Effective lead capture is essential to making your event a success, and lead generation remains a top priority for marketing professionals. As many as 87% of exhibitors attend trade shows to generate leads, but skill and the right technology are needed to maximize the sales opportunity. This guide explains why it is important to utilize lead capture technology at events, takes an in-depth look at lead capture systems, and shares an award-winning lead capture solution. We also provide answers to common questions like:
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What is a lead capture page?
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What is a lead capture system?
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What is event lead capture technology?
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What is lead capture technology for events?
What is lead capture?
Lead capture is a strategic process of attracting a qualified audience and transforming prospective clients into loyal customers. Lead capture is the only way to ensure that your sales team receives value from your marketing efforts.
Lead capture relies upon a specific structure to gather, store, organize, segment, and follow up with valuable contacts. Next, we will break down three ways businesses can approach lead capture.
1. Lead Capture System
A lead capture system is a part of a sales process that converts potential clients into committed users. Lead capture systems vary between businesses but typically include the following:
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Lead Capture
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Lead Nurture
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Sales Conversion
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Client Relationship
2. Lead Capture Page
A lead capture page is a dedicated place on your website where prospective customers input information and request a follow-up. Lead capture pages also commonly incorporate persuasive copy illustrating the benefits your brand provides.
3. Lead Capture Technology
Lead capture technology is a method to collect information from prospective customers that sales teams utilize to close deals. Lead capture technologies are digital tools that locate lead data from attendees before the event and employ various features to add new leads and lead information into your in-house database.
How does lead capture work?
Without lead capture, you might have a great event with high energy and a large audience but walk away lacking any substantial information to foster relationships sparked by the event. Lead capture formalizes gathering information from event attendees while facilitating meaningful conversations and driving engagement. At its fullest potential, lead capture initiates the process of cultivating meaningful customer relationships.
Components of a Lead Capture System
Lead capture systems can be as simple or complex as your business needs. Here are some of the components commonly found in lead capture systems:
Audience Traffic
The most fundamental piece of a lead capture system is the audience itself. You need enough traffic to meet a certain standard for successful lead generation. Create a marketing strategy that attracts your audience and delivers qualified leads. Be innovative with your marketing strategy by including multi-channel advertising campaigns, referral systems, outreach, and anything else that will catch the attention of your target audience.
List or Database
All lead capture systems must include a storage component for contact details and relative customer information. This data is typically stored in a customer relationship management system (CRM) or through an email service provider (ESP). If you use more than one system, ensure your solutions are properly integrated. Additionally, if your system allows, organize your contacts by incorporating tags to aid your future contact searches.
Lead Generation Forms
Lead capture systems each integrate different formats for intaking information. Lead capture forms appear on websites, through CRMs and ESPs, and on apps used by brand representatives at events. The most beneficial lead generation forms can be customized to each contact providing you with pertinent information and helping avoid deterring the prospective lead with redundant or irrelevant requests.
Landing Pages
If your lead generation system lives on a website, it can be an embedded feature or part of a dedicated landing page. Incorporating your lead capture form onto a landing page helps boost conversion rates by inviting visitors to focus exclusively on completing the form.
Personalized Emails
When a person completes your form, it is customary to send a follow-up response. Email autoresponders automatically send a follow-up providing any information promised and thanking the person for completing your form. Personalize your email for the most meaningful impact, nurturing your relationship’s beginning. Personalization is more than just auto-populating a person’s name at the top of an email. Instead, tailor your content to the specific professional relationship between you and the lead, including any requested information.
Lead Capture Technology for Events
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: 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 events, contact Hamilton today!