Maximizing Conversations from Events
With an automated, streamlined, and integrated system, hot leads pipe straight into Excel Dryer’s CRM. Bypassing manual entry, reps can now immediately contact the hottest leads rather than taking up to a week to reach out post-show.
“My sales team is going after these leads and it’s important to hit them very, very quickly after the show,” says Ritacco. “So the timeliness of the information getting into the CRM is very critical. The reps will scan contacts in at a show, and that data will be in the CRM by the time they get back to their hotel at night. So they can actually log in to the CRM, see what was hot, and send emails that evening.”
Excel Dryer also uses auto-reply emails as part of their post-show sales tactics. After scanning a prospect’s badge or business card, the prospect can select which products they are interested in. Once the rep submits the scan, the auto-email will go out and include information on the product. This way, Excel Dryer can connect and start a conversation with a prospect during the show.
Hoffman explains, “The biggest thing from our marketing standpoint has been the auto-reply emails. When someone is scanned and has a conversation, they’ll receive an email after taking a few steps out of our booth. To them, it’s a personal email, but from our standpoint, an automated email.”
In addition to reaching out faster, the reps also reach out with more relevance. The qualifying information captured within the booth, such as product interest and level of interest, helps reps add meaning to each follow-up call or email. Reps sometimes insert notes as well to remember specific talking points or appointments.
“We’ve got something to start the conversation with,” says Ritacco. “It makes it so much simpler to reengage than some of the off-the-shelf things that the show provides. I recommend iCapture to anybody who sells a product, who wants to measure or closely monitor the return on investment of their shows as well as other marketing efforts. It just makes good sense.”