Follow Up the 2014 Way!

This time last year, I was staring at a spreadsheet. Fun, right?

The spreadsheet contained leads we’d just acquired from the 2013 AMTS (Advanced Manufacturing Technology Show) in Dayton, Ohio. Acadia DOES lead generation and lead nurturing (among other things), so we know just how valuable every lead can be. Last year, I blogged on the importance of following up with all of your tradeshow leads. It can be time-consuming and frustrating!

Speaking of which, I now find myself staring at yet another spreadsheet. This one holds our 2014 AMTS leads. This one got me thinking. We DID generate revenue from last year’s AMTS leads, and will initiate similar follow-up this year (again, see my blog). This is a good thing! But what about the leads from last year that haven’t converted yet? That were interested, curious or just not ready to move forward with our products and services? They’re still valuable!

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Revenue Performance Management: Capturing Those Leads!

Previous blogs in this series delved into identifying your persona (ideal contacts who may potentially buy from you) and using the right content (information that is important to that persona) to find them. Now that we have successfully FOUND leads (or they’ve found us) we need to CAPTURE all related interactions as they occur. This is a valuable step in Revenue Performance Management!

What do we mean by “interactions?” In our previous blog, we used the cases of Engineer Ernie (looking for technical information) and Buyer Barney (looking to save money) as your potential customers. Your content, including your blog and white paper, attracted Ernie and impressed Barney. As they interacted with your website by downloading or requesting information, they left their name, title, email address and company name. You now know who they are, how/when they came to you, and what content they looked at. Because you CAPTURED their trail of activities, you know where they are in their buying cycle and you can follow up with them with the right information!

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Follow Up with Me…PLEASE: Don't Waste Trade Show Leads!

Picture this: you’ve just returned from a trade show (as I just did). You spend three to five days at the show, total, between setup and booth duty, and you invest valuable time harvesting leads and opportunities. Your company has made a significant investment just having a presence at the show. Acquiring a trade show lead is not an inexpensive proposition!

You’d think these leads would be top priority for the overall organization and sales team. If you consider the expenses involved in buying booth space, paying trades, bringing booth staff to the convention center, and entertainment and travel expenses, a trade show lead should be as valuable as gold to any organization that makes the commitment. However – the opposite is true! Did you know that 20% or less of trade show leads get the attention they should? In the spirit of the season and the Peanuts-Great Pumpkin episode…AAUGH! Think of that missed sales opportunity as the elusive football Charlie Brown so desperately wanted to kick. (OK, I’m showing my age.)

Charlie Brown

Charlie Brown and Lucy, Characters of Charles M. Schulz

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This blog exists to educate manufacturers, engineers and technical minds on the wonders of inbound marketing, sales enablement and more.

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