When choosing your lead retrieval equipment, either because you are organizing the whole conference or are exhibiting in a booth, here’s a checklist to help.
Think about your event…
1. How big is your booth?
In larger booths with a reception desk, different areas are designated to different products, meeting rooms and a presentation theater. You’ll want to know where most of your leads came from (aka, which sales conversation) and who collected the majority. Were most of the qualified leads for your new cloud system? Or did the majority come after your presentation about your cloud service? Choose a system that collects data that distinguishes leads with more than just a time stamp.
2. How many salespeople need a lead retrieval device?
If you need an army of salespeople, equip them with something easy, fast, intuitive and downloadable on their mobile device. Choose a lead retrieval program that can collect and aggregate data at the touch of a button.
3. Will there be Wifi?
Tradeshow Wifi is notoriously horrible due to so many concentrated people carrying an average of four personal Wifi-smart devices on their person. Choose a lead capture system with an offline mode.
4. Marketing opportunity?
If your business creates or partners with a business that builds it’s own hardware, you need to be using it on the floor at your tradeshow. If you’re Apple, you would not use a Dell computer (and vice-versa). Use a mobile lead retrieval device that is the perfect segue into marketing your products through your mobile device.
5. What other events will you attend?
If you have a happy hour or luncheon to attend, why not continue to casually scan away? Use your own personal mobile device to continue to collect hot leads. Chances are you will have more quality conversations in a casual atmosphere, creating authentic relationships that could convert to business. People do business with people they know, like and trust.
Think about the user experience…
1. Make your reporting comprehensive.
You are not just collecting a business card and email address – you’re collecting a conversation and tracking a lead. Choose a lead retrieval system that comes up with a survey of your relevant products so that you can relate the person to their product of interest; even more, add comments to each lead (editable) record so that you can go back and update it later – even after they walk away from the booth.
2. Make it easy.
At events, there are too many things going on to have to listen to a long lecture or read a manual to understand a lead retrieval system. Choose something that’s simple, clean and intuitive so you can simply tap what you want to get whatever information you want when you want it.
3. Have support.
Choose an app where there are app experts on speed dial who understand whatever you need; essentially, their expertise and insight need to be in your back pocket. Do not pace around the booth wondering what to do – have a PC onsite or a phone on speed dial to connect with them at any time.
Think about the post-event experience…
1. Integrate your data into your CRM or marketing automation system.
The whole point of lead retrieval is to automate your lead follow-up process. So choose a vendor who can export your data into a template that automatically uploads into your CRM or marketing automation system.
2. Post-event survey
How soon after the event will you be following up? Choose a system that can auto-schedule email blasts to go out with the exact content, on the exact email template, at the exact time on the exact day that you want to keep your conversations fresh.
It goes without saying that you should choose a brand new technology… not something from ten years ago!
To request a demo of our lead retrieval system, just let us know now and we’ll be in touch right away.