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Rapid Response™ Processing
- 1. RapidResponse™ Processing For Trade Show and Event Leads 4/4/2010 TPC Inc. 1
- 3. Every organization has a set of rules (formal or informal) to identify which leads should be pursued and which should be ignored.
- 4. 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.
- 5. All your competitors at the show have the same leads so time is critical.4/4/2010 TPC Inc. 2
- 7. CustomSocialMedia Advertising Qualification Generation Sales Internet Nurturing Programs Telemarketing Events 4/4/2010 3 TPC Inc.
- 9. Demographics
- 10. Qualification
- 11. Data Format
- 12. Choices
- 13. Show Scanner
- 14. Simple, portable, small and works
- 15. Less control over data and changes show to show
- 16. PC-Based
- 17. Good data and common across shows
- 18. Expensive, complex and takes space
- 19. Hybrid - enhance the scanner data to rival PC-based4/4/2010 4 TPC Inc.
- 20. BANT plus Qualification 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 Maker Influencer Data Gatherer Salesrep call Immediate Salesrep call 30 days Send literature 4/4/2010 5 TPC Inc. Answers
- 21. Lead System Custom QualifiersBANT plus Qualifiers Programmed into Scanner Budget Approved Budget in Process Budget not Approved Decision Maker Influencer Data Gatherer Problem Identified Solution Identified Large Opportunity Medium Opportunity Small Opportunity Immediate 90 days 6 months 12 months plus Salesrep call Immediate Salesrep call 30 days Send literature Current or Past Customer Not a customer 4/4/2010 6 TPC Inc.
- 22. Internet Example – Bant + Interaction Tracking 4/4/2010 TPC Inc. 7 “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
- 23. 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! 4/4/2010 TPC Inc. 8
- 24. Every Show can be Different 4/4/2010 TPC Inc. 9 Rules Bant + Other Social Media Advertising Qualification Generation Sales Internet Nurturing Programs Telemarketing Events 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.
- 25. Events Require a Front End Filter 4/4/2010 TPC Inc. 10 Rules Bant + Other Social Media Advertising Qualification Generation Sales Internet Nurturing Programs Telemarketing Events RapidResponse™ Processing Sales Ready Leads Because Trade Shows are Different
- 27. Map custom qualifiers to Q&A
- 28. Score leads – Rating Rules
- 29. Sales Ready (A)
- 30. Needs marketing nurturing (B)
- 31. Requires no further effort (C)
- 32. Send attendee action emails
- 33. URLs to landing pages
- 36. Validation
- 40. Distribute leads to appropriate department
- 41. Sales follow-up to A leads (sales ready)
- 42. Marketing nurturing programs for B leads
- 43. Entry into leads management process4/4/2010 11 TPC Inc. Collect Analyze Validate Distribute
- 45. Booth data confirmation surveysFrees valuable resources to perform less manual tasks 4/4/2010 TPC Inc. 12
Notas do Editor
- There is a marketing function that is responsible for generating leads and determining which ones go to sales.TS leads are different – you don’t control the quality or format and you cannot set the urgency .
- More companies are using software systems to improve the leads process. They are using lead scoring and interaction analysis. Event leads don’t yet fit.
- Exhibitor have but 2 choices – we have another.
- Some for of BANT is used in all but the pharma industry
- The answers to the questions are sent to the LR company to order the custom qualifiers
- Internet leads systems use BANT and interaction tracking. Great for leads you think you control but they seem to work.
- Lead rating is complex – could spend hours on what we have learned and what we still cannot do.
- We have a way to make the TS data more compatible with any leads process. Frankly, I cannot understand how any organization that has a leads generation function, and spends money on trade shows would allow trade show leads to be sent directly to sales.
- RapidResponse Processing sits between the tradeshow and the marketing system to identify sales ready leads early and get them to sales before the competition. It also converts the tens of different formats so they can be easily entered into the marketing system. Why RapidResponse Processing? Because Trade Shows are Different!
- This is what we do.
- TPC – the Tradeshow Processing Company