In-person events, conferences, and trade shows are once again valuable lead generation sources for the manufacturing, medical device, and specialty retail industries.
According to a Bizzabo report, 95% of marketers believe in-person events significantly impact achieving primary business goals. And 81% of events are expected to have an in-person element coming out of the pandemic. (AMEX, 2021)
Unfortunately, even though 33% of organizations spend more than 30% of their marketing budget on events, they’re not getting the bang for their buck they expect:
- 3 in 4 B2B professionals report that their current mix of technology and resources is ineffective, resulting in lost data around leads, spending, and revenue. (source)
- More than 50% of marketers report that the handoff of leads to sales is ineffective. (source)
- 66% of marketers say measuring ROI is their biggest challenge with events. (source)
Event ROI Isn't Easy
Spending a big chunk of your marketing budget on events means you must prove impact — your spending must drive business growth.
But driving event marketing ROI is complicated when you’re working across disconnected tools and event strategies.
How many times have you gone the extra mile to promote your attendance at an event, staged a fantastic booth, mastered yet another badge-scanning tool, had great chats with loads of attendees, and left the show feeling like it was a huge success?
Then you wait..and wait for your spreadsheet of leads to be sent by the event host for follow-up. Once they're in, you've got to reformat the spreadsheet fields to sync with your CRM. And finally, you start cleaning your inbox to catch up on all the To-Dos that have piled up since you’ve been at the event.
You finally get your leads uploaded, send out a follow-up email and wait for sales to jump on these hot leads to close business you know is there to be had. But...crickets.
There is a better and easier way.
Maximize Your Event Performance
Enter Modus Lead Capture® to help respond to these challenges.
How about if the above scenario looked more like this:
Your event pre-promotion is promising. You’ve managed to schedule a slew of meetings with event attendees. Your Lead Capture App is already pre-programmed to match the fields in your CRM, along with qualifying questions and lead ranking for Hot, Warm, and Cold.
Because you use the same app on your smartphone or tablet at every event, you have ease and consistency. You can carry on a conversation, seamlessly demonstrate your product and scan your prospect’s badge without missing a beat. There’s never a lull in the conversation as everything works seamlessly—the way it should.
Leads are sync’d with your CRM as they’re captured and automatically routed into a nurture stream for immediate follow-up — even while your prospect is still at the show. And, best of all your sales reps are alerted to all Hot leads as soon as the sync happens.
When you return to the office, you’re free to focus on your inbox and To-Do list because your lead capture app did the heavy lifting as the event took place.
You can instantly pull up analytics and discover how many event leads have engaged with your content or how many have converted to paying customers. As you attend more events each year, you can compare their ROI to decide how best to allocate your event budget moving forward.
No longer are you sponsoring, attending, or hosting events just because you’ve always done those shows. Now, you’re making strategic decisions about which events will pay off and fielding enthusiastic feedback from your sales team.
As it should be.
How a Large Manufacturer Creates Ongoing Event Success
We don’t want you to take our word for the difference the right technology can make in maximizing your event marketing goals.
The digital team at one of the world's largest manufacturing companies had previously used multiple isolated tools during events. This caused many issues with lead generation and lead quality. Delays in follow-up and handoffs to sales were also not optimal.
Find out how their marketing team drove better results with Modus Lead Capture, including:
- Exceeding lead generation goals by 120% on average, across multiple events.
- Getting leads distributed to their dealers 300% faster than they had before.
Read the case study and picture your event marketing team creating this level of performance.
Can you afford NOT to look at Modus Lead Capture for your upcoming events and trade shows?
