subject: Use B2b Trade Shows To Boost Lead Generation Services Offering [print this page] Majority of B2B marketers rely a lot on trade shows and events to generate qualified leads. They believe in putting in a lot of hard and smart work before and after the shows in order to be successful in generating quality leads. Simply setting up booths and waiting for the qualified prospects to show up at your booth is a foolish expectation. Companies providing lead generation services participate in lot of these trade shows and do everything needful to attract visitors to your booth- from scheduling visits with prospects to promoting your event. Lead generation services will ideally include following promotional activities which will guarantee to drive greater qualified booth traffic.
Pre-show activities performed by lead generation services providers
Look for people who have expressed interest in your products or services in the past by browsing through your in-house database. Send these prospects free exhibit passes. You can also pick up your phone and call the hot leads personally, inviting them to visit your booths. You can provide them with a one-to-one demo if applicable or you can have your new products or services available for preview just for them. But ensure that you are completely up-to-date with your products and services. Generally companies organize sessions and meetings before such shows to provide training on what new products and services are being offered. Get a lowdown on the new offerings and any new company policy before attending to your prospects queries.
It is important to post your event important details in print and online. Using taglines such as See us at Booth 1000 at XYZ Expo to be used on print ads, in direct mail letters and even as part of your e-mail signature can be helpful. You website should have all the postings related to your company events and make sure to append them in your e-newsletters.
Post-show activities tendered by lead generation services vendors
Lead generation services portfolio covers post event activities as well. Once the show is over the sales and marketing professional immediately need to engage in follow up activities. This actually helps in improving the trade show ROI. Respond to the follow up requests as soon as possible via Fax, e-mail. You can also involve your inquiry handlers, instructing them to send the materials to the leads within 24 hours. Quick responses from the prospects mean that they are interested in your offerings, grab the opportunity to make a good impression and get a head start on the sales process. Your email subject line should be catchy enough to grab the attention of your target audience. At this juncture you need to act fast and send your qualified leads for speedy follow up by sales reps, distributors. However it is important to understand not to ignore your longer-term prospects and put them into under lead nurturing plan.
Conclusion:
Lead generation services can be enhanced a lot by following the aforesaid tactics. B2B trade shows provide the perfect platform to generate good quality leads. Use that opportunity to your maximum benefit and mould your lead generation services to yield high dividends.
