norcal bma: sales leads roundtable: maximize leads oct 2011

TOP 5 STRATEGIES TO MAXIMIZE SALES LEADS AT EVENTS

Tony Harris | October 6, 2011 Northern California Business Marketing Association

Agenda

  Introduction   Prioritize your objectives   Know your audiences   Integrate your pre-event and onsite

activities   Plan your follow-up activities   Test. Evaluate. Learn.

Introduction

  Roundtable engagement   Today’s Audience

 Company type?  Using events for leads?  What do you most want to improve?  Biggest challenges?

  Resources

Prioritize Your Objectives: Identify objectives

  Awareness   Thought Leadership   Consideration

 Sales Leads

  Relationship Building   Partner/Channel

Marketing   Target ROI

Prioritize Your Objectives: Sales & Marketing Alignment

Sales Leads   What quality level?   How many?   How quickly?   Specific targets?   Partner Program?

Know Your Audiences

 Current customers  Existing  Growth opportunities

 Current prospects  Target prospects  New market/

Greenfield

Lead Generation at Events Timeline

Kick-off 6 months

Objectives/ Alignment 8-16 weeks

Pre-Event 8 - 0 weeks

Event Activities 0 weeks

Post Event Processing +48 hours

Post Event Planning 8 – 0 weeks

Post Event Priority Process +72 hours

Nurturing + 3-7 days +

Key Limited

Plan Your Follow-up Activities

 Processing responses  Prioritize responses  Priority responses

plan  Nurture plan

Integrate Pre-Event and Onsite Activities

 Industry Events vs. Proprietary Events

 Event components to match objectives

 Response capture tactics

 Compliance Photo: Ambro

Integrate Pre-Event and Onsite Activities: Event Components

 Pre-event  Expo floor  Sponsorship  Speaking opportunities  Private meetings  Association activities  Networking

Integrate Pre-Event and Onsite Activities: Response Capture

 Scanner  Survey  QR code  Website   Inducements

 Give-aways  Sweepstakes

Test. Evaluate. Learn.

 Testing objective  Event evaluation –

including leads  Lead gen program

evaluation & ROI  Lessons learned &

team readout  Accolades and

relationships

Tony Harris Tony_Harris@stanfordalumni.org

www.linkedin.com/in/sftonyharris

Contact me