Cleveland Business Connects

NOCHE and CBC Magazine Announce Winners of The Expys Awards for 2017! CLEVELAND, April...

Lead The Way

Event marketers ‘lead’ the way

By Allison Saget

I am often asked about the role of event marketing in qualifying leads and at what point does the role start and stop. I believe the role of event marketers is that they understand their organizations and work directly with their sales teams, which will not only do the qualifying work for them but also actually want to do this for them.

You can build big-time points with your sales colleagues and build your return on investment/measurement opportunities if you design your program around the sales objectives. Although that seems fundamental, it can so easily be forgotten in the heat of marketing.

Here’s an easy way to identify the action for the leads when you are at a meeting or event. By designing an effective qualifying process, you will be facilitating, easing, opening, accelerating, and shortening the sales cycle. When you work an event, there are usually typical attendee responses to your product, service or solution offering:

Hot — Extremely interested in your product, service or solution

“You know, you should speak with my boss about this” and “Let’s talk on Tuesday,” are often said by the attendee.

Lengthy discussion occurs with the prospect, and the prospect displays considerable interest in your company or looks to schedule additional visits from your sales team or executives. Multiple lead-capture mechanisms usually occur with a hot lead (both the business card exchange and badge swipe).

The attendee has the following:

• Buying authority or influence
• Budget approval
• Defined purchase timeline
• Strong interest in product or service

Warm — Interested

“Maybe we’d consider this in the future but just not at this time.”

This is a good prospect to maintain a tele-connect. Ask more questions to qualify needs.

The attendee has the following:

• Some buying authority or influence
• Budget is under consideration
• Purchase timeline in the future
• Some interest in product or service

Cool — No action

“Thanks for the light-up pen; my kids will love it.”

The attendee made a 5-second branding connection with your company, shows little interest, nods head and smiles, picks up a giveaway item in exchange for the badge swipe or just turns back and walks away.

The attendee is:

• Unable to determine buying authority or influence
• Shows little or no interest in the product or service at this time
• No budget or timeline

While the qualification system is all well and good, it’s still the follow-up and follow-through that make all the difference in whether your qualification process actually works. So pick up the phone, send that email or connect through social media just make sure you lead the way!

Allison Saget is an event marketing consultant and the author of “The Event Marketing Handbook: Beyond Logistics & Planning.”
Her Web site is eventblt.com. She can be reached at allison@eventblt.com

Comments are closed.