PRESENTS. Increasing Trade Show ROI using Online Marketing and Tools. Mar 3, & United Safety Solutions

Transcription

1 PRESENTS Increasing Trade Show ROI using Online Marketing and Tools

2 Agenda Marketing Automation Trade Shows Issues Lead Nurturing Before/During/After tradeshow Lead Nurturing Automation Lead Management Marketing ROI Summary

3 What is Marketing Automation?

4 What is Marketing Automation? Lead Generation reverse IP lookup Lead Scoring prioritization, timing Lead Management M&S alignment Lead Nurturing the leaky funnel Marketing ROI testing and measuring

5 Trade Shows Issues 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?

6 What is Lead Nurturing? 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

7 Before The Trade Show 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

8 During 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 Just attending the trade show is a form of qualifying

9 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

10 The Leaky Funnel Timing, Unknown factors, Nurturing, Re-engagement

11 After The Trade Show 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

12 After The Trade Show Nurture Campaign with a link to a page announcing contest winner; get them to click through on an 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

13 Automation of Lead Nurturing? 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

14 Lead Management 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

15 Marketing ROI Half of all marketing dollars are wasted Beyond the click through ; A/B testing

16 Summary 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

17 Questions? Yves Matson Marketing Director, United Safety Solutions Twitter: Matsony LinkedIn: Fred Yee CEO ActiveConversion x112 Twitter: Fredyee LinkedIn: