Every business would like to improve its ability to generate new leads and turn those potential customers into lifelong clients. Business 2 Community stated that firms within the B2B sector are looking for more actionable advice on lead capture.
The source noted that within the B2B field, purchasing timelines were getting longer. Buying cycles were on average over five months during 2012, making it essential that companies develop robust pipelines of potential clients to see a constant stream of revenue. Because of the long buying cycles, B2B firms need to take advantage of every opportunity to get in front of their target audience. Trade shows provide an ideal location to meet with industry professionals and develop networks that benefit lead generation.
Still, the occasional event will not help reduce the lead time for most transactions, so exhibitors need a reliable way to continue conversations after trade shows. CMO reported that buyers view responsiveness as a top priority for maintaining their interest. Citing the Small Business Pulse: 2013 Lead Generation Insights, the source noted that an open dialog was needed to determine the quality of a lead and move it along the sales path.
To accomplish this goal, many organizations are incorporating social media into their trade show marketing strategies. Innovation Excellence stated that 64 percent of marketers view social as important to lead generation. By expanding their networks, salespeople gain access to a wider audience and expand their influence within their respective fields. However, making the transition from in-person meetings at industry events to online conversations is difficult without the right tools.
Tracking visitors to trade shows lets companies compile databases of contact information that can be incorporated into social media strategies. The information can be used to develop personalized follow-ups through Facebook or Twitter to move leads down the correct path and shorten the time spent nurturing each customer.