Tradeshows and events are one of, if not the best place to find qualified and ready-to-buy prospects. However, with so many events, it is difficult to know which ones are a bust and which will be fruitful. Our client would previously attend tradeshows without using a formal evaluation process and/or a clear tactical plan to generate leads. This led to a lack of marketing support, and an unclear and many times negative ROI from these events.
The Challenge:
Without reliable data on what events their customers and prospects are planning to attend, our client was struggling to plan their current event calendar to maximize ROI. We shared with our client that they needed to conduct marketing before, during, and after each event, and they needed to be planned 90 days in advance.
The Solution:
First, we conducted an assessment of current/prospective customers and segmented them into groups using key properties such as field of research, revenue, technology, research workflows, etc. Next, we used Scileads to find what shows these companies attended, presented at previously, and registered to attend this year. Scileads is the world’s most accurate and comprehensive database of tradeshows and events for research scientists. Scileads uses tradeshow, funding, and publication intelligence to help you find leads and create engaging messages that convert them to customers.
Once we identified the relevant tradeshows, we worked with our client to solidify an event calendar. To test our strategy, we focused on their next planned tradeshow, BIO. We then used Scileads to identify KOLs such as speakers and poster presenters, as well as any other prospects that previously or are currently attending the show. Finally, we worked with our client to create a marketing campaign for the show weeks in advance.
In addition, we provided training to improve “on-floor” performance for customer engagement, sales qualifying, networking, lead handoff procedures, etc. In addition, we created workflows in HubSpot enabling them to capture leads and schedule follow-ups in real-time at the event from the HubSpot app.
Our omnichannel approach, which combined their sales team and PSG’s marketing and SDR services, included preshow social media, email, and phone calls to increase brand awareness, drive booth traffic, and secure meetings.
The Impact:
Our strategy, coaching, and resources, along with tools such as Scileads and HubSpot, enabled our client to maximize their marketing and tradeshow investments. Eventually, this led to an increase in ROI and meetings at tradeshows with highly qualified prospects.
Contact us to learn how to maximize your tradeshow investment