There must be black holes in the floors of most trade shows because that’s where a lot of your leads seem to end up. Consider the fact that “non-fulfillment” by exhibitors is one of the top complaints by trade show attendees who actually ask for more information. Companies under the gun to show a return for their investments are now recognizing that every lead that falls through the cracks is lost revenue. As a result, lead-generation systems are being upgraded in a big way for 2012. So how do you close the loop? A consistent, systemized approach is required. Here are the top 5 tips for integrating trade show leads into your organization:

1.     Think Sales. Stop focusing on the collection of leads and refocus on distribution and follow-up. Create a system that functions beyond the show floor collection process to work within the parameters of your company’s established sales process. Although most companies’ trade shows fall under marketing, succeeding in terms of leads requires event managers to put on their sales hats. At trade shows, marketing should become sales managers.

2.     Systematize the Process. Where will the data go after the show and who will be responsible for it? Having all the details defined-from data collection through fulfillment to follow-up and tracking-ensures the ball won’t get dropped somewhere down the line. Work with the lead retrieval supplier at each show to customize their system for yours-have their data entry pre-laid out the way you need it entered into your own funnel.

3.     Get Other Departments Involved. Collecting and funneling leads from trade shows needs to be a process shared by multiple departments. Make sure the leads can be graded and then parsed from direct to sales, to lead nurturing as well customer service follow up. Remember to always deliver quality, not quantity.

4.     Respond Quickly. Strike while the iron is hot by responding to the leads immediately. “If they ask us to call, we call. If they ask for information, we send it. You can always expedite response by using iyour lead system to generate emails to prospects. Each message includes links to the specific information that the individual requested.

5.      Integrate Accountability, Analyze and Report. Ensure the sales team follows up by placing the follow-up under the watch of sales management through your CRM or other loline tools. Once you have the data, use it to calculate ROI for your trade shows and to assess which shows are the most successful

 

Keith White is a Brand Strategist at ParkerWhite Brand Interactive.

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