Are You Capturing Leads Like It’s 1999?
Are you still wearing plaid flannel shirts with layers, Doc Martens, Rachel’s hairstyle from “Friends”, and listening to grunge (…or better yet, Prince)? Then why are you still capturing leads like it’s 1999?
Let’s face it, style trends can be resurrected decades later. But with technological advances, we evolve our business practices to be infinitely more efficient and effective.
Face-to-face events are big investments and the US trade show industry brings in over $13 billion. The pot of gold at the end of the rainbow is the coveted stack of leads that have been captured. Yet why do so many leads fall through the cracks? According to CEIR Research, “80% of leads aren’t being followed up with.” So why are we still collecting business cards and managing spreadsheets instead of adding a new element to our tech stack?
How do we fix the pain points associated with lead capture of the past?
Consistency – Lead Capture should follow a consistent process and have immediate concierge style follow up. Do NOT opt for a different solution at every event, or default to whatever is offered at the event. When sales reps go to events, they should be goal-oriented, focused on target prospects and collecting qualifying data and notes. It’s a waste of time and energy to fumble around with a different lead capture device at every event.
Control – Leads should flow automatically into the customer relationship management database (CRM) and/or marketing automation, based on your flow. Make sure you have immediate access to leads for instant analysis and follow up. Your solution should give you flexibility and control to edit a lead capture form with your unique qualifying questions. This form should intuitively walk the sales rep through the essential notes that qualify a prospect for future follow-up. Your solution should give you self-service control over adding new users and editing your lead capture form on the spot.
Broaden Your Reach – Lead capture should be available to everyone on their own personal devices, and should work anywhere, not just limited to the booth space. Using 1999 style scanners, that restrict you to the booth space, limits the amount of leads you can capture. How many deals have been done after hours at a restaurant, bar, airport, or networking event? You need to be capturing all lead data as part of a consistent process for follow-up.
So if we fast forward to 2023, we have powerful, end-to-end solutions that can revolutionize the lead capture process. Ultimately solutions like Captello can increase leads, improve efficiency and ensure consistent follow-up responsiveness. You might just like the results so much that you’ll party like it’s 1999. (You knew that was coming, right?)
Captello is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.
To see how Captello’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!
