Trade Show Lead Management

Trade Show Lead Management

According to a study by the Center for Exhibition Industry Research (CEIR), 80 percent of leads generated on the trade show floor go unfulfilled. Essentially, eight out of every 10 leads you painstakingly collect at shows might just as well go directly into the trash along with 80 percent of your program’s value.

Successful Lead Management

You went to the show, wowed attendees with your impressive exhibit, gathered hundreds of leads, and passed them on to sales. Your work here is done. Or is it?

You might think it’s not your responsibility to worry about whether or not the sales department does its job, and maybe you’re right. But if your leads go unfulfilled, it’s nearly impossible for them to translate into sales, making the expense of exhibiting difficult to justify in an era increasingly driven by ROI.

From organizing your attack to resuscitating dead leads, here are ways you can help increase lead fulfillment and protect the value of your program in the process.

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