Conferences, tradeshows, exhibitions and seminars remain an important component in many marketing strategies. Rightfully so, because events allow sales reps and buyers to strengthen their relationships - even in a more digitally connected world.
However, that doesn't mean that live events have to be a black hole eating up marketing budget without any real insights about performance and ROI. We also hear - far too frequently - about post-event follow up not being done properly, or not done at all. Where are all the business cards? Should marketing or sales be doing the follow up? How many sales opportunities and orders are we even getting from these events?
Organising and attending events is usually too costly an endeavour to leave it all up in the air. Be smarter than this. Truly integrate your live events in the buyer's journey, be sure to follow-up, and measure which events are actually worth it!
Go to trade events with a clear intention. It starts with defining the key events and the objectives beforehand.
Make sure your key contacts are aware of your event. Let's be proactive and automate invitations.
Landing pages are used to welcome and convert people digitally. Let's prepare and make sure to display the landing page at the booth in the event you fail to connect with all visitors.
Connecting at events are great, then what? Take command and follow-up with great content to strengthen the bond made.
A live event is a great opportunity to get to now people - and to enrich your database with useful data. Grab the opportunity!
What are the next steps and who has buying intentions? Nurturing campaigns help generate sales qualified leads for your sales department.
Probably the easiest step to "skip". Don't skip it. Data-driven marketing also applies to live events.
A more productive and better live event marketing strategy
The ability to measure and improve live event performance and actual event ROI
The ability to collect and save more lead data during live events
The ability to generate more sales meetings post-event