A Marketing Automation Guide to Increasing Trade Show ROI
This is the sixth in the series of ActiveConversion’s very popular “eHow To” guides. This one deals with applying online marketing best practices to trade show marketing. From the guide:
Business to business (B2B) trade shows can be a cost-effective means of gaining valuable face-to-face interaction with many qualified prospects. Most B2B companies have a reasonable expectation that sales revenue will result from participation at trade shows. Yet too often, experience has shown that for many leads from trade shows the timing is too early in the sales cycle. This experience may explain why business executives are constantly dismayed that so few leads are actually followed up by their sales departments. Trade show industry research indicates that 80-90 percent of all trade show leads are not followed up.
What the guide advocates is that in addition to using marketing automation in the promoting of attendance pre trade show, a trade show booth is analogous to a website for the large number of “inquiries” that exhibitors come home with:
Most of these inquires are not ready to buy (95% according to the research)
They have opted-in to receive more information (so they are ideal for email nurture campaigns)
They need to be nurtured through a sales cycle so that in 3 or 6 or 9 months when/if they reach sales ready, the exhibitor is still top of mind
They need sorting (scoring of their behavior) to weed out the ones who are, and who are not, worth inside/outside sales resources.
But also key is the takeaway that companies need to know who is visiting their website (marketing automation platforms like ActiveConversion identify anonymous company visits, as well as labelled individuals). The traffic that visits a company’s website directly after a trade show is often a key indicator of whom at the trade show they got some level of engagement with, especially if there are multiple visits from different individuals from the same company.
Jim is a digital veteran with over 10 years of experience driving digital strategy and leading multi-discipline teams for national & local brands in over 20 industries. His expertise is in leveraging digital marketing to market businesses smarter and better through a data focused, performance ROI driven approach.