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RapidResponse™ Processing<br />For Trade Show and Event Leads<br />4/4/2010<br />TPC Inc.<br />1<br />
The Case for Trade Show Leads Processing<br /><ul><li>The marketing function in any organization is responsible for genera...
Every organization has a set of rules (formal or informal) to identify which leads should be pursued and which should be i...
There are a number of leads sources and for all but one, the organization is in control of the quality and form of the dat...
All your competitors at the show have the same leads so time is critical.</li></ul>4/4/2010<br />TPC Inc.<br />2<br />
Marketing Department<br />Leads Process<br />      Rules<br /><ul><li>BANT
Custom</li></ul>SocialMedia<br />Advertising<br />Qualification<br />Generation<br />Sales<br />Internet<br />Nurturing<br...
Events – Trade Shows<br /><ul><li>Data Collection – lead retrieval centric
Demographics
Qualification
Data Format
Choices
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Rapid Response™ Processing

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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 of "Rapid Response™ Processing"

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