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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!

Lead Liaison Press Release

Event Lead Capture and Management That Integrates with Pipedrive

Dallas, TX – Lead Liaison announced this week that they have enhanced their Pipedrive CRM integration capabilities. Pipedrive is the first platform developed from the salesperson’s point of view. Pipedrive’s goal is to make sales success inevitable – for individual sales people and teams.

Lead Liaison offers a suite of sales solutions including event lead capturemarketing automation, and sales automation. Companies using Pipedrive will benefit from this deeper level of integration, as it makes it easier than ever to streamline and automate key steps in the sales process.

“Lead Liaison’s integration with Pipedrive enables our users to make full use out of both solutions,” says Rob Wyse, Vice President of Public Relations at Pipedrive. “Our users can combine all the rich data that Lead Liaison collects, like website activity and social data, and enrich the Person profiles within Pipedrive. Having everything they need in one place is very important for sales teams, and marketers benefit from it because they can push critical engagement data to their sales team without having to lift a finger.”

Lead Liaison’s partnership with Pipedrive was first announced in September 2016. Before today’s announcement, only limited information could be mapped from Lead Liaison to the CRM, and there were no automation options.

Now, all standard and custom fields can flow from Lead Liaison into Pipedrive CRM resulting in a deeper integration. Salespeople can easily create new lead records in Pipedrive from a variety of areas within Lead Liaison’s platform, including custom fields created to match Pipedrive-specific criteria. Those using Lead Liaison’s marketing automation license will also benefit from additional, Pipedrive-specific, automation actions, “Create Person” and “Create Deal.”

Lead Liaison has gained traction in the event lead management space and a lot of the credit is due to their flexibility and integrations. “We recognize that a lot of the time, we work better together,” says Sam Darrell, VP Product Management at Lead Liaison. “At this point, there aren’t many sales and/or marketing solutions that we don’t integrate with.” Because the company planted their roots in automation, they offer a rare level of support for scaling event marketing efforts.

To learn more about the other enhancements Lead Liaison recently made to their Revenue Generation Software™, such as a new Sales Dashboard full of rich analytics, read their Enhancement Round-Up Q1 2019.

About Pipedrive 
Founded in 2010, Pipedrive is the first CRM platform developed from the salesperson’s point of view. Today, Pipedrive is used by sales teams at over 85,000 companies worldwide. Honored as a leading innovative technology company, Pipedrive has offices in Tallinn, London, Lisbon, New York, Tartu, and Prague, and has raised $90 million in funding. Learn more at Pipedrive.com.

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.

Akkroo and Integrate for $34M

Akkroo Acquired By Integrate for $34M

I’ve been thinking about the news I heard last Thursday, April 4th 2019, that a company called Integrate acquired Akkroo for $34M. Consolidation in the martech space is nothing new. In our six years in business, we’ve seen it happen over and over again, Oracle acquiring Eloqua, Upland Software acquiring LeadLander, Adobe acquires Marketo…the number of acquisitions goes on and on. Just look at the list of recent acquisitions on MarTech Today.  As you scroll through, I bet you’ll recognize a few companies that were acquired. Then, you’ll murmur “I was wondering what happened to them”. Give it some time, and I’m betting you’ll say the same thing with this acquisition. I’ve never been one to be shy about comments. I’m not letting my thoughts marinate any further, and wanted to share a pragmatic view, as well as a dogmatic and slightly cynical one, and say congrats to Integrate and Akkroo. You’re going in the right direction.

Pragmatic View

Brand dilution wasn’t my first thought after hearing the news. Instinctively, I thought – “how does this change our company?” The answer – it doesn’t change it, it helps it. The news about Integrate acquiring Akkroo only validates what Lead Liaison has been doing since the infancy stages of our business. We’ve been developing a sales and marketing solution that unifies top-of-funnel lead capture, converts leads, closes deals, and helps retain customers. Don’t believe, check our home page. We’ve had the “Attract, Convert, Close, Retain” message on our home page forever. So long that we even branded that on the back of our company t-shirts – no joke.

As I further dwell on the acquisition, I read that in January 2019 Integrate announced it acquired ListenLoop to grow its set of tools and solutions for account-based marketing (ABM) advertising. We unveiled Lead Liaison’s ABM solution in late 2017 with resounding cheers from our client base.

The news also reinforces the investment Lead Liaison has been making to simplify event lead management for the entire event tech space. B2B companies are spending more money on events as they recognize the impact that trade shows and other corporate events have on their top line. In fact, spend is on the rise as experts estimate 22% of a B2B company’s marketing budget is spent on events. Check out these 40 other shocking event marketing statistics. There’s no denying the event industry is becoming more high tech than ever and niche technologies will continue to be absorbed as event marketers demand more control and ownership over their event leads.

Rest assured, we’ve long understood the value of in-person events as a viable lead generation channel. We began our company as a tracking solution and evolved into a robust sales and marketing automation company that helps businesses grow at scale. Over the years, customers pushed us to add more capabilities and introduce marketing features and sales solutions, peppered with a high dose of automation. Establishing our roots in automation has given us a leg up over our competition for quite some time now. When we rolled out GoExhibit!, our solution for capturing and managing leads at events, it was a natural progression for our platform as trade shows and marketing events were yet another top-of-funnel channel too irresistible not to support.

Dogmatic and Slightly Cynical View

Akkroo pulled off a major heist of $34 million dollars with a promise to eventually modernize the Event Market. At Lead Liaison, we have been at the forefront of bringing better solutions to market since the infancy stages. We welcome the competition, but fear that the true losers of this endeavor will be the investors.

Let’s face it, we’ve seen this scenario play out a million times in technology. Big Brother (company A) buys company B and assumes they can force feed the new “solution” to their market at a greatly marked up cost.  They throttle support in ways that only big companies know how to do and what was once a friendly relationship becomes very vendor-customer oriented. Customers will expect price increases at their next renewal. 

What happens next? Investors start to think: we aren’t making as much money as we hoped when we overpaid for this company. What do they do next? They cut product development, and make another slash to support. Next thing you know, you are paying a premium for a product that looks just like it did three years ago…and nobody will answer your calls anymore unless it’s to tell you that a bill is due.

Congratulatory View

I feel honored to see other companies following suit as it further reinforces the direction of our company and justifies our continued growth. We’re incredibly proud of the fact that we’ve enhanced our solutions on our own, without needing to buy anything. Everything we’ve built is homegrown, from the ground up. Our customers benefit from this as they experience a fully integrated solution, with better support. Integrating companies is not easy.

So, while we congratulate those that got a nice cash in; we invite the existing customer base of Akkroo to learn more about Lead Liaison. Congrats to Integrate as well. Fully integrated solutions are the way to go.

Enhancement Round-Up Q1 2019

We kicked 2019 off with a bang! An enhanced CRM/Marketing automation connector allows for deeper integrations. Our new Sales Dashboard is full of rich analytics. Plus, we’ve added over 10 new capabilities to our event lead management solution, GoExhibit!™. Read more below to learn about all of the enhancements we released in Q1 of 2019.

As always, please feel free to contact your Lead Liaison Representative with any questions about the enhancements below. Not yet a client? Schedule a demo here!

All Licenses

  • Enhanced CRM/Marketing Automation Connector – We’ve created a flexible CRM/MA framework to make it easier to integrate 3rd party CRM and marketing automation systems. Previously, only limited fields could be mapped from Lead Liaison to external systems. Now, all standard and custom fields can flow from Lead Liaison into your CRM resulting in a deeper integration. The developed framework complements other CRMs, whereas existing enterprise integrations with Microsoft Dynamics and Salesforce.com remain available to customers.

License: Lead Management Automation (LMA)™ – Marketing Automation

Javascript for Webforms

Javascript for Webforms

  • JavaScript for Web Forms – Previously, users could only embed forms via an iFrame. Now users can embed forms via javascript. This optimizes form rendering and is easier to manage.
  • Automation Actions (For customers integrating with Pipedrive) – We’ve added the following two automation actions:
    • Create Person
    • Create Deal

License: Sales Enablement + Marketing Automation

“Add to Rhythm” Actions

“Add to Rhythm” Actions

  • “Add to Rhythm” Actions – Users can now automate adding people to a Rhythm in bulk! Previously, users could only import contacts into a Rhythm. Now, users can utilize the “Add to Rhythm” bulk action or automation action to add contacts to a Rhythm.

License: SiteEngage™ + Marketing Automation

Use Your Own Content Dynamically

Use Your Own Content Dynamically

  • Use Your Own Content Dynamically – We now offer the ability to display custom website content using prospect criteria. Instead of being restricted to Lead Liaison’s “Dialogs”, you can use any type of custom web content. To display custom content, set rules for displaying the content and our software will generate code to add to your web page. The code will allow you to “hook in” and invoke your custom content.

License: ProspectVision™ – Website Visitor Tracking

  • Visitor Tracking API – Lead Liaison’s Visitor Tracking API allows businesses to pull in business and Prospect data tracked by Lead Liaison’s visitor tracking into their own database or software. This allows businesses to benefit from Lead Liaison’s tracking without ever having to log into Lead Liaison.

License: OneFocus™ CRM

Sales Dashboard

Sales Dashboard

 

  • Sales Dashboard – A dashboard for sales teams covers important metrics like:
    • Forecasted Revenue
    • Productivity (calls, emails, meetings, etc.)
    • Quota performance
    • Deal volume (deal volume with close date in a specified period)
    • Deal amount (deal size with close date in a specified period)
    • Pipeline by Deal Stage (funnel image)
    • Sales Performance (general performance of your sales team)
    • Leaderboard (closed business, by sales rep, over a specified period)
    • And so much more!
    • The dashboard also provides multiple ways to view data, including a mode for displaying the dashboard on a TV. Display sales productivity in your office, conference room, or sales team “bullpen” to create a shared and more competitive environment.
Organization Roles

Organization Roles

  • Organization Roles – OneFocus now supports Organization Roles (ex: Business User, Decision Maker, etc,) to further enable businesses to track critical Organization data and take action as needed.

License: OneFocus™ CRM + Marketing Automation

Segmenting Organizations

Segmenting Organizations

  • Segmenting Organizations – Users now have the ability to use Organization fields to segment their database.
  • Triggers for Contract Objects – Now, users can create a trigger when the following Contract Objects are updated:
    • Contract Created
    • Contract Updated
    • Contract Deleted
    • Contract Expired
    • Contract Renewed

License: GoExhibit!™ – Event Lead Management

Invitation Customization

Invitation Customization

  • Invitation Customization – When event managers invite new users to an event in GoExhibit!™, they can now customize the invitation in addition to, or in lieu of, the existing message. Users now can also send invitations by email and text message simultaneously.
Capture Portal

Capture Portal

  • Capture Portal – GoExhibit!™ now features a Capture Portal, which holds lead capture submissions that are incomplete or erroneous. Users can go back into the Capture Portal during/after an event to edit invalid submissions.
Import Event Leads

Import Event Leads

  • Import Event Leads – Previously, the only way to associate Prospects with an Event (in the web application) was to capture them using our mobile application, GoCapture!™. Now, users have the ability to upload Prospects directly into an Event (in the mobile application) using a .csv or .xls file. Imported data will also be merged with existing records within the same event.
  • NFC Badge Support & Automatic Post Show Reconciliation – We now support Near Field Communication (NFC) and automatic post-show reconciliation, further establishing GoExhibit!™ as the most flexible lead capture method on the market. GoExhibit!™ supports these methods of lead capture:
    • Scan QR Codes and 2D/3D barcodes on badges
    • Scan NFC badges
    • Scan and transcribe business cards
    • Search and fill form using the registered attendee lists
    • Manual entry (kiosk mode)
    • Automatic post-show Reconciliation (for use with badges)
  • Voice Recording – Our app, GoCapture!™, now has the ability to record voice memos. You can add this as an option when building your form in the web application. It will appear as a button on your mobile device lead capture form, which you tap and record an audio clip. Lead Liaison will generate a custom URL of the audio file, which will be saved in the notes section of your form. *Voice-to-text available soon!
  • Enhanced Bulk Export – We now offer the ability to bulk export to DOMO. Bulk export will allow users to export these three categories of data:
    • Prospect data
    • Data that is captured on an event form
    • Marketing metadata (when the event starts, how much the event costs)
  • Dymo Printing Support – We already supported printing badges with Avery. However, if you just want a single badge printed at a time (rather than a sheet of badges), you will now be able to use Dymo Printers with GoExhibit!™. This feature is ideal for managing badges at the front desk of your event.
  • Additional Integration Support – GoExhibit!™ now supports several new integrations:
    • Salesforce.com Marketing Cloud – create a new lead inside of Salesforce.com Marketing Cloud.
    • Amazon S3 – export records to Amazon S3
Self-Service Badge Printing

Self-Service Badge Printing

  • Self-Service Badge Printing – GoExhibit!™ Self Service Badge Printing allows event attendees to register or check-in at the front desk and print their own badges at the same time. This works when the registration/check-in front-end system is running on any computer (laptop or tablet) with Windows or Mac, and connected to a Dymo printer (wired or wireless).
  • Edit Submissions – GoExhibit!™ now allows users to edit lead capture form submissions after they have been submitted.

Interested in the solutions you see here?

If you are already a Lead Liaison customer, contact your Account Manager with any questions and we’ll be happy to assist.

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 Announces Attendance at EXHIBITORLIVE 2019

Dallas, Texas – Sales and marketing solutions provider Lead Liaison will be exhibiting at the 2019 EXHIBITORLIVE conference in Las Vegas, Nevada. The global leader in event lead management will be showcasing their solution, GoExhibit!, and how it manages event leads from capture to close. This three-day event will be held on February 25-27, 2019 at the Mandalay Bay Conference Center.

Lead Liaison will present exciting new capabilities such as NFC badge scanning, voice recording, branding capabilities, registration and badge printing, and more. They will demonstrate GoExhibit!’s ability to be a holistic solution, from form customization and lead capture, to distributing and following up with the lead while interest is still at its peak, to sending the lead on to CRMs and marketing automation platforms. They’ll also be announcing the industries first lead capture app that runs on Microsoft Windows, allowing companies to capture leads on any Windows device, such as Windows mobile devices or Surface tablets.

EXHIBITORLIVE is The Professional Development Conference for Trade Show and Corporate Event Marketing. This five-day educational event features 170+ sessions and workshops with the industry’s largest exhibit hall, including nearly 300 exhibitors. This is where you will find the latest products and resources shaping the future of exhibiting and corporate event programs.

“Our attendance at EXHIBITORLIVE underscores our dedication to businesses looking for a superior lead capture and management solution,” says Jen Worsham, Director of Marketing at Lead Liaison. “We look forward to sharing our solution and connecting with attendees in a meaningful way.”

Get your free pass to EXHIBITORLIVE 2019 by clicking here. If you would like to schedule time with the Lead Liaison team, click here or come by booth 1056 during the show. More information on all of the exhibitors, sessions, and speakers can be found 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).

Enhancement Roundup – Q4 2018

The last quarter of 2018 was big for event lead management. We also snuck in an incredible update to our landing page builder. Read below to learn about all of the enhancements we released this last quarter.

As always, please feel free to contact your Lead Liaison Representative with any questions about the enhancements below. Not yet a client? Schedule a demo here!

License: Lead Management Automation (LMA)™

  • Landing Page Builder (Beta): We’ve completely resurfaced it, making it easier than ever to create campaign-specific landing pages.

License: GoExhibit!™

  • Events Dashboard: Our new events dashboard allows users to track their events from a high level. Track things like:
    • Cost per prospect
    • Who captured the most leads
    • Average engagement score
  • Custom Content Blocks & Themes: Customers are now able to further customize their booth experience! Custom content blocks can be added to event lead capture forms. Here are a few examples:
    • Add your logo to the top of the form.
    • Add a quick, flashy video to your form to catch the attention of booth visitors.
    • Add a map showing your company’s location.
    • You also now have the ability to edit the color palette/theme to match YOUR brand!
  • Badges: Lead Liaison now provides the ability to create and print your own badges for companies running their own events. The badge system integrates with Avery, a leading manufacturer of labels/badges.
  • Registration/Check-In: Lead Liaison provides a check-in and registration system for clients who need to manage their own marketing events. This feature provides a customizable check-in and registration portal and works seamlessly with Lead Liaison Badges.
  • Instructions: Lead Liaison now gives companies the ability to add custom Instructions within a designated form/event. Use the Instructions area to provide all the information that the event manager might need their team to do to set up, for example. Add:
    • Text
    • HTML content (like videos, links, etc.)

 

Interested in the solutions you see here?

If you are already a Lead Liaison customer, contact your Team Lead with any questions and we’ll be happy to assist.

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).

Lead Liaison Press Release

Lead Liaison and Avery to Complement Event Lead Capture Solution

Dallas, Texas – Lead Liaison announces a relationship with Avery, the leading manufacturer of labels and badges. Known for their enterprise marketing and sales software, Lead Liaison is answering a significant need in the trade show industry as it relates to fully-integrated lead capture. The company launched an event lead management solution earlier this year, called GoExhibit!™, which is powered by their lead capture app, GoCapture!™.

GoExhibit!™ provides businesses with an end-to-end event lead management solution. Companies can use GoExhibit!™ to manage all pre-event communication, efficiently capture leads onsite, instantly sync data, and trigger post-event follow-up. What’s more, companies managing their own events can utilize GoExhibit!™’s registration and check-in feature, which integrates seamlessly with a badge solution powered by Avery.

“We are excited to work with Lead Liaison,” says Customer Success Manager, Brenda Dillon. “This is a perfect use case for Avery labels and badges. We are excited about the opportunity to further support businesses running their own marketing events. Lead Liaison automates the clerical work and helps put the final solution in the hands of the customer faster and more efficiently.”

Customer Success Manager at Lead Liaison, Ryan Schefke, adds “integrating Avery’s badge-making software was the right move for our customers. Instead of forking out $50K+ to other lead retrieval companies, we give show providers or companies wanting to run their own marketing event a do-it-yourself, or DIY, event setup. Avery’s badge capabilities are the perfect complement to our check-in, registration, and our barcode scanning app.”

Creating badges in GoExhibit!™ is easy. Badges can be created individually, to work alongside our registration and check-in solution. Or, they can be created in groups. One might need to create and print a Badge Group if they are looking to lay badges out on a table for attendees to pick up when they check in.

Avery can also print the badges on behalf of the company, utilizing their WePrint service.

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).

About Avery Products Corporation

Avery Products Corporation is the world’s largest supplier of labels, specialty converted media and software solutions to enable short-run digital printing in businesses and homes alongside complementary products sold through distributors and mass market retailers under the Avery® brand. Avery Products Corporation, a division of CCL Industries, is based in Brea, California. For more information about Avery products, visit avery.com.  

Avery and all other Avery brands, product names and codes are trademarks of CCL Industries, Inc. All other company and product names may be trademarks or service marks of their respective owners.

 

Media Contact

Avery Products Corporation

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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.