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Rapid Response™ Processing
Rapid Response™ Processing
Rapid Response™ Processing
Rapid Response™ Processing
Rapid Response™ Processing
Rapid Response™ Processing
Rapid Response™ Processing
Rapid Response™ Processing
Rapid Response™ Processing
Rapid Response™ Processing
Rapid Response™ Processing
Rapid Response™ Processing
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Rapid Response™ Processing

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RapidResponse™ Processing for Trade Show and Event Leads

RapidResponse™ Processing for Trade Show and Event Leads

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  • There is a marketing function that is responsible for generating leads and determining which ones go to sales.TS leads are different – you don’t control the quality or format and you cannot set the urgency .
  • More companies are using software systems to improve the leads process. They are using lead scoring and interaction analysis. Event leads don’t yet fit.
  • Exhibitor have but 2 choices – we have another.
  • Some for of BANT is used in all but the pharma industry
  • The answers to the questions are sent to the LR company to order the custom qualifiers
  • Internet leads systems use BANT and interaction tracking. Great for leads you think you control but they seem to work.
  • Lead rating is complex – could spend hours on what we have learned and what we still cannot do.
  • We have a way to make the TS data more compatible with any leads process. Frankly, I cannot understand how any organization that has a leads generation function, and spends money on trade shows would allow trade show leads to be sent directly to sales.
  • RapidResponse Processing sits between the tradeshow and the marketing system to identify sales ready leads early and get them to sales before the competition. It also converts the tens of different formats so they can be easily entered into the marketing system. Why RapidResponse Processing? Because Trade Shows are Different!
  • This is what we do.
  • TPC – the Tradeshow Processing Company
  • Transcript

    • 1. RapidResponse™ Processing
      For Trade Show and Event Leads
      4/4/2010
      TPC Inc.
      1
    • 2. The Case for Trade Show Leads Processing
      • The marketing function in any organization is responsible for generating leads and sending them to sales.
      • 3. Every organization has a set of rules (formal or informal) to identify which leads should be pursued and which should be ignored.
      • 4. There are a number of leads sources and for all but one, the organization is in control of the quality and form of the data – trade shows and events.
      • 5. All your competitors at the show have the same leads so time is critical.
      4/4/2010
      TPC Inc.
      2
    • 6. Marketing Department
      Leads Process
      Rules
      SocialMedia
      Advertising
      Qualification
      Generation
      Sales
      Internet
      Nurturing
      Programs
      Telemarketing
      Events
      4/4/2010
      3
      TPC Inc.
    • 8. Events – Trade Shows
      • Data Collection – lead retrieval centric
      • 9. Demographics
      • 10. Qualification
      • 11. Data Format
      • 12. Choices
      • 13. Show Scanner
      • 14. Simple, portable, small and works
      • 15. Less control over data and changes show to show
      • 16. PC-Based
      • 17. Good data and common across shows
      • 18. Expensive, complex and takes space
      • 19. Hybrid - enhance the scanner data to rival PC-based
      4/4/2010
      4
      TPC Inc.
    • 20. BANT plus
      Qualification Questions
      Budget - Budget Process?
      Authority – Role in Decision?
      Need – Is need identified?
      Size - Size of opportunity?
      Timeframe – Timeframe to Purchase?
      Action – Follow-up Required?
      Status - Current or past customer?
      Decision Maker
      Influencer
      Data Gatherer
      Salesrep call Immediate
      Salesrep call 30 days
      Send literature
      4/4/2010
      5
      TPC Inc.
      Answers
    • 21. Lead System Custom QualifiersBANT plus
      Qualifiers Programmed into Scanner
      Budget Approved
      Budget in Process
      Budget not Approved
      Decision Maker
      Influencer
      Data Gatherer
      Problem Identified
      Solution Identified
      Large Opportunity
      Medium Opportunity
      Small Opportunity
      Immediate
      90 days
      6 months
      12 months plus
      Salesrep call Immediate
      Salesrep call 30 days
      Send literature
      Current or Past Customer
      Not a customer
      4/4/2010
      6
      TPC Inc.
    • 22. Internet Example – Bant + Interaction Tracking
      4/4/2010
      TPC Inc.
      7
      “BANT criteria (budget, authority, timing, and need) have limited usefulness since buyers’ answers to those questions are notoriously inaccurate, and as we all know, people’s actions speak louder than their words. This means you should also track a lead’s behaviors so you can you measure their interest and engagement in your solution. “ ReachForce & Marketo - 101 B2B Marketing and Sales Tips from The B2B Lead
    • 23. Lead Scoring and Rating Rules
      ∑ (Question weighting) x (Answer Value)
      A lead ≥ Total A
      B Lead ≥ Total B
      C Lead < Total B
      Question / Answer Combo
      IF / AND /OR logic
      Filtering leads by a single variable is easy but rating leads based on many criteria is complex!
      4/4/2010
      TPC Inc.
      8
    • 24. Every Show can be Different
      4/4/2010
      TPC Inc.
      9
      Rules
      Bant +
      Other
      Social Media
      Advertising
      Qualification
      Generation
      Sales
      Internet
      Nurturing
      Programs
      Telemarketing
      Events
      Trade show leads qualification and data formats vary by show and are not defined by the organization. This results in delays and added costs to integrate with the leads system.
      Use of Custom Qualifiers can mitigate the problems and increase ROI of the leads.
    • 25. Events Require a Front End Filter
      4/4/2010
      TPC Inc.
      10
      Rules
      Bant +
      Other
      Social Media
      Advertising
      Qualification
      Generation
      Sales
      Internet
      Nurturing
      Programs
      Telemarketing
      Events
      RapidResponse™ Processing
      Sales Ready Leads
      Because Trade Shows are Different
    • 26. RapidResponse™ Processing
      • Convert data formats
      • 27. Map custom qualifiers to Q&A
      • 28. Score leads – Rating Rules
      • 29. Sales Ready (A)
      • 30. Needs marketing nurturing (B)
      • 31. Requires no further effort (C)
      • 32. Send attendee action emails
      • 33. URLs to landing pages
      • 34. Marketing programs
      • 35. Booth data confirmation
      • 36. Validation
      • 37. Customized landing pages
      • 38. Confirmation surveys
      • 39. Schedule sales follow-up
      • 40. Distribute leads to appropriate department
      • 41. Sales follow-up to A leads (sales ready)
      • 42. Marketing nurturing programs for B leads
      • 43. Entry into leads management process
      4/4/2010
      11
      TPC Inc.
      Collect
      Analyze
      Validate
      Distribute
    • 44. Benefits of RapidResponse
      Converts data formats and makes use of custom qualifiers to score leads and then categorizes them using rating rules
      Targets your efforts to the "sales ready" leads
      Allows your sales people to spend 70% less on follow-up to improve: close rates, effectiveness and ROI
      Points you to the "hot" prospects before your competitors can get there
      Sends attendee “rating-based” action emails with URLs to:
      • Marketing landing pages
      • 45. Booth data confirmation surveys
      Frees valuable resources to perform less manual tasks
      4/4/2010
      TPC Inc.
      12

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