The tricky thing about B2B sales processes is that they can take months to complete. So, how are you supposed to get your trade show ROI metrics right after your trade show? Upper management is always looking for the numbers so if you’re feeling stuck,
Here are five ways to optimise your trade show metrics during and after the event.
Qualify Your Leads
If you know anything about marketing, you’re already collected leads at your trade shows. However, one metric that marketers overlook is the quality of their leads. It’s easy to qualify your leads but you’re going to need to train your trade show staffers to pay attention to important factors.Simply break down lead quality into three categories. In the highest-quality category, a lead will have a budget, purchasing power, and urgency to make a purchase. In the medium-quality category, a lead will have purchasing power, authority, and potential urgency to make a purchase in the future but not currently. Finally, low-quality leads will have purchasing power but they won’t have a budget or a need for the solution that you’re selling.At the end of the show, you can categorise your leads by these criteria and you’ll have better metrics.
Find Out Which Staffers Are Really Bringing You Leads
It might feel as if the chatty staffers bring in the most leads but this isn’t always the case. Sometimes the quiet staffers bring in way more leads. You can find out which staffers are getting leads by tallying up the number of leads per staffer after each day at the event. Simply ask each staffer to write his or her name or initials next to each lead that he or she captures.You can even calculate how many leads your staffers have captured per hour. Then, when the next show comes around, you’ll know exactly which staffers to hire again and you’ll maximise your lead capturing effort.
Make Sure Leads Are Complete
At the event, you can see pretty quickly whether your staffers are writing down complete information on lead cards or whether they’re only writing down first names. But, when it comes to leads, quality is always better than quantity.Make sure that your staffers are categorising your leads, writing down complete information, and even listening to the lead to find out what he or she is looking for. This will help your sales team after the show during the follow-up process.
Find Out How Many Qualified Leads Per Staffer
Next, you can jot down information on how many high-quality leads each staffer has captured per hour and you can figure out which staffers are bringing in the most high-quality leads. This will help you figure out which staffers to hire for your next show.
Calculate ROI versus Promotional Expenses
Promotions incentivise trade show visits since attendees only visit around 5% of booths at any trade show. By having a promotion, you can draw more attention and create more engagement. Now, promotions are big parts of budgets, but think about how many more leads you can draw by offering a promotion. Suppose that you offer a free vacation, which costs 10% of your budget, but you get 60% more leads as a result of offering the vacation. It’s totally worth the investment.
Simply calculate how many leads your promotion earned you and you’ll know which promotions are worth the investment.