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Lead Liaison Press Release

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

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

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

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

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

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

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

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

How to Integrate Independent Lead Capture Solution

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

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

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

Who is the lead retrieval provider?

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

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

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

Who should I contact at the lead retrieval provider?

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

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

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

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

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

What is the lead retrieval method?

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

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

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

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

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

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

Additional Good-to-Know Prompts

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

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

Do you offer an API or Developer’s Kit?

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

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

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

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

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

Additional Post-Show Merge Questions

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

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

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

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

Conclusion

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

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

The Anatomy of a Great Event Lead Capture Form

When exhibiting at a trade show or other marketing event, your lead capture form drives success. That’s not to say that having an enticing booth and properly staffing it doesn’t matter, too. But without an effective and efficient event lead capture form, you’ll inevitably fall behind.

That’s why we wanted to provide an outline of a great event lead capture form. If you include these key components, you’ll be sure to set your team up for success (and sales) post-show. When someone visits your booth, your team should be focusing on making a connection, not killing the moment with a long list of questions. A complicated lead capture process can turn an interaction into an interrogation. So simplify your event lead capture form by narrowing it down to the suggestions below.

The Anatomy of an Event Lead Capture FormDownload this Graphic

Quickly and Easily Collect Basic Lead Info

Based on the show you are exhibiting with, you should be able to integrate your event lead management solution with the show lead retrieval. In our research, we have found that nearly 80% of events will integrate with an event lead management solution.

If integrated, a great event lead capture form will include a badge scanning element that makes it easy to collect basic contact information without needing to hold up the flow of the conversation. Most event lead management solutions support barcodes, QR codes, and even near field communication (NFC) badges.

If the show doesn’t offer integration, simply include a Business Card Transcription element instead. Most event lead management solutions support transcription of the information on a business card. Lead Liaison’s GoExhibit!™ features transcription service with a 99.9% accuracy and near-immediate turnaround time.

Qualify Your Leads

Meet with your team to narrow down exactly what constitutes a qualified lead, and include that question (or those questions) immediately after your badge scanning element. You want the form to flow the same way the booth representative’s conversation would go. They’ll collect basic information, and then they’ll consider if the lead is qualified.

Not everyone who gives up their information represents a real business opportunity. In your preparation, consider what the top three most important characteristics are to identify qualified leads. Assessing whether a lead is worth pursuing allows you to easily progress your sales process in any post-show automations.

Using a temperature scale is a simple and effective way to gauge interest. “Hot” signifies that they are almost ready to buy. “Warm” means they need to be nurtured a bit before they’ll make a purchase (make sure you have an excellent post-show nurture campaign). “Cold” leads are not even worth your sales team’s time yet. They can still be nurtured, but your sales team can probably skip any aggressive post-show outreach.

If you wanted to get a little more detailed, you could further qualify your lead by asking:

  • How much buying authority or influence does this person have?
  • How soon is this person likely to make a purchasing decision?

Investigate Key Interests in Your Event Lead Capture Form

If your company is showcasing multiple solutions at your booth, your Key Interests field should contain a checklist of those solutions. If your company is showcasing a single solution, your Key Interests field should contain a checklist of various problems your solution can solve.

If your event lead capture solution supports conditional fields, you could design your form so that additional questions populate based on the prior selections. That way, your booth representatives won’t have to waste time scrolling through questions that are not relevant, but they are prompted with the appropriate questions when applicable.

For example, if your company offers Solution A, Solution B, and Solution C, your event lead capture form could populate a different follow-up question based on if they are interested in A, B, or C.The follow-up question could inquire about what particular problem the prospect needs to address with your solution. Of course, every answer will be slightly different, but you should be able to put any answer into a few different buckets. And since you’re using conditional fields, why not have an “Other” option that triggers a text field so your booth rep can fill it in?

Help Your Team with a Voice Notes Component

Voice notes can be one of the most useful components of your lead capture form. They allow booth representatives to focus on conversations instead of note-taking. The goal, remember, is to have an organic conversation so that you start building that positive relationship from the start. If the prospect feels like the purpose of the conversation is to check boxes, they’ll be less inclined to open up.

The opportunities that a voice notes component provides are endless. Voice notes can be used to record an answer to the single most important question on your lead capture form. If the prospect is comfortable, you could record the entire conversation so you don’t miss a thing.

When a booth rep concludes a conversation with a prospect, voice notes allow them to easily step aside and quickly rattle off all pertinent information within a minute, rather than writing them in a notebook or keying them into their lead capture form.

Some event lead management solutions even offer voice-to-text transcription, which makes the process even more efficient. Now, your booth reps have no excuse for not taking great notes!

Simplifying your form to include these items will not only make lead capture easier for your staff at the event, but it will also make it easier for the marketing team to follow up appropriately based on the answers collected. Some event lead management solutions even offer ways to deeply personalize follow-up based on the answers collected at the event. A handwritten letter sent a week after the event can reference their specific need. A follow-up email can contain a link to a detailed overview of the solution they were most interested in.

The possibilities are truly endless when using Lead Liaison’s event lead management solution, GoExhibit!™. If you are interested in learning more about our solution, click here.

These Tech Tips Will Boost Event Lead Capture Success!

Welcome to part two of our series on how you and your team can get the most out of your trade show experience, optimize lead capture and enjoy a high level of customer lifetime value from these leads.

In a previous article, we discussed some valuable ideas you can leverage to capture more leads at your next event. Today, we continue that conversation. Let’s discuss specifically how you can harness the power of technology to capture and collect as many leads as possible, engage with them right away (even while you are still at the event) and set the stage for converting them into eager prospects and buyers.

Rethinking Your Lead Capture Form

Put yourself in your booth visitor’s (your potential lead’s) shoes. Attending a big industry event can be an overwhelming experience for them! This sense of overwhelm felt by so many trade show attendees can cost your company lead capturing and nurturing opportunities.

So what can you do about this situation and turn it to your advantage?

What can you do that will make their experience more enjoyable and help you have a more meaningful engagement? What generates a massive impact that will help keep you and your brand in the forefront of their minds? Keep reading to find out…

When you are engaging in conversations with leads at your booth, don’t waste your time or theirs by asking the same dull, boring, unimaginative questions every other exhibitor is asking them. Aside from the basic information you can get from their badge scan, add targeted, relevant questions to your all-important lead capture form. Questions that will not only help you follow up more efficiently and effectively but will also help you keep your lead, the one you worked so hard to capture at the event, engaged.

Why is this important? The more engaged your lead feels during the buyer’s journey, the more of their very limited attention you will win and keep. The more likely they are to buy from you. So how can you keep them feeling engaged?

Remember what we talked about in our review of lead capture tips: every time you ask your leads and prospects to do something, they are asking themselves, “What’s in it for me?” You want to tell them what’s in it for them. So take the answers they give to the questions on your lead capture form to help you do this. Analyze the information they give you, and craft responses that show your leads how your product solves the problems they want solved.

Doesn’t it make sense that if, in response to their questions, you were equipped with answers they found to be highly relevant to their situation, that you could give powerful answers to the question, “What’s in it for me?”

Ask Better Questions. Enjoy Better Lead Capture Results!

On your lead capture form, ask questions that relate to the problem they have – the one that your product helps them solve. Include conditional questions that pop up based on their answers to the questions you previously asked.

Here’s an example of a conditional question: if you ask a lead what role they play in the company, and they say “I do the research for new technology”, you’ll select “Product Research” from your dropdown. With a little research, you’ll be able to create a list of potential job titles that you are likely to run into at the event. Selecting “Product Research” will then trigger a new, role-specific question: “What’s the first thing you look at when researching?”

Do you see how this approach can help you target your post-show marketing responses and deliver a win-win solution for both you and your leads?

As you are communicating with them post-engagement, use the answers they gave you to deliver content, in the format they prefer, that keeps them engaged and interested in what you have to say.

What’s the bottom line? You want to use your lead capture form not just to capture the lead’s contact information. You want to use it to help you make your post-show marketing process more personalized, persuasive and, ultimately, much more effective

Embrace Audio Notes

Like we discussed a moment ago, a trade show or industry event can be overwhelming. And given your primary goal of lead capture, you don’t want to ask your team to spend their vitally important booth time typing notes into their phone or writing them down on a notepad.

If your salespeople at the trade show are taking too much time scrambling to finalize their notes from previous conversations, they are likely losing valuable opportunities to engage with new booth visitors.

The perfect buyer may have just passed by your booth and been snatched up by a competitor!

Rather than burdening your team members with these highly inefficient methods which could easily cause valuable information to be lost, why not find a lead capture solution that gives them the option to record an audio note which can automatically be transcribed once the event is over?

Tailor Follow-Up to the Individual

Here’s the thing: your booth visitors have talked to a lot of exhibitors at the big event, including your competitors. Will they remember you after the show, or will you be promptly forgotten?

You must do something that will really help you stand out in the eyes of your new leads. Don’t merely employ a “default”, one-size-fits-all event follow-up strategy. Ask them how they prefer to be followed up with, and with what type of content. Use a lead capture form that contains a dropdown selection which allows you to select their preferred method of follow-up (phone call, email, or text).

Then, tailor your post-show communication to that specific prospect’s wishes. It will mean a lot to them. And it will leave a positive, lasting impression. The type of impression that just might help your company win another customer!

Obviously, if you are going to successfully carry these ideas out, it helps you to have the right marketing and sales automation platform. This is how our team at Lead Liaison can really assist you.

Our innovative, robust, cloud-based software combines fully-customizable lead capture forms, real-time lead tracking, lead qualification, lead distribution, database segmentation, lead nurturing, social media engagement and ROI reporting into a single platform.

We make some bold claims, but as our happy clients can attest, we can back them up. Want to find out more about how you might become the next Lead Liaison success story? Contact us today to arrange your complimentary demo of our event lead capture solution, GoExhibit!™.

Lead Liaison Press Release

Lead Capture Provider Lead Liaison Announces Attendance at HCEAConnect 2019

Dallas, Texas – This week, lead capture provider Lead Liaison, announces their plans to exhibit at the Healthcare Convention & Exhibitors Association’s annual convention, HCEAConnect on August 17-20, 2019 in Miami, Florida.

Lead Liaison

The mission of HCEA is “to improve the effectiveness and promote the value of all conventions, meetings and exhibitions for the healthcare industry.” This perfectly aligns with Lead Liaison’s solutions, which assist companies in optimizing their event lead management processes at corporate events and conferences. Their event lead management solution, GoExhibit!™, allows industry and healthcare professionals to better connect, interact, and subsequently communicate with one another in an event setting.

GoExhibit!™ enables businesses to capture event leads on their mobile device using highly-customizable forms. GoExhibit!™ supports all methods of lead capture (i.e. barcode, NCF, business card transcription, etc.), and even features audio notes and voice-to-text capabilities so booth reps aren’t stuck typing or writing out their notes after a conversation.

GoExhibit!™ integrates with any marketing automation or CRM solution. However, if a business prefers to keep everything “under one roof,” it also integrates seamlessly with Lead Liaison’s in-house marketing automation and CRM solutions in a highly secure environment. All data in Lead Liaison  is stored in a Virtual Private Cloud (VPC) and encrypted using AES-256 while data in transit is protected using SHA-256 with 2048-bit RSA encryption.

“We look forward to showing how GoExhibit!™ can increase the effectiveness of healthcare conventions and relevant trade shows. We believe HCEAConnect attendees are going to love our solution due to its ability to highly personalize event follow-up,” says Jen Worsham, Director of Marketing at Lead Liaison. “We understand that healthcare conventions are primarily attended by people looking to educate themselves. Our solution encourages exactly that: building relationships with personalized, educational follow-up. It is so much more than basic lead retrieval. It helps businesses take relationships beyond the booth.”

Lead Liaison plans to demonstrate how companies can take the conversation held at a conference and turn that into a lasting relationship by way of education. “Here’s a great example of our solution in action,” says Worsham. “A recent client of ours was exhibiting at a healthcare conference. The booth representative had a meaningful conversation with an attendee, and found they were most interested in learning about algorithm-driven technology to detect sepsis. This was a part of their conversation at the event. With GoExhibit!™, that company was able to note that specific area of interest and send a follow-up email which contained an eBook specifically related to algorithm-driven technology.”

HCEAConnect begins with a Launch Party on Saturday, August 17th. The convention runs through Tuesday, August 20th. The event is expected to bring in close to 300 healthcare professionals. To learn more or register for the event, click here. To schedule a personalized demonstration with a Lead Liaison representative at HCEAConnect, 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 www.leadliaison.com/press-kit.

Four Trade Show Tips To Help You Succeed At Your Next Event

There’s no doubt that a trade show or live event can be a great avenue for filling your marketing pipeline with eager, qualified leads. They can be. But will they?

Here’s the thing: whether they will be or not is largely up to you. You can’t leave it to chance and “hope for the best”. So what can you do to ensure you leave your next trade show, the one you will pour so much time, effort and financial resources into, with a bunch of quality leads? Let’s talk about it…

How Will You Stand Out From The Crowd?

Don’t wait until you are at the show to think this critically important topic through. In your quest to succeed at capturing as many eager, interested leads as possible, and turning as many of those as you can into satisfied buyers, be proactive. Prepare thoroughly before the big event starts.

Ask yourself how your company can stand out from other exhibitors at the event. Put yourself in the shoes of your booth’s visitors. Understand them very well. What are their problems, their fears, their frustrations, their aspirations? How can you help them? What problems do they have that you can solve?

Why would they want to stop at your booth? Why would they want to spend time there and engage with your people? What will you do to cause them to remember your brand and want to learn more about your products or services? How will you create buzz and get event attendees talking about you, both at the show and long after?

Assemble your team to brainstorm these questions and formulate powerful answers. Act accordingly as you design your booth, plan your agenda, write your show-related content, and so on.

Here’s a tip to help you stand out in a big way: focus your written messaging, your conversations and your approach on your potential and actual booth visitors. Don’t focus on you, your company and your products, even though they may be awesome. Rather, focus on the solution that you provide. Remember this acronym-WIIFM? It stands for “What’s In It For Me?”. And it is what your visitors are asking themselves when they are determining whether or not to engage with your people at your booth. So tell them what’s in it for them!

Mom Was Right

Yes, your mom was right. First impressions matter. A lot! This goes for the event experience you offer attendees. What impression does your booth staff give to visitors?

Before your big event, train your staff to observe the following rules of trade show booth etiquette:

  • Offer a genuine, sincere, friendly greeting. Make booth visitors feel welcome and important
  • Smile and maintain eye contact
  • Demonstrate open, confident, relaxed, non-threatening body language
  • Listen attentively. Don’t merely keep quiet until it’s your turn to speak, thinking only of what you want to say next. Actively listen to your visitors!

Please do not discount the importance of these tips to your event lead capture success. An unfavorable impression can turn booth visitors off and destroy their interest in buying from your company. But the right impression can have the opposite effect. It can help set the stage for event lead capture and lead management success.

This Barrier Could Cost You Trade Show Leads

You want to make your booth space itself as inviting as possible. Be aware of physical features in your booth that may act like physical or psychological barriers that keep potential visitors from wanting to engage with your team.

Here’s a common example: many booths have a table across the front of the space. This barrier can give an unpleasant “us-vs-them” impression that repels potential visitors, thus costing companies valuable leads.

Before the event, as you are planning the layout and design of your booth, carefully scan for such barriers. Eliminating them just might make your event lead capture results more fruitful.

Here’s a subtle tip that can help you naturally and effortlessly draw visitors inside your booth: if given the choice, choose to make your booth carpet the same color as the aisles in the exhibit hall. This will give the appearance of visual continuity between your booth and the aisle in front of it. Visitors will be more inclined to enter and engage with you.

Help trade show attendees have fun!

According to legendary marketing consultant and author, Dan Kennedy, “People buy more and buy more happily when in good humor”.

So make your booth a fun place! How? First of all, encourage your booth staff to have a fun time themselves. And then have a game. Or a contest. Or a valuable prize giveaway. Tie it all somehow to a prominent theme related to your company’s offering.

The prize putt is a tried and true example of a popular booth game. It’s something that requires little or no skill that even non-golfers can enjoy. Another idea is a roulette or game show-style prize wheel.

These are just two fun examples you might want to consider. The possibilities are endless.

The right decorations, fun games and contests, and a happy, lively attitude oozing from you and your team will go a long way toward giving people the experience they want. You’ll create more buzz, win more attention, attract more engagement, and capture more leads. Here’s a bonus: your leads are likely to remember how much fun they had with you. Could this help you make the sale? It just might!

Do you want to help ensure the lead capture success of your next event? Then you need the right lead capture software. When you leave the event with a lot of new, interested, eager leads, you will need a way to manage them as effectively and profitably as possible. So be sure you have a proven platform such as the cloud-based marketing and sales solutions Lead Liaison offers companies like yours.

We have created a truly user-friendly event lead management solution. We also have many resources to help you prepare for and enjoy the fruits of a very successful event. Want to find out more about what we can do for you? Contact us today!

Lead Liaison Press Release

GoExhibit! Enhancements Released As Peak of Trade Show Season Nears

Dallas, TX – Lead Liaison’s event lead management solution, GoExhibit!™, is growing in popularity among event marketers across the globe. With the increase in users comes an uptick in user requests. At Lead Liaison, an uptick in requests means more innovation at a faster rate. The sales and marketing platform that is “built by its users” released a list this week of Q1‘19 enhancements to GoExhibit!™.

Enhanced customization was a key focus in this update. Users are now able to change the app’s color, insert their logo, and custom content sections for embedded content like maps, videos, and more. When event managers give their reps access to the mobile lead capture app, they can now customize the invitation. Users can send those invitations by email and/or text message.

GoExhibit!™ also released lead capture support for NFC badges as well as automatic post-show reconciliation, a method that can be used when Lead Retrieval providers do not offer a Developer’s Kit for integration. With these enhancements, GoExhibit!™ now supports nearly every method of lead capture. If exhibitors are able to obtain a list of attendees, they can now import and merge that information with the data captured by their team.

Voice memos and voice-to-text capabilities up the ante, enabling booth reps to spend more time having conversations and less time typing notes. “Remembering all of those important little details after a conversation is an issue that booth representatives often face,” says Ryan Schefke, Customer Success Manager at Lead Liaison. “They don’t want to spend precious time writing on a notepad or typing into their mobile device. We wanted to create something that allowed them to move onto the next opportunity as quickly as possible, while still collecting enough information to form meaningful relationships post-show. That’s why we developed voice capabilities inside of our mobile app.”

Users with a GoExhibit!™ – Run Your Own Event license now have the option to print multiple badges at one time with Avery labels, or one-at-a-time with a Dymo printer. The new Self-Service Badge Printing feature allows event attendees to register or check-in at the front desk and print their own badges at the same time.

To read a full recap of Lead Liaison’s updates, read their Enhancement Round-Up Q1’19.

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

event lead management

Creative Uses for Lead Capture

Download the PDF here!

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

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

Everyday Lead Capture

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

Corporate Event

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

Trade Shows

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

Lead Kiosks

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

Experiential Marketing

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

Product Showcase

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

Sales Qualification

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

Check-In System

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

 

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

event strategy

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

Want the executive summary? Download the infographic here.

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

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

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

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

Do Your Research

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

Map Out Your Lead Management Process

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

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

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

Train Your Team

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

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

Ensure Attendance

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

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

In Summary

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

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

How to Prepare for a Marketing Event

There are various types of marketing events to attend; traditional marketing events like trade shows, corporate events, social gatherings, and more. Regardless of the event, a marketer must go through some checkpoints before the event. In this article we’ll cover how to prepare for a marketing event to make your event as successful as possible.

Prepare your Booth

We’re assuming your next event will require you to showcase your brand a bit. Companies typically do this with a booth. If you don’t have a booth contact your local print shop and inquire about trade show or event displays. Lead Liaison uses a three (3) panel display with plenty of images. As a tip, keep your text to a minimum. Yes – you do want people stopping by your booth to engage in conversation with you, but you don’t want them blindly staring at your display struggling to read the text. You’d rather tell them what you do and converse with them, right? Try to think of adding only broad headings and key bullet points (no more than three per panel) to your display. If you don’t already have a graphics artist on your team, hit up a site like upwork.com and hire someone. For us, we used the graphics person at the print shop so we got a bonus. We got a graphics artist to help us out without having to shell out more money.

Once your display is ready, consider how to prepare for a marketing event that focuses on your audience. You can run a drawing where you have your booth visitors drop a business card into a fish bowl. You can offer some candy (in another fish bowl or tray), or you can give away some company swag. Here are some other ideas if you want to take a more creative route:

  • Talk to a handful of local companies in the area and have them sponsor services to run an auction. Hotels, restaurants, nail salons, etc. should all be happy for you to promote their services while visitors bid on each service. It’s a good interactive idea.
  • Do something off the wall such as a wheel for people to spin to win a prize of some sort. Most people will like playing the game and see that as a nice break to the monotony of the event.
  • Have a raffle for your services. For example, if you’re a software company give away a subscription to your software for a period of time. If you’re a professional services company offer a complementary version of your services (free consultation, free training, etc.).

Lead Capture

One of the most important things to consider when thinking about how to prepare for a marketing event is how you will capture your leads. Marketers must think through how they’ll capture leads at the marketing event. There are varying levels of lead capture. You could do what many companies do and only collect business cards from each person. If you did that, it would take a while to get the leads into the system, you risk human error losing cards or entering in information, you rely on the sales person to enter in the data, and even after all of that’s done – you’ve got to merge all the leads together, get them into your system, and properly distribute them.

An alternative method is to contact your trade show organizer to see what system they suggest. Most event organizers will contract a company for their lead retrieval system. The lead retrieval system will likely be a handheld barcode scanner or a mobile app. Choosing a system from the lead retrieval company will still limit you though. For example, the forms that are provided are limited. They are designed to only capture certain information, such as name, email, phone, etc. Even if you’re using their barcode scanner, only select information gets pulled in. If your company prefers to capture key information from your booth visitor, too bad – you’ve got to cram that information into the notes section, making lead capture even more cluttered when it’s time to get that data into your system. Moreover, you’ve got to get the captured leads into your system. Lead retrieval companies will put your leads into a central repository for you to download, or give you all of your leads while you’re at the show. Once you obtain them, they still have to be curated, uploaded into your company’s CRM, and distributed. This is just the capture part, and doesn’t include any follow up with attendees.

The last, and best option, is to use a professional-level event lead capture system. These systems have a backend and frontend to help you manage the end-to-end process for your event leads. On the backend, marketers can build and provision forms with custom fields and information relevant to the company. Marketers can also electronically roll out forms to different sales people and fellow marketers who might be attending the event. The forms can be pushed out to each user’s Android, iOS, or Windows device as the application should be cross platform (HTML5). The mobile event lead capture application will provide multiple lead capture methods. We’ve listed a handful of lead capture methods present in leading event capture apps:

  1. Barcode / QR code scanning
  2. Manual entry
  3. List pre-fill
  4. Business card scan

Leading event lead capture solutions will also work offline as most events could be in the basement of a hotel or in a crowded area where internet or cellular connectivity is limited or not available at all. The device should work seamlessly, whether offline or online, and hold the leads on the device or automatically pass them to the backend once the device connects. This leads us to the backend aspect of these systems. The backend should be sophisticated enough to help the marketer qualify, communicate, distribute, and nurture leads automatically. Here’s a short summary of each of these areas of the workflow on the backend:

  1. Qualify: Leading systems will use scoring or grading as a way to qualify leads. Scoring is a way to measure engagement or interests. For example, if the prospect chose a specific value on the form then give them more points. Similarly with grading, if the prospect has a title that contains “Chief” then consider automatically giving them an A+ for their grade. Scoring and grading will help your sales reps separate out where to focus first, as they should look for the highest graded and scored leads from the event.
  2. Communicate: Responding to the lead right away is important. Text the visitor back after an hour or so thanking them for their time and visit. Alternatively, send them an email, postcard, or handwritten letter shortly after meeting them.
  3. Distribute: Make sure you route the lead to the route sales people as soon as it is submitted. Use various rules such as geography, demographics, or any information you collect on your form to determine where to send the lead. Getting the lead in the hands of your sales rep as soon as you can is critical for success.
  4. Nurture: Build stronger relationships with your leads by running them through multi-step nurture processes that intelligently sends out touch points across traditional and digital marketing channels.

Coordinate your Team

Gather your sales and marketing team members together and do a recap of your upcoming event. If each person is using a lead capture app like Lead Liaison’s GoCapture!™, make sure each user is in the system and their device is authenticated to receive the event form. Your team might also benefit from having one or two devices around the booth and putting the GoCapture!™ app into Kiosk Mode to more easily manage lead collection. Whatever your approach, make sure you have a documented process for capturing the leads and make sure your reps are fully trained on this process.

Distribute your Leads

The final, and possibly most crucial step, in thinking through how to prepare for a marketing event is to nail down how you will distribute your leads. As noted above, it’s critical to have a sound lead distribution plan following your marketing event. Make sure your reps are not taking their business cards back home with them or losing them in transport. To avoid this, leverage the OCR or business card transcription services offered by your event lead capture service. With Lead Liaison, we provide a transcription portal as a component of the backend lead capture system. Businesses can manage the portal themselves by transcribing their own cards. Alternatively, Lead Liaison’s transcription team could transcribe the card for a nominal fee. Either way, get those cards out of the hands of your reps and into the system in digital format for prompt lead distribution.

Lead Liaison provides the perfect solution for event lead capture, called GoCapture!™. Get a free demo of this solution today to see how you could make your next marketing even a smash hit.