Generating positive event ROI is one of the main goals of B2B marketing. It’s true that events and trade shows are great lead capture opportunities. Face-to-face time at your own booth with your attendees can help you intimately understand their needs and put them at the center of your next marketing initiative.
But things are changing as technology offers more and more solutions. Now there are new apps and digital tools that can help you highlight your brand’s story and achieve maximum engagement with each visitor. These apps are so innovative that they take lead capture at events to a whole new level.
How to master Event Lead Capture
Let us say you actually capture a lot of leads at your event. Where do you go from there? How do you turn them into customers? If there’s a gap in your marketing plan here, it’s not good. The most important part starts after the event. The follow-up is what we call the beginning of the hard work.
You need to follow 3 important rules to see your event ROI at its best:
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Enter accurate event lead data into core marketing and sales systems
In 2022, manually filling out a form is neither practical nor chic. It’s also a major reason for unsuccessful visitor engagement. Booth staff spend too much time in the process and miss the opportunity to build rapport and engage in an interesting conversation. So if you are not using an app that can scan visitor badges at the entrance to your booth, you are missing out big time. They are faster, more efficient, and can automatically save new leads directly in your CRM or Marketing Automation platforms. It seems much easier now, doesn’t it?
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Identify and track the right leads
Event lead capture technology is now more powerful than ever. Applications like momencio have been developed to provide maximum lead tracking. It’s possible to draw on a complete ecosystem of sensors to automatically log your prospects’ engagement with your brand – from their first presentation at the show to their digital activity, post show, across all your websites and more. This way, you can deeply understand who are the right leads.
But that’s not all the technology has to offer. Now you can get a full 360-degree view of your leads with real-time insights. Once your visitors leave, you can send them a follow-up email and see if and when the email was opened. The best part, however, is that you also get detailed insights about how individual visitors interact with your website. When you have such a clear picture of your leads’ actions, it’s much easier to find and prioritize the right leads.
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Understand how best to follow up with each of them
If you do not have a detailed report on how each of your leads engaged with your sales and marketing materials at your booth as well as long after they left, you have no way of devising a more targeted approach to engage further. A personalized email follow up and relevant digital collateral are trackable, allowing you to identify the most appropriate next steps.
When it comes to driving B2B sales, events play a leading role. Technology has upgraded applications and digital tools with all the necessary capabilities needed to turn your leads into long-term customers for your brand. Take advantage of this and drastically improve the ROI you get out of your events.
