Marketers identify sales as #1 priority at events, yet results don’t add up

by atEvent | Event industry trends and predictions

According to Alex Lee, General Manager of atEvent, something just doesn’t add up!

An overwhelming 95% of companies indicated that their #1 goal when exhibiting at events and tradeshows was solely to generate sales leads and build awareness. So, if sales are such a priority for marketers at events, then read this next data point and you’ll likely scratch your head!

Only 30% of exhibitors capture appropriate prospect demographic and lead qualifying information at their booth.

Let’s recap this. Companies indicate that sales are the top priority when it comes to events, yet the vast majority of them (70%) aren’t even capturing the right prospect lead information!

“There is a giant disparity between what marketers are saying is most important to them at events and where they’re actually allocating their resources,” said Lee. “With sales being a top priority then marketers need to start focusing on critical lead capture practices so that they can chronicle meaningful interactions with prospects at events, get them into their CRM systems in real-time, and close these leads using automated follow-up.”

* Alex Lee is the General Manager of leading mobile event app solutions company atEvent. With more than a decade of experience in the interactive marketing, lead gen and mobile industry, Alex leads the organization’s business and corporate development activities. Alex holds degrees in Management Science & Engineering and Computer Science from Stanford University.