Sirtex Medical, a global healthcare company that specializes in liver cancer treatment, attends a variety of events throughout the world. Previously, they used rented lead scanners and collected business cards for their lead capture. Rather than switching between the show-offered systems, the Sirtex team wanted more consistency from event to event.
INDUSTRY
HEALTHCARE
INTEGRATED SOFTWARE
PARDOT
LOCATION
WORLDWIDE
CHALLENGES
Before iCapture, Sirtex rented lead scanners and collected business cards for their lead capture. A lack of customization, delayed follow up, and inconsistent processes caused problems for the Sirtex sales and marketing teams. Plus, the current show-offered systems made it difficult for their global reps to capture leads.
LACK OF CUSTOMIZATION
DELAYED FOLLOW-UP
INCONSISTENT PROCESS
SOLUTION AND RESULTS
With iCapture, Sirtex now has one consistent system across events and teams. This has helped the booth reps capture leads in a simple and comfortable manner. The reps no longer need to worry about changing systems and inconsistent processes. Along with streamlining conversations and captures in the booth, iCapture has helped standardize on a global level. Both the US and European teams use the same system and qualifiers, resulting in consistent data across all teams. The final piece of the puzzle for Sirtex is the added visibility into their events. iCapture gives them valuable data, such as total leads collected, lead quality, each lead’s journey, booth traffic, event spend, etc. This concrete data enables the team to make more informed decisions when planning future events.
AUTOMATED
LEAD CAPTURE
DECREASE
FOLLOW-UP TIME
INCREASED
EVENT VISIBILITY
An Automation Partnership: Streamlining Event Success
The Story
Engineering Innovation, Inc. (Eii), experts in postal and parcel automation design, develops solutions that work for any size fulfillment, returns, mailing, and shipping operation.
As part of their marketing efforts, Eii attends several events a year, and they needed a consistent method of capturing leads. They primarily collected business cards at these events, but the sales reps struggled with differentiating between leads and remembering conversations in the booth. This slowed their lead follow-up and post-show marketing efforts.
INDUSTRY
Engineering /
Technology
LOCATION
United States
Searching for a Lead Capture Solution
“We were very ineffective collecting leads from trade shows,” says Donna Keemer, Business Development and Customer Success Manager at Eii. “Trade shows are busy, and when you get back, if you don’t have all the information captured well, then it’s hard to follow up on the leads.”
As an automation-centered company, Eii searched for an automated solution to optimize their event opportunities.
After trying a few lead capture platforms without success, Eii partnered with iCapture and had three main goals:
- Remove manual entry and automate lead capture
- Sort leads as hot or cold during capture
- Reduce lead follow-up time
Better Lead Capture, Better Lead Engagement
Since partnering with iCapture, Eii has seen more value from their trade shows, especially larger events, where they can capture greater amounts of leads. At one of their biggest events of the year, National Postal Forum (NPF) 2019, Eii’s exhibit included a racing simulator. With an original, exciting lead generator, they received 3x more traffic than the year prior. The racing simulator drew in both targeted and unrelated traffic, and iCapture helped sort and prioritize all the captured leads.
Keemer explains, “iCapture helps us sort which leads are hotter to follow up on first. And it sorts out the people who stopped by our booth for the fun of the simulator, but aren’t really interested in our products. They might have gotten one automated email, but we didn’t call a lot of them because we could tell from the data that they weren’t strong leads. It helps us sort out the better leads to follow up on right away.”
Results
Along with speed of follow-up during and after the show, Keener explains that an added benefit of iCapture is the customer service and support. When she needs any technical assistance, the iCapture team responds quickly, even over weekends during Eii’s busy shows.
“Anytime I’ve called for Customer Support, I got help right away, and lots of explanation, and I’ve seen how iCapture’s Back Office has become more user-friendly and added more features. I really appreciate it. It makes our life easier.”
As for the Eii booth staff and sales team, Keener says that they “love it.”
With the positive response both inside and outside the booth, Keener says she would recommend iCapture to “anybody who I knew was going to a trade show. You almost have to have some sort of capture system at those big shows. I would recommend it to anybody because it works for us.”
The Outcome
Eliminate Manual Entry and Automate the Process
Reduce Follow Up Time
Sort Leads as Hot or Cold During Capture
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Interested in knowing more?
Learn about how iCapture can help you maximize your leads with a 1:1 demo with one of our specialists.
