How A Lead Capture App Can Improve Your Trade Show Lead Follow Up

Trade show leads ignored by marketing and sales are squandered forever.

Fortunately, a lead capture app can be the keystone to improving your trade show lead follow up – and thus generating more sales and a higher trade show ROI.  But to get those improved sales results, you need to use your lead capture app to its full capacity.

Lead capture apps are most commonly rented from the trade show, or for a growing number of exhibitors, bought directly.  (SocialPoint provides a free, fully-featured lead capture app as a companion to our trade show games).

Here’s how a lead capture app can improve how well and fast your leads are followed up:

Set up your lead capture app to speed up marketing lead fulfillment

Too many exhibitors get bogged down post-show with fulfilling all the brochure requests they get at a trade show.  If they gathered leads with paper and business cards only, they end up typing all the contact data into a database, and then usually sending printed brochures out by snail mail.  (Worse yet, when exhibitors return from the busy show, they attack the pile of work waiting for them, and never fulfill the leads at all.)

However, you can set up your lead capture app so that when an attendee expresses interest in a one of your products, the booth staffer can mark a checkbox for that product.  That lets the marketing team know right away what literature to send to the attendee post-show.  They can fulfill that request quicker because they already have the contact data electronically. Even better, it can trigger an automatic email to the attendee with the proper product brochure attached as a pdf.  The lead gets fulfilled before the attendee leaves the booth!

Booth staffers rate leads with the lead capture app for better sales follow up

If you send your sales team all your trade show leads without any qualifications on which leads are best, your sales team will become overworked, frustrated, and eventually ignore your trade show leads.  You’ll lose follow up to even the great leads hidden in the pile. To ensure your best quality leads get followed up, your booth staffers have to qualify them by how well they fit your target audience and how motivated they are to buy. Then, post-show, your sales team can focus on better quality leads.  That increases the likelihood they will follow up, and also gets the most use from their valuable sales time.

With a lead capture app, you can quickly qualify leads in two ways.  First, you can add checkboxes or pull-down choices to a few, well-chosen questions that help determine how qualified a lead is.  And second, you can use a simple lead quality ranking of A, B, C; or Hot, Warm, Cold; or Immediate, Intermediate, or Future; or a number of stars (our Lead Manager app lets you rank leads from 1 to 5 stars).

Paper lead cards and business card gathering as the sole means of taking trade show leads is getting rarer and rarer.  It’s become a given to use a lead capture app. Just be sure you invest the time to set up your lead capture app at each show to quickly fulfill requests for marketing materials, and especially to qualify leads for better sales follow up.  That way, you will get more sales from your trade show leads and vastly improve your trade show return on investment.

If you’d like to see more about how you can drive more booth traffic and get more qualified leads with our interactive trade show games , or use our Lead Manager app to better capture and qualify your leads, feel free to contact us with questions or to discuss your event with one of SocialPoint’s Digital Strategists. We’ll help you generate excitement, crowds, and leads.

Written by

Samuel J. Smith is a thought leader, researcher, speaker and award winning innovator on event technology. In 2011, BizBash Magazine added Sam to its annual innovators list. Since then, Sam has won awards from Exhibitor Magazine, IBTM World, RSVP MN, International Live Events Association and MPI for innovation in event technology.