According to a recent study by Teradata 61% of decision-makers say capturing and making sense of digital customer data is difficult for them. This means it’s more likely than not that your marketers and data scientists are struggling to use your data to its fullest potential.
Maximising data’s potential all starts at collection, with a clear strategy in mind. Here are some top techniques to implement into your lead capture strategy for successful event lead collection.
Ask the right questions for effective lead generation
Now there’s been a lot of buzz around the term big data in recent years, pressuring organisations to capture large volumes of data because if your competitor is doing it why wouldn’t you? But it’s becoming more apparent that big data doesn’t necessarily give you the best data. Data is only effective when you have the resource to analyse and utilise it, so it needs to be stored accessibly.
It seems a leaner approach to collecting data, wherein you only ask your leads questions that will help improve their CX or inform later outreach campaigns to help secure the sale.
The less you ask of your customer the higher your conversion rate is likely to be. So assess what you really need and are really able to use.
Define your customer’s problems and tailor your forms for them
To be able to ask the right questions you need to know who it is your trying to reach at your live events. By knowing your demographic, you can start to extrapolate the kind of problems they might be looking to solve.
With a much clearer picture of who you might be running into at your live events, you can edit your branded digital forms to cater for their specific needs. This also lets you fully utilise the digital aspect of forms, to enable a smooth customer experience, as you can customise how different fields work best for your leads i.e. drop-down fields, multiple selection etc.
Use this data to improve the cx
With these methods implemented you have vastly increased the likelihood of acquiring actionable data. By only capturing the relevant information on your leads your marketing teams have a much more streamlined pool of information to help dictate the messaging that converts them into a sale.
Having given your customer a streamlined on-brand experience at the capture stage, the most important part of post-event follow up is the timing. With a lot of event management systems exhibitors experience a massive delay in the receiving and using the data. Or even if you have your own system getting the business cards into your CRM or transcribing handwritten email addresses takes time. For your customer, the iron is hottest right after the event, with the brand experience still fresh in their mind. Digital forms which integrate with your CRM mean all the data you need is available right away. Sending a personalised email, phone or print follow up in a timely manner is the best post-event customer experience.
We previously touched upon how 80% of consumers are more likely to make a purchase from a brand that provides personalised experiences in our blog around event lead management in 2021 B2B vs. B2C events.
It is so worth the extra time that goes into understanding and pre-empting the potential leads you want to engage with at your live events and the follow-up strategy. The end goal is always to empower your sales and marketing teams with the best data possible to carry out meaningful and successful outreach to convert a lead to a sale.
If you’d like to read more on getting primed for this year's event season then we have a host of blogs that you may find interesting.
Take the first step towards valuable data
With our Data Capture app and Data services team on offer we provide all the tools necessary to unlock the value in your customer data