EVOH allows conversion from foil and metallized film laminations to co-extruded barrier films.Read more
Mark Miller helps you identify the right material selection for tooling that will carry fluid to your substrate.Read more
Product and Technology of the Year Awards praise Hazen for Titleist golf ball sleeves and cartons and SAM N.A. for slot die with internal …Read more
Web handling expert Tim Walker offers three options for this machine direction folding process.Read more
News | New Products
Now offering smaller, 250mL recyclable, BPA-free cartons for easy storage in backpacks and lunchboxes
Multilayer films lend insulation to NASA Magnetospheric Multiscale components and vehicles in space
The event will chart pathways to growth success with a number of presentations covering industry research
The NW210-E Inkjet UV digital narrow web press makes it first home at the p-s label converter
EcoTag I and 2 synthetic paper is said to offer high quality type and other properties in demanding narrow web uses
Company will feature live demonstrations of lamination and web handling at opening of new, larger North American location
Frito-Lay floor stand honored as Temporary Display of the Year and Most Creative Temporary Display
Directories | Reports
PFFC brings you exclusive White Papers from our online sponsors.
Visit Kelly on Static from Static control expert Dr. Kelly Robinson, president of Electrostatic Answers; Kelly has 27+ years of experience in problem-solving and consulting.
Visit Tim's Web Lines to handle and wind your paper, film, foil, and similar products. Take advantage of Tim’s 25+ years just like over 100 converters have.
Visit Mark's Coating Matters from fluid coating expert Mark D. Miller; Process improvement and project management for precision roll-to-roll coating applications.
Visit Marketing Mojo for dynamic marketing insights from Stephanie Millman that inspire new ideas on how to stay on top of your customer’s mind.
Visit Yo’s Yarns to share the thoughts, impressions, experiences, and news that impact the converting industry. . . or anything else that happens to be on her mind!
Visit Tom's Poly Ploys, where Tom will be writing on various topics that the typical polymer processor would encounter on the job.
- May 28, 2013
It seems kind of crazy from a marketing person's perspective that 80% of the leads collected on the trade show floor are not contacted by the sales team after the show. For years, this statistic was reported by the exhibit industry.
My personal experiences in researching the contact management systems of most companies I’ve worked with proved that about half of the leads are contacted. Still, the number is frustrating to a marketer as well as the executive staff, so I started getting serious about finding out, “Why?” I found out two major points.
1. The definition of followup from a salesperson’s perspective and a marketing person’s perspective is different.
2. The statistic in the industry wasn’t backed up by hard facts.
I’ll address the definition point first. In talking with salespeople, most of them called all of their leads but considered the act of leaving a voicemail or email completed the followup. As a professional salesperson, they feel that multiple calls and emails would be considered ‘bugging’ their potential customer. If there was a quote involved, they were more aggressive with the followup, but most leads from a show are contact names that request literature and do not specify a project. In that case, they feel a call/email is appropriate to give the requested information and provide their own contact numbers. Many marketing people define a followup as a belly-to-belly or live telephone conversation with a ‘next step’ reported. You may think there is a disconnect with the sales and marketing organizations, but it is more in the preparations of properly defining and communicating the expectations and providing an easy and useful way of reporting the results.
Now let’s address the myth of 80% of trade show leads are not followed up. In 2010, Exhibitor magazine was so frustrated with not having the proof of this statistic that they conducted a survey themselves. They found that less than 47% of companies that exhibit actually track their trade show leads, and only 28% have some way of evaluating ROI from the leads collected. Only 5% had a computerized system of capturing and then providing follow-through on the life of the lead.
Sales and marketing need to be aligned in their objectives and expectations before the show. The two people responsible for these roles need to collaborate and then set and communicate the goals. This includes not only establishing the target number of leads but also the expectations for taking action such as the timeframe, type of information to report, and appropriate way to communicate results.