norcal bma: sales leads roundtable: maximize leads oct 2011
DESCRIPTION
Northern California Business Marketing Association (www.norcalbma.org)Sales Leads Roundtable - Oct 2011How to maximize sales leads from eventsTony HarrisTRANSCRIPT
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
