Trade Show Lead Capture in the Field – As told by Akkroo

Akkroo at Technology for Marketing 2016

Recently we exhibited at the Technology for Marketing Expo, at Olympia, London. The event was a great opportunity for us to network, learn and of course, develop new business – and naturally our sales and marketing team took along our own event lead capture solution. As this is the typical type of trade show event we attend, we thought we’d share a little about how we got on and give you some insight to how we go about using Akkroo at our own events.

Let’s talk lead capture

The two day event took place on 28th and 29th September and over the period we had some great conversations with event teams, marketers and sales people who were keen to find out more about our product and solution. The break down of leads across the 2 days was as follows:

28th September
62 leads captured

29th September
42 leads captured

Total leads captured over the two days
104

We were happy with the performance, especially as we only had two team members on our stand at any one time and were located in the quieter mezzanine area. We started to engage with prospects immediately after they left our stand, sending out short ‘holding’ emails automatically (using the Akkroo trigger email feature).

We also were able to show off and share details on other features inside specially designed PDFs which we’d included inside our lead capture forms in the Akkroo app. Out of the 104 leads captured, a large number of people opened the email which thanked them for their visit and was personalised with details about our conversation with them. We find this first email is a really good way to stay front of mind, especially when event visitors will have dozens of conversations during their time at a trade show.

akkroo team speaking to customers

Team Akkroo talking event lead capture at TFM 2016

The morning after the event

Returning to the office on the 30th, our team reviewed the leads captured and divided them up. Out of the 104 collected, 35 were taken up by marketing and 69 were qualified leads by sales (SQL). Time check – 9:05 am. Not bad, seeing as we start at 8:30 am!

Our sales team were able to use the details collected in Akkroo to follow up with a personalised approach to each lead, tailored accordingly to their use-case and requirements. The result?

By lunch time that same day, they had booked in 7 calls and 2 face-to-face follow up meetings with prospects for demonstrations.

Summary

We love spending time at events as it allows us to get in front of our customers, start great conversations and really understand what the customers we work with want to gain from exhibiting at events. The information we collect in Akkroo makes it incredibly easy for us to not only follow up but make an informed decision on whether an event has been valuable to us.

Chatting to businesses, it’s all too apparent that events can often be a mystery in terms of effectiveness and measuring return on investment. At Akkroo, our software solution solves that problem by allowing you to measure events just like you would any other marketing channel and truly maximise ROI. Want to find out more? We’re here to help.