The document discusses lead management processes for capturing, routing, and reporting on leads from exhibitions and events. It emphasizes the importance of closing the loop by efficiently capturing high quality leads, routing them to the appropriate sales people, and providing a process for sales to report back on lead progress and conversions. Poor lead management can result in high costs from lost opportunities and negative brand perceptions.

2. Seminar Προτείνεται σε κάθε έκθεση να γίνεται ένα δίωρο σεμινάριο αξιοποίησης της έκθεσης

4. What Is Lead Management? One definition of lead management is: Lead acquisition / data capture Data cleansing and lead import Lead distribution Lead enrichment, scoring, and prioritization Lead qualification and conversion / lead cultivation

5. Salesforce Lead Management Track " lead source " and " lead type ". This allows them to report on effectiveness by the channel and the offer. Create detailed information to help sales follow-up from the campaign. Assign leads based on open capacity.( rewarding the most efficient reps with the most leads) Adjust lead nurturing based on lead source( lead types show deeper engagement, and which are most likely to close)

6. Contd… Define lead status values to your team. Inquiries from current customers are still leads. Report on lead inactivity.

7. Ποια είναι η διαφορά ανάμεσα σε ένα lead και ένα fortune Cookie ? : To cookie μπορεί να βγεί αληθινό !

8. Startling Facts About Leads 87% are never effectively followed up on 76% of sales people view leads as “cold calls” 43% of prospective buyers receive information after they have made a buying decision 10% of exhibitors use any organized form of post-show measurement

9. Determining the REAL Cost of Poor Lead Management Cost Per Lead : Total Show Spend/# Leads Ex.75,000 / 150 Leads = 500 per lead Lost Revenue Opportunity : Average Sale Amount x # Lead Conversion % Ex.25,000 x (150 leads x .25% = 38) = 950,000 Brand Perception : How does not following up impact your company’s brand perceptions in the market? Time loss- since “ time is Money”.

10. The Exhibiting ROI Truth… “ If you are ever going to produce a financial ROI, it is hidden in your leads.”

11. Why is this happening? Marketing and Sales “disconnect” Perceived quality of leads Lack of exhibit staff training 86% of booth staff have never received one single hour of professional training on how to work an exhibit Lack of “clarity” on what a lead really is Lack of a “Closed-Loop” lead management system

12. The “Closed-Loop” Lead Management Process

13. Keys to a Closed Loop Lead Management Process Capture the highest quality leads Efficiently Route leads to the right people for fast follow-up Provide an easy method for lead recipients to Report progress and sales conversion

14. Improving Lead CAPTURE Process What Is and Isn’t a Lead Personal Interaction Qualifying Questions Asked Answers Documented Next Step Identified & Agreed On by Visitor

15. 2.Set a Realistic Lead Goal “ Exhibit Activity Level” # of exhibiting hours 25 # of booth staff x 4 total staff hours 100 interactions/hr/staffer x 4 total target interactions 400 % of visitors to lead .25 Lead goal 100

16. 3.What Information does sales Want to Capture to Qualify Leads Project/Application/Need Requirements or Specifications Product Interest & Level Buying Role Budget Timeframe Decision Team Other?

17. 4. Develop Specific Priority Codes

18. 5.Create an Effective Capture Device Paper: Business cards, lead form Electronic: Rent system, Universal capture system “ lead from a referral program” Considerations : Attendee Interaction Efficiency Accuracy Security Cost

19. Contd… Train Your Staff Reason for the system Accountability Hands-on Role playing Kick off with contests Assign a Lead Captain Collection device Monitor Goals vs Actual Acknowledge & Corrections Entry into CRM Routing

20. Improving Lead ROUTING Process Only Route Qualified Leads Do it FAST Include All Relevant Data Use Your CRM system, a web based system, or email a spreadsheet

21. Improving Lead Reporting Process E nd of Shift Lead Review C lose of Show Report Number of leads captured versus goal Cost Per lead Number and % by priority code C reate Culture of Reporting We captured the info you asked for Communicate Cost Per Lead Cc their Manager Use Contest to Kick-off

22. Contd… M ake it Easy Provide basic info Ask for last contact date, next contact date, stage of sales cycle, projected dollar amount and probability of sale F ollow-up on target report dates N otify the team of progress and results R ecognize and reward performers

23. Lead management at a glance