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Efficient Leadmanagement

Thursday, 20. April 2017 | by: Alesja Alewelt | Exhibition Planning

When attending trade fairs, the main goal of many businesses is to generate as many leads as possible. However, what happens to all the completed lead forms after the event? They might be counted to find out whether this year’s event was more successful than last year’s. However, it is much more meaningful to attend to the leads and to document what actually happens to each prospective customer.

Lead management: start in advance of the event!

Lead management doesn’t suddenly begin as soon as new customer contact details have been collected; instead, that process should start well in advance of the event itself. This involves many different departments working together. Marketing should create a lead form that can be completed very quickly. Sales should attempt to collect information about as many customers as possible and should specify their key concerns. The following four questions are relevant in that regard:

  • What data does the sales team need?
  • How will the data be used in the sales process after the event has finished?
  • How could less interesting leads be qualified after the fact?
  • Which success criteria should be specified, and how could they be measured?

Leads should be divided into three groups at the event, categorized as A, B, and C leads, based on how significant each lead is. All three categories must be subject to specific evaluation criteria; otherwise, it becomes impossible to measure success. In this context, the success of individual members of the on-site team can also be analyzed.

Lead generation at the event

Analyzing the success of the event depends on the lead form, which records customer contact details and allows the discussion with the customer to be written down. The lead form must fulfill the following criteria:

  • Easy to use layout, showing everything at a glance
  • Compact
  • Must not get in the way of discussions
  • Easy to understand
  • Can be filled out quickly
  • Targets must be capable of being recorded in a measurable way
  • Urgency of follow-up actions can clearly be ascertained
  • Clear records of topics discussed, any items left open, and the interests of the customer or prospect
  • Any new appointments are noted down

The lead form is filled out at the event itself and, if possible, during the discussion with the customer or directly after. This reduces the risk of forgetting important aspects of the conversation. The marketing and sales teams then analyze the lead form after the event has finished. This process establishes which leads are suitable for a personal follow-up and which don’t require any further action. Category B and C leads are not yet ready to purchase and, thus, are less significant. However, even leads who have not yet made up their mind should be courted with the full range of digital marketing tools so that they too can be turned into interested buyers; otherwise, the competition will be only too glad to convert them for you! Digital lead management software can be particularly helpful in establishing whether a target customer opens the business’s marketing e-mails, reads the newsletter, or visits the enterprise homepage.

Lead management in summary

Good lead management is absolutely not just about collecting as many addresses as possible at the event and proudly stopping there, happy with this achievement. Analyzing the success of the event doesn’t just mean counting the lead forms; instead, each lead should be categorized as a category A, B, or C lead (or better still, this should be done at the event). The leads should then be processed, taking into consideration how urgent the follow-up actions are. Category A leads should always be given the highest priority, but even a category C lead can be converted into a good customer through suitable marketing measures. A good lead form, which is well laid out and easy to fill in with all the relevant details, is also important in measuring success.

provided by FAIRworldwide GmbH

Customer loyalty Establishing contacts Exhibition planning Follow Up Organisation
Bildschirmfoto 2019 04 16 um 12.31.03

About Alesja Alewelt

Alesja Alewelt, M.A., has been an event manager for over 15 years. In 2008, she founded the Bremen based event management agency, FAIRworldwide, successfully specializing in stands that are shared between multiple exhibitors. Her previous, extensive experience includes working as an event organizer in Munich, Germany, and Melbourne, Australia. Alesja Alewelt is currently involved in creating new concepts to optimize business processes for the sector, with a focus on the use of new technologies.

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