We all know how important lead capture is at an event. Losing leads can be the difference between a successful event and one where spend is lost. Why are leads being lost? Why aren’t you getting the leads you hoped for - the leads that generate sales and brand awareness. A lot of the responsibility lies in the person capturing these leads. Are they engaging the consumer effectively? Are they motivated?
Lead Generation Technology:
The rest of the responsibility can be in the lead generation technology, or lack there of. Lead generation technology has become a staple at events. Capturing a lead on paper and later manually inputting the data just doesn’t make sense anymore – It’s not cost effective or an efficient use of time.
Implementing lead generation technology is the first step to ensuring leads aren’t lost. There’s technology in the market that can integrate with your CRM. Leads can be pushed directly to your CRM in real-time. There’s no wait time to follow-up with a qualified lead. Ensure this technology has a “caching” feature so if Internet connection is lost, the lead is not.
Asking the Right Questions is the Next Step:
Consumers don’t want their time wasted. The experience should be seamless and non intrusive. If you’re asking too many questions, their attention will be shifted. The questions presented should focus on qualifying them as a lead. Keep the questions to a minimum and make sure they are very targeted.
Immediate Triggered E-Communication Can Help Maintain a Lead and Engagement:
Once they have provided their data, send them a customized triggered email thanking them for their participation or an email giving them an offer so the brand stays top of mind.