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Photonics West 2017 Lead Generation Benchmark Survey Results

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Our 2017 survey of Photonics West attendees showed that companies are coming to trade shows prepared with a variety of measurable goals and generating qualified leads.

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Photonics West 2017 Lead Generation Benchmark Survey Results

  1. 1. | launchsolutions.com Photonics West Lead Generation Benchmark Survey March 2017
  2. 2. | launchsolutions.com Q1: What type of business are you? • Respondents represented a variety of market segments: – Instrumentation (29%) – Lasers (21%) – Glass manufacturer – Plastic manufacturer – Engineering services – Imaging systems – Sensors – Capital equipment – Optical components – Abrasives and chemicals for optical fabrication – Test equipment and services 2
  3. 3. | launchsolutions.com 10-ft booth, 77.8% 20-ft booth, 11.1% Island, 5.6% Tabletop, 0.0% I didn't exhibit— I walked the show, 5.6% I didn't exhibit— presenter / instructor, 0.0% Q2: How did you participate in Photonics West 2017? 3 Getting a Foot (or 10) in the Door • Only 6% of respondents walked the show, down from 22% last year • The majority of exhibitors went with 10-ft booths • Others shared booth space, had 30-ft booths or two 20-ft booths
  4. 4. | launchsolutions.com Rented a badge scanner from show organizers, 52.4% Brought my own badge scanner, 4.8% Collected business cards, 28.6% Used a lead capture app, 14.3% Q3: How did you collect leads this year? 4 Lead Capture Tech • Half of respondents used rental badge scanners to collect leads, while the rest used their own methods, such as collecting or photographing business cards.
  5. 5. | launchsolutions.com Q4: How many total leads did your company generate this year? 5 More Leads • Respondents generated more leads this year, with most in the 36-50 range or >150, compared to last year when 40% were in the 26-35 range. <15, 0.0% 15-25, 0.0% 26-35, 14.3% 36-50, 33.3% 51-75, 0.0% 76-100, 0.0% 101-125, 14.3% 126-150, 4.8% >150, 33.3% I don't know, 0.0%
  6. 6. | launchsolutions.com <10, 20.0% 10-25, 25.0% 26-50, 20.0% 51-75, 5.0% 76-100, 5.0% 101-125, 5.0% >125, 15.0% I don't know, 5.0% Q5: How many qualified leads did your company generate this year? 6 47% of total leads were qualified (on par with last year’s 46%)
  7. 7. | launchsolutions.com More leads, 28.6% Better quality leads, 28.6% Both more & better leads, 23.8% Fewer leads, 4.8% Weaker leads, 0.0% Both fewer & weaker leads, 0.0% I don't know, 9.5% NA—We didn't exhibit last year, 4.8% Q6: How does this year's show compare with Photonics West 2016? 7 81% of respondents noted more and/or better leads compared to 2016 (up from 60% last year)
  8. 8. | launchsolutions.com Q7: What were your goals for this show? 8 Increase sales leads Launch new products Develop new business Increase exposure Gain new program members Attendees had specific, measurable goals such as: • 10% increase in leads over 2016 • Obtain 125 leads • Get at least 10 qualified leads and close 2 orders from those leads Maintain lead flow from 2016 Other goals included: • Determine if a 10' booth would draw more qualified leads than our previous table top display • Develop relationships with optics company reps to join our membership program • Introduce new products
  9. 9. | launchsolutions.com Q8: What metrics do you track for trade show success? (check all that apply) 9 Qualified Leads Remains Most-Used Metric • Respondents tracking qualified leads rose again, from 63% in 2016. • Percent of respondents with no metrics jumped from 5% in 2016. 47.6% 66.7% 42.9% 33.3% 28.6% 38.1% 14.3% 0.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% Total leads Qualified leads Resulting RFQs Resulting quotes Close rates Revenue We don't track/measure I don't know
  10. 10. | launchsolutions.com 94.7% 0.0% 26.3% 26.3% 0.0% 0.0% 10.5% 36.8% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Photonics West Defense + Commercial Sensing (DCS) Laser Munich Optifab MD&M West MD&M East CLEO Optics + Photonics Q9: What are your best performing shows? (check all that apply) 10 Respondents consistently name Photonics West one of their best shows. Optatec and SHOT Show were other write-in favorites. “We only participate in Photonics West.”
  11. 11. | launchsolutions.com Q10/Q11: How effective are you at trade show preparation and follow-up? 11 Many respondents are still not sure if their efforts are effective. One respondent said they’re “always catching up.” Preparation Follow-up 1 = Poor | 2 = Needs Work | 3 = Good | 4 = Excellent 2.90 2.71 2.60 2.70 2.80 2.90 3.00 Consistency Effectiveness 2.90 2.86 2.84 2.86 2.88 2.90 2.92 Consistency Effectiveness
  12. 12. | launchsolutions.com Q12: What does follow-up look like in your company? (check all that apply) 12 Mix of Digital and Traditional • Email is still the primary method of lead follow-up, though many companies are also calling and snail-mailing as additional touches. • The percent of companies using a CRM rose from 55% in 2016. • LinkedIn is the preferred social media channel for connecting with leads. social media email nurture campaigns 23.8% 71.4% 71.4% 81.0% 23.8% 33.3% 28.6% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% Connect with leads on LinkedIn/social… Add to database for email… Add to CRM (like Salesforce) Email Call 1x Call multiple times Send card/literature
  13. 13. | launchsolutions.com| launchsolutions.com For more tips to improve your trade show strategy, visit launchsolutions.com/blog Or download our tip sheet: Maximizing Trade Show ROI 13

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