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The Importance of Event Follow-Up: Part 1

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

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

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

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

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

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

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

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

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

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

Connecting the Dots – Lead Nurturing After Event Lead Capture Is Important

Did you know that 73 percent of B2B leads aren’t ready to make a purchase? They’re still gathering information, and while they will eventually pull the trigger, it probably won’t happen at the exact time of event lead capture. That is why it is so important that you have a lead collection system that integrates with your lead-nurturing platform. GoCapture!™ pairs with Lead Liaison’s marketing automation platform, allowing people to track leads through the entire lifecycle. If you use this system, you can collect the leads when you are at an event and then push them through the lead-nurturing process via marketing automation instantly!

Nursing Leads with Marketing Automation

When you gather leads with GoCapture!™, you can choose how to nurture them. The system begins the process by qualifying the lead based on your predefined qualification standards. It then begins nurturing them in the way that you determine. You can have the system send emails, postcards, handwritten letters, or SMS messages. Don’t feel as if you must pick just one, either. Omni-channel marketing is a proven method for success. 

Breaking Down Lead Statistics

When you use a fully-integrated system such as GoCapture!™, you have the advantage of tracking the lead through its entire lifecycle, starting with where it came from. This is vital if you want to put the right amount of marketing dollars into various events. You will be able to tell how much it costs to turn leads into customers at your various events. You can then use that information to determine future budgets.

For instance, you might find out that you convert lots of leads from trade shows, so it would make sense to put more money into that type of marketing campaign. However, you might find out that your lead conversions for conferences are weak, so you either need to spend less on conferences or change your marketing strategy for those specific events.

Lead generation is only powerful if you nurture those leads and turn them into customers. GoCapture!™ makes that as easy as installing the app. Then, it gets to work for you, capturing and nurturing leads to improve your bottom line.

Want to learn more about GoCapture!™? Click here to speak with an expert today!

Challenges With Event Lead Capture

New technology means there are more lead capture options out there than ever before, but they come with some challenges. It’s important to identify the challenges and come up with solutions to those challenges. Let’s look at some common challenges and solutions.

Transcription Problems

Scanning business cards is growing in popularity, but what happens when you collect all of those cards? They have to be transcribed and entered into your lead generation system, but unfortunately, most services either don’t offer transcription or they charge a high price. GoCapture!™ is unique in the sense that it doesn’t just offer transcription. It does it for less than half the price of the leading competitor. This makes it easy to overcome this challenge.

Lost Leads

According to trade show insiders, as much as 80 percent of the leads collected at trade shows are never followed up. That isn’t because the exhibitors don’t want to follow up. It’s because the leads get lost in the shuffle. GoCapture!™ solves this problem by adding all of the leads into a centralized database, meaning that you can have hundreds of people collecting them, and they all go to the a singular, safe place.

No Internet Signal

Have you ever tried to make a phone call at a trade show? It isn’t easy due to the location. Most trade shows are buried deep inside of buildings, and the signals are weak. Unfortunately, lots of exhibitors need Internet signals to collect leads. That isn’t the case with GoCapture!™ though. The application works offline without any problems. By having a solution that works both digitally and offline, you can work in any situation.

 

GoCapture!™ makes it easy to overcome the various lead capture problems that sales and marketing teams face at events. If you want to get quality leads without running into trouble, this is the way to go.

Want to learn more about GoCapture!™? Click here to speak with an expert today!

Marketing Events & Event Lead Capture

If you’re waiting for leads to come to you, you are making a huge mistake. There are tons of events out there that are ripe with leads. Check out the events, and then learn how to prepare for them. With the right amount of preparation, and a good event lead capture plan, you can become a lead generation machine.

Types of Marketing Events

It’s impossible to list all the marketing events out there, but they really fall into two categories. First, there are in-person events, and second, there are web-based events.

As it relates to in-person events, you really can’t beat a trade show when it comes to collecting hot leads. These theme-based shows are filled with exhibitors who try to attract potential buyers, as well as buyers who are actively looking for a solution. Decision makers often attend these shows, so you will be able to collect information about people who have the authority to make a purchase. That makes it all the more exciting and rewarding.

As far as web-based events go, webinars get the most attention. While decision makers often attend these, it also isn’t unusual to see some lower-level employees at these online events. Because of that, you will get a variety of leads when you host webinars.

Regardless of which type of event you host, you have to prepare for it. That means you have to decide how you are going to collect leads.

Preparing for Events

Lead generation has changed a lot over the years. You used to post a sign-up form at events, and that was how you collected leads. Maybe your leads would hear from you, and maybe they wouldn’t. It wasn’t that you didn’t want to contact them. The process was just so scattered that leads would get lost.

These days, you’ve got the tools you need to do a little more preparation. It doesn’t matter if you are going to an in-person event or hosting a webinar. The preparation process is KEY.

It starts with configuring an effective and efficient lead capture form. Forget about a piece of paper and a pen. Create a form using your marketing automation platform to make it easier. Then, you must deploy the form to the device that you want to use and choose your lead capture method or methods. This is where it gets exciting. New technology allows you to load leads from event attendee lists, scan QR codes, scan bar codes, or have the lead manually fill the information into your form.

Most people prepare up to this point, but that’s where they stop. However, that’s a mistake. Your leads then need to go into your business process automation system. They should be distributed and then be moved through the process with follow-ups and lead qualification techniques. You need to plan for all of that before you even collect the leads!

If you can properly prepare for events, you will be a step ahead of many of your competitors. Then, you can collect leads and communicate with them with ease. Using a tool like Lead Liaison’s mobile event lead capture app, GoCapture!™, can help you simplify your event lead capture process, so you can get busy selling!

Want to learn more about GoCapture!™? Click here to speak with an expert today!

Lead Liaison and Citrix’ GoToWebinar Join Forces

GoToWebinar by CitrixWebinars can be one of your company’s most powerful marketing channels. It is nutritional content that is relevant, up-to-date, and interactive. You have the ability to connect with many clients at once, using one powerful marketing platform. What could be more efficient than that? Lead Liaison chose GoToWebinar because the user experience is very similar to Citrix’ GoToMeeting platform. As of July 2016, a little over 1 out of every 4 companies using webinar solutions in some capacity use GoToWebinar. This means the majority of a user’s audience will be familiar with GoToWebinar, making it easier for them to join and participate in your event.

Lead Liaison combines automation with webinar-planning. Users manage details of the event by incorporating data from Prospects’ information and behavior with its powerful tools, such as landing pages, forms, emails, postcards, gifts, print material, etc.

What’s more, Lead Liaison’s marketing automation platform is responsive to the actions of the participants, much like any other event held using the capabilities of Lead Liaison. Brooke Barnes, Marketing Specialist at Select Energy Services, explains how the software helped her manage their most recent event,  “after we sent [our] invitation, based on how the recipients acted – if they opened it, or if they hit RSVP, or if they had a question – we were able to send follow-up emails based on the information that they needed. I would definitely recommend Lead Liaison to any business that has marketing and sales needs. It is so essential to have a single platform where you can manage all of your marketing communication, all of your content creation, get reports for your ROI, and align your marketing and sales team better. ”

Happy clients aren’t the only ones excited about our advanced integrations. Daniel Waas, Director of Marketing, GoToWebinar at Citrix, says, “Lead Liaison has built a thorough integration with GoToWebinar. Connecting the two platforms provides marketers with a great deal of flexibility in matching webinar content to the right audience through smart segmentation, in personalizing email invitations and follow-up emails to maximize attendance and in scoring leads based on their engagement.”

The ultra-supportive marketing automation company, Lead Liaison, prides themselves on the level of responsiveness and guidance they provide to their users. As a part of their growing Resources Library, they recently released a content-rich white paper titled How to Run a Webinar. This publication thoroughly defines what it takes to make each webinar a success, from defining the webinar guest list and registration process utilizing add-to-calendar features, to sending post-webinar communication to participants.

Imagine being able to manage the webinar process from the moment you send the invitation, through follow-ups and reminder emails, to hosting and then thanking participants, while capturing and calculating important data (such as Lead Score) all within the same application. It’s possible with Lead Liaison’s integration with GoToWebinar.

About Citrix

Citrix (NASDAQ:CTXS) aims to power a world where people, organizations and things are securely connected and accessible to make the extraordinary possible. Its technology makes the world’s apps and data secure and easy to access, empowering people to work anywhere and at any time. Citrix provides a complete and integrated portfolio of Workspace-as-a-Service, application delivery, virtualization, mobility, network delivery and file sharing solutions that enables IT to ensure critical systems are securely available to users via the cloud or on-premise and across any device or platform. With annual revenue in 2015 of $3.28 billion, Citrix solutions are in use by more than 400,000 organizations and over 100 million users globally. Learn more at www.citrix.com.

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 Allen, Texas, near Dallas. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237).

Keep Your Social Media Current With Real-Time Event Integration

Keep Your Social Media Current With Real-Time Event IntegrationKeep your social media current with real-time event integration and you’ll start impressing your prospects. Using Lead Liaison’s powerful tools, you can quickly set up an automated schedule to maintain multiple healthy and vibrant social media profiles, greatly increasing the visibility of your company to potential leads. However, to get the most out of your social media presence it should include not only relevant details about your company, but be responsive to events and news that involves your field. Real-time event integration is a key strategy in today’s fast paced world of social media communication, and should be an essential component of your social media strategy.

If your marketing has already set up an automated schedule using Lead Liaison, then that’s good – they’ve laid the framework for a healthy social media presence. Your customers are informed of what is happening with your company, and that’s important. Real-time event integration isn’t something that exists beside a long term social media automation strategy, the two are intimately related and equals parts of one singular goal, becoming part of an active, engaged community. Let’s use the example of a trade show related to your company to see how real-time integration can reach a broader audience and stimulate new leads.

Reactive Real-Time Event Integration

If there’s an important trade show approaching in your industry, hopefully it is already being planned for as a part of your marketing team’s social media automation strategy. Announcements leading up to are a great way to demonstrate activity on various social media platforms. Once the event begins, make sure you are participating in the conversation. If you have a marketing representative attending, have them take pictures, and never forget the importance of hashtags to become part of a larger conversation. If a big announcement happens, be a part of it. Even if the announcement isn’t directly related to your company, it never hurts to be a part of the buzz.

Predictive Real-Time Event Integration

Not all real-time even integration has to be reactive, however. Your marketing team should also design posts that will go up at times when they will be seen by the largest number of potential leads and customers. By creating posts that encourage participation, such as a question about attendees’ favorite moments, a poll, or even a contest related to the show, you can engage lot of new contacts and increase your social media profile very effectively.

At the end of the day, your marketing team should be working on a real-time event integration social media strategy that is both predictive and reactive, and all of this should fall under the umbrella of your larger social media automation strategy. And make sure that all of your social media posts are landing on the appropriate platform, a 40 word tweet accompanied by a hashtag looks a lot more at home on Twitter than it does on LinkedIn.

With a little planning and an effective utilization of the social media automation tools that Lead Liaison places at your disposal, you’ll quickly see the benefits of an active social media presence. Visit our marketing automation blog to learn more about how you can get the most from your social media accounts.