increasing trade show roi
DESCRIPTION
A Marketing Automation Guide on How To Increase Trade Show ROITRANSCRIPT
A Marketing Automation Guide
To:Increasing Trade Show ROI
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
What is “Marketing Automation”?
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
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
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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
• Timing, Unknown factors, Nurturing, Re-engagement
The Leaky Funnel
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• 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?
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• 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
June 29, 2010 | 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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
• 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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
• 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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
• 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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
• 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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
• 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?
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• 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
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• Half of all marketing dollars are wasted• Beyond the “click through”; A/B testing
Marketing ROI
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• 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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI
Yves MatsonSenior Account Executive
ActiveConversion403-508-9889 x118
Twitter: Matsony
LinkedIn: http://ca.linkedin.com/in/matsony
Questions?
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• 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?
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI