March 6

Generating Real Sales Leads from Tradeshow/Conferences

Event Marketing


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.

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. Great post, and very helpful links to the other posts. I think you hit a home run with all of the points you made.

    I’m going to blog about this topic and trackback to your site. Thanks for the ideas on the subject.

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