Dear Show Organizers… Here’s What Exhibitors Need

Dear Show Organizers… Here’s What Exhibitors Want Need

We speak with exhibitors daily and learn about their challenges and why some hesitate to invest in events. With virtual events having low satisfaction ratings and live event attendance being uncertain… exhibitors are carefully evaluating each event to decide:

  1. Which events they will or will not participate in (Top performers only, new markets, etc)
  2. In what way do they want to participate (Exhibit, Speaker, Attendee, other)
  3. How much they want to invest (Booth, staff, tech, marketing, sponsorships, private meetings, etc)
  4. With events now being virtual, live and hybrid, what should they change, improve, automate, streamline and make more efficient to set up their team to handle any type of event and get highest ROI

Exhibitors want SERVICE

Each exhibitor from every industry has their own story/experience to share. Some stories are amazing, about organizers who really understand the exhibitor and set them up for success. Other stories are about their frustrations of not being treated as the customer or getting the ROI they expected. Many will be making their decisions based on their relationships with each event organizer and how much they care to hear about their challenges and offer solutions that set them up for success.

Solution: Deliver concierge style service 

Exhibitors want EXPOSURE

Every exhibitor we speak to is asking organizers to make connecting to their target audience easier. They want their brand to be seen, their prospects to find them, and their new products or services to be showcased. Event organizers who build some basic brand exposure opportunities into their event will provide added value to exhibitors on the fence.

Solution: Offer unique engagement experiences that drive attendees to take action

Exhibitors want to STREAMLINE

With every event offering a different lead capture solution, how much time and energy does the exhibit manager spend on training their team for every single event to ensure no lead is missed and everything flows nicely into their sales process? How many leads are not captured because they have one scanner to share among their team? How many leads don’t receive follow up until days after the event or not at all? How does a company close deals if the next step of the sales & marketing process is not integrated into their lead capture workflow? The challenge is real!

Solution: Do not restrict their ability to capture leads. Now more than ever, exhibitors are seeking a Universal Lead Capture (ULC) provider so their sales team can use the same lead capture system with automated follow up and sales analytics everywhere they go. Event organizers who offer an option for exhibitors to plug into their Registration API will see exhibitor ROI soar and attrition decrease. Organizers who use unfriendly platforms that restrict API access for scanning badges will find push back from exhibitors who will find those events less valuable or friendly to their company.

Exhibitors want ENGAGEMENT

Ask any exhibitor…if you put them in front of a prospect…they will take care of the rest. That is why gamification has become so popular. Exhibitors who use an exciting activation or game in their booth are seeing up to 3x to 5x more leads captured than booths who do not. Plus, it is a known fact that attendees who engage in a memorable experience are 22% to 35% more likely to remember the brand and engage in a next step. Ask any marketing person, this is a dream for any brand and a goldmine for salespeople seeking to build new relationships.

 Exhibitors who know this are asking organizers for ways to promote their games and incorporate them into the event experience. Show organizers need to be prepared.  Exhibitors are on the hunt for engagement solutions and want to incorporate them into the event.

Solution: Organizers have an opportunity to make their event more exciting and engaging!  We suggest offering gamified lead capture as a premium option, or inviting exhibitors to “bring their own game” and plug it into your treasure hunt or other event engagement experience!


Exhibitors want ROI

If you were to speak to the CEO of any exhibiting company, they would tell you that ROI is their primary reason for exhibiting. Exhibiting at any event must contribute to the growth of their organization and move the needle forward. Exhibitors measure ROI in different ways depending on their goals. If brand exposure is the goal, they might track email and banner ad views, click thru’s, open rates, game plays, etc. to measure ROI. If lead capture is the goal they would track leads captured, quantity vs quality of leads, and sales generated to measure ROI. The more organizers understand the goals of the exhibitors, the better chance they have at meeting their expectations.

Solution: If show organizers want to improve their attrition year over year, they need to help exhibitors see the value and results your event delivers. Example: Instead of a paper scavenger hunt that cannot be truly measured, use a digital solution (Such as Waypoints or Hybrid Gamification) that can provide detailed analytics to both the show organizer and the exhibitor with a list of leads that supplement the lead capture their sales team is using in the booth.


In a nutshell, as we return to live events we cannot go back to the way things were. Events are forever changed, technology just took a huge leap forward, and hybrid is here to stay. The best thing organizers can do is to listen to exhibitors as they explain their challenges, enable them to be successful, and be open minded to doing things differently.


 A Message for Exhibitors!

Please keep in mind that event organizers need your help too. Their biggest challenges right now are re-negotiating contracts, managing logistics, and trying to organize speaker agendas and finalize floorplans when exhibitors and speakers are waiting until the last minute to confirm. Organizers have a lot on their plate trying to fill the exhibit hall, promote the event, make people feel safe, and bridge the gap between live and virtual. Now more than ever they are stressed to bring their event back to life on tight deadlines while trying to give you the service you need to ensure you return next year. Please work with them, confirm as early as you can, be patient if they can’t get back to you right away, offer suggestions and partner with them to put on a great show. The challenge of getting our industry up and running again is real and the best thing we can do is to help each other succeed.

Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.

To see how Lead liaison’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!

The Link Between Content and Conversions

The Link between Content and ConversionsDisplaying dynamic, engaging content in real-time as visitors arrive on your website is an incredible way to encourage visitors to stick around and convert into paying customers. As technology has advanced, the ability to do this is no longer a pipe dream but is very much a reality. By building a rich profile of the visitors arriving on your site that becomes stronger over time, you can do exactly that. This is what we call the magic link between content and conversions.

This can be accomplished through a combination of behavioral information, including actions taken by visitors, such as clicks, email opens, document downloads, page visits, webinar attendance, video watches, and more. Along with demographics from your own CRM and social data, it becomes possible to deliver a powerful and effective customer profile. When retrieved in real time and used in precisely defined rule sets, this data makes it possible to create a much more personalized website experience for your visitors.

Many website owners make the mistake of thinking only of themselves and their needs when creating their website and future content. In order to engage your audience in an effective manner and convert those visitors into paying customers, you must first lean how to address your visitors’ basic concerns. This is particularly true when it comes to first-time visitors to your website. When a visitor first arrives on your site, he or she will typically ask, even if subconsciously, the following questions:

  • Will this website meet my needs?
  • Can I trust this website?
  • Does this website have the solution that will solve my problem?

Leveraging real time data-driven content gives you the ability to find out exactly what it is that your visitor wants and deliver content that will reassure visitors that your site can meet their needs, can be trusted, and has the solution to solve their problem.

In the early days of the Internet, marketers often had no choice but to create campaigns that were inexact in terms of focus and awareness. Today, we are able to see exactly who shares and clicks what as well as how visitors navigate our sites. Furthermore, we no longer have to wait a lengthy period of time to see that data. The data and metrics available today allow us to gain much deeper insights into what visitors do and what they want.

When it comes to reaching out to customers via online marketing, it is not always about what we say, it’s also about when we say it, where we say it, and how we say it. In particular, timing can be one of the most important elements in converting a casual visitor into a paying customer.

The good news is that you already have the data you need in order to create engaging content that your visitors will relate to. While you might not have the necessary framework in place to put that data to work for your website, tools are available to help you understand your visitors better and leverage data in real time to deliver powerful, personalized content at precisely the right time.

Convert Visitors into Loyal Customers

Converting Casual Visitors into Loyal CustomersAccording to a study conducted by the CMO Council, higher engagement and response rates are the number one reason for utilizing personalized content. The study further found that personalized content tends to convert more customers.  So why not start to convert visitors into loyal customers?

One of the most common problems that many brands experience in their online marketing efforts today is trying to convert casual visitors into loyal customers. As most brands are well aware, many visitors tend to arrive on their sites, surf around for a bit, and then leave without making any attempt to engage or making a purchase. In order to increase conversions and boost profit levels, it is essential for brands to learn how to convert more of those casual visitors into loyal customers.

While more traffic is always desirable for your website, the reality is that traffic only matters if you are continually increasing the number of visitors you convert. When it comes to designing a successful and effective website, too many marketers tend to focus on what they need to do to attract visitors to their website. Unfortunately, all of the work that you do to get people to visit your website will be for naught if you are not able to convert visitors into paying customers. In terms of converting casual visitors into loyal customers, one of the best ways to do this is to engage them with personalized content.

As advanced as technology has become, relationships are still one of the primary drivers that can encourage a prospect to choose one brand over another brand. While you might not be able to utilize face-to-face connections as you would with a brick-and-mortar store, you can still leverage your online presence in order to interact in a direct manner with those customers who visit your website. In this regard, you will be able to create more powerful relationships while encouraging visitors to take the next step to becoming loyal customers.

Without the tools to drive conversion, brand awareness may be nice, but your sales simply may not reflect the true number of visitors your website attracts. In order to convert casual visitors into sales, your website must be built with the right support.

Data-driven, dynamic content in real time is one of the most important elements website owners today can use to convert even the most casual visitors into loyal customers. In the design of your website, consider what information your visitors want most and whether they are able to find that information right away. Remember that most visitors today have incredibly short attention spans. Furthermore, they have far more online information from which to choose from today than they did just a few years ago. This means it is absolutely vital that you capture their attention right away and deliver the information they want most. Real time data-driven content can tell you exactly what a casual visitor wants and give you the ability to deliver the information they want in order to create more personalized content and drive higher conversions.

Personalizing Your Content to Drive Engagement

Personalize your Website ContentWith more content than ever online with which your brand must compete, learning how to personalize your content to drive your engagement has become essential. No longer is it enough to simply update your website on a regular basis. You must create a dynamic website experience that is designed to encourage prospects to convert to customers and shorten sales cycles. Personalization of your website content is one of the best ways to do this. Begin personalizing your content to drive engagement today!

The Benefits of Personalization

Thanks to technological advances, marketers now have the ability to take full advantage of personalized website content. By using personalized content, you can reduce clutter in the vast amount of online content that your brand must compete with and create a web experience that is far more relevant and personalized to the individual visitor. This is a far more targeted marketing approach that is also much more effective.

By providing your customers with a more personalized experience, your brand can benefit from visitors remaining on your website longer, downloading more offers, and ultimately making more purchases.

The social media revolution has dramatically changed the way in which the Internet is used. Today, it is more about user-driven content and user engagement. Website personalization provides your brand with the ability to change website content dynamically and extend offers based on visitor-driven criteria. Such criteria can be created in almost any way that you might desire, including visitor actions, website behavior, content interests, etc.

Creating Engaging Web Content in Real Time

Analyzing visitor behavior and then re-designing your website content in real time gives your brand the opportunity to recognize and tap into your customer’s interests. This also gives you the chance to maximize engagement and sales by delivering incredibly personalized website experiences for each customer based on current as well as past behaviors.

Ultimately, it is important to recognize that when a visitor arrives on your website, he or she is only interested in their own specific needs. They are not interested in any other information and it is up to you to provide the personalized content necessary to pique their interest and keep them on your site long enough to convert them into paying customers. Each time that a customer returns to your site, your content should be updated to encourage customers to continue moving through the sales funnel without running the risk of having the customer be distracted by information they do not need and not relevant to them.

In order to maximize the opportunities made available by personalized content, it is important for your brand to focus on creating content rather than taking a broad spread approach. The creation of buyer’s personas can be an excellent way to determine the type of content that should be created to drive engagement. The latest technology has also made it possible to create a variety of content options for driving a more engaging web experience through home page content, cross-selling, and product level recommendations.

Why Your Website Needs to Be More Engaging to Convert

Engage your Website VisitorsDid you know that you only have about 15 seconds to get the attention of your website visitors? According to Chartbeat, that’s how much time you have to capture their attention, so make it count. Further data from Chartbeat shows that most people do not read web content the way we think. Adding to the difficulty in capturing the attention of visitors is the fact that there is now more content available online than ever before. Google receives more than 4 million search queries every 60 seconds. As if that was not enough to concern a marketer, consumers are now reviewing more and more information prior to making a purchasing decision. In fact, 85 percent of consumers turn to trusted online sources for information to assist with buying decisions. On average, consumers will actually engage with almost a dozen pieces of content before they actually make a purchase. If your website needs to be more engaging then start to look at ways to personalize website content and convert your visitors.

More Difficult Than Ever for Marketers to Stand Out from the Crowd Online

Although the vast amount of content available online may make it easier for consumers to review products and services, it has also served to make it much more difficult for brands to stand out from the crowd. It is no longer enough to simply regurgitate facts. Your brand must ensure that your content is as engaging as possible, which means addressing the wants and needs of your audience while simultaneously empathizing with them. Doing so will allow you to increase your level of audience involvement, while also converting more people. Today, your prospects expect your brand to express interest in them by extending ongoing interaction, both via social media as well as your website. If you deprive visitors of this opportunity, you are also likely losing out to the competition and sacrificing the opportunity for your business to build important relationships with your prospects.

Engaging Your Prospects to Convert Them into Customers

Among the most common mistakes that many marketers make today is plastering their website with one-way content. This can come across as anti-social and serve to drive away customers before you even have the chance to convert them into paying customers.

One of the best ways to quickly grab the attention of a prospect is to personalize your content to that particular visitor. It’s also important to make communication as relevant as possible. In other words, you need to ensure your content is visitor specific. A couple of ways this can be accomplished is by using the visitor’s name or even inserting the city or state in which they live to catch their attention.

It’s also important to ensure your website content has a unique voice. This helps your visitors know what to expect from your content while also helping to reassure them, which is an important step toward building trust and converting visitors.

While your brand may have more competition online, learning how to engage your customers with personalized content can help you increase your conversion rate and bottom line.

Lead Liaison Unveils New Enterprise Marketing Automation

Enterprise Marketing Automation that’s Cost Effective

Allen, TX (PRWEB) June 29, 2015 – Lead Liaison, the leading provider of marketing automation software to the mid-market, unveils new enterprise marketing automation. A key highlight of the release is advanced user Security Profiles, something required by today’s multi-million dollar companies.

Security Profiles allow customers to build tailored user profiles for admins, sales, marketing and any other roles across the organization. Access to key features can be restricted and hidden from the user interface to remove superfluous features based on roles. Security Profiles also work with Lead Liaison’s Teams feature. Teams can be assigned to a Security Profile to easily manage usage rights for specific groups.

With the introduction of the new enterprise marketing automation platform, Lead Liaison maintains the superior ease of use that it’s known for. The majority of its features are drag and drop, such as the landing page designer, web form builder and email designer. Another easy to use, enterprise level feature, called Lead Liaison SiteEngage™, was just released last week. SiteEngage™, helps businesses convert and engage more website traffic by personalizing all types of content, including “engagement windows” (sometimes referred to as pop ups) for website visitors.

Over the past 12 months, more large enterprises have been migrating to Lead Liaison, including a $500M oil and gas company, a $150M large telephony provider, and a multi-million dollar non-profit. The new user Security Profiles position the company’s software as a scalable solution fit for large enterprises looking to acquire enterprise marketing automation software with the highest value per dollar in the industry.

About Lead Liaison

Lead Liaison is a cloud-based sales and marketing automation solution that helps businesses accelerate sales 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 support with solutions such as a hot-lead dashboard, Buy Signals and a live ticker alert of businesses on the customer’s website. 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 Allen, Texas, near Dallas, and employs 22 people. For more information, visit or call 1-800-89-LEADS (895-3237).

Lead Liaison Unveils Amazing Content Personalization Solution to Increase Website Visitor Engagement

Increase Website Visitor Engagement and Conversions by up to 200%

Allen, TX (PRWEB) June 22, 2015 – Lead Liaison, the leading provider of marketing automation software to the mid-market, has announced limited availability of an exciting new solution for content personalization. The product, called Lead Liaison SiteEngage™, allows companies to configure data-driven website content (popups or embedded content) personalized to website visitors to help increase engagement.

Lead Liaison found that most companies do a poor job of converting website visitors. Companies pump lots of money into retargeting, pay-per-click advertising, SEO, salespeople and digital marketing – they all share a common purpose, to drive people to the company’s website. However, companies forget to close the loop and take the necessary steps to convert visitors by giving them something valuable in exchange for their contact information, such as email and name, once they’re on their site. Unfortunately, 98% of a company’s website traffic goes unnoticed. Lead Liaison expects to seriously tip the scale with Lead Liaison SiteEngage™.

The new product is deeply integrated with Lead Liaison’s Lead Management Automation (LMA) solution, which delivers award-winning marketing automation capabilities. Combined with Send & Track for Outlook™/Google Chrome™, and ProspectVision™ , for website visitor tracking, Lead Liaison’s suite of marketing automation tools, called Revenue Generation Software®, for the mid-market rivals competing solutions. Companies are able to better attract, convert and close business using Lead Liaison – with conversion and closure being the key focus for content personalization.

Lead Liaison’s content personalization solutions are easy to setup. Customers choose from different styles of “engagement windows”, such as a canvas, modal, footer, ribbon, or slider. They choose from over nine pre-created themes that can easily be customized using a drag and drop designer. After creating visually appealing content, customers set up rules on when to show the content. Content is delivered based on a wide range of data, for deep personalization. Using any combination of demographics, social, or behavioral information companies can display their dynamic content to convert more visitors and accelerate sales with relevant offers.

This level of ease of use and personalization is unparalleled in the industry, establishing Lead Liaison as a true innovator in the market. As other marketing automation providers follow suite with larger companies, Lead Liaison continues to think outside the box, distancing themselves from competitors, offering unique, highly valuable solutions that help companies accelerate revenue, faster.

Alan Page, VP of Customer Success at Lead Liaison says:

“We’re thrilled to bring content personalization to the market! This was really the missing piece in our product portfolio. There are multiple use cases for our new product. Companies can use the solution to increase the size of their newsletter database, display offers for valuable content (such as whitepapers), run promotions for first time visitors, all in an effort to increase conversions and drive sales. The days of showing the same content to every visitor is long gone. You’ve got to personalize communication, and give people relevant content at the right time – something Lead Liaison does extremely well. Our tracking engine is bar none in the industry, building a rich profile of online and offline engagement on prospects. Now that we can use that information to personalize content – the likelihood of driving more sales and converting more visitors has skyrocketed.”

Lead Liaison SiteEngage™ is available to qualified prospects and existing customers as of the time of this release. General availability is planned for mid-June 2015.

About Lead Liaison

Lead Liaison is a cloud-based sales and marketing automation solution that helps businesses accelerate sales 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 support with solutions such as a hot-lead dashboard, Buy Signals and a live ticker alert of businesses on the customer’s website. 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 Allen, Texas, near Dallas, and employs 22 people. For more information, visit or call 1-800-89-LEADS (895-3237).

How to Engage Prospects Early in the Buying Process

How to Engage Prospects Early in the Buying ProcessPeople and businesses are changing the way they approach the buying process due to the abundance of online resources available. Numerous studies have shown that over 90% of people begin their buying process online using either a search engine or social media. There are so many viable options to choose online, which is why very few consumers will look elsewhere for information.

Early Engagement

Savvy marketers and entrepreneurs must reach and engage these prospects in the early stages of their buying process, before they settle for a competitor. They must recognize that someone is interested in their product or service and engage them instantaneously. One of the easiest ways to identify and connect with new consumers is marketing automation software.

Marketing Automation Software    

Surfing various websites for useful information is usually the initial step in the buying process, which is why the first step in the marketing automation process is using website visitor tracking. This powerful software tracks and monitors any leads that have connected with a company’s website or social media profiles. It records exactly what your leads are doing online in real time. If you are not already convinced of the incredible capabilities of website visitor tracking, take a moment to read Lead Liaison’s previous blog on five reasons why it is necessary to follow leads with website visitor tracking.

Lead Profiling & Ranking

Once marketing automation software has identified potential leads, the next step in engaging them is to understand their behavior and buying needs. Every detail the lead shares is tracked and analysed to create a comprehensive lead profile. Marketing automation experts will then rate their online activity based on the characteristics of existing consumers and determine where they are at in their buying process.

Lead Nurturing

The most essential step in the marketing automation process for engaging prospects early in their buying process is lead nurturing. Lead nurturing content is the most effective and efficient way to demonstrate a company’s expertise. A recent study by the Annuitas Group proved that nurtured leads generate 47% larger purchases than traditional marketing leads.

Lead nurturing allows businesses to gently guide leads towards a purchase by clearly demonstrating the value a particular product or service can add to their life. It should never be a hard-sell pitch or a blatant advertisement. The goal of lead nurturing is to engage prospects, give them the vital details they need to make a sound purchasing decision, and then subtle show why that purchase should be made with your business. It is a delicate art that is usually best left to trained content creators and marketing automation experts.

Engaging prospects early on in the buying process is essential for success in the modern world of online sales. Use marketing automation software, lead profile and ranking, and most importantly lead nurturing to create a lasting connection with potential prospects.