4 Crucial Steps to Trade Show Follow-Up

By Team - Doble Group, LLC 2015-01-23

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If you’re in marketing, chances are you spend a great deal of time preparing to sponsor a trade show event. Between booth signage, finding session speakers, and ensuring you have sufficient staff, you may expect some late nights. However how much time is spent following up after the trade show is over? The answer usually is: a lot less. Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. The follow-up is the most crucial part of an event’s marketing success, and requires the same amount or even more time and effort as the event itself. If it sounds like too much work but relax because marketing automation can make this a whole lot easier. Here are four steps that will show you how:

Step 1: Import Leads.

Every connection you managed to make during the event is a potential prospect, make sure to save their data, either through landing pages or scanners. Once you have a spreadsheet filled with leads data, it can be imported into your marketing automation system and attached to a campaign. Attaching leads to a specific campaign helps you associate them with their point of origin, making it easier to attribute ROI.

Step 2: Assign Leads.

The conversation has been started and it cannot end there. Look through at the information written and see if a potential lead spoke to one of your sales reps, then assign them accordingly. Customers feel more comfortable if they’re reached out by someone they have already spoken to. Then distribute all the other leads throughout your sales team. Your salesman should use tools like chatter in order to help each other and share their best tactics to approach customers of a particular campaign.

Step 3: Set Up Drip Campaigns.

Once you have assigned your leads it’s time to set up drip campaigns. Email your prospect informing them how great it was to meet them at the conference and mention some of the topics they discussed while there. Provide links to supporting materials, like blogs and demo videos. Once a connection has been established drip valuable content, from time to time to keep your business in their mind and keep the content as relevant to their specific needs as possible.

Step 4: Record ROI.

Because prospects are attached to specific campaigns in a marketing automation system, it’s easy to see which prospects from the trade show became customers. You can use this information to calculate the ROI of your events and forecast future event attendance and budgets.

At the end of the day in order to be productive and efficient you need to know which of your investments are turning into revenue and which one don’t. A Proper ROI management will help you make better future investments.

 References: salesforce.com