ITN serves more than 15,000 exhibitors around
the world. Our interaction with so many clients puts us in the ultimate spot for
trend-watching.
Today’s exhibitors, we've noticed, yearn for many improvements in the way they capture leads at tradeshows. But three wants seem to be trending.
Exhibitors want sales-ready
leads
No matter how large or small their companies, all executives want
their teams to zero in on tradeshow visitors who are “sales ready.”Distinguishing sales-ready visitors from the rest is an art, not a science; but it’s an art that technology can vastly improve.
Aided by a custom-made lead-qualification survey—one that drills
down to such all-important questions as “purchasing authority” and “timing”—any
team member can quickly assess who’s hot and who’s not, and respond to the
opportunity properly.
When that survey resides on the lead-capture device, the exercise
of consistently qualifying visitors feels natural and seamless, and becomes
standard practice among the team.
Exhibitors want more
leads
While placing priority on sales-ready leads, most executives also
want to increase the quantity of leads their companies capture during a tradeshow. They understand that leaving a show with buckets of new leads keeps
the sales pipeline filled and justifies the marketing spend.To boost the quantity of leads collected, the exhibitor first needs to invite visitors through pre-show promotion. Fortunately, technology is available that not only makes pre-show promotion easy, but that lets exhibitors measure precisely the effectiveness of any campaign.
A pre-show campaign can be measured, for example, by storing all
invitees (in the form of a “white list”) on every lead-capture device deployed
in the booth. Whenever an invitee on the white list visits the booth, he or she
is flagged as a respondent to the pre-show campaign.
To boost lead quantity, the exhibitor also needs to equip its onsite
team with lead-management technology that helps them raise the level of visitor
engagement and lengthen visitors’ “dwell time” in the booth.Blending gamification with lead capture and qualification is one way many exhibitors are increasing engagement. So that the team’s goal to capture more leads doesn’t conflict with its mandate to focus on sales-ready ones, some exhibitors are also deploying “self-serve” technology that allows visitors to qualify themselves while they explore the booth.
Exhibitors want CRM-compatible leads
Finally, more than ever, executives want to capture leads that are
suitable for import into CRM systems.
There’s good reason for this. Best practice shows that an
exhibitor’s sales-conversion rate climbs when its tradeshow leads are
successfully incorporated into the company’s CRM system.Two factors determine the exhibitor’s ability to import show leads into a CRM: the harmony between its lead-qualification survey and the data fields in its CRM; and the availability of a “connector” that retrieves the lead data and updates the CRM.
Seem familiar?
If your company is experiencing these trends, it’s smart to consider a custom lead retrieval solution from ITN. With a custom solution, we can help you improve your lead-management process and results significantly.
To learn more, contact Mike Sorgani at msorgani@itnint.com.
