Trade Show Lead Capture: The Art Of Closing Leads

Your event is done and dusted, and the trade show floor has closed, but there is still one important step to complete before you can call yourself a successful exhibitor. Capturing leads and following up on them is the last piece of the trade show puzzle; mastering it will pave the way for your future shows!

But what exactly is trade show lead capture? Why is it important? And what kinds of tools are available to use?

In this juicy article, we’ll unpack everything you need to know about capturing leads as a B2B trade show exhibitor. There’ll be plenty of things to learn whether you’re an upstart marketing manager or a veteran CEO. So, let’s explore this final step in the exhibiting process that can make or break your prized investment!

What Is Trade Show Lead Capture?

Trade show lead capture refers to the process of collecting contact information and other relevant data from potential customers at a trade show. The gathered information is then used to follow up with leads and nurture them into paying customers.

The lead capture process is an important part of your sales pipeline as a B2B business. Once you have a collection of qualified leads, you can begin making proposals and eventually closing out by turning these leads into customers. In so doing, you’ll boost your ROI and see stronger business growth.

Despite the major advantages of capturing leads and following up on them, many exhibitors choose to neglect this process. Often, exhibitors decide to shelve their leads for later instead of a prompt follow-up, which is a major mistake as these leads quickly become worthless.

Imagine buying a brand-new car, only for it to sit idle in your garage without being used. You’d end up wasting all your hard work!

How To Capture Leads Properly

The best way to start working with leads is to ensure you capture them properly, although there are multiple ways to do this. Historically, the process was done manually, though software and other digital solutions are preferred nowadays.

Whichever method you choose depends on the size of your business and your budget, but the most important thing is that you give the process the attention it deserves.

Manual Lead Capture

The oldest form of lead capture is done manually, with exhibitors using pen and paper to record contact information from potential customers. Manual lead capture:

• Offers room for more direct interaction with your potential leads
• Is immune to technical difficulties
• Can also become strenuous and thorny at busy shows.

If you choose to go the manual route, it’s important to familiarize your sales team with the technique and choose the right trade show staff.

Digital Lead Capture

A major advancement over manual methods, digital lead capture involves recording contact information live on a digital device, like a laptop or tablet. This:

• Saves you from doing extra work later, as the new leads will be recorded directly into your database.
• Is faster and easier.
• Provides you with little other information about your leads.
• Won’t work if you experience major technical difficulties.

Lead Capture Software Solutions

Lead Capture Software Solutions are by far the most popular choice for medium-large companies exhibiting at B2B trade shows. Unlike manual and regular digital methods, software solutions automate the process and usually come at a cost.

Most of these work using scanners that scan attendee badges or direct business card scanning. The information is then captured digitally and automatically stored on your device. Additionally, each software program tends to feature an app or user interface where exhibitors can track all their lead data over time.

Software solutions offer the smoothest process with the most potential for data analysis over time, but these programs are seldom free and can increase your investment costs. As always, your event team should be trained on how to use the software and scanner correctly for accurate sales data.

Main Lead Capture Software Solutions

There are multiple different platforms dedicated to helping you collect leads at your trade shows, but not all of them are the same. For example, some might offer enhanced lead traffic analysis while others won’t.

Here are some of the most commonly used and reliable digital trade show tools for lead capture:

• Cvent LeadCapture
• vFairs Mobile
• Zuant Lead Capture
• Leadature
• Cvent Event Diagramming (Social Tables)

Considering each program comes at a cost, it’s a good idea to do your research and see which one works for your business.

Lead Retrieval

Some trade shows prefer to handle the lead capture process themselves, rather than letting individual exhibitors lead the way.

Under a lead retrieval system, the trade show organizers collect attendee data before the event through registration. This data is then pooled together and each visitor is given a special badge or code when they arrive on the day. Each exhibitor is given access to a scanner and can begin scanning badges for simple lead conversion.

Perhaps the biggest drawback to lead retrieval is that the data is provided by the organizers themselves. At larger events with higher visitor numbers, it can take a while before the organizers send you the lead information after the show for you to follow up on.

The Art Of Following Up

Once your leads have been captured, all that’s left to do is follow up! Try to do this promptly and in an orderly fashion. Ideally, you should contact your leads within six days of the trade show for optimal results.

Get Real Leads For Trade Show Success

Achieving remarkable results as an exhibitor doesn’t require magic. By doing all the individual steps correctly, you too can see greater returns on investment while growing your brand. When it comes to capturing leads, there are a variety of methods and programs out there to help you get the most out of your trade show. By consistently following up promptly after each event, you see greater profit from your trade show participation down the line.

Of course, lead capture is only part of your journey toward trade show glory. As experienced trade show booth suppliers, Booth Exhibits™ is ready to work with you to create an immersive booth that can’t help but notice. We’d love to hear from you, so get in contact today to book a call.