Aaron Ross over at “Building The “Sales Machine” shares some great tips on trade show lead generation. Ross writes, “You need a process that emphasizes the quality of leads over quantity of names.”
I agree. Well-meaning marketers can 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 5% to 15% of trade show inquiries are truly sales-ready leads.
So don’t pass marketing driven inquiries to your salespeople until they’re more rigorously qualified as sales-ready leads. Early stage leads – those who are not ready to speak to a sales person yet – can be developed further with an effective lead nurturing program.
Link: Building The “Sales Machine”: How to Generate Real Leads from Trade show/Conferences.