1. Northern
California
Business
Marketing
Association
Sales
Leads
Roundtable:
October
6,
2011
Top
5
Strategies
to
Maximize
Sales
Leads
at
Events
1) Prioritize
your
objectives
a) Objectives
i) Awareness
ii) Thought
Leadership
iii) Consideration
-­‐>
Sales
Leads
iv) Relationship
building
v) Partner
Marketing
b) Sales/Marketing
Alignment
i) What
quality
level?
(Fully
qualified
/
A/B/C
/
etc)
ii) How
many?
iii) How
quickly?
iv) Specific
targets?
(territories/products/industries…)
c) Partner
Program
Alignment
i) In
booth
partners?
ii) Channel
conflict
&
rules
of
engagement
d) Planned
ROI
i) Know
what
success
looks
like
–
set
expectations
accordingly
2) Know
your
audiences
a) Current
customers
i) Existing
ii) Expansion
opportunities
b) Current
funnel
prospects
i) What
activities
can
move
funnel
forward
c) Target
prospects
i) How
to
reach
d) New
market/Greenfield
e) Analysis:
Interests,
Motivations,
Dislikes,
your
Differentiators
3) Integrate
your
pre-­‐event
&
onsite
activities
a) Industry
Event
/
Proprietary
Event
b) Event
components
i) Pre-­‐event
ii) Expo
floor
iii) Sponsorship
iv) Speaking
opportunities
v) Private
meetings
vi) Association
activities
vii) Networking
c) Response
capture
tactics
i) Scanner
ii) Survey
iii) QR
code
iv) Website
v) Inducements
/
Give-­‐aways
Tony
Harris
|
Event
Marketing
Strategies
tony_harris@stanfordalumni.org
|
www.linkedin.com/in/sftonyharris

2. Northern
California
Business
Marketing
Association
Sales
Leads
Roundtable:
October
6,
2011
d) Compliance
(sweepstakes/CAN-­‐SPAM/Privacy
Policy)
e) Staff
Training!
–
Your
key
to
success
i) Booth
ambassadors
ii) Crowd
gatherers
iii) Internal
Staff
4) Plan
your
follow-­‐up
activities
a) Processing
responses
b) How
to
prioritize
responses
c) Priority
follow-­‐up
plan
d) Nurture
follow-­‐up
plan
5) Test.
Evaluate.
Learn.
a) Testing
objective
b) Event
evaluation
–
including
leads
c) Lead
program
evaluation
–
to
ROI
d) Lessons
learned
&
team
readout
e) Accolades
and
relationships
Resources:
Example
QR
Code:
Reference:
http://en.wikipedia.org/wiki/Qr_code
Sales
Leads
onsite
event
and
post-­‐event
support:
Show
Value
–
www.showvalue.com
Ken
Mortara,
President,
Ken@ShowValue.com
Exhibit
&
Event
Agencies:
Spoon
Exhibits
and
Events
–
www.spoonexhibits.com
Orrie
Capone,
VP
Sales
&
Marketing
ocapone@spoonexhibits.com
Skyline
Exhibits
–
great
blog,
Booth
Staffing
Guidebook,
whitepapers
www.skyline.com
Publications:
B2B
Magazine,
www.btobonline.com
Event
Marketer
Magazine,
www.eventmarketer.com
Tony
Harris
|
Event
Marketing
Strategies
tony_harris@stanfordalumni.org
|
www.linkedin.com/in/sftonyharris