RapidResponse™ Processing

For Trade Show and Event Leads

05/03/2023 TPC Inc. 1

The Case for Trade Show Leads Processing

• The marketing function in any organization is responsible for generating leads and sending them to sales.

• Every organization has a set of rules (formal or informal) to identify which leads should be pursued and which should be ignored.

• There are a number of leads sources and for all but one, the organization is in control of the quality and form of the data – trade shows and events.

• All your competitors at the show have the same leads so time is critical.

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Marketing Department

Leads Process

Qualification

NurturingPrograms

Generation Sales

Events

Advertising

Internet

Telemarketing

Social Media

Rules• BANT • Custom

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Events – Trade Shows

• Data Collection – lead retrieval centric– Demographics– Qualification– Data Format

• Choices– Show Scanner

• Simple, portable, small and works• Less control over data and changes show to show

– PC-Based• Good data and common across shows• Expensive, complex and takes space

– Hybrid - enhance the scanner data to rival PC-based

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BANT plusQualification Questions Budget - Budget Process?

Authority – Role in Decision?

Need – Is need identified?

Size - Size of opportunity?

Timeframe – Timeframe to Purchase?

Action – Follow-up Required?

Status - Current or past customer?

Decision MakerInfluencerData Gatherer

Salesrep call ImmediateSalesrep call 30 daysSend literature

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Answers

Lead System Custom Qualifiers BANT plusQualifiers Programmed into Scanner

1. Budget Approved2. Budget in Process3. Budget not Approved4. Decision Maker5. Influencer6. Data Gatherer7. Problem Identified8. Solution Identified9. Large Opportunity10. Medium Opportunity

11. Small Opportunity12. Immediate13. 90 days14. 6 months15. 12 months plus16. Salesrep call Immediate17. Salesrep call 30 days18. Send literature19. Current or Past Customer20. Not a customer

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Internet Example – Bant + Interaction Tracking

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“BANT criteria (budget, authority, timing, and need) have limited usefulness since buyers’ answers to those questions are notoriously inaccurate, and as we all know, people’s actions speak louder than their words. This means you should also track a lead’s behaviors so you can you measure their interest and engagement in your solution. “ ReachForce & Marketo - 101 B2B Marketing and Sales Tips from The B2B Lead

Lead Scoring and Rating Rules

• ∑ (Question weighting) x (Answer Value)

– A lead ≥ Total A

– B Lead ≥ Total B

– C Lead < Total B

• Question / Answer Combo

– IF / AND /OR logic

• Filtering leads by a single variable is easy but rating leads based on many criteria is complex!

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Every Show can be Different

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Qualification

NurturingPrograms

Generation Sales

Events

Advertising

Internet

Telemarketing

Social Media

Rules Bant + Other

Trade show leads qualification and data formats vary by show and are not defined by the organization. This results in delays and added costs to integrate with the leads system.

Use of Custom Qualifiers can mitigate the problems and increase ROI of the leads.

Events Require a Front End Filter

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Qualification

NurturingPrograms

Generation Sales

Events

Advertising

Internet

Telemarketing

Social Media

Rules Bant + Other

RapidResponse™ Processing

Sales Ready Leads

Because Trade Shows are Different

RapidResponse™ Processing– Convert data formats – Map custom qualifiers to Q&A– Score leads – Rating Rules

• Sales Ready (A)• Needs marketing nurturing (B)• Requires no further effort (C)

– Send attendee action emails– URLs to landing pages– Marketing programs – Booth data confirmation

– Validation– Customized landing pages– Confirmation surveys– Schedule sales follow-up

– Distribute leads to appropriate department• Sales follow-up to A leads (sales ready)• Marketing nurturing programs for B leads• Entry into leads management process

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Distribute

Collect

Analyze

Validate

Benefits of RapidResponse• Converts data formats and makes use of custom qualifiers to

score leads and then categorizes them using rating rules• Targets your efforts to the "sales ready" leads • Allows your sales people to spend 70% less on follow-up to

improve: close rates, effectiveness and ROI• Points you to the "hot" prospects before your competitors

can get there• Sends attendee “rating-based” action emails with URLs to:

– Marketing landing pages– Booth data confirmation surveys

• Frees valuable resources to perform less manual tasks

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