Don’t Make Them Wait
You spend your precious marketing dollars on exhibition space, collateral, give-aways and travel to a large tradeshow. Your efforts produce record breaking lead numbers. Now what? Are the leads housed in a spreadsheet somewhere for follow-up sometime? If marketers, in conjunction with their sales teams, don’t have a solid plan for tradeshow follow-up it’s likely that a good portion of money spent on the tradeshow was for not.
Most marketing managers are so focused on lead generation and brand development that they give little thought to what communication is sent to prospects after they have responded to a marketing event. But once you have spent the dollars to generate that lead, doesn’t it make sense to ensure the prospect has an exceptional experience during the rest of the sales process?
Leveraging your campaign inquiry list is an essential best practice to successfully converting leads into sales. Not only does it convey you are interested in quickly satisfying a target prospect’s needs, it positions your team to close more sales-ready prospects who are further along in the decision-making process.