Build landing pages which speak to your audience. These can be filled out at the office or home, on a tablet, phone, laptop or pc, at your prospect’s convenience.
Include lead capture forms which are easier than paper forms and obtain far more lead info than your booth staffers will remember to get. Forget the piles of business cards. Use a badge scanner to efficiently capture basic attendee info. Some systems even allow you to grade the lead or add notes.
The data captured should flow into your CRM, such as Salesforce, and allow you to track leads and use a nurturing system (such as Pardot) to email them and follow up automatically.
Your email campaigns can send them show notes and highlights, special promotions, video content, surveys, and relevant information specific to the data captured with their lead. For example, perhaps they noted they were interested in solar panels. The email marketing system could send them a white paper on solar panel selection.
You’ll be able to calculate ROI from your shows more accurately as the leads have data attaching them to specific events, or “campaign”. Your CRM could report on “Sales” by “Campaign”.
You’ll have a better handle on historical trends and estimating future projections.
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