According to CEIR’S 2015 in-depth study on Exhibitor ROI and Performance Metric Practices, lead generation ranks as the most popular, important objective for exhibiting, with brand awareness/reinforcement ranking number two.
Despite its importance as an objective for exhibiting, over my 30+ years of exhibiting experience, I have observed that the majority of companies struggle with the topic of lead management. Specifically, I have observed exhibitors struggle in the areas of generating high-quality leads, following up effectively, closing the loop on what becomes of their leads and their ability to trace business-to-business (B2B) exhibition or trade show leads back to post-show behavioral changes or sales conversion.
The purpose of this report is to share best practices to help interested exhibitors quickly improve the quality of leads captured and increase the percentage that convert to a clear next action and/or revenue for their companies.