Generating Leads from Tradeshow/Conferences
Aaron Ross over at “Building The “Sales Machine” shares some great tips on tradeshow lead generation.
Ross writes, “You need a process that emphasizes quality of leads over quantity of names.”
I agree. Often, well meaning marketers ruin their lead generation results by rushing an unqualified list of tradeshow attendees to their sales team. After doing numerous lead qualification programs, we have found that approximately 5% to 15% (at best) of tradeshow “leads” are actually truly “sales ready” leads.
I urge you wait on passing marketing driven inquiries directly to sales people until they are rigorously qualified as “sales ready leads.” Early stage leads – who are not ready to speak to a sales person yet – can be developed further with an effective lead nurturing program.
Brian authors the very interesting B2B Lead Generation Blog which focuses on B2B lead generation, sales leads, and marketing for the complex sale.