Planning for a trade show is not easy.
Marketers spend numerous pre-show hours getting everything ready, from the exhibit to in-booth video presentations to effective lead capture.
There can be a huge sigh of relief once the show is over and you’re on the plane back home. However, the work isn’t done. There’s still the post-show follow-up.
An effective post-show strategy requires a concerted effort from both the marketing and sales departments. A united front is vital to success.
We’re going to break up the post-show follow-up according to the responsibilities between departments. What is sales responsible for? What is marketing responsible for?
Let’s start with the latter.
Marketing Responsibilities
Marketing is in charge of assigning leads, tracking activity and reporting on pipeline impact.
Keeping track of this data is paramount for marketers to make informed decisions on future campaigns for trade shows.
Here are the responsibilities broken down into three key items.
- Assign leads immediately after the events
- Assign a lead monitor to track lead progress and who reports to management
- Prepare a strict timeline and hold sales accountable
Let’s dive into each one a little deeper.
Assign Leads Immediately
Assigning leads promptly after events is crucial for maximizing conversion opportunities.
In today’s sales landscape, where multiple touchpoints are often required to engage prospects effectively, swift lead allocation ensures that potential customers remain actively involved.
By assigning leads immediately after the event, the Sales team can capitalize on the momentum generated during the at-show interaction, increasing the likelihood of successful follow-ups and conversions.
This proactive approach fosters a sense of urgency and demonstrates responsiveness and dedication, which are critical in cultivating long-lasting customer relationships.
Prospects may expect a slow follow-up, so doing so can set your company apart from its competitors.
Assign a Lead Monitor
Assigning a lead monitor to track post-trade show leads and report progress to management is paramount for ensuring effective follow-up and maximizing conversion rates.
Trade shows often generate a significant volume of leads, and with a dedicated monitor overseeing their progress, valuable opportunities can be recovered and noticed.
The lead monitor is a central point of contact, ensuring that leads are promptly followed up on, nurtured through multiple touch-points, and prioritized based on their potential.
By reporting to management, the lead monitor provides accountability and actionable insights, enabling transparency between Marketing and Sales.
This structured approach enhances efficiency, productivity, and overall effectiveness of post-trade show lead management, leading to improved outcomes and customer relationships.
Stick to the Timeline
Reps need to know when and how often to call, and they also need to know that the lead monitor will assess their performance and report to management. This is a failsafe so that no leads slip through the cracks.
Marketing Tools should simplify the follow-up procedure for the Sales team.
- Detailed lead list with relevant info that has been gathered on the show floor
- Pre-written letters
- These can be personalized later, but a standard template for reps to use is good to have on hand.
- Pre-written phone scripts
- Again, these can be personalized as reps see fit, but preparing these beforehand can streamline workflows.
- Personalized follow-up messaging
- Thank the prospect, by name, for visiting the booth.
- Recount specific conversations had on the show floor.
- Reach out via Linkedin – send a connection request within five days of the show.
Sales Responsibilities
Marketing should have already ranked, filtered, and qualified leads. Doing so streamlines the follow-up process and helps sales prepare for their responsibilities.
Call, Email, Call!
Post-show calling is an indispensable aspect of trade show lead management. That being said, it’s surprising that 70% of trade show leads go uncalled. It would help if you prepared your Sales team to get on the phone and stay on the phone.
An excess of leads with no qualifying information is what we call the “fish-bowl virus.” This virus occurs when leads from trade shows are collected but not effectively followed up on, and it can significantly diminish the return on investment from such events.
Even though bringing home a fish bowl stuffed with leads is good optically, it doesn’t mean those leads are viable.
To combat this, it’s recommended that leads be called within 48 hours of the event’s conclusion. This timeline capitalizes on the fresh memory of the interaction, increasing the chances of successful engagement.
Persistence is critical, with at least five attempted contacts being standard practice. This approach acknowledges that reaching prospects often requires multiple touch-points through calls, emails, or other communication channels.
By implementing these strategies, businesses can transform their post-trade show lead management into a proactive and results-driven process, maximizing the conversion potential of these valuable opportunities.
Half the prospects you meet at a show will buy within 12 months of that show. These proper post-show planning tips can help ensure that they buy from you.
Photo Credit: Dall-E
