July 30th – August 1st, 2013 McCormick Place, Chicago, IL Copyright © HATCH Marketing & Consulting LLC, 2013 Presented by: Michael J. Hatch

 Corporate Trade Shows & Events  AT&T (65)  Holiday Inns Worldwide (1400)  Exhibit Design & Production (5,000+)  TSEA: DC Chapter & Board of Directors  a2z, Inc. event mgmt. technology  400+ Show Organizers  Top-200 (110)  10,000+ Exhibitors ___________________________________________

Exhibit Manager’s Lament: 3 1. Little or no control (Marketing managers too)

Exhibit Manager’s Lament: 4 1. Little or no control 2. Up to 80% (Marketing managers too)

Lead Quality A vs. B vs. C 80 % 20 %

80 % of leads from ALL sources Source: Sales & Marketing Management Magazine

Exhibit Manager’s Lament: 7 1. Little or no control 2. Up to 80% 3. No way to document ROI (Marketing managers too)

Recommendation for exhibitors Source: 10,000+ exhibitors to

9 80 % leads disqualified or neglected by sales people turn into sales for their competition in 12 to 36 months Source: Sirius Research Group

80 Why %

Sales: Making the monthly & quarterly quotas Reality

The Dilemma Recommendation for exhibitors

Most Trade Show Leads (and most other sales leads too)

? The Solution

MarketingAutomation The Key:

A Better Way: (for ALL leads, not just trade show, internet, direct mail…)

A Better Way: (for ALL leads, not just trade show, internet, direct mail…)

Marketing Automation Marketing Automation 2x Sources BuyLine Research

Marketing Automation 2x 3x Sources Sirius Decisions to

? How does it work Marketing Automation

1. Like marketing programs a) Constant Contact b) Vertical Response How it Works:

1. Like marketing programs a) Constant Contact b) Vertical Response 2. Import Leads a) Any file from the show (or any marketing channel) How it Works:

1. Like marketing programs a) Constant Contact b) Vertical Response 2. Import Leads a) Any file from the show (or any marketing channel) 3. Excel or Access How it Works:

1. Like marketing programs a) Constant Contact b) Vertical Response 2. Import Leads a) Any file from the show (or any marketing channel) 3. Excel or Access 4. Modern Sales CRM How it Works:

1. Like marketing programs 2. Import Leads 3. Excel or Access 4. Modern Sales CRM a. Sugar b. NetSuite c. MS Dynamics d. Salesforce.com How It Works:

It’s all about creating DRIP campaigns, lead nurturing and cultivation (and control)

touches

1.Like marketing programs 2.Import Leads 3.Excel or Access 4.Modern CRM 5.Create a DRIP campaign a)White paper b)Client case study c)Blog d)Newsletter e)Product video f)Webinar g)Other How It Works:

Campaigns: Weekly/Monthly/Quarterly

Scoring: 10 10/20/30pts. A,B,C + 10pts. for each (7) visit = 100pts.

touches

System monitors automatically Who - including colleagues What pages How long How it Works:

Score your leads and their activity

Auto Alerts to anyone… Auto Alerts to anyone… points

100 Points = C to B leads B to A leads Leads Auto-Graduate themselves How It Works:

2 (3) Things You Need

Marketing Automation Systems  Pardot (small to mid)  Marketo (Fortune 500)  Eloqua (Fortune 500)  Silverpop  Manticore  Marketbright  Genius  ExactTarget (Salesforce.com)  LeadFormix  HubSpot  eTrigue  Optify  SalesFUSION  Market2Lead  Act-On Software  ActiveConversion

1. Lead Capture 2. Simplified Lead Management 3. Lead Scoring 4. Automated Lead Nurturing 5. Drip Campaigns 6. CRM & Mobile Integration 7. Automated Lead Generation 8. Real-time Conversion Events 9. Multichannel and Social Media Tracking 10. Shorten the Sales Cycle 11. Real-time ROI Reports 12. Free Up Resources 13. Create a Winning Relationship between Marketing and Sales Marketing Automation Systems Benefits of an MA system Benefits of an MA system

Marketing-Smart © Websites Marketing-Smart © Websites Marketing-Smart © Websites

Integrate & Captured within your CRM

1.Modern Sales CRM a. Sugar b. NetSuite c. MS Dynamics d. Salesforce.com e. ACT f. Zoho g. Oracle h. Goldmine i. SalesLogix j. Nimble k. Insightly 3

 Centralization  Shared Information  Lead De-duplication  Improved Customer Service  Improved Marketing Efforts  Real-time sales pipeline & ROI Reports  42% increase in forecast accuracy  More Profit  34% increase in sales productivity  29% increase in sales from greater visibility Benefits of Sales CRM

1.New Breed of Modern Sales CRM (Integrated Marketing Management) a. InfusionSoft b. Swiftpage Act SalesLogix Mobile CRM c. Velocify d. TeraData/Aprimo e. SAS *

 All Majors  Oracle  Swiftpage  Pipedrive  Sugar  Soho  Salesforce.com  CWR Mobile  SurgeHub New Breed of Modern Sale CRMs Mobile CRMs

Recap Automated Lead Follow-up and CRMs Automated Lead Follow-up and CRMs

Recap Automated Lead Follow-up and CRMs Automated Lead Follow-up and CRMs

MA 1. Nurture ALL your leads until they are ready to buy...don’t lose them to your competition! Marketing Automation Value Propositions Marketing Automation

MA 1. Nurture ALL your leads until they are ready to buy...don’t lose them to your competition! 2. 2x to 3x sales-ready leads from current marketing spend Marketing Automation Value Propositions Marketing Automation Marketing Automation

MA 1. Nurture ALL your leads until they are ready to buy...don’t lose them to your competition! 2. 2x to 3x sales-ready leads from current marketing spend 3. No new sales or admin staff * Marketing Automation Value Propositions Marketing Automation Marketing Automation * ( * ) Allow Budget for MA system

MA 1. Nurture ALL your leads until they are ready to buy...don’t lose them to your competition! 2. 2x to 3x sales-ready leads from current marketing spend 3. No new sales or admin staff * 4. Minimal Manual Effort Marketing Automation Value Propositions Marketing Automation Marketing Automation * ( * ) Allow Budget for MA system

CRM 1. Shared Information – Access for You Sales CRM Value Propositions CRM CRM

CRM 1. Shared Information – Access for You 2. Improved Marketing Efforts Sales CRM Value Propositions CRM CRM

CRM 1. Shared Information – Access for You 2. Improved Marketing Efforts 3. Real-time sales pipeline ROI Reports Sales CRM Value Propositions CRM CRM

CRM 1. Shared Information – Access for You 2. Improved Marketing Efforts 3. Real-time sales pipeline ROI Reports 4. More Profit Sales CRM Value Propositions CRM CRM

July 30th – August 1st, 2013 McCormick Place, Chicago, IL Copyright © HATCH Marketing & Consulting LLC, 2013 Presented by: Michael J. Hatch

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