Event Lead Capture Technology for Events and Trade Shows
Whether your event is virtual or in-person, one of the most important goals is to capture leads. Virtual events are a great way to connect with a broad audience. When conducted in-person, trade shows present valuable opportunities to engage with your audience face-to-face. Even though lead generation is a primary reason exhibitors attend trade shows and orchestrate virtual events, for many exhibitors, lead capture can be challenging to execute. Thankfully there are technologies available that facilitate value-rich lead capture in a seamless, dynamic, and effective manner. Let’s discuss the latest developments in lead capture technology, tips for using event lead capture technology, examples of effective lead capture, and an experienced partner that can support your lead capture endeavors.
How does event lead capture technology work?
A lead capture technology is a method to collect information from prospective customers that sales teams can use to close deals. Lead capture technologies are digital tools that locate lead data that attendees have provided before the event and employ a variety of features to add new leads and lead information to your in-house database.
Event Lead Capture Technologies You Should Use
There are many event lead capture solutions on the market today. The solutions range from basic programs that only scan badges to the most advanced applications equipped with many useful features. Let’s talk about a few key technologies you should consider when choosing a lead capture solution.
If you can only use your lead capture solution on one device at a time, your lead capture progress will be painfully inefficient. The best trade show lead capture technologies can be used on multiple devices at a time and are compatible with different types of devices.
Dynamic Literature Fulfillment
Some of the best event lead capture technologies include the ability to send attendees emails directly from the trade show floor with only the information requested. This tool helps sales teams make personal connections and extend productive conversations.
Custom Qualifiers and Survey Skip Logic
When surveys are standardized, they may be too generic to generate meaningful connections or too lengthy for any attendee to complete. Custom qualifiers are important because they allow exhibitors to create custom survey questions and custom tags to help qualify leads. Survey Skip Logic is helpful because it shows or hides questions based on previous selections to ensure essential information is covered and redundant or irrelevant questions are eliminated.
Engagement integration capabilities connect your lead capture technologies with in-booth engagement activities. No one likes to be interrupted to fill out a boring survey. This feature is crucial because it helps create a seamless experience for trade show attendees.
Tips for Using Event Lead Capture Technology
Whether your event takes place virtually, on a trade show floor, or a combination of the two, keep these tips in mind:
- Make sure the survey questions are relevant to your audience.
- Make sure the method of deployment is appropriate for your business and audience.
- Integrate your lead capture technology within your programming and booth.
- Prepare your sales team for success with complete, correct, and contextualized data.
- Think outside the box! It is possible to surprise and delight your audience in ways that enhance lead generation.
Examples of Effective Event Lead Capture
Elanco partnered with Hamilton and created a forward-thinking exhibit experience with a VIP program, a dynamic exhibit design, and education sessions that successfully promoted meaningful conversations and drove lead generation.
Sensormatic partnered with Hamilton and created an engaging online experience: a virtual trade show booth complete with a sales-enabled platform that drove traffic to the site, captured lead information, and hosted sales meetings.
Zimmer Biomet partnered with Hamilton and created a compelling virtual exhibit that featured calls to action integrated throughout the experience to collect qualified leads through the registration process. In addition to capturing more leads than in previous in-person events, the leads captured online were identified as “more highly qualified” and “more relevant.”
Why Use Hamilton for Event Lead Capture
Hamilton is a full-service event marketing agency with a 75-year legacy creating immersive brand experiences for companies throughout North America and around the world. We design, produce, and execute integrated experiences that drive meaningful connections between your brand and your audience. Our full range of solutions include mobile tours, exhibits, proprietary events and conferences, corporate environments, outdoor events, and digital experiences.
Hamilton inSIGHT™ is our proprietary lead capture solution designed to capture qualifying information on your own device from every visitor regardless of where they’re engaged in the booth.
Hamilton inSIGHT™ includes the same badge scanning and survey qualifiers as show-provided lead retrieval, plus some key differentiators that include multi-device compatibility, instant lead scoring, VIP alert, interest indicator, custom qualifiers, dynamic literature fulfillment, photo capture, lead progress meter, voice-to-text notes, group scan, engagement integration, event program scalability, customized CRM file, and comprehensive summary reports and data export.
To get expert help with lead capture technology for virtual and in-person events and trade shows, contact Hamilton today!