Trade Show Marketing Leads

Stop Marketing to the Guy Who Wanted the Cool Swag

Events are a key component of most marketing programs. They are a great way to build your company brand as well as collect leads. The challenge with trade shows leads is that the "leads" you come back with are in one big list with no way of knowing who is HOT and who is NOT.

Your list of "leads" includes those who just wanted your giveaway, the warm leads and then those you have no idea how you ended up with their name. When looking at the list of "leads" how do you know you have the right buying contacts for your product or service? Or that the person you scanned is even involved in a buying process for your solution?

Most marketers send event leads directly to their sales team for follow up, and, according to SiriusDecisions, 90% of tradeshow leads are not followed up with by sales. They pick and choose the companies and titles that look right and trash the rest because they too can't determine why they have these names and don't want to waste their time trying to find out. Knowing this, as marketers, how do we track ROI on an event if we don't know what to make of the 90% of the "leads"?

There is a better way to get more out of your trade show budget.

Once you return from an event with an attendee list or booth scans, STOP! Do not pass all of these leads directly to sales. Separate out the HOT ones (real conversations you had at the event that are ready for sales follow up) and pass only these on to sales for immediate follow up.

vSend the rest of the list to ReachForce. We can help you determine which attending companies are a good fit for your products and services and then discover the decision makers within those companies based on their role within the organization. With a targeted list of decision makers, you can create more effective lead generation programs that reach the right buyers and your sales team can follow up with more than a meager 10% of the leads you worked so hard to bring back.

Turn event data into real marketing leads using the following ReachForce Data Solutions:

Use ReachForce Capture to find the right role-based contacts within the company. Even if the person you talked to was a good contact, use Capture to find the rest of the decision making unit.

ReachForce Insight can help you determine if the contacts you collected at the event are in your target market. Not every visitor is a right fit. ReachForce Insight uses your current customer win history and sales funnel activity to define a profile of your ideal customer. By comparing your target market profile to the companies that attended the event, you are then able to better focus your contact discovery and follow up.

Looking to do more with your customer database?
See how ReachForce can help you with your customer events.