

5. Can I import and merge leads into your event object as if I captured them on the lead capture app?

You might attend some events where you’re collecting leads at your booth, and at the same time you get a CSV file with leads from a speaking session that occurs in parallel. Make sure your vendor can import your CSV file from the speaking session, and most importantly, merge the data with data you might have already collected at the event to avoid duplicates and keep your data clean.

6. Do you have an API for your event data?

Whether now or in the future, you might have a need to pull event data into your custom/third party software. If your vendor provides an API then you’ll be all set for your current/future needs.

7. How accurate are your transcriptions?

Why you should ask it: If the event lead management solution you are considering offers “business card transcription” as an option for lead capture, make sure you investigate a little further. You’ll want to double-check how accurate those transcriptions are.

8. How fast is the turnaround time for transcriptions?

The faster the transcription can happen, the sooner you can respond to your lead. Quick responses are vital. Your provider should be able to turn your transcriptions around quickly, within minutes, without sacrificing accuracy.

9. Do you offer true ROI metrics and allow me to see how much revenue we generated from an event?? Do you connect with the opportunities in my CRM?

Events occupy the largest share of B2B marketing budgets (14%), tracking accurate return on investment is critical. You’ll also need a lot of other key event data to be able to improve your process. Talk to your prospective ELM vendor about the data their solution can report back. Can you track cost per lead? Can you track which sales reps collected the most leads? Can you track post-event engagement? Can you track true ROI percentage, connect to my opportunities in my CRM, and show me revenue figures from my events?

10. Can I customize my lead capture forms? If so, how much? What about creating conditional questions?

Being able to customize your lead capture forms is important because the information a business wants to collect on a lead varies from company to company. You should look for an event lead management solution that allows you to customize the information you collect on the lead capture form.

To take it a step further, talk to your ELM vendor about customizing the look and feel of the form. A truly enterprise-ready solution will enable you to use your specific company colors, logo, explainer videos, etc.

11. Can I customize the invitations sent out to reps? Can I send an email and text message invitation?

Enterprises and large companies have large sales/marketing teams and get lots of email. If invitation emails are standardized, and not clear, you could risk inefficiencies by having your invitation emails deleted or marked as spam by recipients. Your vendor should help you custom your invitations. Also make sure you can send email, text, or both at once, so your invites are successfully received.

12. Do my reps have to log out and log back in to see changes?

Attending an event is stressful. The last thing reps need to deal with is logging out, tracking passwords, etc. to see changes/updates that might be pushed out to the mobile device. Make sure your vendor can push out updates in real-time without requiring people to log out and then back in again.

13. What if my team onsite at the event calls me at the office, explaining that they need to make a change to the event form? Can I make last-minute changes?

No matter how much you prepare for your event, there is a good chance you’ll need to make some last-minute adjustments as the team onsite adjusts to the environment and the audience. Look for an event lead management solution that supports instant updates. You want to be able to make changes to your event form in real time to best support your event staff.

14. Do you have offline mode?

Internet at trade shows and conferences can be spotty and expensive. You want to make sure that the solution you choose will support offline lead capture so you don’t lose a single opportunity.

15. Can I run my own events with the same platform?

If your company hosts its own marketing events, or even if you think it might be a possibility one day, ask your ELM vendor about running your own events. The solution you commit to should offer the option to run event check-in and registration. Bonus points if it supports the ability to print badges based on your registered attendee list.

16. Can you scan NFC badges?

Over time barcodes and QR codes on badges will be obsolete. The code consumes real estate on the badge. The modern way to create a badge is to embed a NFC chip into the badge (think Apple Pay) and hold a NFC-enabled device up to the badge to collect lead info. If your vendor doesn’t support NFC badge scanning then they’re not ready for the future and might not be ready to support you down the road.

17. What does your solution offer, on the back end, to enrich lead data and ensure that everything is up-to-date post event?

Let’s say that your team has a great conversation with an interested buyer. Your team collects their business card to follow up. But, wait! This person’s business cards was printed over a year ago and their phone number has since changed. Look for an ELM service that will enrich data. A superior solution will add key lead data such as gender, age, social presence, affinities/interests, social profile URLs, and much more.

18. Can you help me qualify my leads? Do you provide lead scoring and grading?

Lead qualification will help you differentiate look-alike leads and keep your sales team focused on important leads. Scoring helps measure how engaged a lead is, and grading measures how well they match your ideal buyer criteria.

19. Can you help me distribute my leads and report back to me on which reps are missing any response time requirements we put in place?

You might need to distribute leads based on various criteria, such as geography, names accounts, job titles, and more. You might also be interested in adding SLAs and report back to management for any reps that don’t follow up with your leads in time. Make sure your vendor can support your lead distribution and SLA needs, whether you have them now or are planning for them in the future.

20. If I have a list of registrants, can you help me market to them and/or load them into the app to search for them at my event?

Some providers have communication platforms that can help you reach out to a list of registrants prior to the show and build rich profiles at the same time. If you have registrants, you might also want to search for them on the lead capture app, select them, and pre-fill the form with their information. Make sure your vendor can help you make the most out of your registration lists.

21. Can you track the entire lifecycle of a lead, before and after an event?

Your engagement with a prospect may not start, and hopefully doesn’t stop, at your event. Look for an event lead management solution that can keep all engagement (inbound/outbound) in a timeline in addition to what info was collected when the lead was captured at an event. Examples of that activity are website visits, email link clicks or content downloads.

To set up an appointment to ask our team these questions, click here.

event lead management

Creative Uses for Lead Capture

Download the PDF here!

To access our Event Lead Management Kit, which includes this resource, click here

Businesses can use Lead Liaison’s GoExhibit!™ in many ways – it’s not just for trade shows! GoExhibit!™ is an event lead management solution, powered by a slick mobile app, aptly named GoCapture!™. If you’re using an event lead management solution like ours, this article will help you explore the other ways you can use the system and/or mobile app to capture leads. We’ve rounded up seven creative uses for event lead capture using our system.

Everyday Lead Capture

Let’s say you are a salesperson running into a meeting with a client at their office. In the elevator on the way up to your appointment, you meet someone that might benefit from your service or solution. You grab their business card and hope to A) not lose it, and B) remember to enter the information into your CRM later. Or, you could open GoCapture!™ on your mobile device, quickly take a picture of the business card, have it automatically transcribed, and sync it with your CRM. Problem solved!

Corporate Event

Does your company host, or attend, corporate events or conferences? Use the power of GoExhibit!™ to collect lead information in a streamlined, unobtrusive way. The system also includes options to create your own custom badges with QR codes. A customized registration and check-in portal can be used at the front door to help manage attendance.

Trade Shows

Exhibiting at an industry trade show? Forget those antiquated badge scanners and opt for end-to-end event lead management. Use GoExhibit!™ to announce your attendance at the event via marketing emails, social media, and more. Go a step further and use complementary marketing services that integrate with GoExhibit!™ to book demos/meetings at the trade show. Then, have your team use the GoCapture!™ app at the trade show to collect lead information via badge scan, business card transcription, attendee list search, or manual form fill.

Lead Kiosks

Speaking of trade shows, another way to encourage excitement with potential prospects about your service or solution is to set up individual kiosks at your booth that allows visitors to fill out their information if they are interested.

Experiential Marketing

Instead of a table, a sign, and a person – create an experience at your booth. Your experience should engage the prospect in some way. Consider these 20 examples of experiential marketing to get your creative juices flowing. Be smart about setting up the experience though. When people engage, capture their information. GoCapture!™ can be configured to display custom content, such as videos, text, maps, and more to perfectly pair with your experiential display.

Product Showcase

Consider setting up your booth with individual solution areas. Each area could showcase specific solutions. Have each solution on display with a tablet sitting next to it. The tablet could run a purpose-built lead capture form that has an explainer video embedded into it. This approach helps you tailor the experience to specific solutions and results in higher lead conversion rates.

Sales Qualification

One aspect of GoExhibit!™ is lead qualification. Lead Liaison uses a system of scoring and grading to qualify leads. Have your sales team use GoCapture!™ as the primary method to get new leads into your system. Set up automated processes around each new lead that qualifies them. For example, give all CMOs captured with GoCapture!™ a grade increase from C (default you might set) to B. And, if the person is located in the USA then increase their grade another level, to A. On the backend, administrators can filter out ideal buyers captured anywhere, anytime, by your sales force using GoCapture!™.

Check-In System

If you host your own marketing events, then using GoExhibit!™ should be a no-brainer. With the ability to create custom badges ahead of time or on the fly, sign people in at the front desk, or register new attendees, your team can streamline the check-in process across all of your events. Leads are readily available after the event, in GoExhibit!™, for export or further processing. Statistics on attendance and return on investment (ROI) for your event is visible in the GoExhibit!™ dashboard.

 

To learn more about GoExhibit!™, request a free, customized demonstration here.

Infographic: Post-Event Lead Nurturing Strategy

Want the executive summary? Download the infographic here.

To access our Event Lead Management Kit, which includes this resource, click here

Marketing events can be a very costly effort. There’s the booth rental, the booth design/display, travel and expenses for your employees working the booth. Service costs like electricity, cleaning, or wifi can sneak up on you. Badge scanners are expensive (have you looked into other options?).

I think you get my drift: marketing events cost a lot of money. Return on investment (ROI) is paramount. Once your team has captured hot leads at an event, you should be prepared to follow up with those leads quickly and effectively. There’s no time to waste – don’t let your competitors beat you to the punch.

We are often asked for examples of how a business can (and should) nurture leads post-event. Below is an infographic that examines a tried-and-true post-event lead nurturing strategy. 

Technology to Support Lead Nurturing Strategy

The first step in determining your post-event lead nurturing strategy is to make sure you have the technology in place to automate it. Don’t count on these things being done manually – it’s just not realistic. Companies are busier than ever these days, usually with multiple people wearing multiple hats – stretched thin. There’s also tons of room for distraction at (and after) marketing events. The more administrative tasks you can automate, the better. Let your employees spend their time building relationships and making connections.

There are lots of options out there, but we recommend a wholistic approach. Look for technology that works together, so you don’t have to spend time exporting and importing. For example, our event lead management solution allows businesses to create and customize lead capture forms, prepare intelligent post-event workflows, quickly capture leads onsite, instantly sync with a CRM, and then place them into those previously mentioned workflows. No additional technology is needed.

Of course, we love our solutions. But, there are lots of options out there! Just make sure you have something in place to be able to effectively execute your plan.

Lead Management Strategy – Instant Tasks

Create a list of all the actions you want to take once you’ve captured the lead’s information, and separate them into groups based on the time of the outreach. Here are a few examples of what you might want to do instantly:

  • Tag the Prospect with the Event Name
  • Add the Prospect to the Event Leads list
  • Assign a grade or score to the Prospect based on your ideal buyer criteria
  • Distribute the lead (Prospect) – based on round-robin, geography, or product interest
  • Sync the Prospect Record with your CRM

Side Note – Lead Scoring vs. Lead Grading

Let’s talk more about lead score versus lead grade. You may want your reps to call a Prospect if their score is high and their grade is high. Or maybe just one or the other. To make that determiniation, you should know the differences. 

Lead scoring is a way to measure engagement, and it happens over time. Even before your event, a Prospect may have already been to your website, scanning a few of your webpages, which would increase their score. It will continue to increase as they continue to interact with your website or your content.

On the other hand, grading is a way to measure how well a Prospect matches your ideal buyer criteria. Your reps can qualify and assign a grade onsite at the event. With our event lead management solution, reps can collect lead data quickly and either grade them in the moment, or they can go back later and grade them when they have a lull in booth traffic.

Lead Management Strategy – Starting Your Nuture

Once those organizational actions have been completed (usually within seconds), what do you want to do next? Let me answer that for you…you want to follow up. Insidesales.com conducted a study that found 35-50% of sales go to the vendor that responds first. That means that the timing of your follow up matters.

If at all possible, reach out to your leads within an hour of them visiting your booth. A great example of this kind of outreach is with a text message. If you’re capturing a lead’s mobile phone number, use your marketing automation platform to send a text message saying, “Hi Jane, it’s Bob. Thanks for stopping by our booth! We’ll be in touch soon – but in the meantime, here’s my number if you have any questions…” That is sure to make your company stand out.

24 Hours Later

Send an email. Even though you already sent a text message, send an email 24 hours later. Give your Prospect time to filter through messages from other booths, but not enough time that they forget who you are. Remind them of a product feature that sets you apart from other exhibitors at the trade show.

Pivot

At this point in the game, you may want to consider customizing your lead nurturing strategy based on the previously mentioned lead score and/or grade (depending on what matter most to your business) and how the Prospect interacts with your outreach or content. Your marketing automation platform should have the capability of customizing the workflow using this kind of criteria. If the lead score is high, assign a task to a rep to make a call. If it’s low, continue to nurture via email.

Don’t disqualify leads with a lower score or grade. They may be hesitant because they are taking this decision more seriously. Offer a piece of educational content, like an infographic or a case study. Try to be their source of education in the industry, so they begin to see your company as a thought leader.

If they download the content, you may want to pivot further based on that. If they downloaded it, offer another link to an informative blog post with a powerful call-to-action (CTA). Make the decision to reach out to you easy.

If they didn’t download the content, perhaps they need the same information as the lead above, but rather they need it summarized within the email itself to reduce effort. Include your CTA within the email itself, to make it even easier.

In Summary

Continue nurturing your Prospects for several weeks until they are ready to buy, or place them into your newsletter list so that you can continue your educational content without being too pushy.

It’s all about creating a sense of authority and innovation within your industry. Those that actively attend trade shows, conferences, or other marketing events are not passive. They are engaged, and their presence at an event will make them hyper-aware of you and your competitors.

If you decide to exhibit at an event, be prepared to make it count. Here’s an infographic that you can save for when the time comes. And, good luck!

Decision Guide: Comparing Pros and Cons of Badge Scanners vs Mobile Apps

Want the executive summary? Download the infographic here. 

To access our Event Lead Management Kit, which includes this resource, click here

It’s time to prepare for your upcoming trade show, but lately you’ve heard a lot about new mobile apps that allow you to forego the pricy badge scanners and use your own devices. It sounds intriguing, but you’ll need to know a little more before making the jump. 

We’ve rounded up the pros and cons of badge scanners vs mobile apps. Really, what you’re comparing is a standard lead retrieval system that captures basic information that attendees provide to the event host, versus a customizable, enterprise-ready event lead management system that can empower you to actually do something with those leads post-event.

Badge Scanners

Pros

  • Contact and rental info may be easier to find as most trade show organizers partner with lead retrieval companies who promote their solution.
  • Proven and reliable.
  • Badge scanners are fast. Scanning takes mere seconds.
  • Builds a list of contacts.

Cons

  • Managing and distributing leads after the event is a manual and time consuming process, and it could take days to retrieve your lead list.
  • There is only one way to capture a lead (by scanning a barcode). You’ll lack the ability to have multiple sources of integrated lead capture (like a kiosk for when your sales team is tied up with other attendees).
  • There is no qualification – unless you count your salesperson’s scribble on the printout from the badge scanner. Hopefully, he remembers all the notes he meant to write down!
  • You have to go through the process of renting and setting them up for each event.
  • They are expensive (ranging from $200 to $500 per device). Some might also require internet, which is another expense.
  • They are bulky and can get misplaced.
  • Limited ways to respond to leads, if at all.
  • No GDPR compliance options.
  • No control over entire experience.
  • No lead enrichment.

Mobile App

Pros

  • Leads are captured and in your possession instantly. This results in instant replies, instant lead routing, instant flow through your business process. And apps usually integrate directly with enterprise CRM and marketing automation systems.
  • Less setup & more options. Once you select your mobile app, you don’t have to keep going through the process for each trade show. You don’t have to set it up each time, outside of connecting your Media Kit. And, you’ll benefit from multiple lead capture methods, such as business card transcription, pre-registration, manual submission, and badge scanning.
  • Integration & automation makes it easier than ever to show a clear ROI for the tens of thousands of dollars spent on trade shows. Depending on the martech you integrate with, you should be able to easily track which leads actually convert to sales.
  • Sales and marketing staff can use their own mobile device instead of carrying around a bulky scanner.
  • Works offline, eliminating the need to rent internet which could cost 100s of dollars. You have complete control over the experience with your event visitors and managing leads internally.
  • Mobile apps are usually more current. For example, some mobile apps (like ours) offer GDPR/Privacy Management compliance options.
  • Consistent user experience as sales reps and marketers manning the booth only have to learn one system.
  • Leads are automatically enriched with social and demographic information.
  • Automation, automation, automation – mobile apps allow for immediate qualification, scoring, and follow up utilizing the integration mentioned above

Cons

  • There’s some legwork that needs to be done when choosing a mobile app solution provider. But keep in mind, you only have to do that legwork once.
  • You still have to purchase a “Media Kit” in order to activate badge scanning using a mobile app. These usually run around $500. That’s still significantly less than purchasing internet PLUS a badge scanner for each person.
  • Mobile lead capture apps are typically priced as a monthly subscription, so if you’re not going to a lot of trade shows, it may not be worth it. There may also be limitations on how many shows you can do or how many salespeople can use the app at one time.

Take Away

Using an event lead management system will reduce the amount of headache collecting leads during an event and managing leads after an event, while badge scanners are more convenient to rent prior to an event. Clearly define your goals, and if you go with a mobile trade show app, find one that integrates well with your martech.

To learn more about Lead Liaison’s mobile app, GoCapture!™, or our entire Event Lead Management soltuion, click here.

Plus…

We put together this infographic with the key points from above. Feel free to print and hang this at your desk, or pass along to your colleagues.

Badge Scanners vs. Mobile Apps

Badge Scanners vs. Mobile Apps

event strategy

Event Strategy: How to Properly Manage Leads from a Trade Show or Other Marketing Event

Want the executive summary? Download the infographic here.

To access our Event Lead Management Kit, which includes this resource, click here

Does your company do marketing events, like trade shows or conferences? Whether you’re just dipping your toe into marketing events, or you’re a seasoned pro, it doesn’t hurt to learn more about how to perfect your event strategy. When preparing for an event, there are two main focuses: getting your “gear” ready for the show, and setting up a process for managing the leads you get from that marketing event. We’ll save the “gear” topic for another day…today we’re thinking about LEADS!

What do marketing and sales always have in common? The answer: leads (duh). Marketing teams generate leads, and sales teams pursue them. Marketing events, and the like (conferences, trade shows, etc.) are incredibly effective ways to generate leads. But there’s often a lot of prep work that goes into these events.

The first step in planning for a marketing event is to come up with an event strategy, which should include a well-thought-out lead management process. Without this, you risk losing a lot of potential leads – leads who have seen your booth, spoken with your sales rep, and shown real interest in your solution. What a waste that would be! Here’s our guide to coming up with the perfect lead management process as a part of your overall event strategy:

Do Your Research

Find an event lead management strategy that works best for your business. Do you prefer to just order a lead scanner and do the rest manually? Or, do you prefer to use a lead capture app that already integrates with the rest of your marketing and sales technology (ex: marketing automation platform and CRM)? We prefer to use our lead capture app, GoCapture!™, as it integrates seamlessly with our marketing automation platform and our CRM. We can easily connect the dots between our event-specific marketing campaigns and the end results. We can also customize our forms so that we capture all of the information that we want/need, and we have limitless options for lead capture (not just badge scanning!).

Map Out Your Lead Management Process

Meet with your team (marketing AND sales) and lay out a plan for how you wish to follow up with your leads. A quick text saying, “Thanks for stopping by our booth!” goes a long way – especially considering the amount of email follow-ups those folks will probably have the next morning. Are there any special offers or messages that you should incorporate into your follow-up? Get to the drawing board (quite literally, if you have to!) and map out how you will nurture those leads (your “nurture campaign”). Part of a thorough event strategy is making sure that everyone is on board and knows what kind of messaging that lead will receive.

Here are a few things you’ll want to consider, when laying out your post-event lead nurture:

  • Determine the proper lead score for this event and incorporate that into your post-event lead nurture plan. Either manually, or automatically if you’ve got the technology, add that number to Prospects’ overall scores.
  • Ensure proper lead distribution. Many marketing automation platforms will allow you to automate your lead distribution based on specific rules, or round-robin. Make sure everyone is on the same page about how those leads will be distributed so there is no confusion later.
  • Incorporate omnichannel marketing in your nurture campaign. Sure, emails are great – of course those should be included. But text are powerful, postcards are unique, and handwritten letters give a personal touch.
  • Set up your post-event nurture in your marketing automation platform prior to your event, so that once that lead is captured, it is automatically tagged, segmented, scored, and placed into an automation.
  • Keep in mind that you can usually clone your nurtures (aka automations). Put the proper legwork into creating a killer nurture campaign, and then rest easy knowing you just have to edit a few minor things (like event name, etc.) next time around.

Train Your Team

Okay, now back to your event strategy: Don’t assume that your sales reps (or other team members attending the event) are up to date on lead capture technology. Although there will probably be some complaining, try to get your reps into a room to refresh them on the process or train them on new tech. If you are using an event lead management app, you can have your reps install it on their devices (or the company’s devices) ahead of time so they can get some real-life practice.

You want your sales team to be on board with your process. If they are not, you maby be less successful than you could be.

Ensure Attendance

More often than not, trade show organizers will provide an email list of people who plan to attend an event. Put some thought into your plan for encouraging attendance at your booth and start building those relationships early. Gone are the days when attendees just show up and wander around. With more and more millennials attending trade shows, conferences, and other live marketing events, we find that attendees are doing more research ahead of time so that they know who they want to visit and can plan accordingly.

Make it easy for them; properly distribute and advertise your location and booth number through marketing emails, social media, and 1:1 communication (like Lead Liaison’s Sales Enablement). And don’t forget to include past attendees in your communication (based on location).

In Summary

Marketing events can be costly, so it’s important to ensure you are getting the most out of it. Properly managing your leads is essential. Include team members from both sales and marketing through as much of the process as you can, so that everyone is on board with (and will follow through with their part of) “the plan.” Below is a quick graphic you can print out and stick on your desk, so that you’re ready for trade show season!

Event Strategy: How to Properly Manage Leads from a Marketing Event

interactive lead generation

7 Interactive Lead Generation Ideas to Try at Your Next Trade Show

Let’s face it: generating leads at trade shows isn’t as easy as it once was. Vibrant booth displays and creative signage may catch the eye of trade show attendees, but this alone won’t result in new leads for your business. We’ve rounded up a few interactive lead generation ideas that you can use to maximize the success of your next trade show.

To draw in high-quality attendees and get their information, you need to make sure they are engaged with your booth. One of the trendiest ways to boost engagement at your trade show booth is to create interactive experiences for your visitors.

Interactive experiences are highly effective for lead generation because they allow visitors to learn about your product or brand in an engaging way. And if you’re thinking that this will no doubt be expensive to execute, don’t worry — interactive lead generation exercises can be created on any size budget.

Interactive Lead Generation Idea #1

Host a Fun Trivia Game

Make learning about your industry more engaging with a fun trivia game. Half the fun of trivia is winning, so you’ll want to have some cool prizes and giveaways. Although everyone should leave your booth feeling like a winner, be sure to reward the actual winners with something of higher value than what you give everyone else.

Interactive Lead Generation Idea #2

Use Digital Games to Draw Visitors

If you’re marketing to millennials and the generations after them, digital games are a wise investment. Digital games provide a fun experience for attendees and can help you drive qualified leads — if you use them correctly.

Before visitors play your games, collect their contact information with some sort of lead capture app. Many exhibitors neglect the importance of this step and wind up with everyone playing their games for nothing in return. Be sure to have an event lead management plan in place, so that once you capture your leads you’ll actually be able to do something with them (at least send a “Thank you for stopping by!” text/email). 

Interactive Lead Generation Idea #3

Let Visitors Spin a Wheel

As cool as technology can be, who doesn’t love a good spinning wheel? These flashy, colorful wheels may not be original, but they are extremely effective at grabbing the attention of passersby.

If you use a spin wheel at your next event, be sure to have quality prizes. Cool tech giveaways are always a winner with audiences, they fit into any promotional budget and they’re guaranteed to be held onto long after the event is over.

Interactive Lead Generation Idea #4

Use Virtual and Augmented Reality

Virtual reality (VR) and augmented reality (AR) may not be new, but both technologies are novel enough that they are guaranteed to captivate your audience and drive traffic to your booth. In fact, don’t be surprised if people form a line!

Best of all, VR and AR are surprisingly cost-effective lead generation strategies. It can take some technical know-how to get them up and going, but virtual reality headsets with your logo on them are extremely appealing.

Visitors will be so eager to try your AR and VR that getting their information will be easy. Ask them for it during the setup process.

Interactive Lead Generation Idea #5

Let Attendees Test Your Product

Allowing visitors to test your product is both a fun experience for them and an effective way to turn a casual visitor into a potential customer. By removing some of the anxiety from the purchasing process, you’re already one step closer to converting your lead.

Interactive Lead Generation Idea #6

Set Up a Branded Photo Booth

Renting a photo booth for your trade show is far easier now than it was just a few years ago. Today, branded photo booths are sleeker and easier to set up than their bulky forebears.

Best of all, they can benefit your brand in so many ways. Not only can they increase engagement, but modern photo booths can easily be customized to promote your brand’s message and collect consumer data.

To capture visitor information, simply give visitors the option of entering their email to receive their photo digitally. Then they can share their photo on social media and provide your brand with even more exposure.

Interactive Lead Generation Idea #7

Display Touch Screens with Interactive Content

Touch screen displays are now a common sight on the trade show floor. But today, the content we use in these displays is far more engaging. Interactive content such as quizzes, games, product demonstrations, digital product catalogs and videos can spark engagement among visitors and easily double as a lead generation tool.

In addition to being a great lead capturing tool, interactive content is a great conversation starter. Everyone will want to share their quiz results or the score they received on one of your games.

Conclusion

After spending months planning and budgeting for your trade show, you no doubt want something to show for all your hard work. Offering interactive experiences to your booth visitors will give you the edge you need over the competition and drive qualified leads for your business.

And, if you’re looking for an event lead management solution be sure to check out Lead Liaison’s GoCapture! app (which includes an onsite lead capture app AND “back office” capabilities to make it easier to take action ASAP!). 

 

Author’s Bio: Kelsey Stage is the VP of Business Development at PROMOrx. She enjoys sharing marketing and branding tips through blogging and local meet-ups. Outside the office, you can find her at the yoga studio and playing with her dog, Luna.

The Importance of Event Follow-Up: Part 1

Your organization just attended a big marketing event. There was a lot of planning that went into your organzation’s participation at this event. You spent lots of marketing dollars trying to make an impact, and hopefully creating a lot of leads. And it worked! Your onsite representatives collected tons of leads! You probably already know that your event follow-up is important, but did you know just how important it really is? And, how rare it is?!

Why is the timing of your event follow-up important?

According to recent research from Certain published on MarketingProfs, “some 73.5% of respondents say their firm takes four days or longer to follow up with event leads. Just 2% of respondents say their firm follows up with event leads on the same day.” Most respondants to this research said that the reason they do not follow up quickly is because of how long it takes to prepare the outreach and that they do not have the tools to speed up the process.

Prompt event follow-up is critical. It allows your organization to stand out from the competition because it shows that you care enough to make that follow-up a priority.

Event lead capture methods, like our app GoCapture!™, are an important part of any marketing automation platform. This functionality allows companies to streamline thier event follow-up in a way that is personal, instantaneous, and repeatable. Our app allows onsite representatives to collect lead information quickly (without losing any valuable information), by scanning a badge, a business card, by manual entry, or even syncing with a registration list. Then, once that information is captured, it can be automatically uploaded to our database, segmented, and placed into a nuture campaign.

That nurture campaign can contain releveant event follow-up information in the form of email, text message, postcard, or even a handwritten letter (our personal favorite!). Whatever the method of outreach, the message should be well thought-out.

What kind of message to you send in your event follow-up?

First and foremost, your event follow-up should identify the specific show by name, within the first paragraph or even in the subject line. This immediately validates your outreach, which should encourage recipients to read further. And, don’t forget to include the information from the onsite representative that the prospect came into contact with. That will help create a personal connection with your outreach.

The conversations that onsite representatives have with leads can be breif, or very surface level. Your event follow-up messaging should offer a range of options for further engagement – also known as your call-to-actions (CTAs). You really want to appeal to a range of prospects at various stages of the selling cycle. You could offer a free download of a high-performing white paper, offer a free demonstration, or simply encourage your prospect to sign up for your company newsletter. These clickthrough options will help sales prioritze which leads should be called first and will also allow for further segmentation.

If you are interested in a better way to manage your event lead capture and your event follow-up, let us help you! Check out our event lead capture app, GoCapture!™ and our marketing automation platform, Lead Management Automation (LMA)™. If you like what you see, don’t hesitate to ask for a free, personalized demonstration.

Database Segmentation Can Be Easy

Database Segmentation Can Be Easy Database segmentation is a crucial element of allowing your marketing and sales team to communicate effectively with leads and customers. It becomes even more important as the overall number of leads and customers grows to ensure that you are able to remain in contact with everyone. However, it is equally important that the communication you send to your customers is relevant to the individual, and that you are not spamming leads with unwanted information, potentially turning them away from your business. Lead Liaison features many intuitive automated tools to help you manage your growing database of customer contacts.

Different Methods Of Data Segmentation

One of the most important features of Lead Liaison is the ability to dynamically create lists in order to quickly and accurately send emails to your relevant leads. Lead Liaison has over 65 preset attributes to segment your database and help you communicate the correct information at the correct times to your leads. Those categories can broadly be defined as related to lead strength, helping you access customers when the Lead Liaison database has determined they are most ready to purchase your services, and personalization, so you can send communications based off specific relevant information gathered about your customers.

Segmenting customers according to the strength and type of leads helps you connect with customers when they are ready to purchase your service with the correct level of service appropriate for their needs and budget. Lead grade is an attribute that is defined in the Lead Liaison database based on how well an individual fits your buyer profile. This helps ensure that each customer is being approached with an appropriate level of service by your sales and marketing teams. Lead score is an attribute that is determined by a customer’s interaction with your website, sales team and marketing. This attribute helps you know how interested a customer is in your service and when they might be most likely to buy.

By creating lists based on personalization attributes, you can contact your customers with services that are specific to their location, needs or ability to interact with your services. One of the best ways to use this is by creating lists based on geography, so you can quickly communicate with your leads in a specific region with relevant information. Another important factor is a customer job title, since an owner or vice-president can make purchasing decisions that individuals lower in the hierarchy would not be able to. Past purchases is another important factor to consider when segmenting your customer database, so you can inform your customer of services that could be repeated or inform them of a complementary offer.

Use Data Segmentation To Maximize Efficiency

In addition to accessing customers to inform them of relevant opportunities, you can also use data segmentation to help reduce waste. Attributes such as delivery bounce, do not call or do not email all help to ensure that your marketing and sales teams aren’t wasting their time contacting someone who is uninterested in your service.

These are only some of the ways that Lead Liaison’s automated data segmentation services can help your business, visit our resource blog to learn more.

Understanding Your Leads With Lead Liaison

Understanding Your Leads With Lead LiaisonIn order to both market effectively to your customers and enable your sales team to be able convert potential customers, you need to start understanding your leads, both on an individual scale and your lead database as a whole. After all, even the most skilled sales team can put up less than stellar conversion numbers if they are handed too many leads, or are not given the appropriate information to sell to promising leads. Lead Liaison incorporates a wide variety of features to help your marketing team gather information about your leads, and integrates this with features to communicate that information with the sales team.

Gather Information About Your Leads To Market Effectively

In order to learn whether your leads are ready to buy or receptive to your companies’ services, you need a way for your marketing team to gather information about them. Lead Liaison features many tools to help accomplish that. One of the most important ways to do this is with automatic lead scoring, which will score activities such as web form submissions, page views, video activity, document downloads and many other statistics, all of which can customized. In addition, Lead Liaison will connect to a lead’s social media profiles, pulling any pertinent data and adding it to their profile, helping you understand as much as possible about your leads.

All of this information is compiled into Lead Liaison’s hot lead dashboard, entitled Briefcase. This tool is designed to help your sales team interpret the data that your marketing team has gathered about leads, and will help your sales force be able to quickly access how warm any given lead is. These levels are based on a wide range of qualification factors, such as overall activity, buy signals and lead grade so the software can comb the entire database to eliminate duplicates, ensuring your sales reps never irritates a potential customer with over access.

Maintain A Relationship With All Leads, Cold Or Hot

Leads are not only potential customers when your marketing or sales team first comes in contact with them, and many of your potential leads may not be ready for the service you provide at the moment they enter your radar. In order to maximize these cold leads, and convert them into customers when the time is right, Lead Liaison has automated nurturing tools to open a conversation and keep your company present in a potential customer’s mind for when they do require your services. Our automated tools will continue to track a customer who may not be a warm lead yet, and will inform you if their pattern of behavior indicates that they could potentially become a candidate for conversion.

Lead Liaison offers many useful and efficient tools to help you, your marketing department and your sales team understand all of your leads information in order to help make sales. Visit our revenue generation blog and marketing automation resources page to learn more about how you can increase your business with Lead Liaison, and visit our website to learn more about how our software can help you gather information about your customers.

Are You Generating Helpful Visitor Profile Data?

Are You Generating Helpful Visitor Profile Data?Small to large businesses are constantly trying to figure out how to market to their target users, often ignoring the visitor profile data that’s in their backend or marketing automation system.  The focus of many of our blogs has been to define a target audience right away. Businesses frequently build a target audience profile based on what they expect of their users or what they’d like to see, rather than using data that could help make better decisions overall.

New businesses certainly require a grand floor analysis to better determine target audience but businesses that have been around for a while are often operating with the same target audience expectations used from the start. Keep this in mind – if unused data exists, any business could be missing opportunities and data collection efforts could be going to waste.

Understanding the Visitor Profile

Some important demographics to fish out of the mix when analyzing business data include things like:

  • Time of day visitors land on your website
  • Visitor gender
  • Income level
  • Keywords used to find you

In addition to these items, there are frequently overlooked pieces of visitor information that can help businesses better target users. Mobile, operating system and browser are available pieces of data that businesses often ignore. Bottom line, if half or more visitors are viewing a website or content on mobile, businesses need to ensure mobile users have the best viewing and purchasing experience possible. In many instances, operating without a mobile friendly website is an invitation to lost sales.

Breaking it Down

Visitor profile information isn’t useful without a strategy to deploy once that info is obtained. Key players in an organization who should be privy to this strategy might include a head of marketing, sales manager and folks in executive level operating roles.

A team leader should be assigned to be in charge of gathering the data and proposing how to move forward – very likely someone in a marketing role. This person should work closely over time with marketing automation staff to ensure data is being collected properly. A good marketing automation company will also suggest how the data may correlate into a high-level strategy that can be carried out across organizational departments.

If you’re not getting the data, the sales or you want to look into marketing automation to make your overall process easier, talk to Lead Liaison. We’re here to help you figure out how buy signals, high-level data, visitor profile data and better analytics can increase your bottom line.