Treat your most valuable leads like they’re valuable leads
Here at Captuvate, we’re firm believers that not all leads are born equal.
The majority of event attendees who stop to visit your booth won’t be overly valuable to your business. That doesn’t mean that they are valueless. The sheer volume of them — when combined with a scaleable, nurture-based follow-up process — means that, en masse, they can contribute massively to your sales pipeline over time. It’s just that prospects within your target personas — and who are in the mindset to engage vendors — will be in the minority.
However, at every event, your team is engaging with prospects who ARE ready to speak to sales, who ARE showing signs of being afflicted with problems you can solve, and who ARE bang in the middle of your sweet-spot.
These prospects are disproportionately more valuable than the average lead. They’re motivated to learn, they’re willing to listen, and they’re more likely to move down the sales funnel at a greater velocity. In short, these are the leads your Sales team crave when you head off to an event.
But because these prospects are in the minority, most event marketers haven’t created a process for engaging them. This means that sales-ready prospects are being sent through nurturing campaigns. Or, alternatively, dumped on Sales with no context as to who they are or what makes them valuable.
We’ve built Captuvate to address this problem.
You most likely already have a process for nurturing event attendees who are only slightly interested in your offering. We’re providing you with the tools to effectively engage the prospects that Sales are crying out for, because it’s these leads that have a disproportionately higher effect on your sales pipeline in the short-term.
Read on, as we break down how Captuvate can help increase your event ROI.