Make the Most of Trade Shows with Sales Automation


June 20, 2016 By

Cheryl Dykstra


There are many benefits to exhibiting at trade shows, including getting quality face-to-face time with your potential customers, a desirable advantage in today’s market. Being physically present gives B2B companies an opportunity to build relationships with clients and prospects. It also offers the chance to compare how well your business stacks up against other players on the showroom floor.

Trade shows and events can get expensive though, with booth and travel costs, per diems, displays and more. Therefore, it’s critical to make sure the time and resources you're investing generate leads and a real return on investment (ROI).

So what is the best solution to enhance your efforts? Sales Automation.

Trade Show Preparation

Part of trade show preparation is letting people know you’ll be there and where they can come talk to you. Using sales automation software, you can do this easily and effectively while saving you time to continue your own preparation.

Targeted and segmented email campaigns can be sent out to a list of attendees for your trade show. Segment your prospects based on their interests or location, making sure none of your current customers are on the list. You can send them to a dedicated landing page with specific trade show information where they can schedule appointments or demos for the show prior to arriving at the event.

You can also notify prospects of any promotion that will be offered at the show (during a conference, some companies offer discounts or wave set-up fees).

Trade Show Data Capturing with Sales Automation

At your big event, you want to be making personal connections, solidifying relationships, and letting your prospects get to know you and your company. The last thing you want to be concerned with is capturing data via a sign in sheet that you’ll need to transfer to your computer later, possibly losing illegible information.

By creating dedicated landing pages and forms that are easily accessible from a laptop or tablet, you won't need to worry about manual data entry, lost forms, or stacks of business cards. Some sales automation systems, like Infusionsoft, also have the ability to scan business cards and input lead forms directly into your CRM. The information you collect can instantly be used for segmentation and targeted follow-up.

Follow Up with Sales Automation

After an event, the real work begins… or does it need to? With sales automation you can seamlessly follow up with prospects from the event, thanking them for their visit, or offering them a special gift. This will nurture your new leads and supply them with relevant information post-event.

You can also segment your leads based on who is a hot lead and needs personalized follow-ups, and who can be added to a segmented list that will receive more relevant, quality content. Hot leads can easily be assigned to your sales team and notifications can be sent to them to contact their assigned leads.


While trade shows provide a unique opportunity to connect with potential clients, you still need to be able to justify the time and money that go into them. Sales automation makes it easier to track, measure, and report on your event's performance, as well as keep track and communicate with the leads you’ve gained.

As an Infusionsoft Certified Partner, we can help implement an automation system perfectly designed for your business and customers. If you’re ready to find out more about sales automation, contact Sales & Marketing Technologies at 407.682.2222 or use the contact form below.

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