“Lead generation is a fairly core activity to marketing.”
Nothing helps more in lead generation than recognition of a brand, and events go a long way in creating brand awareness. However, if lead generation plays an important role in your line of business, then you must integrate a specific lead generation strategy into the plan for each of your events. Events unlock opportunities; they initiate dialogue for sales people to further define and close. The CEO of Exordium Group, Ronda Farrell, estimates that by simply making use of the essential marketing benefits, you can increase lead generation from your events by 15 to 20%. Some of the questions that can be helpful in embedding effective lead generation in your events are:
- How do sales identify and profile the target prospects from the attendee list? For example: attendee demographics, attendee’s qualification as target market, attendee’s interests etc.
- How can you use an event to foster deeper relationships with your customers and prospects? For example: if you are exhibiting at an event you can use demo areas, your own shows, hosting hospitality events, and landing speaking engagements.
- How do you put in place effective lead capture initiatives and mechanisms? For example: making notes on the back of business cards to be inputted into your data base later, using lead forms, using magnetic strip or barcode readers, employing professional lead coordinators etc.
- How do you measure the success of an event in lead generation? For example: turnout of decision makers, number of leads, number of shortlisted opportunities, outreach to the identified top targets, measuring closed business etc.
- How do you put a mechanism in place to determine the quality of leads? For example: the leads generated can be rated as High, Average, or Low based on various parameters such as, buying authority or influence(?), funds availability to make the purchase(?), defined timeline for purchase(?), level of interest in product or service(?) etc.
- How do you ensure a systematic follow-up of leads and inquiries for development and fulfilment? Value of events comes from your sales team’s ability to follow up.
In order for your lead generation from events to be effective, keep the sales team involved through the process because every touch point with an attendee is an area for potential lead capture. It also ensures that they are fully prepared to engage the prospects and customers before and at the event and to follow through on leads that are generated on the back-end during the event. The key in lead capture is to know what questions to ask. The event setting is different from other face to face selling in that at an event you are likely to have very limited time with each person. Ask only those questions that are required to determine if the person or the deal is a real prospect and keep the wording of the questions brief and direct. Ask questions in the order of importance lest the guest moves on or simply loses interest. If you use a questionnaire, keep the list to a maximum of six to eight questions.
Your Lead Management Program must include an effective methodology for lead capture and order and revenue tracking that spans across the entire lifecycle of an event.
Pre-Event Lead Management: Use mailers with a clear purpose. Create an Events Database. Prior to each event, review with your on-site staff the attendee list against a rating scale relevant to your business. Explain to them the type of lead capture mechanism you plan to use. Get complete profile information on the highly rated attendees and approach them for one-on-one meetings with your executives at the event.
On-Site Lead Management: Ensure a thorough on-site briefing. The success and productivity of an event will depend on the preparedness, competence, and discipline of your on-site team. Prepare and provide your team with brief contact profiles. Use a lead retrieval system on-site.
Post-Event Lead Management: Whether you use technology or do it manually, process the leads in your system within three business days following the event. Make sure your sales staff does call-downs on every single lead, performed quickly after the event and by the right relationship person.
(For help with your event please write to us at firstname.lastname@example.org)
26 thoughts to “LEAD GENERATION FROM YOUR EVENTS- By Asif Zaidi”
Great article, totally what I was looking for.
My family always say that I am wasting my time here at web, but I know I am getting knowledge every day by reading thes fastidious posts.
This design is wicked! You definitely know how to keep a reader entertained.
Between your wit and your videos, I was almost moved to
start my own blog (well, almost…HaHa!) Wonderful job. I really loved what you had to say,
and more than that, how you presented it. Too cool!
Hey! I’m at work surfing around your blog from my new iphone 4!
Just wanted to say I love reading through your blog and look forward to all your
posts! Carry on the outstanding work!
Heya this is kind of of off topic but I was wanting to know if blogs use WYSIWYGeditors or if you have to manually code withHTML. I’m starting a blog soon but have no coding knowledge so I wanted toget guidance from someone with experience. Any help would be enormouslyappreciated!
You actually make it seem so easy together with
your presentation but I in finding this matter to be really something that I feel I might never understand.
It seems too complex and very large for me. I am looking forward to
your next publish, I will attempt to get the cling of it!
Excellent goods from you, man. I have understand your stuff previous to and you are just extremely great.
I actually like what you have acquired here, really like
what you’re saying and the way in which you say it.
You make it enjoyable and you still care for to keep it smart.
I can’t wait to read much more from you. This is actually a wonderful site.
Have you ever thought about adding a little bit more than just
your articles? I mean, what you say is fundamental and everything.
Nevertheless imagine if you added some great images
or videos to give your posts more, “pop”! Your content is excellent but with
pics and video clips, this blog could definitely
be one of the best in its niche. Great blog!
I’ve been browsing on-line more than three hours lately, yet I never found any attention-grabbing article like yours.
It is pretty price sufficient for me. In my view, if all web owners and bloggers made just right content as
you probably did, the web shall be much more helpful than ever before.
This post presents clear idea for the new people of blogging, that actually how todo running a blog.
Hi to all, the contents existing at this
site are genuinely remarkable for people knowledge, well, keep up the good work
Good way of telling, and nice paragraph to take data on the
topic of my presentation focus, which i am going to deliver in university.
I really like what you guys are up too. This kind of
clever work and coverage! Keep up the very good works guys I’ve included
you guys to our blogroll.
Oi , sou agrônomo mas muito curioso em assuntos que
são abordados neste site . Tenho tentado inserir o que vejo na página,
em meus negócios e tem muito me ajudado . agradeço pelo material e boa sorte
Post writing is also a fun, if you be acquainted with afterward you can write or else it is difficult to write.
sou um leitor assíduo do blog Z deste portal mas este post em especial, está
show . parabéns
I am really delighted to read this weblog posts which includes tons
of valuable facts, thanks for providing such statistics.
Great blog! Is your theme custom made or did you download it from somewhere?
A theme like yours with a few simple adjustements would really make my
blog jump out. Please let me know where you got your design. Many thanks
Quality articles is the key to attract the viewers to pay
a visit the web site, that’s what this web page is providing.
Does your site have a contact page? I’m having a tough time locating it but, I’d like to
shoot you an email. I’ve got some creative ideas for your blog you
might be interested in hearing. Either way, great site and I look forward to seeing it grow
Greetings from California! I’m bored to death at work so I
decided to browse your blog on my iphone during lunch
break. I love the info you provide here and can’t wait to take
a look when I get home. I’m surprised at how quick your blog
loaded on my cell phone .. I’m not even using WIFI, just 3G ..
Anyways, awesome blog!
Wonderful blog! I found it while browsing on Yahoo News.
Do you have any suggestions on how to get listed in Yahoo
News? I’ve been trying for a while but I never seem to get
there! Thank you
What a information of un-ambiguity and preserveness
of valuable know-how about unexpected emotions.
hello there and thank you for your info – I’ve definitely picked up
something new from right here. I did however expertise
several technical issues using this website, since I experienced to reload the website a lot of times previous to I could get it to load correctly.
I had been wondering if your web hosting is OK? Not that I am
complaining, but slow loading instances times will very frequently affect your
placement in google and could damage your high quality score if
ads and marketing with Adwords. Anyway I’m adding this RSS to my email and can look out for a lot more of your respective
fascinating content. Make sure you update this again very soon.
I always spent my half an hour to read this blog’s articles or reviews everyday along with a
mug of coffee.
You made some good points there. I looked on the internet for more information about the issue and found most individuals will go along with your views on this site.