CAPTURING + CONVERTING LEADS
using email to boost ROI at your next event
Drawing people to the booth
Show lead capture
Post-event emails
Lead nurture
A multi-channel approach
AGENDA
DRAWING PEOPLETOTHE BOOTH
tactics + examples
BOOTH DESIGNTIPS
YOUR BOOTH HAS 3 SECONDSTO CAPTURE
ATTENDEES’ ATTENTION
Create a game encouraging attendees to
take photos, tweet, or share your content
Take pictures for Facebook,Twitter,
Insta...
START EARLY + KNOWYOUR AUDIENCE
FOLLOWTHROUGH
SHOW LEAD CAPTURE
tactics + examples
COLLECT BUSINESS CARDS /WRITE DOWN LEAD
INFORMATION
EASY
LEAD SCANNINGTOOLS
EASY
LEAD FORM
INTERMEDIATE
SALES APP
INTERMEDIATE
Who: Evergreen - B2B
home furnishings +
accessories
distributor
What: sales app that
incorporated both
online activity sco...
SOLUTION
Sales Rep can
manually enter lead
Sales rep can score
leads
SOLUTION
Color coded company leads:
• Red– Hot
• Orange -Warm
• Yellow– Cold
• Blue -Very Cold
• No Color – Not Graded
Col...
RESULTS
67% increase in the amount of closed leads
FOLLOW-UP EMAILS
best practices + optimization examples
49% OF ATTENDEES PLANTO BUY WITHIN 12
MONTHS OF A SHOW
POST-SHOW EMAILS BEST PRACTICES
Personalize
Explain how you
plan to follow-up
Offer a relevant
incentive + include a
call-...
No snippet text
Preview pane does
not contain value
proposition
Does not pass “so
what” test
No prominent value
propositio...
Value proposition
and CTA in snippet
text
Value proposition and
“so what” test
Instantly understood
message
Strong call-to...
No snippet text
Preview pane
does not
contain value
proposition
Does not pass “so
what” test
N0 prominent
value
propositio...
Value
proposition
and CTA in
snippet text
Value proposition
and “so what”
test
Instantly
understood
message
Strong CTA
LEAD NURTURE PROGRAM
taking your leads to close
NURTURE CAMPAIGN
B2C
MARKETING
B2C
DESIGN +
DEVELOPMENT
B2C
PRODUCTS
B2B ECOM
MARKETING
B2B ECOM
DESIGN +
DEVELOPMENT
B2B ...
BECOMING MARKETING QUALIFIED
BEHAVIOR SCORE
VisitedWhereoware’s website 4
Opened an email 1
Clicked in an email 2
Filled o...
SPOP/SALESFORCE.COM INTEGRATION
SPOP/SALESFORCE.COM INTEGRATION
38
MULTI-CHANNEL OUTREACH
using email to support all your channels
INTEGRATE
5 days later
QUESTIONS? GET INTOUCH
Bill Haskitt
Partner + heads marketing dept.
bhaskitt@whereoware.com
703-889-1212
Website: www.wher...
Using email to boost ROI at your next event - Presentation 2
Using email to boost ROI at your next event - Presentation 2
Using email to boost ROI at your next event - Presentation 2
Using email to boost ROI at your next event - Presentation 2
Using email to boost ROI at your next event - Presentation 2
Using email to boost ROI at your next event - Presentation 2
Using email to boost ROI at your next event - Presentation 2
Using email to boost ROI at your next event - Presentation 2
Using email to boost ROI at your next event - Presentation 2
Using email to boost ROI at your next event - Presentation 2
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Using email to boost ROI at your next event - Presentation 2

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Looking for a way to maximize the ROI on your market, tradeshow, and/or corporate events? We can help! Learn actionable ways to maximize your pre- and post-show emails to drive people to your event, gather lead information, and turn those leads into paying customers.

Learn how to:
Maximize Your Event ROI using Email with Whereoware + our partner Atlantic Exhibits.
• drive people to your event booth
• gather lead information
• turn those leads into paying customers.

Published in: Marketing, Technology, Business
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Using email to boost ROI at your next event - Presentation 2

  1. 1. CAPTURING + CONVERTING LEADS using email to boost ROI at your next event
  2. 2. Drawing people to the booth Show lead capture Post-event emails Lead nurture A multi-channel approach AGENDA
  3. 3. DRAWING PEOPLETOTHE BOOTH tactics + examples
  4. 4. BOOTH DESIGNTIPS YOUR BOOTH HAS 3 SECONDSTO CAPTURE ATTENDEES’ ATTENTION
  5. 5. Create a game encouraging attendees to take photos, tweet, or share your content Take pictures for Facebook,Twitter, Instagram Advertise a specific twitter hashtag or twitter handle CREATE A BUZZVIA SOCIAL MEDIA
  6. 6. START EARLY + KNOWYOUR AUDIENCE
  7. 7. FOLLOWTHROUGH
  8. 8. SHOW LEAD CAPTURE tactics + examples
  9. 9. COLLECT BUSINESS CARDS /WRITE DOWN LEAD INFORMATION EASY
  10. 10. LEAD SCANNINGTOOLS EASY
  11. 11. LEAD FORM INTERMEDIATE
  12. 12. SALES APP INTERMEDIATE
  13. 13. Who: Evergreen - B2B home furnishings + accessories distributor What: sales app that incorporated both online activity scoring + in-person scoring SALES APP
  14. 14. SOLUTION Sales Rep can manually enter lead Sales rep can score leads
  15. 15. SOLUTION Color coded company leads: • Red– Hot • Orange -Warm • Yellow– Cold • Blue -Very Cold • No Color – Not Graded Color coded customer type: • White - existing customer • Gray - lead
  16. 16. RESULTS 67% increase in the amount of closed leads
  17. 17. FOLLOW-UP EMAILS best practices + optimization examples
  18. 18. 49% OF ATTENDEES PLANTO BUY WITHIN 12 MONTHS OF A SHOW
  19. 19. POST-SHOW EMAILS BEST PRACTICES Personalize Explain how you plan to follow-up Offer a relevant incentive + include a call-to-action
  20. 20. No snippet text Preview pane does not contain value proposition Does not pass “so what” test No prominent value proposition Message not instantly understood Does not pass 2 second test No strong CTA
  21. 21. Value proposition and CTA in snippet text Value proposition and “so what” test Instantly understood message Strong call-to-action
  22. 22. No snippet text Preview pane does not contain value proposition Does not pass “so what” test N0 prominent value proposition Message not instantly understood No CTA
  23. 23. Value proposition and CTA in snippet text Value proposition and “so what” test Instantly understood message Strong CTA
  24. 24. LEAD NURTURE PROGRAM taking your leads to close
  25. 25. NURTURE CAMPAIGN B2C MARKETING B2C DESIGN + DEVELOPMENT B2C PRODUCTS B2B ECOM MARKETING B2B ECOM DESIGN + DEVELOPMENT B2B ECOM PRODUCTS SERVICE MARKETING SERVICE DESIGN + DEVELOPMENT INTRODUCTION Dynamically personalized
  26. 26. BECOMING MARKETING QUALIFIED BEHAVIOR SCORE VisitedWhereoware’s website 4 Opened an email 1 Clicked in an email 2 Filled out a form (Preferences, Lead Gen, Contact Us, case study download) 6 (for each unique form submission) 13 Pushed to salesforce.com 60 Call task created in salesforce.com
  27. 27. SPOP/SALESFORCE.COM INTEGRATION
  28. 28. SPOP/SALESFORCE.COM INTEGRATION 38
  29. 29. MULTI-CHANNEL OUTREACH using email to support all your channels
  30. 30. INTEGRATE
  31. 31. 5 days later
  32. 32. QUESTIONS? GET INTOUCH Bill Haskitt Partner + heads marketing dept. bhaskitt@whereoware.com 703-889-1212 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog James Morris VP client strategy jmorris@atlanticexhibits.com 215-674-9500 x 3154 Website: www.atlanticexhibits.com Facebook: www.facebook.com/atlanticexhibits Twitter: @atlantic_james

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