This document provides guidance on increasing trade show ROI through marketing automation. It discusses using lead nurturing campaigns before, during, and after trade shows to drive more attendees to booths and convert leads. Automating lead scoring and nurturing helps prioritize prospects and puts regular, relevant messages on autopilot. Trade shows are positioned as valuable lead generation opportunities when combined with digital marketing that provides market intelligence on website visitors and engagement after the event.

1. A Marketing
Automation Guide To:
Increasing Trade Show ROI
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

2. What is
“Marketing Automation”?
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

3. Web 2.0 Marketing
Fact: Only 0.5-4% of
visitors 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. The Leaky Funnel
• Timing, Unknown factors, Nurturing,
Re-engagement
www.ActiveConversion.com | 1-877-871-2ROI

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. 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. 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. 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. 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. 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. 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. 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. 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. Marketing ROI
• Half of all marketing dollars are wasted
• Beyond the “click through”; A/B testing
www.ActiveConversion.com | 1-877-871-2ROI

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. Questions?
Yves Matson
Senior Account Executive
ActiveConversion
403-508-9889 x118
Ymatson@ActiveConversion.com
Twitter: Matsony
LinkedIn: http://ca.linkedin.com/in/matsony
www.ActiveConversion.com | 1-877-871-2ROI

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