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Immediate lead follow-up
enables you to reach more buyers - before they make their purchasing decisions.
Targeting your trade show follow-up efforts to the "sales ready" leads first will improve
your close rate, effectiveness and ROI by allowing your sales people to spend 70% less time following up on trade show leads.
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Why Rapid Response Follow-up? |
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To get the most out of your trade show investment you must get to the "hot" prospects before your
competitors, who all emerge from the event with the same list of leads. Successful organizations simply do
not give their competitors a head start in closing sales - they respond rapidly.
However, to accomplish this you need to overcome one major problem: unless you collect relevant qualifying information and use it to prioritize the leads,
you have no clue who is hot and who is not! The fact is that unqualified and unrated leads all look alike.
Making the job tougher is that trade show leads are more difficult to handle than any of those generated
by web based, email or direct mail campaigns with more than a dozen different file formats
and a myriad of data problems.
Solve the problem and be more productive - Outsource your initial trade show follow-up
The RapidResponse Follow-up service works with you to collect the proper qualification data using any of the
available lead retrieval devices and uses that information and your business rules to prioritize the leads, enabling you to quickly
identify the high priority opportunities to focus on. We then implement all of the electronic follow-up services to engage the prospect to
be ready for your sales calls or, even better, contact you to discuss the opportunity.
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Tradeshow
Follow-up
Guide
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The standard package of follow-up services includes data acquisition, data clean up, two (2) personalized emails, sending leads to sales and producing a summary report. Additional services include
a phone message and a direct mail piece. Contacting your leads by more than one method has been shown to increase
the effectiveness of your trade show follow-up. The more touches the better.
Benefits to you:
simplifies your trade show follow-up and helps increase your trade show ROI.
eliminates wasted sales time and allows you to focus on converting those "sales ready" prospects into satisfied customers.
insures that all of the high priority leads get followed-up immediately after the event.
works the same for every show - even when they are back to back and everyone is "on-the-road".
costs less than $1 per lead more than your current approach*.
* unless of course you have a dedicated staff who practice at hundreds of shows per year, have access to an advanced on-line processing system and guarantee their results.
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Why Outsource Follow-up? |
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What we do:
Data acquisition and clean up - the lead data is retrieved from the show and immediately converted from the show format into one usable
by the RapidResponse system. Data clean-up is required for almost all lead data which, includes but is not limited to: deciphering the show system data coding, removing test scans and booth rep scans,
removing duplicate scans, adding missing country codes, adding missing zip codes, correcting offset scan data etc.
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YouTube
Video |
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Prioritization - if collected, the lead qualification data is scored and rated then analyzed against the
client's lead rating rules and the leads are categorized into one of 4 categories such as "A", "B", "C" and "D" etc.
Prioritization enables an exhibitor to focus on the "sales ready" leads instead of sending all the leads to sales for them to make essentially "cold calls".
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Attendee emails - an email is sent to each of the leads with
content determined by the lead rating and graphics of your choosing.
For prioritized leads a common scenario would be;
unique URLs will point "A" leads to landing pages where they can further
qualify themselves, request a sales call and gain additional information.
"B" leads will be pointed to marketing pages and "C" leads will receive a simple
"thank you". A common email is sent if no prioritization is available.
A custom second email is sent to those attendees not responding to the first email.
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Distribution to Sales and Marketing - we then send the high priority leads directly to sales reps and / or send the leads to the CRM sales input function as required.
Leads requiring nurturing can be sent to the appropriate marketing contact. A summary show report is prepared for analysis.
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Automated voice messages - leaving informative voice mails adds an
additional touch point in the follow-up process. Informative voice messages
reinforcing your follow-up theme are left at off-hours and avoid the email spam filters.
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Follow-up letters or postcards - to help overcome email and voice mail screening we can also send a letter or post card
using standard mail as an additional means of reaching the high priority leads to schedule a call and show them
your commitment to go the extra mile to earn their business.
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