ActiveConversion: Marketing Automation Increases Trade Show ROI

Connecting Sales Professionals With
Pre-screenedSales Software Vendors
A Marketing Automation Guide To:
Increasing Trade Show ROI
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

What is “Marketing Automation”?

Before the trade show
How do we get more people to visit our booth?
During the trade show
Which attendee badges should we scan?
How do I maximize marketing during the show?
After the trade show
Who are my best prospects? Who should I follow up with?
What do I do with the big list of names?
Trade Shows Issues

95% of leads generated from marketing are not sales ready
Build trust, credibility and rapport
Keeps your brand top of mind
Consistency of contact
Demand Gen
What is Lead Nurturing?
www.ActiveConversion.com | 1-877-871-2ROI

Nurture campaign to your existing list
Answer: Why should they visit?
Offer free show passes
Have an irresistible special offer
Have a sign up to receive show blog postings
Those showing engagement get a follow up phone call
Book a meeting with key prospects/accounts
Before The Trade Show

Get the contact info of everyone you can
Scan everyone who will let you (identify why, ex. inquiry or contest); these are nearly as good as a form fill on your website
Have a substantial offering in exchange for contact info; winner to be notified via email
Just attending the trade show is a form of qualifying
During The Trade Show

Social media
Blog about industry related announcements, observations, insight
Push blog postings to social media
Monitor who is showing engagement
Add them to the list of prospects generated by the trade show
During The Trade Show

Timing, Unknown factors, Nurturing, Re-engagement
The Leaky Funnel

Who is visiting my website?
Companies who visit your website after the trade show are your best prospects
Anonymous visits or Known individuals
Committee buying
Relationship selling
After The Trade Show

Nurture Campaign
Email with a link to a page announcing contest winner; get them to click through on an email
Meaningful nurture campaign through a buy cycle
Scoring behaviour
Know what pages they visited, what they downloaded, howoften they visited
Prioritization and market intelligence
After The Trade Show

Goal: Put your lead nurturing on Auto-pilot
Regular, meaningful, ‘canned’ messages that reflect your exiting sales activity
Develop a campaign of webinars or events you would invite your typical prospects to
Add value to help with their buying process
Benefits: Time savings, preferred by prospects, viral effects, automated lead scoring opportunities
Automation of Lead Nurturing?

Marketing and Sales Alignment
Developing the definition of qualified lead
Empower sales with data generated by marketing
Help sales throughout a sales cycle
Help sales with
relationship selling
Lead Management

Half of all marketing dollars are wasted
Beyond the “click through”; A/B testing
Marketing ROI

Trade shows are “opt-in” machines
You can get as many opt-ins from a trade show as your website gets in a year
Market intelligence opportunity; find out who:
is interested in the trade show
is interested in meeting you
is visiting your website
Summary

Yves Matson
Senior Account Executive
ActiveConversion
403-508-9889 x118
Ymatson@ActiveConversion.com
Twitter: Matsony
LinkedIn: http://ca.linkedin.com/in/matsony
Questions?
Nancy Nardin
Founder and Editor
Smart Selling Tools
916-596-3035
nancy@smartsellingtools.com
Twitter: SellingTools
LinkedIn: http://www.linkedin.com/in/nancynardin

Web 2.0 Marketing
CRM:
Contact Relationship Management Software
Fact: Only 0.5-4% of visitors to your website identify themselves
Auto filtered for Sales Reps prioritization; a self populating call list
Click throughs are like form fills
Identified individuals tracked + scored
ActiveConversion:
Lead Generation Prospect Scoring
Competitive Intel
Anonymous Visits Identified

Lead Generation – reverse IP lookup
Lead Scoring – prioritization, timing
Lead Management – M&S alignment
Lead Nurturing – the leaky funnel
Marketing ROI – testing and measuring
What is Marketing Automation?

ActiveConversion: Marketing Automation Increases Trade Show ROI

by Activeconversion on Jun 30, 2010

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ActiveConversion: Marketing Automation Increases Trade Show ROI — Presentation Transcript