Demand Generation Excellence

5 tips to make lead management a pleasant experience for your digital/onsite/hybrid event attendees

1. Plan your data collection points end-to-end

Overwhelming attendees with countless of form-fills pre, during, and post event can easily backfire when hoping for an increased number of hand-raisers*. 99% of the events (whether it’ digital, onsite or hybrid) start with registration, so instead of randomly asking your attendees about their need at every chance you get, create a comprehensive map for how and when lead generation touch-points will provide the best possible experience for your audience, starting with a well-designed and targeted registration question set.

2. Ask the relevant questions

Defining the target audience prior to launching registration is a must. Aligned with the event target settings, registration questions should provide a well-formed basis for lead clustering later on. If the foundation is right, it’ll be quick and efficient to enhance the data with lead qualifying information collected during your event. Whether it’s the registration form or a lead generation form to fill, content, lengths, and question types are just a few aspects to consider.

3. Apply user-friendly methods & technology

Although we live in a digital era, your event type and target audience can heavily influence the methodology chosen for lead generation. In the 21st century some more conservative sectors are still relying on the classic paper-based format, whereas in other industries and in the most recent revolution of virtual events, digital solutions are the only way to proceed. One common denominator for all should be the quick and easy way for attendees to become hand-raisers and submit their inquiry. Repetition of questions must be avoided at all cost and customers should be equipped to submit a detailed description of their need.

4. Communicate smart SLAs

Marketing and Sales hand in hand. One important element of providing an outstanding customer experience is when inquiries are answered within the communicated timeframe. Assess the follow-up methods, set smart and doable deadlines for your Sales team and make sure to only promise the customer what is realistic.

5. Commit on clever follow-up plan

The same leads allocated to multiple Sales teams and departments within a company can easily result in countless of unwelcomed calls and emails to the same customer within hours/days after participation. Clustering leads by quality and designing an efficient follow-up plan can help you to avoid frustration and potential opt-out on the customer’s end.

* A person that identifies themselves as a prospective customer / potential buyer and explicitly asks to be contacted by Sales.