ActiveConversion: Marketing Automation Increases Trade Show ROI

A Marketing Automation Guide

To:Increasing Trade Show ROI

June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

Connecting Sales Professionals WithPre-screened Sales Software Vendors

What is “Marketing Automation”?


• Before the trade show How do we get more people to visit our booth?

• During the trade show Which attendee badges should we scan? How do I maximize marketing during the show?

• After the trade show Who are my best prospects? Who should I

follow up with? What do I do with the big list of names?

Trade Shows Issues


• 95% of leads generated from marketing are not sales ready Build trust, credibility and rapport Keeps your brand top of mind Consistency of contact Demand Gen

What is Lead Nurturing?

www.ActiveConversion.com | 1-877-871-2ROI

• Nurture campaign to your existing list Answer: Why should they visit? Offer free show passes Have an irresistible special offer Have a sign up to receive show blog postings

• Those showing engagement get a follow up phone call Book a meeting with key prospects/accounts

Before The Trade Show


• Get the contact info of everyone you can Scan everyone who will let you (identify why,

ex. inquiry or contest); these are nearly as good as a form fill on your website

Have a substantial offering in exchange for contact info; winner to be notified via email

Just attending the trade show is a form of qualifying

During The Trade Show


• Social media Blog about industry related announcements,

observations, insight Push blog postings to social media

• Monitor who is showing engagement Add them to the list of prospects generated by

the trade show

During The Trade Show


• Timing, Unknown factors, Nurturing, Re-engagement

The Leaky Funnel


• Who is visiting my website? Companies who visit your website after the

trade show are your best prospects

• Anonymous visits or Known individuals Committee buying Relationship selling

After The Trade Show


• Nurture Campaign Email with a link to a page announcing contest

winner; get them to click through on an email Meaningful nurture campaign through a buy

cycle

• Scoring behaviour Know what pages they visited, what they

downloaded, how often they visited Prioritization and market intelligence

After The Trade Show


• Goal: Put your lead nurturing on Auto-pilot Regular, meaningful, ‘canned’ messages that

reflect your exiting sales activity Develop a campaign of webinars or events you

would invite your typical prospects to Add value to help with their buying process

• Benefits: Time savings, preferred by prospects, viral effects, automated lead scoring opportunities

Automation of Lead Nurturing?


• Marketing and Sales Alignment Developing the definition of qualified lead Empower sales with data generated by

marketing Help sales throughout a sales cycle Help sales with

relationship selling

Lead Management


• Half of all marketing dollars are wasted• Beyond the “click through”; A/B testing

Marketing ROI


• Trade shows are “opt-in” machines You can get as many opt-ins from a trade

show as your website gets in a year

• Market intelligence opportunity; find out who:

» is interested in the trade show» is interested in meeting you» is visiting your website

Summary


Yves MatsonSenior Account Executive

ActiveConversion403-508-9889 x118

[email protected]

Twitter: Matsony

LinkedIn: http://ca.linkedin.com/in/matsony

Questions?


Nancy NardinFounder and Editor

Smart Selling [email protected]

Twitter: SellingTools

LinkedIn: http://www.linkedin.com/in/nancynardin

mailto:[email protected]

http://ca.linkedin.com/in/matsony

mailto:[email protected]

http://www.linkedin.com/in/nancynardin

Anonymous Visits Identified

Web Site Visits

Traditional Marketing:

Trade Shows, Ads

Email:

Blasts & Nurturing

Social Media: Blogs, FB,

LinkedIn Twitter

Search Engine Visibility

PPC, Banner Ads

Web 2.0 Marketing


ActiveConversion:Lead Generation Prospect ScoringCompetitive Intel

CRM:Contact

Relationship Management

Software

Identified individuals tracked + scored

Auto filtered for Sales Reps prioritization; a self populating call list

Click throughs are like form fills

Fact: Only 0.5-4% of visitors to your website identify themselves

• Lead Generation – reverse IP lookup• Lead Scoring – prioritization, timing• Lead Management – M&S alignment• Lead Nurturing – the leaky funnel• Marketing ROI – testing and measuring

What is Marketing Automation?


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ActiveConversion: Marketing Automation Increases Trade Show ROI

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