By Allison Saget
Lead generation goes outside of the realm of straight marketing and moves into the realm of sales. In marketing and sales, it is widely appreciated that leads are company assets. Leads generate sales and provide valuable information to you about that company or person. Leads can also be referred to as inquiries.
When it comes to events, take a step back and look at the built-in opportunities. By constantly reminding yourself of these opportunities, you give yourself the framework for building out the strategy. It’s also what I use when I speak with others in the company about their intent when it comes to the event components.
Your role as the event marketer is to facilitate the lead generation process.
Here are my top tips for lead generation now:
Design a lead capture form (see graphic) that you use as your baseline for your events. Give something away, such as a free download or trial of your product or a branded item like a t-shirt.
Create an event database file to house leads, allowing you to cleanse for duplication and forward to sales. Use your company CRM system, such as salesforce.com.
Schedule a 15-minute conference call or meeting to discuss the “attendee list” with the sales teams processing the leads from the database.
Develop a call guide that is used to contact the No. 2 or “B” leads. Companies with “inside sales or telemarketing teams” usually give B leads to this group. The No. 1 or “A” leads are given directly to the rep. Content should include “nice meeting you,” “thanks for coming,” a one-minute reiteration of product or service highlights, next steps, and calls to action, etc.
Execute a direct marketing campaign. Sales reps should follow-up with a phone call immediately and send an e-mail and personal letter. Closing the deal should be tracked back to the database.
Marketing owns it: Host an end of the “quarter” review by phone or in person. Walk through the last three months of events, discuss the follow-up, and update the event database with any missing info.
Reporting: It has got to be done at some point. Pick critical times that match your company’s goals; for example, the end of the quarter. Reports should be cumulative over a determined time span and an annual rollup should also be provided from the event-marketing group.
Allison Saget is an event marketing consultant and the author of “The Event Marketing Handbook: Beyond Logistics & Planning.” Her website is eventblt.com. She can be reached at firstname.lastname@example.org.
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