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NorCal BMA: Sales Leads Roundtable: Maximize Leads Oct 2011

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Northern California Business Marketing Association (www.norcalbma.org)
Sales Leads Roundtable - Oct 2011
How to maximize sales leads from events
Tony Harris

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NorCal BMA: Sales Leads Roundtable: Maximize Leads Oct 2011

  1. 1. TOP 5 STRATEGIES TO MAXIMIZE SALES LEADS AT EVENTS Tony Harris | October 6, 2011 Northern California Business Marketing Association
  2. 2. Agenda   Introduction   Prioritize your objectives   Know your audiences   Integrate your pre-event and onsite activities   Plan your follow-up activities   Test. Evaluate. Learn.
  3. 3. Introduction   Roundtable engagement   Today’s Audience   Company type?   Using events for leads?   What do you most want to improve?   Biggest challenges?   Resources
  4. 4. Prioritize Your Objectives: Identify objectives   Awareness   Thought Leadership   Consideration   Sales Leads   Relationship Building   Partner/Channel Marketing   Target ROI
  5. 5. Prioritize Your Objectives: Sales & Marketing Alignment Sales Leads   What quality level?   How many?   How quickly?   Specific targets?   Partner Program?
  6. 6. Know Your Audiences   Current customers   Existing   Growth opportunities   Current prospects   Target prospects   New market/ Greenfield
  7. 7. Lead Generation at Events Timeline Objectives/ Kick-off Alignment Pre-Event 6 months 8-16 weeks 8 - 0 weeks Post Event Nurturing Processing + 3-7 days + Key +48 hours Limited Post Event Post Event Priority Planning Process 8 – 0 weeks +72 hours Event Activities 0 weeks
  8. 8. Plan Your Follow-up Activities  Processing responses  Prioritize responses  Priority responses plan  Nurture plan
  9. 9. Integrate Pre-Event and Onsite Activities  IndustryEvents vs. Proprietary Events  Event components to match objectives  Response capture tactics  Compliance Photo: Ambro
  10. 10. Integrate Pre-Event and Onsite Activities: Event Components   Pre-event   Expo floor   Sponsorship   Speaking opportunities   Private meetings   Association activities   Networking
  11. 11. Integrate Pre-Event and Onsite Activities: Response Capture   Scanner   Survey   QR code   Website   Inducements   Give-aways   Sweepstakes
  12. 12. Test. Evaluate. Learn.   Testing objective   Event evaluation – including leads   Lead gen program evaluation & ROI   Lessons learned & team readout   Accolades and relationships
  13. 13. Contact me Tony Harris Tony_Harris@stanfordalumni.org www.linkedin.com/in/sftonyharris
  • MaggieWallace2

    Dec. 18, 2015

Northern California Business Marketing Association (www.norcalbma.org) Sales Leads Roundtable - Oct 2011 How to maximize sales leads from events Tony Harris

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