Download the PDF: https://www.demandmetric.com/content/collect-leads-city-tours Field Marketing can be a very useful and inexpensive method for gathering large quantities of leads from a specific geographic region. There are many types of field marketing, but none are more effective than guerrilla marketing at City Tours. CRM industry-leader, salesforce.com, has perfected this lead generation channel, while targeting cities where their product has not gained much traction. What are the Benefits of City Tours? Increased Lead Generation - meeting with prospects and current clients is great for building trust and lasting relationships. If possible, send down an expert speaker and record a ‘podcast’ to post on your website. Additionally, consider making attendance for prospects FREE to increase attendance rates. Improved Employee Satisfaction - many younger Marketing & Sales professionals will be very excited to go on their first business trips to new cities. Use this excitement to promote enthusiastic product discussions while on the road, and to create a buzz around the office when the crew returns.

1. COLLECT
LEADS WITH
CITY TOURS
HOW-TO GUIDE

2. 2 Collect Leads with City Tours How-to Guide
Collect Leads with City Tours
Field Marketing can be a very useful and inexpensive method for gathering large quantities of leads
from a specific geographic region. There are many types of field marketing, but none are more
effective than guerrilla marketing at City Tours. CRM industry-leader, salesforce.com, has perfected
this lead generation channel, while targeting cities where their product has not gained much traction.
Use Demand Metric’s downloadable Event Planning Checklist to organize and plan your
campaign.
What are the Benefits of City Tours?
Increased Lead Generation - meeting with prospects and current clients is great for building trust
and lasting relationships. If possible, send down an expert speaker and record a ‘podcast’ to post
on your website. Additionally, consider making attendance for prospects FREE to increase attend-
ance rates.
Improved Employee Satisfaction - many younger Marketing & Sales professionals will be very
excited to go on their first business trips to new cities. Use this excitement to promote enthusi-
astic product discussions while on the road, and to create a buzz around the office when the crew
returns.
HOW-TO GUIDE

3. 3 Collect Leads with City Tours How-to Guide
1
2
3
Determine
Feasibility
Create an Event
Schedule
Prepare an
Event Checklist
Conduct some preliminary research to deter-
mine which events are currently going on in
your industry that you may wish to sponsor,
exhibit, or just attend. Key-note speaking
engagements are of particular interest since
they position your staff as industry-experts.
Get a feel for costs for each type of event, and
compare it to the cost of scheduling private
city tours at hotels in the regions you are
looking to target.
Action Plan
STEP 1 - Determine Feasibility
4
Build a City
Tour Team
5
Attend your
First Event
Event Database
V I E W R E S O U R C E
Industry Events and
Exhibits or Private City
Tours?

4. 4 Collect Leads with City Tours How-to Guide
1
2
Determine
Feasibility
Create
an Event
Schedule
Action Plan
STEP 2 - Create an Event Schedule
Use Demand Metric’s downloadable
Project Schedule template to help
build the Business Case for your
campaign.
3
Prepare an
Event Checklist
4
Build a City
Tour Team
5
Attend your
First Event
Event Database
V I E W R E S O U R C E
Make It Happen with the
Project Schedule Template

5. 5 Collect Leads with City Tours How-to Guide
3
Prepare
an Event
Checklist
Action Plan
STEP 3 - Prepare an Event Checklist
Use our Event Planning Checklist
to ensure you stay organized
for each event on your city tour
schedule.
V I E W R E S O U R C E
1
Determine
Feasibility
2
Create an Event
Schedule
4
Build a City
Tour Team
5
Attend your
First Event
Event Marketing Plan Playbook
Event Planning Checklist
V I E W R E S O U R C E
Stay Organized With the
Event Planning Checklist

6. 6 Collect Leads with City Tours How-to Guide
4
5
Build a City
Tour Team
Attend your
First Event
Discuss the city tour program with your sales
& marketing team to determine who has the
social skills to network, and the personal-life
freedom, to generate leads while ‘on-the-
road’.
Action Plan
STEP 4 - Build a City Tour Team
1
Determine
Feasibility
2
Create an Event
Schedule
3
Prepare an
Event Checklist
Sales Growth Team Charter
V I E W R E S O U R C E
Growing Leads On the
Road with Your City Team

7. 7 Collect Leads with City Tours How-to Guide
4
5
Build a City
Tour Team
Attend your
First Event
Action Plan
STEP 5 - Attend your First Event
Go to your first stop on the
city and measure results using
Demand Metric’s Tradeshow ROI
Calculator and Lead Scoring
Index.
V I E W R E S O U R C E
1
Determine
Feasibility
2
Create an Event
Schedule
3
Prepare an
Event Checklist
Code of Conduct Policy
Tradeshow ROI Calculator
V I E W R E S O U R C E
Measure Your Events From
Your Very First Stop

8. Demand Metric is a marketing research and advisory firm serving a membership community
of over 100,000 marketing professionals and consultants in 75 countries.
Offering consulting playbooks, advisory services, and 500+ premium marketing tools and
templates, Demand Metric resources and expertise help the marketing community plan
more efficiently and effectively, answer the difficult questions about their work with authority
and conviction, and complete marketing projects more quickly and with greater confidence
— thus boosting the respect of the marketing team and making it easier to justify resources
the team needs to succeed.
To learn more about Demand Metric, please visit www.demandmetric.com
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