Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
2 min read
Sarah Campagna Wed, Jan 24, 2018
Scenario: You’ve spent the past three days at a trade show. You were really good about not answering emails on your phone while on the exhibition floor. You ran a lead generation promotion that brought in double the leads over last year.
But now it’s Monday. You’re back in the office and your inbox is overflowing. You’ve downloaded the lead list, but there isn’t possibly enough time to do lead qualification research on all of them—and certainly not enough time to make calls. How will you ensure consistent lead follow-up?
Hopefully you’ve already developed an automated lead nurture program designed to move any new prospects through the sales funnel. If so, you can use the format you have already created and the only step you need to take upon returning from the show is entering your leads into your CRM. If you haven’t constructed a lead nurture program for trade show leads, here’s what one might include:
*The right time to call your prospects is going to be different for each. A lead from a company you’ve been chasing should be called approximately 10 days after the show. If a lead has yet to be qualified and has not downloaded any content from your emails, you may want to wait six weeks to call, depending on your availability and corporate sales processes. But whether you’re chasing a whale or a minnow, one call is never enough. Research shows it takes an average of 8-10 touches to reach a new prospect. A combination of emails, voicemails and multiple call attempts at different times is ideal.
By using an automated lead nurture program as part of your trade show follow-up strategy, you can keep prospects engaged until they’re ready to buy. For more tips, read our blog post on succeeding with an inbound marketing approach.
Have questions about implementing or optimizing marketing automation? Contact us.
Sign up for a free 30-min consultation to discuss your business challenge, or let us know how else we can help.
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
Why Even Innovation Powerhouses Struggle to Launch Breakthrough Products (and How to Fix It) In recent years, product launches have slowed. Even...
We work with B2B leaders every day who have extensive marketing data, but don't know what to make of it. It's hard to know you're on track to meet...