ActiveConversion: Marketing Automation Increases Trade Show ROI


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ActiveConversion: Marketing Automation Increases Trade Show ROI

  1. 1. Connecting Sales Professionals With<br />Pre-screenedSales Software Vendors<br />A Marketing Automation Guide To:<br />Increasing Trade Show ROI<br />June 29, 2010 | | 1-877-871-2ROI<br />
  2. 2. What is “Marketing Automation”?<br />June 29, 2010 | | 1-877-871-2ROI<br />
  3. 3. Before the trade show<br />How do we get more people to visit our booth?<br />During the trade show<br />Which attendee badges should we scan?<br />How do I maximize marketing during the show?<br />After the trade show<br />Who are my best prospects? Who should I follow up with?<br />What do I do with the big list of names?<br />Trade Shows Issues<br />June 29, 2010 | | 1-877-871-2ROI<br />
  4. 4. 95% of leads generated from marketing are not sales ready<br />Build trust, credibility and rapport<br />Keeps your brand top of mind<br />Consistency of contact<br />Demand Gen<br />What is Lead Nurturing?<br /> | 1-877-871-2ROI<br />
  5. 5. Nurture campaign to your existing list<br />Answer: Why should they visit?<br />Offer free show passes<br />Have an irresistible special offer<br />Have a sign up to receive show blog postings<br />Those showing engagement get a follow up phone call<br />Book a meeting with key prospects/accounts <br />Before The Trade Show<br />June 29, 2010 | | 1-877-871-2ROI<br />
  6. 6. Get the contact info of everyone you can<br />Scan everyone who will let you (identify why, ex. inquiry or contest); these are nearly as good as a form fill on your website<br />Have a substantial offering in exchange for contact info; winner to be notified via email<br />Just attending the trade show is a form of qualifying<br />During The Trade Show<br />June 29, 2010 | | 1-877-871-2ROI<br />
  7. 7. Social media<br />Blog about industry related announcements, observations, insight<br />Push blog postings to social media<br />Monitor who is showing engagement<br />Add them to the list of prospects generated by the trade show<br />During The Trade Show<br />June 29, 2010 | | 1-877-871-2ROI<br />
  8. 8. Timing, Unknown factors, Nurturing, Re-engagement<br />The Leaky Funnel<br /> | 1-877-871-2ROI<br />
  9. 9. Who is visiting my website?<br />Companies who visit your website after the trade show are your best prospects<br />Anonymous visits or Known individuals<br />Committee buying<br />Relationship selling<br />After The Trade Show<br />June 29, 2010 | | 1-877-871-2ROI<br />
  10. 10. Nurture Campaign<br />Email with a link to a page announcing contest winner; get them to click through on an email<br />Meaningful nurture campaign through a buy cycle<br />Scoring behaviour<br />Know what pages they visited, what they downloaded, howoften they visited<br />Prioritization and market intelligence<br />After The Trade Show<br />June 29, 2010 | | 1-877-871-2ROI<br />
  11. 11. Goal: Put your lead nurturing on Auto-pilot<br />Regular, meaningful, ‘canned’ messages that reflect your exiting sales activity<br />Develop a campaign of webinars or events you would invite your typical prospects to<br />Add value to help with their buying process<br />Benefits: Time savings, preferred by prospects, viral effects, automated lead scoring opportunities<br />Automation of Lead Nurturing?<br /> | 1-877-871-2ROI<br />
  12. 12. Marketing and Sales Alignment<br />Developing the definition of qualified lead<br />Empower sales with data generated by marketing<br />Help sales throughout a sales cycle<br />Help sales with <br />relationship selling<br />Lead Management<br /> | 1-877-871-2ROI<br />
  13. 13. Half of all marketing dollars are wasted<br />Beyond the “click through”; A/B testing<br />Marketing ROI<br /> | 1-877-871-2ROI<br />
  14. 14. Trade shows are “opt-in” machines<br />You can get as many opt-ins from a trade show as your website gets in a year<br />Market intelligence opportunity; find out who: <br />is interested in the trade show<br />is interested in meeting you<br />is visiting your website<br />Summary<br />June 29, 2010 | | 1-877-871-2ROI<br />
  15. 15. Yves Matson<br />Senior Account Executive<br />ActiveConversion<br />403-508-9889 x118<br /><br />Twitter: Matsony<br />LinkedIn:<br />Questions?<br /> | 1-877-871-2ROI<br />Nancy Nardin<br />Founder and Editor<br />Smart Selling Tools<br />916-596-3035<br /><br />Twitter: SellingTools<br />LinkedIn:<br />
  16. 16. Web 2.0 Marketing<br /> | 1-877-871-2ROI<br />CRM:<br />Contact Relationship Management Software<br />Fact: Only 0.5-4% of visitors to your website identify themselves<br />Auto filtered for Sales Reps prioritization; a self populating call list<br />Click throughs are like form fills<br />Identified individuals tracked + scored<br />ActiveConversion:<br />Lead Generation Prospect Scoring<br />Competitive Intel<br />Anonymous Visits Identified<br />
  17. 17. Lead Generation – reverse IP lookup<br />Lead Scoring – prioritization, timing<br />Lead Management – M&S alignment<br />Lead Nurturing – the leaky funnel<br />Marketing ROI – testing and measuring <br />What is Marketing Automation?<br />June 29, 2010 | | 1-877-871-2ROI<br />