A Marketing Automation Guide To:Increasing Trade Show ROI          June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
What is“Marketing Automation”?   June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
Web 2.0 MarketingFact: Only 0.5-4% ofvisitors to your website                  Traditional                                ...
The Leaky Funnel• Timing, Unknown factors, Nurturing,  Re-engagement             www.ActiveConversion.com | 1-877-871-2ROI
What is Lead Nurturing?• 95% of leads generated from marketing  are not sales ready   Build trust, credibility and rappor...
Trade Shows Issues• Before the trade show     How do we get more people to visit our booth?• During the trade show   Whi...
Before The Trade Show• Nurture campaign to your existing list   Answer: Why should they visit?   Offer free show passes ...
During The Trade Show• Get the contact info of everyone you can   Scan everyone who will let you (identify why,    ex. in...
During The Trade Show• Social media   Blog about industry related announcements,    observations, insight   Push blog po...
After The Trade Show• Who is visiting my website?     Companies who visit your website after the      trade show are your...
After The Trade Show• Nurture Campaign   Email with a link to a page announcing contest    winner; get them to click thro...
Automation of Lead Nurturing?   • Goal: Put your lead nurturing on Auto-pilot        Regular, meaningful, „canned‟ messag...
Lead Management• Marketing and Sales Alignment   Developing the definition of qualified lead   Empower sales with data g...
Marketing ROI• Half of all marketing dollars are wasted• Beyond the “click through”; A/B testing                www.Active...
Summary• Trade shows are “opt-in” machines     You can get as many opt-ins from a trade      show as your website gets in...
Questions?Yves MatsonSenior Account ExecutiveActiveConversion403-508-9889 x118Ymatson@ActiveConversion.comTwitter: Matsony...
What is Marketing Automation?•   Lead Generation – reverse IP lookup•   Lead Scoring – prioritization, timing•   Lead Mana...
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Increasing Trade Show ROI

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A Marketing Automation Guide on How To Increase Trade Show ROI

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Increasing Trade Show ROI

  1. 1. A Marketing Automation Guide To:Increasing Trade Show ROI June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  2. 2. What is“Marketing Automation”? June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  3. 3. Web 2.0 MarketingFact: Only 0.5-4% ofvisitors to your website Traditional Marketing:identify themselves Trade Shows, CRM: Ads Contact Relationship Management Software Email: PPC, Banner Ads Blasts & Auto filtered for Web Nurturing Click throughs are like form fills Sales Reps prioritization; a self populating Site call list Visits ActiveConversion: Lead Generation Social Media: Prospect Scoring Search Blogs, FB, Engine LinkedIn Competitive Intel Visibility Twitter www.ActiveConversion.com | 1-877-871-2ROI
  4. 4. The Leaky Funnel• Timing, Unknown factors, Nurturing, Re-engagement www.ActiveConversion.com | 1-877-871-2ROI
  5. 5. What is Lead Nurturing?• 95% of leads generated from marketing are not sales ready  Build trust, credibility and rapport  Keeps your brand top of mind  Consistency of contact  Demand Gen www.ActiveConversion.com | 1-877-871-2ROI
  6. 6. Trade Shows Issues• Before the trade show  How do we get more people to visit our booth?• During the trade show  Which attendee badges should we scan?  How do I maximize marketing during the show?• After the trade show  Who are my best prospects? Who should I follow up with?  What do I do with the big list of names? June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  7. 7. Before The Trade Show• Nurture campaign to your existing list  Answer: Why should they visit?  Offer free show passes  Have an irresistible special offer  Have a sign up to receive show blog postings• Those showing engagement get a follow up phone call  Book a meeting with key prospects/accounts June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  8. 8. During The Trade Show• Get the contact info of everyone you can  Scan everyone who will let you (identify why, ex. inquiry or contest); these are nearly as good as a form fill on your website  Have a substantial offering in exchange for contact info; winner to be notified via email  Just attending the trade show is a form of qualifying June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  9. 9. During The Trade Show• Social media  Blog about industry related announcements, observations, insight  Push blog postings to social media• Monitor who is showing engagement  Add them to the list of prospects generated by the trade show June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  10. 10. After The Trade Show• Who is visiting my website?  Companies who visit your website after the trade show are your best prospects• Anonymous visits or Known individuals  Committee buying  Relationship selling June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  11. 11. After The Trade Show• Nurture Campaign  Email with a link to a page announcing contest winner; get them to click through on an email  Meaningful nurture campaign through a buy cycle• Scoring behaviour  Know what pages they visited, what they downloaded, how often they visited  Prioritization and market intelligence June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  12. 12. Automation of Lead Nurturing? • Goal: Put your lead nurturing on Auto-pilot  Regular, meaningful, „canned‟ messages that reflect your exiting sales activity  Develop a campaign of webinars or events you would invite your typical prospects to  Add value to help with their buying process • Benefits: Time savings, preferred by prospects, viral effects, automated lead scoring opportunities www.ActiveConversion.com | 1-877-871-2ROI
  13. 13. Lead Management• Marketing and Sales Alignment  Developing the definition of qualified lead  Empower sales with data generated by marketing  Help sales throughout a sales cycle  Help sales with relationship selling www.ActiveConversion.com | 1-877-871-2ROI
  14. 14. Marketing ROI• Half of all marketing dollars are wasted• Beyond the “click through”; A/B testing www.ActiveConversion.com | 1-877-871-2ROI
  15. 15. Summary• Trade shows are “opt-in” machines  You can get as many opt-ins from a trade show as your website gets in a year• Market intelligence opportunity; find out who: » is interested in the trade show » is interested in meeting you » is visiting your website June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
  16. 16. Questions?Yves MatsonSenior Account ExecutiveActiveConversion403-508-9889 x118Ymatson@ActiveConversion.comTwitter: MatsonyLinkedIn: http://ca.linkedin.com/in/matsony www.ActiveConversion.com | 1-877-871-2ROI
  17. 17. What is Marketing Automation?• Lead Generation – reverse IP lookup• Lead Scoring – prioritization, timing• Lead Management – M&S alignment• Lead Nurturing – the leaky funnel• Marketing ROI – testing and measuring June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

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