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Sales teams want sales-ready leads from trade shows, not just mountains of names and numbers to call.
At every event, your team are having in-depth discussions with super-engaged prospects who are disproportionately more valuable than the rest of your “badge scans”.
These are the leads that Sales crave. But they don’t want to hunt to find them. And they need to hit-the-ground-running with impactful follow-up conversations.
We’re in B2B sales, where a small number of high-quality conversations with new leads or existing opportunities can end-up justifying our whole events program.
So don’t lose your best leads in a spreadsheet with 600 swag-hunters.
Instead, create a process for engaging these VIP prospects. It’s the fastest way to improve your ROI from events.
Fast-track the most qualified, most motivated prospects straight to your Sales team.
Reduce the number of A* leads who go AWOL after leaving the booth.
Capture the insights your Sales team need for kick-ass follow-up calls.
Arrange your follow-up steps from the booth, and capture the insights you need to grow your sales pipeline.
Schedule follow-up meetings while at any event
Capture leads even if prospects aren’t ready for a meeting
Send the best follow-ups, using context gathered at the event
Automatically record all data in Salesforce in real-time
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Read: How to use Captuvate to boost your trade show ROI.
Captuvate's lead capture app can aggregate all your sales team's calendars into a single view, making it easy to see when your colleagues are available.
With only 2 taps, a meeting is booked. And we even take care of both prospect and salesperson timezones, so you’re not scheduling meetings for 2am!
For every calendar Captuvate integrates with, we store 12 weeks of availability offline. So you can still book follow-ups, even when wifi is unavailable.
It’s vital to start every relationship off on the right foot, so Captuvate automatically delivers a calendar invitation you can be proud of.
First, Captuvate takes into account the information we know about you, your prospect and your designated salesperson. Then, our dynamic templates send information-rich meeting invitations, but without you having to manually type each one. They're a perfect handover for Sales, especially in tandem with voice memos.
Once you’ve captured your lead and scheduled a follow-up, discreetly capture notes from your conversation with just a few taps. It’ll help your sales team plan their follow-up conversations, and your prospect will feel like she’s being listened to.
With voice memos, you can quickly record free-form notes which your sales team can listen to directly in Salesforce.com. Eliminate paper forms — and typing — at your next tradeshow.
Sometimes a prospect’s location, size or vertical can determine who they should be speaking with on your team.
To schedule a meeting with the right team member, simply select from some custom-created attributes and we’ll ensure you’re only shown the relevant calendars.
Do certain prospects require a Sales Engineer, industry specialist or a named individual to be present? No problem — Captuvate will highlight meeting slots where all relevant parties are available.
If you can describe which prospects should be routed to which salespeople, then you have a mapping which we can replicate in Captuvate.
Just as you'd do if you were verbally explaining who your prospect should be speaking with, it's easiest to start by understanding a little more about them. In Captuvate, this is as simple as selecting from a number of pre-created prospect attributes. This is done with a few taps, and can be as flexible as you need.
We then route your prospect in one of the following ways:
Based on your mapping and the information we've gathered about your prospect, we then deliver the correct calendar for you to book a meeting into.
It’s as flexible as you need it to be. Here’s an example:
The largest prospects are routed straight to named Account Executives, mid-market leads are shared equally amongst two sales teams (depending on the prospect's vertical), and smaller leads are pooled for distribution later. All sales-ready leads are synced to Salesforce, and every lead that requires further nurturing can be sent to Marketo.
Now there’s no need to pool all the business cards your team collects. Instead, scan them quickly in the app and within minutes we’ll return your prospects’ contact data.
Each card is transcribed 3 times, and we then run the results through an algorithm to double-check for accuracy.
Best of all, this happens in the background. So you’re free to scan cards as quickly as you’d like and, once we have the prospect’s verified contact information, we’ll send the calendar invitations on your behalf, automatically.
In the example below, the largest prospects are routed straight to named Account Executives. Any mid-market leads are shared equally amongst two sales teams (depending on the prospect's vertical), and smaller leads are pooled for distribution later. All sales-ready leads are synced to Salesforce, and every lead that requires further nurturing is sent to Marketo.
Capturing leads in Captuvate alongside the trade show badge scanner gives you the best of both worlds.
Captuvate gives you a process for extracting maximum value from your most-engaged prospects. Sales know who to jump on straight-away, and have the context to do-so.
Badge scanners let you capture tons of leads. Even if most of them need to be nurtured before they’re ready for Sales, there’s value in the volume.
Why shouldn't I just scan every prospect's badge?
Maybe you should.
But you should also have a process for engaging your 'better' leads. After all, in B2B sales a few higher-quality trade show leads can end-up paying for a whole event.
But if all you're doing is scanning every prospect's badge, that still leaves your team with A LOT of work to do before they realise any revenue from that lead.
So having a complimentary process — where you're capturing more detail on the leads that are worth your while — can give you the quality and quantity that you need to drive real event ROI.
Why should I try to schedule follow-up conversations from the trade show floor?
Because at every event, you’ll find qualified prospects who are motivated to get the ball rolling and who’ve been intrigued by what you have to say. Strike while the iron is hot and fast-track those prospects into the top of your sales funnel.
When you fail to do this, you're putting your event ROI at risk. If you don’t schedule a next-step immediately you may struggle to recall which prospects were most interested in your offering, and you may never have any further dialogue.
And even if you do segment your hot leads, the average prospect needs multiple touches to schedule a follow-up. By that point, sometimes weeks later, you’ll be the same as any other vendor they struggle to recall, and your momentum will have been lost. Or worse, your competitor may have already started to influence the prospect's buying process around their strengths.
Not every lead is "sales ready". Shouldn't we nurture them first?
Sure, not every lead is sales ready. But many are!
(Especially prospects who have taken the time to engage vendors at a face-to-face event).
And it’s those leads who will have a disproportionately positive effect on how much sales pipeline you generate from your events — if you act on them.
If all leads are treated equally, then sure — it’s “just another lead”. But ask your VP of Sales if her team likes engaging the most motivated, most qualified leads as soon as they can, and we’ll see if she thinks all leads are created equal…!
Plus, in complex B2B sales, evidence suggests that sales teams should be engaging prospects earlier than they are. The argument states that if you're waiting for prospects to shape their requirements without your input, there's a higher likelihood that a competitor's vision will have influenced their thinking — to your detriment.
But not every prospect wants a meeting straight away...
But shaping your booth conversation with the goal of scheduling a follow-up meeting is a great way to qualify your prospects. Even if they kindly decline a follow-up, that doesn't make them worthless — they’re just not ready yet. And your expectations have been set accordingly.
In this case, Captuvate enables you to capture leads — and instantly sync them into Salesforce — even if they don’t require a follow-up conversation straight away. You can still send them your content and slot them into your regular nurturing process.
Don't be fooled by research claiming that the buyer's journey is more than half-way complete before they want to talk to a salesperson. In complex B2B sales, the salesperson that gets in early and does most to shape the prospect's vision of a solution wins three-quarters of all contested opportunities.
But your prospects will only want to talk to you if they believe they will learn something valuable about a business issue that matters to them, rather than be subjected to a dreary product pitch.
I like the Captuvate approach: it helps sales people to identify the best prospects and engage them early.
Need “sales ready” leads synced to Salesforce.com and automatically added to a new Opportunity?
Need certain leads to be sent to one team and other leads sent to a second team?
Not bothered about setting appointments and only want to send prospects information?