Here are 3 web handling rules Tim Walker keeps forgetting to tell you.Read more
Music City plays host to converters attending the Flexographic Technical Assn.'s annual conference and exhibition.Read more
When looking for process, product, and profit improvements for your PSA tapes and labels, consider going back to the drawing board.Read more
Folding carton and corrugated converters will find equipment displays and educational opportunities in die-cutting, foil stamping, embossing, and more.Read more
News | New Products
The Graphium hybrid digital inkjet press has many new features, and company also announces new label production workflow
The XN Cantilever Load Cell is loaded with features said to make it a cost-effective drop-in component for tension measuring
Company seeks patent for its UltraPerf Rule for corrugated board, said to reduce corrugated board wrapping and improve dimensional accuracy control
COMET will expand its electron beam business with the purchase, adding PCT’s BroadBeam line of EB solutions
The event, again co-locating with CPP EXPO, features a floor area for unique print applications and a pavilion focusing on print of the future
Company will present the Varyflex V2 offset press and the iFLEX label press at an event held in conjunction with Converflex
Indonesian workshop with strategic partner Fuji Yusoki Kogyo showed benefits of fully automated processes, even where low wage structure is in place
Directories | Reports
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- 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.