How many different lead retrieval tools have you used at trade shows this year? It can seem like every event works with a different provider, so your team is always scrambling to master the latest tool so you can capture your event leads, and get them into your systems for prompt follow-up.
Akkroo is a universal lead capture solution built specifically for exhibitors, rather than for event organisers, meaning it’s designed to meet the needs of event exhibitors. If you regularly exhibit at trade shows and events, here are eight reasons why you should consider using Akkroo as your lead capture solution at your next event.
1) Capture leads the way you want
Some events provide attendees with name badges for exhibitors to scan; some attendees carry business cards and don’t want to share their details any other way; and some people prefer to provide their details manually, by filling in a form so they know exactly what information they’re giving you.
Akkroo enables exhibitors to collect leads in a variety of ways, rather than limiting you to a single method of data collection.
2) Use it at all your events
Because you can capture leads in several ways, you can use Akkroo at every event you exhibit at – from the biggest trade shows with attendee badges where you want to retrieve that data from the organiser’s systems, to small tabletop events where you’ll only speak to a dozen people.
This means your reps can master the lead capture process, and your prospects will receive a consistent experience when they interact with your team. Everyone should go through a similar process when speaking to a rep on your stand or at the booth, and everyone will receive appropriate follow-up communications after the event.
3) Capture leads – not contacts
When you take someone’s business card or scan their badge, you’re not collecting a lead – that’s just some contact details. To turn a contact into a qualified lead you need to collect additional qualifying information, that will help you assess how good-fit they are for becoming a customer.
With Akkroo, you can record additional information, such as which products they were interested in, or notes about your conversation on the stand, to provide that additional context that’s so important when you follow-up after the event.
4) Ask the questions you want
When you’re using a badge scanner or lead retrieval system provided by the event organiser, you receive a spreadsheet of data after the event, populated with the information they asked the attendees for. This likely has little relevance to your business or the conversation you had with prospects at your stand.
You can build your own lead capture form in Akkroo, to ask the questions you want and collect the information you need when speaking to prospects. This means you can collect much more detailed and relevant information, and means you have the potential to provide much more tailored, helpful follow-up than your competitors.
5) Collect your own data
Related to my point above, if you’re using a lead retrieval device such as a badge scanner, you’re not collecting your own data. Instead, you’re relying on the event organiser to collect attendee data for you. Which would be fine, if no-one registered until the day before the event. But most attendees register months before the event takes place – meaning it’s likely a lot of their information will be out of date.
By using Akkroo, you collect attendee’s details at the event, so you get information that’s up-to-date and relevant.
6) Add extra information
For events that span multiple days, you’ll often find that you speak with some prospects more than once. For example, you may have an initial chat on day one, and then book a meeting with them for day two, to give them a short demo of your latest product. If you’ve captured that person as a lead, you want to be able to add that information into their existing record, rather than create a new record and ask for their details all over again.
Akkroo enables you to do just that, so you’ll no longer have to worry about duplicating records or having the same conversation multiple times with a potential customer. This also means that during rush periods at the show, your team can focus on collecting leads as quickly as possible, and then revisit the leads in quieter periods to add-in more details.
7) Integrate with your existing systems
After each event, it’s likely your marketing team spends several hours cleaning up the data you get back from the lead retrieval system, or typing up lead capture forms, before you can get that data into your CRM or marketing automation platforms.
It may not seem like much, but if you exhibit at ten events a year, and it takes your team a couple of hours to clean up the data each time, that’s 20 hours – or half a working week – spent just reformatting spreadsheets after events!
With Akkroo, you can stop spending that time manually cleaning up spreadsheets. Akkroo integrates with Salesforce, Marketo, HubSpot and more, so you when you capture a lead at an event, it gets sent straight through to your existing systems, ready for follow-up.
8) Faster follow-up
With less time spent on data entry, you can follow-up with your leads faster after the event. Research by Exhibitor found that 38% of event exhibitors take longer than six days to follow up with their event leads – and 78% take longer than three days.
If you can follow-up with your event leads in three days or less, that gives you the chance to wow your prospects before they even hear from your competitors.
Find out more about Akkroo
If you think Akkroo can help improve the event lead capture process for your organisation, take a look at our short product tour video: