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How to Manage Leads From Tradeshows

written by Editor, 1 June 2015

Guest Blog by Katie Martin, Digita Telemarketer
Saving Time

Digita had a great time exhibiting at the Accountex tradeshow this May, we had a great show, with a flood of both visitors and a pile of leads. However with tradeshows there is the common mistake of not putting in as much effort post event and all the hard earned leads are sat gathering dust.

Here at Digita the lead management is seen as the most important final stage of your tradeshow marketing. To help your business bring this essential step into the light, here are a few best tips:

1.    Get Personal for Better Returns
Stand out from the crowd, just scanning every visitors badge you can see is not enough, get talking to the delegate and find out more about the person to ensure they are going to be a strong candidate to follow up on.

2.    Make it Relevant
Many exhibitors put most of their energy into preparing for the show but not enough thought into clearly defining their objectives and follow-up plan. Tailor your communications to include all the relevant information that is deemed valuable to tempt them into reading the message you have to share. Do not just say thank them for their attendance but include a call to action to obtain high quality leads.


3.    Have a Long Term Plan
Forward planning is a vital aspect to include with nurturing the lead process with the delegates. This should be a continuous effort not just before and during the tradeshow but long afterwards. Do not allow a lead to run cold as it is easier to keep up communication then it is to rekindle one that has fizzled out.
Make sure to keep a strong diary and follow up on reminders to correspond with delegates when they appear in your list. A lot of time and money is spent attending tradeshows therefore ensure you put in the most effort post event to achieve a greater return.

4.    Make Contact Straight Away
Within a competitor-rich environment with short sales cycles, your team could lose a sale if follow-up communication delivery doesn’t arrive before the competition’s. If you take a lead at a show, you’re making a promise to follow up; the timeliness of this is a direct reflection on your businesses interest in a potential customer and is also a good indication of how that customer will be treated in the future. It’s important to make a positive first impression. Therefore, attempt to make contact with the interested delegates within two weeks of the event itself. When they are at the event they are keen to hear and see as much as they can, but once they are back to their day to day tasks unless it is imperative for them to be looking for a provider you will quickly become a distant memory.

A good lead management process starts with proper preparation, defining your aims and training your staff. Set your expectations prior to the event. Know the attendee demographics and go after the leads that best fit your business objectives.

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