You have heard the horror stories of leads from trade shows that could have generated millions in potential business slipping through the cracks because companies did have the systems in place to distribute and follow-up on them.  What is the main reason your company exhibits at trade shows? Answer: To get leads! Because lead acquisition is so important, you need to make sure your lead management processes work smoothly before your next big event. Here are tips to improve your lead generation strategy.   

1 - Segment your leads

Not all leads are created equal. Some may be ready to buy, some may need more nurturing, and some may not be qualified at all. To optimize your follow-up efforts, you need to segment your leads based on their level of interest, urgency, and fit. You can use criteria such as the source of the lead, the type of interaction you had, the information they provided, and the actions they took. By segmenting your leads, you can tailor your messages and offers to their specific needs and preferences.

2 - Follow-up Quickly

Timing is crucial when it comes to following up with leads after a trade show. You don't want to lose the momentum and the connection you established during the event. Ideally, you should follow up within 24 hours of meeting the lead, or at least within 48 hours. This way, you can remind them of who you are, what you do, and how you can help them. You can also express your appreciation for their time and interest, and invite them to take the next step in the sales process.

3.  Use Multiple Channels

Depending on the type and quality of the lead, you may need to use different channels to communicate with them after the trade show. For example, you can send an email, make a phone call, connect on social media, or schedule a meeting. The key is to use the channel that the lead prefers and responds to, and to vary your approach to keep them engaged. You can also use multiple channels to reinforce your message and increase your chances of reaching the lead.

4.  Provide Value

One of the biggest mistakes you can make when following up with leads after a trade show is to be too salesy or pushy. You don't want to come across as desperate or annoying, and you don't want to scare away the lead by asking for a commitment too soon. Instead, you want to provide value and build trust with the lead. You can do this by sharing useful content, offering solutions, answering questions, addressing objections, and showing testimonials. You can also offer incentives, such as discounts, free trials, or demos, to entice the lead to take action.

5.  Track and Measure

The last step in your post-trade show strategy is to track and measure your results. You need to monitor how your leads are responding to your follow-up efforts, and how they are moving along the sales funnel. You can use tools such as CRM software, email marketing platforms, or analytics software to track metrics such as open rates, click-through rates, conversion rates, and revenue. By tracking and measuring your results, you can evaluate the effectiveness of your strategy, identify what works and what doesn't, and make adjustments as needed.

By implementing these strategies, you can transform your trade show presence into a powerful lead generation machine. Remember that capturing leads is just the beginning; the real success lies in how you manage and nurture them. By segmenting your leads, following up promptly, utilizing multiple communication channels, providing value, and tracking your progress, you can ensure no lead slips through the cracks. With a well-optimized lead management process in place, you'll maximize your return on investment and position your company for sustained growth and success from each event you attend. Now, gear up for your next big opportunity and watch your leads turn into loyal customers.