Are you making the most of your trade show leads?
Is your company testing and measuring lead retrieval data from trade shows in an effective and meaningful way? How are you capturing lead data at trade shows? No matter how you’re capturing leads there are three important aspects you should be clued in on.
This is particularly important in today’s market; according to a recent report by IBISWorld, “…trade show and event planners will experience improved conditions over the next five years.” This is great news for our industry in general, but more importantly it’s strong evidence that you have to have great show analytics, to know where to spend your current (and growing) tradeshow budget. Leads are one way to measure the success of an event and for many exhibitors, the most important aspect.
However, most exhibitors still believe they are handcuffed to whatever lead capture system the show organizer offers them. The truth is more comprehensive, all-in-one solutions exist on the market.
Here are some tips to help you navigate strengthen your lead capture efforts.
Qualify Your Leads
Create a way to target your follow-up conversations in both topic and timing. If your lead funnel doesn’t differentiate between high quality leads and those without the authority to make buying decisions, you’ll waste valuable time following up with the wrong leads. Using the right qualifying questions during the initial conversation is vital to creating a rich and meaningful lead funnel.
Take the time to truly develop questions that will narrow your leads into clear categories, allowing your sales reps to quickly understand which leads to contact first. It can also help them in knowing exactly which products these leads are interested in, cutting down on unnecessary discussions.
Connect Immediately with Your Leads
If advancements in technology have taught us anything, it’s the power of real-time functionality! Many of us remember how long it took to get online using dial-up. Can you imagine if that were still the way we connected? The same is true for lead capture, you don’t want your sales reps contacting their leads at dial-up speed.
Make sure that you’re bridging the connection between your sales reps and potential customers as quickly as possible, while they’re still on the show floor in your booth when possible. Further, facilitate the process of getting your leads into your CRM and/or marketing automation systems. If the lead retrieval system you’re currently using isn’t capable of these things, you’ll want to take a look at a new solution.
Measure Your Conversion Rates
Measurement is crucial in order to get a big picture view of the overall success of your company’s tradeshow program. All of us know, how important face-to-face marketing can be and what an impact it can have on overall profits, yet so many times it gets left off agendas as unrelated to the bottom line.
If you want to understand how well your show program is working to produce quality leads for your sales reps, then you need advanced metrics. A good CRM system and proper integration will give you a big head start. But, collecting specific and targeted lead data also offers important insights like what your most popular products are at each specific show and if you’re attending the right events. When spending the kind of money, it takes to exhibit at some of these shows, you’ll want to measure your efforts. Metrics will give you the information you need around what’s working and what could work better.
In the overall scheme of things, tradeshow professionals understand, networking is the cornerstone to their survival, as well as, their expansion. Using a comprehensive lead capture solution that’s tailored specifically to your needs, will positively impact your ability to take action on that networking. Effectively qualifying, connecting, and measuring your lead data is a sure-fire way to increase your sales.