A Marketing Automation Guide on How To Increase Trade Show ROI

1. A Marketing
Automation Guide To:
Increasing Trade Show ROI
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

2. What is
“Marketing Automation”?
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

3. Web 2.0 Marketing
Fact: Only 0.5-4% of
visitors to your website Traditional
Marketing:
identify themselves
Trade Shows,
CRM:
Ads Contact
Relationship
Management
Software
Email:
PPC, Banner
Ads Blasts & Auto filtered for
Web Nurturing Click throughs
are like form fills
Sales Reps
prioritization; a
self populating
Site call list
Visits
ActiveConversion:
Lead Generation
Social Media: Prospect Scoring
Search
Blogs, FB,
Engine
LinkedIn Competitive Intel
Visibility
Twitter
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4. The Leaky Funnel
• Timing, Unknown factors, Nurturing,
Re-engagement
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5. 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
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6. 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?
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

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 email
 Just attending the trade show is a form of
qualifying
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

10. 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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

11. After The Trade Show
• Nurture Campaign
 Email with a link to a page announcing contest
winner; get them to click through on an email
 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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

12. 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
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13. 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
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14. Marketing ROI
• Half of all marketing dollars are wasted
• Beyond the “click through”; A/B testing
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15. 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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI

16. Questions?
Yves Matson
Senior Account Executive
ActiveConversion
403-508-9889 x118
Ymatson@ActiveConversion.com
Twitter: Matsony
LinkedIn: http://ca.linkedin.com/in/matsony
www.ActiveConversion.com | 1-877-871-2ROI

17. 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
June 29, 2010 | www.ActiveConversion.com | 1-877-871-2ROI