8 tips for maximising the performance of your next event

Lead Forensics, Monday 14 January 2013
Sales and Marketing teams cooperating and celebrating, with a member from each team high fiving

With Marketingsherpa reporting that 72% of B2B marketers believe events still pack a punch, and 41.5% increasing their event budget for 2013, there’s no sign of this offline channel declining in the current digital climate.

 But events require a significant investment, so what can you do to generate more leads and a higher ROI from your next exhibition? Here are our 8 tips for a successful event:

1. Plan
Planning is critical for a successful event, set targets, train staff, review messaging and research exhibitors prior to the event.

2. Hit discount deadlines
Take advantage of early bird discounts for events and exhibitions by booking your space early. When events are left to the last minute not only are they more difficult to execute effectively, they tend to cost more too.

3. Stand out from the crowd
Give the audience a reason to seek you out, every exhibitor there is trying to engage with the audience too. Create a buzz around your stand both before the event using channels like social media and at the event draw visitors to your stand with competitions, giveaways and by launching new products, services or features.

4. Staffing
Ensure you have the correct number of staff on your stand based on the size of the event, the size of your stand and expected footfall for the event. Whilst tricky to get right, too many staff can be intimidating for prospects and put them off approaching the stand, not enough staff means wasted opportunities.

5. Keep conversations brief
Keep conversations with prospects to five minutes or less, particularly at busy times when you have other people waiting at your stand. If a conversation is worth continuing schedule a follow up call or meeting, but don’t keep people waiting on your stand, they won’t wait forever.

6. Remember relevant conversations
At busy events it’s easy to forget the details of a conversation, make sure your staff are briefed to log details of all the conversations they have so that the most relevant opportunities can be prioritised for follow up and key details of the conversation can be recalled.

7. Follow up
The lead management process for events and exhibitions is critical for success. Ensure all leads are followed up in a timely manner by putting timelines and targets in place prior to the event. The longer a lead sits there, the colder it becomes.

8. Increase ROI by identifying unknown website visitors
Use IP tracking to maximise return on investment from events. Not everyone will come and visit your stand, but if they’re interested in your product or service will visit your website. IP tracking allows you to identify the unknown visitors to your website and follow up these sales golden opportunities.

To find out more about how Lead Forensics can help increase your online ROI and to arrange a free trial call0207 206 7293 or contact us online.

Topics: Event marketing, Open Sales Conversation

Recent posts

What can Lead Forensics do for your business?

Imagine if you could take control of your lead generation activity and convert sales-ready prospects, before your competitors even get close?  Lead Forensics is the software that reveals the identity of your anonymous website visitors, and turns them into actionable sales-ready leads. In real-time.

Lead Forensics can tell you:

  • Who is visiting your website
  • Providing highly valuable contact information including telephone numbers and email addresses
  • And….insight into what each visitor has looked at, as well as where they came from.
Take a look for yourself with a free, no obligation trial - you can get started today!

Other blog posts

Lead generation versus sales prospecting – what’s the difference?

Every business needs a steady supply of sales if it is to survive. How each business goes about generating those sales will vary widely, but there will always be certain key strategies at play. 

Read More

How to boost morale on the B2B sales floor

B2B sales is a fast paced and often cut-throat world, driven by targets and results. For many sales reps, it is the ‘buzz’ that keeps them coming back each day - the thrill of the chase and successfully turning a lead into a paying customer. (Not to mention the splash of healthy competition that often exists within sales teams).

Read More

B2B marketing trade shows not to be missed in 2018

Keeping up to date with the latest B2B sales and marketing trends and methods of best practice can be a challenge. Not to mention staying on top of all the digital tools and technologies that continue to emerge.

Dipping your toe in the water at a tradeshow is one way to ensure you stay ahead of the game and always have an eye on any new innovations on the horizon.

Read More