Northern California Business Marketing Association (www.norcalbma.org) Sales Leads Roundtable - Oct 2011 How to maximize sales leads from events Tony Harris

1. TOP 5 STRATEGIES
TO MAXIMIZE SALES
LEADS AT EVENTS
Tony Harris | October 6, 2011
Northern California Business Marketing Association

2. Agenda
 Introduction
 Prioritize your objectives
 Know your audiences
 Integrate your pre-event and onsite
activities
 Plan your follow-up activities
 Test. Evaluate. Learn.

3. Introduction
 Roundtable engagement
 Today’s Audience
 Company type?
 Using events for leads?
 What do you most want to improve?
 Biggest challenges?
 Resources

4. Prioritize Your Objectives:
Identify objectives
 Awareness
 Thought Leadership
 Consideration
 Sales Leads
 Relationship Building
 Partner/Channel
Marketing
 Target ROI

5. Prioritize Your Objectives:
Sales & Marketing Alignment
Sales Leads
 What quality level?
 How many?
 How quickly?
 Specific targets?
 Partner Program?

6. Know Your Audiences
 Current customers
 Existing
 Growth opportunities
 Current prospects
 Target prospects
 New market/
Greenfield

7. Lead Generation at Events
Timeline
Objectives/
Kick-off Alignment Pre-Event
6 months
8-16 weeks 8 - 0 weeks
Post Event
Nurturing
Processing
+ 3-7 days +
Key +48 hours
Limited
Post Event
Post Event
Priority
Planning
Process
8 – 0 weeks
+72 hours
Event Activities
0 weeks

8. Plan Your Follow-up Activities
 Processing responses
 Prioritize responses
 Priority responses
plan
 Nurture plan

9. Integrate Pre-Event and Onsite Activities
 IndustryEvents vs.
Proprietary Events
 Event components to
match objectives
 Response capture
tactics
 Compliance
Photo: Ambro

10. Integrate Pre-Event and Onsite Activities:
Event Components
 Pre-event
 Expo floor
 Sponsorship
 Speaking opportunities
 Private meetings
 Association activities
 Networking

11. Integrate Pre-Event and Onsite Activities:
Response Capture
 Scanner
 Survey
 QR code
 Website
 Inducements
 Give-aways
 Sweepstakes

12. Test. Evaluate. Learn.
 Testing objective
 Event evaluation –
including leads
 Lead gen program
evaluation & ROI
 Lessons learned &
team readout
 Accolades and
relationships

13. Contact me
Tony Harris
Tony_Harris@stanfordalumni.org
www.linkedin.com/in/sftonyharris