CAPTURING + CONVERTING LEADSusing email to boost ROI at your next event
Drawing people to the booth
Show lead capture
Post-event emails
Lead nurture
A multi-channel approach
AGENDA
DRAWING PEOPLE TO THE BOOTHtactics + examples
BOOTH DESIGN TIPS
YOUR BOOTH HAS 3 SECONDS TO CAPTURE ATTENDEES’ ATTENTION
Create a game encouraging attendees to take photos, tweet, or share your content
Take pictures for Facebook, Twitter, Instagram
Advertise a specific twitter hashtag or twitter handle
CREATE A BUZZ VIA SOCIAL MEDIA
START EARLY + KNOW YOUR AUDIENCE
FOLLOW THROUGH
SHOW LEAD CAPTUREtactics + examples
COLLECT BUSINESS CARDS / WRITE DOWN LEAD INFORMATION
EASY
LEAD SCANNING TOOLS
EASY
LEAD FORM
INTERMEDIATE
SALES APP
INTERMEDIATE
Who: Evergreen - B2B home furnishings + accessories distributor
What: sales app that incorporated both online activity scoring + in-person scoring
SALES APP
SOLUTION
Sales Rep can manually enter lead
Sales rep can score leads
SOLUTION
Color coded company leads:• Red– Hot• Orange - Warm• Yellow– Cold• Blue - Very Cold• No Color – Not Graded
Color coded customer type:• White - existing customer • Gray - lead
RESULTS
67% increase in the amount of closed leads
FOLLOW-UP EMAILSbest practices + optimization examples
49% OF ATTENDEES PLAN TO BUY WITHIN 12
MONTHS OF A SHOW
POST-SHOW EMAILS BEST PRACTICES
Personalize
Explain how you plan to follow-up
Offer a relevant incentive + include a call-to-action
No snippet text
Preview pane does not contain value proposition
Does not pass “so what” test
No prominent valueproposition
Message notinstantly understood
Does not pass 2 second test
No strong CTA
Value proposition and CTA in snippet text
Value proposition and“so what” test
Instantly understoodmessage
Strong call-to-action
No snippet text
Preview pane does not contain value proposition
Does not pass “so what” test
N0 prominent valueproposition
Message notinstantly understood
No CTA
Value proposition and CTA in snippet text
Value proposition and “so what” test
Instantly understoodmessage
Strong CTA
LEAD NURTURE PROGRAMtaking your leads to close
NURTURE CAMPAIGN
B2CMARKETING
B2CDESIGN +
DEVELOPMENT
B2CPRODUCTS
B2B ECOMMARKETING
B2B ECOMDESIGN +
DEVELOPMENT
B2B ECOMPRODUCTS
SERVICEMARKETING
SERVICEDESIGN +
DEVELOPMENT
INTRODUCTION
Dynamicallypersonalized
BECOMING MARKETING QUALIFIED
BEHAVIOR SCORE
Visited Whereoware’s website 4
Opened an email 1
Clicked in an email 2
Filled out a form (Preferences, Lead Gen, Contact Us, case study download) 6 (for each unique form submission)
13 Pushed to salesforce.com
60 Call task created in salesforce.com
SPOP/SALESFORCE.COM INTEGRATION
SPOP/SALESFORCE.COM INTEGRATION
38
MULTI-CHANNEL OUTREACHusing email to support all your channels
INTEGRATE
5 days later
QUESTIONS? GET IN TOUCH
Bill Haskitt
Partner + heads marketing dept.
703-889-1212
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog
James Morris
VP client strategy
215-674-9500 x 3154
Website: www.atlanticexhibits.com
Facebook: www.facebook.com/atlanticexhibits
Twitter: @atlantic_james
