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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.

Infographic: Post-Event Lead Nurturing Strategy

Want the executive summary? Download the infographic here.

Marketing events can be a very costly effort. There’s the booth rental, the booth design/display, travel and expenses for your employees working the booth. Service costs like electricity, cleaning, or wifi can sneak up on you. Badge scanners are expensive (have you looked into other options?).

I think you get my drift: marketing events cost a lot of money. Return on investment (ROI) is paramount. Once your team has captured hot leads at an event, you should be prepared to follow up with those leads quickly and effectively. There’s no time to waste – don’t let your competitors beat you to the punch.

We are often asked for examples of how a business can (and should) nurture leads post-event. Below is an infographic that examines a tried-and-true post-event lead nurturing strategy. 

Technology to Support Lead Nurturing Strategy

The first step in determining your post-event lead nurturing strategy is to make sure you have the technology in place to automate it. Don’t count on these things being done manually – it’s just not realistic. Companies are busier than ever these days, usually with multiple people wearing multiple hats – stretched thin. There’s also tons of room for distraction at (and after) marketing events. The more administrative tasks you can automate, the better. Let your employees spend their time building relationships and making connections.

There are lots of options out there, but we recommend a wholistic approach. Look for technology that works together, so you don’t have to spend time exporting and importing. For example, our event lead management solution allows businesses to create and customize lead capture forms, prepare intelligent post-event workflows, quickly capture leads onsite, instantly sync with a CRM, and then place them into those previously mentioned workflows. No additional technology is needed.

Of course, we love our solutions. But, there are lots of options out there! Just make sure you have something in place to be able to effectively execute your plan.

Lead Management Strategy – Instant Tasks

Create a list of all the actions you want to take once you’ve captured the lead’s information, and separate them into groups based on the time of the outreach. Here are a few examples of what you might want to do instantly:

  • Tag the Prospect with the Event Name
  • Add the Prospect to the Event Leads list
  • Assign a grade or score to the Prospect based on your ideal buyer criteria
  • Distribute the lead (Prospect) – based on round-robin, geography, or product interest
  • Sync the Prospect Record with your CRM

Side Note – Lead Scoring vs. Lead Grading

Let’s talk more about lead score versus lead grade. You may want your reps to call a Prospect if their score is high and their grade is high. Or maybe just one or the other. To make that determiniation, you should know the differences. 

Lead scoring is a way to measure engagement, and it happens over time. Even before your event, a Prospect may have already been to your website, scanning a few of your webpages, which would increase their score. It will continue to increase as they continue to interact with your website or your content.

On the other hand, grading is a way to measure how well a Prospect matches your ideal buyer criteria. Your reps can qualify and assign a grade onsite at the event. With our event lead management solution, reps can collect lead data quickly and either grade them in the moment, or they can go back later and grade them when they have a lull in booth traffic.

Lead Management Strategy – Starting Your Nuture

Once those organizational actions have been completed (usually within seconds), what do you want to do next? Let me answer that for you…you want to follow up. Insidesales.com conducted a study that found 35-50% of sales go to the vendor that responds first. That means that the timing of your follow up matters.

If at all possible, reach out to your leads within an hour of them visiting your booth. A great example of this kind of outreach is with a text message. If you’re capturing a lead’s mobile phone number, use your marketing automation platform to send a text message saying, “Hi Jane, it’s Bob. Thanks for stopping by our booth! We’ll be in touch soon – but in the meantime, here’s my number if you have any questions…” That is sure to make your company stand out.

24 Hours Later

Send an email. Even though you already sent a text message, send an email 24 hours later. Give your Prospect time to filter through messages from other booths, but not enough time that they forget who you are. Remind them of a product feature that sets you apart from other exhibitors at the trade show.

Pivot

At this point in the game, you may want to consider customizing your lead nurturing strategy based on the previously mentioned lead score and/or grade (depending on what matter most to your business) and how the Prospect interacts with your outreach or content. Your marketing automation platform should have the capability of customizing the workflow using this kind of criteria. If the lead score is high, assign a task to a rep to make a call. If it’s low, continue to nurture via email.

Don’t disqualify leads with a lower score or grade. They may be hesitant because they are taking this decision more seriously. Offer a piece of educational content, like an infographic or a case study. Try to be their source of education in the industry, so they begin to see your company as a thought leader.

If they download the content, you may want to pivot further based on that. If they downloaded it, offer another link to an informative blog post with a powerful call-to-action (CTA). Make the decision to reach out to you easy.

If they didn’t download the content, perhaps they need the same information as the lead above, but rather they need it summarized within the email itself to reduce effort. Include your CTA within the email itself, to make it even easier.

In Summary

Continue nurturing your Prospects for several weeks until they are ready to buy, or place them into your newsletter list so that you can continue your educational content without being too pushy.

It’s all about creating a sense of authority and innovation within your industry. Those that actively attend trade shows, conferences, or other marketing events are not passive. They are engaged, and their presence at an event will make them hyper-aware of you and your competitors.

If you decide to exhibit at an event, be prepared to make it count. Here’s an infographic that you can save for when the time comes. And, good luck!  

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).

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.