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event lead management

Creative Uses for Lead Capture

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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.

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

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

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

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

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

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

Author Bio:

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

40 Event Marketing Statistics

Want the executive summary? Download the infographic here.

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

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

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

Why do Companies Invest in Event Marketing?

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

Strategies

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

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

Event Lead Management

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

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

Looking into the Future

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

Conclusion

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

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

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

Lead Liaison Debuts Standalone Event Lead Capture and Management Solution

Dallas, TX – This week, Lead Liaison announces a new event lead management solution powered by their event lead capture app, GoCapture!™. Previously, GoCapture!™ was only available as an add-on to the company’s robust marketing automation platform, Lead Management Automation (LMA)™. Now, the solution stands on its own, providing businesses with everything needed to manage leads before, during, and after any trade show or other marketing event. It also seamlessly integrates with their free CRM, called OneFocus™, and marketing automation platform, or any third-party CRM or automation supplier.

TOMRA Sorting Solutions was one of the first to make use of this standalone solution. “After reviewing multiple lead capture companies, TOMRA began working with Lead Liaison and tested GoCapture!™ at a number of U.S. and European trade shows,” says Kathleen Chance, Sales and Marketing Support Manager for TOMRA. “Lead Liaison has been amazing to work with. During these tests, Lead Liaison was available to assist and we were able to make a number of adjustments on the fly based on live feedback from our sales team on the trade show floor.”

GoCapture!™ allows users to customize forms, quickly capture pre-qualified leads onsite, and then immediately segment, tag, follow up, and nurture those leads without missing a beat. What makes Lead Liaison’s solution particularly unique, is that they do not restrict usage across all users, mobile devices, back office users and events. No other lead capture app in the market does this.

The sales and marketing solution provider wanted to offer this as a standalone solution because the company had the chance to offer a very unique business model. Today, there is nothing in the market that has the flexible license structure and unlimited usage options that Lead Liaison offers. Even companies that offer similar solutions have very restrictive business models when it comes to number of users, devices, and events.

“It was a natural extension to what we do. We saw a gap in the market and a overall need. No event lead capture solution has a native integration with marketing automation and CRM. Before our solution, companies would hack together forms and solutions from their marketing automation provider. Nothing was purpose-built for marketing events.” says Ryan Schefke, Customer Success Manager. “We wanted to be the first to market with this unique solution. Having a single platform to manage your event creates efficiency gains as one system manages all aspects of your workflow from point-of-capture to customer – with no limits.”

Information can be collected by scanning a badge, scanning a business card for transcription, auto-populating from a list, or having the lead fill out a form at a kiosk. The app works on iOS and Android smartphones and tablets.

Lead Liaison’s event lead management solution also hosts a powerful “back office,” through which the leads can be imported, synced, segmented, tagged with appropriate event information, enriched with social data, and placed into a nurture campaign.

To learn more about event lead management as a business strategy, visit https://www.leadliaison.com/event-lead-management-strategy/.

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).

Marketing Trade Shows

Marketo put together a nice wall-hanging-graphic on marketing trade shows in the United States. Attending all marketing trade shows would be exhausting; but, surely there are a few shows to highlight for attendance. The graphic groups marketing trade shows by region and orders them by month. Dreamforce and MarketingSherpa are two of the biggest shows around. SXSW is a great show that adds lots of social events to the agenda, mixing entertainment and business together. But before you invest $10K+ per show, let’s discuss how to make marketing trade shows successful.

Making Marketing Trade Shows a Success

Keep three rules in mind when you attend marketing trade shows. Plan, qualify and follow-up. A great teacher once told me, “Output equals input”. Make sure you make a list of targeted prospects or customers, schedule meetings before hand, get promotional material in place and assign roles and responsibility to your team. Next, qualify your leads at the show. It’s amazing to me how many marketing trade shows I’ve been to where the marketing person comes up to me – while I’m chatting with someone else – and asks, “Can I scan your badge”. I think they’re just doing that because they’re paid on how many contacts they can collect. Make sure you engage with attendees at your booth. Try not to sell, but to listen. Finally, make sure to follow-up. It’s amazing to me that some of these companies do not follow up after I’ve expressed some interest at marketing trade shows. So, how can lead qualification and lead follow up be improved?

Simplifying Trade Show Qualification and Follow Up

By using Lead Liaison’s revenue generation software sales and marketers cut through the clutter of qualifying and following up with leads from marketing trade shows. Using our software allows marketers to:

1. Upload collected contacts into our database
2. Send relevant email communications to their contact list (email marketing)
3. Listen to how recipients respond and engage with your communications (lead tracking)
4. Automatically qualify respondents based on how they engage with your brand and marketing content online (lead scoring)
5. Keep a complete record of the respondent’s current and future engagement with your company (lead management)
6. Nurture the contact by sending them relevant communications over time to further build the relationship and educate them on your solution (lead nurturing)
7. Surface only the hottest marketing trade show leads ready to be handed to sales (lead distribution)

We’re compiling our own list of top marketing trade shows for 2012. Are there any shows that are missing in the graphic? Which marketing trade shows are your favorites?

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