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ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
ActiveConversion: Marketing Automation Increases Trade Show ROI
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ActiveConversion: Marketing Automation Increases Trade Show ROI

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  • 1. 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
  • 2. What is “Marketing Automation”?
    June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  • 3. 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
    June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  • 4. 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
  • 5. 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
    June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  • 6. 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
    June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  • 7. 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
    June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  • 8. Timing, Unknown factors, Nurturing, Re-engagement
    The Leaky Funnel
    www.ActiveConversion.com | 1-877-871-2ROI
  • 9. 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
    June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  • 10. 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
    June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  • 11. 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?
    www.ActiveConversion.com | 1-877-871-2ROI
  • 12. 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
    www.ActiveConversion.com | 1-877-871-2ROI
  • 13. Half of all marketing dollars are wasted
    Beyond the “click through”; A/B testing
    Marketing ROI
    www.ActiveConversion.com | 1-877-871-2ROI
  • 14. 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
    June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  • 15. Yves Matson
    Senior Account Executive
    ActiveConversion
    403-508-9889 x118
    Ymatson@ActiveConversion.com
    Twitter: Matsony
    LinkedIn: http://ca.linkedin.com/in/matsony
    Questions?
    www.ActiveConversion.com | 1-877-871-2ROI
    Nancy Nardin
    Founder and Editor
    Smart Selling Tools
    916-596-3035
    nancy@smartsellingtools.com
    Twitter: SellingTools
    LinkedIn: http://www.linkedin.com/in/nancynardin
  • 16. Web 2.0 Marketing
    www.ActiveConversion.com | 1-877-871-2ROI
    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
  • 17. 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?
    June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

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