Over the last year, we have seen a common pattern amongst our B2B trade show customers regarding the technology they are adopting for successful lead capture process at shows and events. It’s clear that a new, modern, software stack is emerging.
In the past, our most requested integration’s were directly with CRM platforms such as Salesforce. With the continued growth of Marketing Automation platforms such as Eloqua, Hubspot and Marketo however, we are seeing a growing demand for leads to be passed through to these platforms, where they can be lead scored, nurtured and then pushed into a CRM for the relevant sales team to work.
This process can be immediate if the lead is highly qualified and be in the hands of the sales team in the same day or, if the lead requires further nurturing, the marketing platform will get to work.
Where your Marketing Automation fits in with Akkroo and your CRM:
1) Data collected via Akkroo – Core lead data collected (Name, Job Title, Company, Email, etc), along with customized lead qualification questions. Immediate keep warm email sent to the customer with content requests.
2) Data transferred to Marketing Automation Platform (Hubspot, Marketo, Eloqua etc) – Lead scoring, nurturing and segmenting. Relevant marketing material sent out.
3) Data transferred to CRM (Microsoft Dynamics CRM, Salesforce etc) – Qualified leads are now ready to be worked by your telesales or sales team.
If you would like to learn a little more about lead capture best practices for events, or to learn more about how we’re working with companies to maximize their lead capture to marketing automation flow, then please don’t hesitate to get in touch with us.