After the Event: Post-Trade Show Questionnaire

The actions you take after exhibiting at a trade show are equally as, if not more, important than what you did to prepare for it. Following up with prospects in a meaningful way is the top priority. The amount of business you close from the event is likely the most telling sign of a successful trade show. But, that’s not the only way you can evaluate your participation. Another means of evaluation, which is often overlooked, is asking your team what they think about the event, your booth, and your methods. After all, they were the ones in the midst of it. They have first-hand experience about what worked, and what didn’t.

While you aren’t expected to make every change suggested, it’s very helpful to collect input from the team that was onsite or “in the trenches” as they might say. It doesn’t hurt to ask. And you never know! You might be surprised to find some easy changes you could make at your next event to make it even more successful.

This Post-Show Questionnaire is free to download and makes it easy to collect valuable information from your event staff post-show. Its easy-to-read format is perfect for winding down on the plane ride home. We’ve also included the questions below, and why they are important. Add this resource to your trade show process now!

Bonus Hack: If you are using a marketing automation solution with a form builder and landing page builder, consider creating a simple form/landing page to include these questions. That way, all you have to do at the end of each event is send them the link to your survey page. They can take it online and their answers will be recorded for future use.

What was the most useful part of our trade show lead capture form? (i.e. Which questions were most helpful?)

While you probably made it very clear to your team which fields were most important to complete, they undoubtedly gravitated to the ones they felt were most important mid-show. (They are salespeople, after all!) Let them tell you why, while it is still fresh in their head.

What was the least useful part of our trade show lead capture form? (i.e. Which questions were least helpful?)

Make sure you understand which questions become more of a distraction than a helpful prompt. Sometimes our desire to collect ALL THE INFORMATION overpowers our better judgment to keep things simple. Or perhaps you included some custom content in your lead form, like a video demonstration, that not a single booth rep used. Learn more about what you need to eliminate next time around.

Did visitors like our booth? Did it help with engagement, or distract?

Here’s where you can collect great feedback about your booth attractions, displays, banners, demo stations, kiosks, and more. There may be one overly-opinionated booth rep that absolutely hated the demo station, while several other mild-mannered booth reps actually appreciated the ability to show off your solution in real time. Instead of asking this in a group setting, a 1:1 survey helps eliminate the fear of speaking up and will give you a more accurate representation of opinions. 

How do you feel about the location of our booth within the trade show exhibit hall?

Location is everything. Although your location probably depended more on your budget and the time you registered for the event, it’s still helpful to see what others think about the booth you chose. Did your team appreciate being closer to the bathrooms because of the additional foot traffic? Did they hate being towards the front due to the increase in uninterested attendees taking up space?

What would you add to our booth to better present ourselves to trade show attendees?

We’ll ask about specific booth attractions in the next question. For this one, your team should focus on what they recommend adding to your booth next time that adds value to their conversations. Perhaps a demonstration table would have been helpful, or a tall bistro table for better conversations.

Do you have any cool ideas for booth attractions next time?

As your team is winding down from an event, competing booths will be fresh on their minds. What did they see that they thought could be easily incorporated into your booth? The timing of this question is everything. Asking prior to the event might result in lukewarm input. Asking this immediately following the event will elicit feedback that is driven by recent experience. That’s invaluable.

Is there anything else that we should consider bringing to the show to make our team more successful (more power blocks, gum, pain reliever, duct tape, etc.)?

This question can help you build a Trade Show Survival Kit that your booth representatives will appreciate tremendously. It may also help you pair down the kit so that you are only providing things that you know your team will need/want. 

Do you have any feedback about our post-show follow-up, as of now?

This question could be considered premature, but it’s worth asking anyway. If you’ve thoroughly covered your post-show workflow with your team, they will undoubtedly have changes or feedback they want to provide now based on their actual conversations. For example, if you included a follow-up text* sent within minutes of submitting your lead capture form, your team might determine that the text should actually come an hour or two later instead of immediately upon submission. 

Which exhibitor had the best booth at the event and why?

This will help you set your goals even higher for next time. Plus, it will be interesting to see the variety of answers you collect since everyone will have their own unique opinion about it. 

While you were at the show, did you hear of any other shows that you think we should consider attending? Why do you think we should attend?

Event attendees are always buzzing about other events “you have to attend!” Your team may learn of a trade show or conference that wasn’t even on your radar. Or, their feedback may further endorse your current trade show schedule.

Conclusion

Asking your team to complete this questionnaire is only half the battle. Show them that you read their feedback and that you care about their opinions. After collecting everyone’s answers and reading through everything, consider having a team meeting to review common concerns or to clarify anything that seems unclear. Let your team know that their feedback has been heard and that it matters. If this isn’t a key part of your process, you can count on getting fewer and fewer responses as time goes on.

*If you are interested in learning more about an event lead management solution that supports all of the capabilities mentioned above (like the post-show text message), contact us for a demo!

How to Prepare for a Successful Trade Show

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 marketing automation, sales automation, and CRM solutions OR the technology you already have in place.
  • 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 postcard a week or two later will really drive home your message and further solidify the relationship you team started at the event.
  • 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 event requires that you use a show organizer-appointed contractor, 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 (tshirts, pens, etc.) – Make sure you order these in plenty of time, and provide a cushion in case they don’t turn out as planned.
  • 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.
  • *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. (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!

Lead Liaison Sales Technology of the Year Award Finalist

Lead Liaison has been nominated for the Sales Technology of the Year Award at this year’s Sales Innovation Expo held at the Excel London on March 27th and 28th, 2019.

Our Event Lead Management solution, GoExhibit!™ is the only fully integrated event solution on the market with end-to-end visibility of the customer journey. Here’s an example of how it works:

You meet someone at an event and scan their business card or barcode, or fill out an electronic form. Then, they instantly receive a personalised response via either email or SMS. When they engage, you’re able to see them on your website Let that sink in for a moment, real-time engagement tracking for your show leads.

You’ll be able to track how many website visitors you’ve had during and after an event, as well as how engaged they are. All reporting is live, so you can check up on how many leads each salesperson has collected as well as the quality of the conversations they’re having.

Big tech for big events, we support multi-language input as well as having native marketing automation and visitor tracking to enable all of this to work all within a single platform.

Come and see us on stand 2782!

Lead Liaison Press Release

Lead Liaison Makes Splash in Lead Capture Category at EXHIBITORLIVE 2019

Dallas, TX – GoExhibit!™ made its trade show debut at EXHIBITORLIVE in Las Vegas this week. The event lead capture & management solution has been sweeping the industry since its release in late 2017. This was the first time the company showcased it live.

Conference attendees were highly attracted to the revolutionary solution for event lead capture. Lead Liaison’s booth buzzed with excitement as the staff demonstrated GoExhibit!™ by using it to collect their own lead data. GoExhibit!™ integrated with ITN International, the show’s lead retrieval provider, to support lead capture via NFC badge scan. Booth attendees received a text message follow up, often before they had even left the booth, and ensuing communication as post-show engagement continued. Real-time demonstrations emphasized the company’s belief in immediate, intentional, and personalized follow up. GoExhibit!™ was mentioned in several of the educational sessions and conference panels throughout the week, as well.

“The show reinforced the fact that we have an industry-leading solution with distinct competitive advantages that people are craving,” says Jen Worsham, Director of Marketing at Lead Liaison. She continues, “Hand-held badge scanners are antiquated, and alternative lead capture solutions don’t hold a flame to the fully-integrated, easy-to-use features of GoExhibit!™”

Lead Liaison surpassed its goals for the show. Much of their success can be credited to the use of their own solution at the event. In addition to using their mobile lead capture app, aptly named GoCapture!™ in the app stores, Lead Liaison had laptops on-hand tracking real-time event data. Representatives were able to demonstrate the Events Dashboard, a key feature of GoExhibit!™. The Events Dashboard displayed live data such as Total Prospects Captured, Average Engagement Score, Top Performing Sales Representatives, and more. Lead Liaison also showcased another crowd pleaser with their Run Your Own Event solution. This solution was on full display at EXHIBITORLIVE 2019, demonstrating how businesses can use it to run user conferences, vendor conferences, and road shows.

What sets GoExhibit!™ apart from the other lead capture exhibitors is the fact that it enables businesses to foster stronger relationships from capture to close. GoExhibit!™ integrates with a multitude of CRMs, including Salesforce.com and Microsoft Dynamics, as well as marketing automation platforms such as Salesforce.com Pardot, Oracle Eloqua, Salesforce.com Marketing Cloud, Adobe Marketo, and HubSpot. It supports all types of events; even those without badges. It’s compatible on all devices and Lead Liaison doesn’t charge per user, so companies can have as many lead capture devices onsite as they want.

Lead Liaison plans to attend several other shows in 2019. “This kind of environment is exciting because we can actually see the spark in people’s eyes,” says Worsham. “It solidifies our position in the market with a solution that stands out from the crowd. We were so excited to be a part of the show this year, and we enjoyed connecting with both current and prospective clients. This year’s theme was “Connect With Your Species” and that’s something I believe we did well. You’ll definitely be seeing more of us.”

To access an overview of GoExhibit!™ features, click here.

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 http://www.leadliaison.com/press-kit.

Lead Liaison Press Release

Lead Liaison Announces Next Iteration of Event Lead Management, GoExhibit!™

Dallas, Texas – Lead Liaison first launched their event lead capture solution, GoCapture!™, in October of 2017. They have rapidly become the global leader in event lead management. Today, they announce the next iteration of their solution, GoExhibit!™, which includes advances in customization, event creation workflow, enterprise-level ROI reporting, registration, check-in, upcoming Windows support, and more.

The company, known worldwide for their marketing and sales automation solutions, has been hyper-focused on supporting live marketing events over the last year. They started by answering the need for a better, more efficient way to capture leads. Antiquated badge scanners and arbitrary lead collection apps weren’t giving enterprise businesses everything they needed.

Lead Liaison designed a single solution that manages pre-event communication and preparation, onsite event lead capture, and intelligent post-event follow-up. The updates announced this week further distance GoExhibit!™ from competing solutions.

The enhancements allow companies to customize the lead capture experience with brand colors, logos, other custom content such as explainer videos or maps. Furthermore, GoExhibit!™ now provides enterprise-level reporting. The Events Dashboard allows users to track their events and measure ROI. Example data points include average cost per lead (CPL), revenue generated, return on investment, post-event engagement activity, and more.

GoExhibit!™ isn’t just for exhibitors. The solution also supports companies running their own events with a customizable check-in and registration system. An integration with Avery, announced last month, allows companies to customize and print badges in real-time, or prior to an event.

The GoCapture!™ app is compatible with iOS and Android smartphones and tablets with Windows support right around the corner. GoExhibit!™ integrates with all major CRMs (Salesforce, Microsoft Dynamics, etc.), marketing automation platforms (HubSpot, Eloqua, Salesforce.com Marketing Cloud, etc.), analytics solutions (Domo, Revelation™, etc), and lead retrieval providers (Cvent, Experient, etc.).

To commemorate the release, Lead Liaison collected a host of resources for businesses interested in implementing this show-stopping solution. The Event Lead Management Kit contains many educational resources, including a detailed presentation of the features GoExhibit!™ has to offer.

To learn more about Lead Liaison’s event lead management solution, GoExhibit!™, click here.

About Lead Liaison
Lead Liaison provides cloud-based sales and marketing automation solutions that helps businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of marketing automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and additional website engagement tools to boost sales effectiveness. Lead Liaison blends ease-of-use, a flexible business model, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality, all specifically tailored for mid-sized businesses, 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).

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.

9 Trade Show Booth Design Ideas to Delight Visitors [Infographic]

Social media may have transformed the way that brands and customers engage with one another, but trade shows persist as a cornerstone of face-to-face marketing. And precisely because so much brand interaction has been digitalized, the potential for trade shows to create a meaningful and memorable brand experience has only become greater. 

One of the greatest benefits of participating in trade shows is that attendees, simply by virtue of deciding to be there, are incredibly receptive to your message. A striking design is arguably the most important factor when it comes to attracting these open-minded, warm leads into your booth.

But standing out in a crowd of competitors is no easy task. While more traditional, tried-and-true booth design schemes that consist of a graphic backdrop, spandex table covers, and a few banner stands may be the best option for traditionally conservative industries, the trends in trade show booth design have in recent years taken a turn for the stunning and creative. Trade show attendees are increasingly expecting more from the exhibits they visit, and a well-designed booth space plays a decisive role in all of these expectations.

Effective trade show booth design ideas serve to do a lot more than just look good. They are the backdrop against which an entire brand experience can unfold. From the first encounter, to interacting with your staff, to leaving your booth with a goodie bag, your trade show booth design can either enhance or detract from a visitor’s experience every step of the way. Engineering your exhibit to be both attractive and functional, both unique and on-brand, may be the single most important project you undertake to make your brand’s next trade show appearance worthwhile.

Looking for some trade show booth design ideas? The following graphic offers nine creative trade show booth design ideas that are eye-catching, versatile, and sure to impress:

Author Bio:

Joseph Robison is the Marketing Manager at Coastal Creative, a large format printing company based in San Diego that specializes in designing stunning trade show booths and branded spaces. He is also the founder of Green Flag Digital, an SEO and digital marketing consultancy.

5 Creative Ways to Generate Leads You’ve Probably Never Tried Before

When your company needs to generate leads, your goals should be to find creative methods that allow you to communicate and network better with other businesses as well as untapped customers and, simultaneously, establish yourself and your company as an authority figure. You need to cut through the noise and get in front of people. When you show up, you need to be remarkable so that people see you as an expert and want to work with you. Here is a look at five ways to generate leads by getting in front of your prospects, where they are. 

1. Slack Channels

Slack channels are tight-knit communities and, typically, you need an invitation to join them. However, once you get access to a channel, you can begin one-to-one communication with channel members or send broadcast messages to everyone. Slack channels are usually active, so you’re able to get in front of people passionate about a specific topic. By joining Slack channels, you can grow your brand within that community, and then help the other people in exchange. By helping others consistently, you can grow your status and authority within the group. Remember to bring value always and don’t spam.

2. Guest Blogging

Guest blogging is an effective way to improve your company’s reach. Websites require content to attract new visitors and nurture their existing audience. When you provide blog posts for other sites, you gain exposure, and they benefit as well because they get to publish great content. Guest blogging positions you as an authority figure because a website is endorsing your work by publishing it. Guest blogging also helps you build backlinks, enhance your search placement and drive relevant traffic to your site.

3. Answering Quora Questions

Quora is a wonderful way for you to answer important questions relevant to your industry and build your credibility. Make no mistake that answering Quora questions has a similar effect to that of guest blogging. Quora is an adult version of Yahoo Answers where people are actively asking for help and looking for specific answers. At the time of this writing, the website recently reached 100 million monthly unique visitors. Quora allows people to answer questions and establish themselves as an authority figure.

Answer questions that come from members of your community and industry. Doing so will help you target users who fit the profile of your ideal customer. When you use this website, you can create a company profile and then answer the questions that are related not just to your company but your industry as well. You can handle reputation management by searching for questions that people are asking related to whatever service or products you provide and then answer those questions. You can even set it up so that each member of your team creates a unique profile and team members can answer questions in conjunction with one another based on different levels of expertise.

4. Syndicate Your Content

Syndicating your content gets more mileage out of a regular blog. There are so many online platforms that have many visitors, and they often need quality content. Blogs, community websites, social media sites, forums and question-and-answer sites are an ideal solution. Syndicating content is a terrific way to enhance your lead generation because it amplifies the reach of your content, allowing you to tap into an audience you might not have otherwise been able to access. All of this optimizes your returns and puts your content in front of a demographic with a high potential for sales.

You aren’t just restricted to publishing your content to your immediate audience of current customers. When you put effort into making high-quality content, you should be rewarded by expanding your reach, so prospects get to see what it is you offer. Sharing your content through syndication also improves search engine ranking with enhanced credibility and relevant backlinks. This puts you in a place of authority as a leader in your industry, which generates more traffic and potentially more qualified leads.

With content syndication, you can collaborate with another company to co-market your promotional efforts where you both promote a single piece of content. You can also swap content with another brand where you both agree to promote one another’s content on your respective social media channels.

5. Public Speaking

Public speaking is a superb way to gain a captive audience. In today’s world, as things become increasingly more internet-based, people are trusting the face-to-face selling method much more. Known as the podium effect, being a public speaker will position you as an expert in the industry, which is what each of these methods helps to do. Focus when you start at small, intimate events. This will help you figure out what your audience wants to hear and help you fine-tune your selling methods. The right strategy is important in setting your business up. You can begin at small events with just 10 people at a time put on personal company events where you make an offer at the end for your attendees. When you start out, you want to create your own events so you can craft your signature talk and gain experience with your audience. Libraries or community centers make ideal places for these local events. You can book area venues and market it to local residents. Once you become more comfortable with it, you can host bigger events. Just remember that, at the end of each public speaking event, you need to give your attendees something like a free consultation or the opportunity to try a product for free. Give them an offer they can’t refuse. On the topic of syndication, if you know other people are having events, and they are looking for speakers like at expositions, conferences or trade shows, offer yourself as a speaker. Even if it’s just a few minutes, this could be a low-cost opportunity with a lot of return.

Overall, the purpose for each of these five creative methods is to allow you a way to generate leads by establishing yourself as an authority figure. You want to expand your reach and make sure that people see you as a leader in your industry — someone they can trust to whom they can turn for answers.

To learn how to properly manage those leads, once you have them, contact us here.

Bio

Morgan Williams is a Sales Professional and B2B Lead Gen Consultant based in Chicago, IL  For a case study on how to use automated cold email marketing to spend $166.70 and make $3,435.30 in profit (2,061% ROI – email templates included), head over to his blog.

40 Event Marketing Statistics

Want the executive summary? Download the infographic here.

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

Business is changing at the speed of light. As marketers, it seems like every time we feel like we’ve mastered a new strategy, a new one emerges. Advances in modern technology drive marketing organizations at a fast pace. But, just because more and more people are adopting new technology, it doesn’t mean that one-to-one contact is gone. In fact, most of the technology that we create is intended to give businesses the opportunity to automate administrative tasks to make room for more person-to-person contact.

Marketing events are a great way to engage in one-to-one contact. Multi-day conferences, trade shows, conventions, seminars, thought-leadership workshops…these are all great examples of event marketing. They give businesses the chance to interact with consumers who are already 10 steps closer to purchasing, just by the simple fact that they are at the event in the first place.

Perhaps you are trying to decide if your business should invest in event marketing. Maybe you have already started exhibiting at events and you just want to learn more about them. Or perhaps you are a seasoned exhibitor who’s just looking for a few good stats. Either way, you are in luck! We have rounded up 40 important statistics that help shed light on event marketing for business-to-business (B2B) companies.

Why do Companies Invest in Event Marketing?

  • 63% of marketers use tradeshows as a form of lead generation (source)
  • 79% of US marketers actually generate sales using event marketing (source)
  • 81% оf trаdе ѕhоw attendees hаvе buуіng аuthоrіtу (source)
  • 77% of marketers use experiential marketing as a vital part of a brand’s advertising strategies (source)
  • 52% of business leaders say event marketing drives more ROI than any other marketing channel (source)
  • 48% of event attendees say face-to-face interactions are more valuable today than two years ago (source)
  • It takes an average of 4.5 calls to close a sale without an exhibition lead, and only 3.5 sales calls to close a sale with a lead from an exhibition (source)
  • 73% of B2B marketers say events are better than other tactics for customer engagement (source)
  • The three most commonly used B2B lead generation strategies are email marketing (78%), event marketing (73%), and content marketing (67%) (source)

Strategies

Businesses around the world are investing in marketing events. Here’s how those strategies are affecting budgets and goals.

  • Annually, companies spend about $24 billion on exhibiting at events (source)
  • The top three event marketing goals are to increase sales (83%), increase brand awareness (73%), and to enhance product knowledge (53%) (source)
  • Events occupy 14% of budgets, which is the largest share of B2B marketers’ budgets. (source)
  • B2B companies spend 29% of their marketing budgets on events, on average, versus 19% for B2C companies (source)
  • 91% of event professionals stated that increasing engagement at their events was an important priority for their organization (source)

Event Lead Management

Managing the leads from your event is only part of a robust event lead management strategy. An event lead management solution should not only assist you in capturing your lead, but also in properly managing the data, enabling you to follow up quickly, and helping you track ROI.

  • 17% of respondents still use spreadsheets to store information on their leads. (source)
  • Just 6% of marketers believe their company converts trade show leads, contacts and conversations into customer business extremely well, although 27% feel they do so moderately well, and another 41% feel they’re getting better (source)
  • 14% of marketers plan to integrate marketing automation with their events and only 7% currently do (source)
  • 35-50% of sales go to the vendor that responds first (source)
  • The top benefits for event technology adopters are: improved ability to track and measure their events (40%), increased process productivity (31%), and a better attendee experience (30%) (source)
  • 76% of marketers say their event and experiential marketing initiatives are integrated with their other marketing campaigns (source)
  • 22% of brands do not have a way of measuring their events (source)
  • 91% of event planners say that adopting a mobile event app has provided a positive ROI (source)
  • The top 5 metrics marketers feel are best for quantifying event value are: new referrals and introductions; quality and quantity of leads; deal closure; value of sales; and upsell and cross-sell opportunities. Yet, only 34% use those 5 metrics to assess trade show and event ROI (source)

Looking into the Future

  • The U.S. Bureau of Labor Statistics stated conventions and events are expected to expand by 44% from 2010 to 2020 (source)
  • 40% of marketers say they’ll increase spending on hosted events in the year ahead (source)
  • Companies are spending on event marketing at a growing rate, with 54% boosting their event activity over the past three years, and only 17% cutting back (source)
  • 43% of marketers believe the value of face-to-face interactions will continue to increase over the next 2 years (source)
  • 85% of executives say the number of exhibitions will stay the same or increase over the next several years (source)
  • 75% of marketers believe that in the upcoming years, live events will become increasingly important to their organization’s success (source)

Conclusion

You get the picture, right? Event marketing holds a significant position in the future of growing businesses. It’s never too early to start mapping out your strategy – whether you are a seasoned event marketer, or you plan on trying it out for the first time. Below is an infographic that summarizes all of these important stats. 

Luckily, we have many resources to help companies make the most out of their marketing events. Here are a few we think you might like:

And, to learn more about our enterprise-level Event Lead Management solution, click here.

Creative Strategies for Your Next Trade Show or Marketing Event

Want the executive summary? Download the infographic here.

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

Looking for creative strategies to use at your next trade show or marketing event? Look no further! We’ve gathered lots of ideas that can help you before, during, and after an event.

Before an Event

“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” – Abraham Lincoln

Planning for an event is the most important part of your process. If you don’t get the right tools in place, you’re bound to make mistakes.

  • Do your research and see what your biggest competitors’ booths look like. Track competitors in your CRM so that you know if any competitors stopped by your booth.
  • Invest in a great display, so that prospects will want to invest in you. If your display looks pathetic, so will your company.
  • Send 1:1 emails and offline marketing pieces, such as direct mail, ahead of time offering people a chance to schedule a meeting at your booth.
  • Send a marketing email (or a series of emails) announcing your presence at the event and what you’ll be showcasing. Offer educational content in these emails to establish yourself as a thought leader at the event.
  • Send a reminder email (or text, if possible) to stop by your booth.
  • Engage with conference attendees prior to the event – ask for attendees to vote on what swag they’d like best. This is a great excuse to reach out to attendees and an easy way to get them to engage. Lists of registered attendees can usually be found by contacting the event manager.
  • Speaking of swag, reconsider your definition of swag. A few ideas are: headphones, socks, or a free t-shirt with a offer for a free beer if they are seen wearing it to networking parties after the convention.
  • Post to all of your social media accounts. Choose a different image or message for each platform to keep readers’ attentions and reduce redundancy.
  • Consider how you’re going to capture leads at the event (badge scan, business card transcription, upload registrants, manual form fill, etc.). Some event lead management solutions offer all of these!
  • Do all of these things in your marketing automation platform to track key engagement prior to the event. Find one that does it all.
  • Extra Tip: Ensure consistent lead follow up by setting up an automated process to segment, tag, distribute, and follow up with those leads. Create a nurture campaign in your marketing automation platform to distribute leads, assign tasks call tasks, follow up with educational content, and more. (LL)

During an Event

You already believe in your product or solution. Now, it’s time to show off! Make sure you’re the star of the show.

  • Keep your display clutter-free. Don’t distract visitors. Clean lines and a simple, sleek design allows your message (and the experience) to play center role.
  • Don’t list features on your banners. Keep your message simple. Answer “How will your product make their lives easier? What makes you better than your competitor? What problem does your product solve?”
  • Host a wireless charging station at your booth with a fun activity, or snack, for people waiting.
  • Place devices in front of your booth and run them as a kiosk for leads to self-service (watch videos, submit an inquiry to learn more).
  • Use an event lead capture app, such as Lead Liaison’s GoCapture!™, for all representatives to use in place of outdated badge scanners. (LL)

After an Event

Evaluate & measure ROI. This is key to growth and future success.

  • Evaluate your process. What worked? What didn’t? Did your team run into any issues? Did your technology support your properly?
  • Measure ROI of your event using Cost Per Prospect (CPP), Revenue Generated, and overall ROI metrics. Some event lead management solutions offer an Events Dashboard to compile and report these key metrics, which makes things really easy.

Hopefully you picked up some great tips today. We’ve included this infographic below for you to download and/or share with your colleagues. And, if you’re interested in our home-grown event lead management solution, request a free demo here.