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Northern California Business Marketing Association Sales Leads Roundtable: October 6, 2011 Top 5 Strategies to Maximize Sales Leads at Events 1) Prioritize your objectives a) Objectives i) Awareness ii) Thought Leadership iii) Consideration -‐> Sales Leads iv) Relationship building v) Partner Marketing b) Sales/Marketing Alignment i) What quality level? (Fully qualified / A/B/C / etc) ii) How many? iii) How quickly? iv) Specific targets? (territories/products/industries…) c) Partner Program Alignment i) In booth partners? ii) Channel conflict & rules of engagement d) Planned ROI i) Know what success looks like – set expectations accordingly 2) Know your audiences a) Current customers i) Existing ii) Expansion opportunities b) Current funnel prospects i) What activities can move funnel forward c) Target prospects i) How to reach d) New market/Greenfield e) Analysis: Interests, Motivations, Dislikes, your Differentiators 3) Integrate your pre-‐event & onsite activities a) Industry Event / Proprietary Event b) Event components i) Pre-‐event ii) Expo floor iii) Sponsorship iv) Speaking opportunities v) Private meetings vi) Association activities vii) Networking c) Response capture tactics i) Scanner ii) Survey iii) QR code iv) Website v) Inducements / Give-‐aways Tony Harris | Event Marketing Strategies firstname.lastname@example.org | www.linkedin.com/in/sftonyharris