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NorCal BMA Sales Leads Roundtable - 5 Strategies to Maximize Sales Leads

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NorCal BMA Sales Leads Roundtable - 5 Strategies to Maximize Sales Leads

  1. 1. 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  tony_harris@stanfordalumni.org  |  www.linkedin.com/in/sftonyharris    
  2. 2. Northern  California  Business  Marketing  Association   Sales  Leads  Roundtable:  October  6,  2011   d) Compliance  (sweepstakes/CAN-­‐SPAM/Privacy  Policy)   e) Staff  Training!  –  Your  key  to  success   i) Booth  ambassadors   ii) Crowd  gatherers   iii) Internal  Staff  4) Plan  your  follow-­‐up  activities   a) Processing  responses   b) How  to  prioritize  responses   c) Priority  follow-­‐up  plan   d) Nurture  follow-­‐up  plan  5) Test.  Evaluate.  Learn.   a) Testing  objective   b) Event  evaluation  –  including  leads   c) Lead  program  evaluation  –  to  ROI   d) Lessons  learned  &  team  readout   e) Accolades  and  relationships  Resources:    Example  QR  Code:    Reference:  http://en.wikipedia.org/wiki/Qr_code    Sales  Leads  onsite  event  and  post-­‐event  support:  Show  Value  –  www.showvalue.com    Ken  Mortara,  President,    Ken@ShowValue.com    Exhibit  &  Event  Agencies:  Spoon  Exhibits  and  Events  –  www.spoonexhibits.com      Orrie  Capone,  VP  Sales  &  Marketing  ocapone@spoonexhibits.com      Skyline  Exhibits  –  great  blog,  Booth  Staffing  Guidebook,  whitepapers    www.skyline.com      Publications:  B2B  Magazine,  www.btobonline.com    Event  Marketer  Magazine,  www.eventmarketer.com      Tony  Harris  |  Event  Marketing  Strategies  tony_harris@stanfordalumni.org  |  www.linkedin.com/in/sftonyharris    

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