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How can you segment trade show leads to maximize ROI?

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Trade shows are a great opportunity to generate leads for your business, but not all leads are created equal. Some are ready to buy, some need more nurturing, and some are just browsing. How can you segment your trade show leads to maximize your return on investment (ROI) and avoid wasting time and resources on unqualified prospects? Here are some tips to help you create a lead segmentation strategy that works for your trade show goals.

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1 Identify your buyer personas

Before you attend a trade show, you should have a clear idea of who your ideal customers are and what problems they are trying to solve with your products or services. These are your buyer personas, and they will help you tailor your marketing messages and offers to different segments of your trade show audience. You can create buyer personas based on factors such as industry, job role, company size, budget, pain points, goals, and buying stage. You can use surveys, interviews, or online tools to create and validate your buyer personas.

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Michael W Cotton

Regional Sales Manager - Midwest @ CADENAS USA | Sales Target Management | MBA
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In order to properly segment trade show leads, your event team needs to know how to actively engage with the visitors in your booth. Never allow a visitor to stop by to have their badge scanned and noted to "send general product info." You need to ask questions about what they do and what are they looking to accomplish. This affords an opportunity to listen and ask more questions and briefly show them how your products can help. Based on the level of interest expressed, product fit for an application and urgency for post-show follow-up, you can effectively segment leads in the simplest of ranking as Hot-Warm-Cold or any other ranking system you choose. After the show, ROI can be achieved through active follow-up based on the rankings.

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Tall Paul Ohlson

ENFP, L&D Consultant, Startup Mentor, Entrepreneur, Business Partnership Coach.
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Create persona-specific marketing/sales/educational content prior to the trade show and use a lead capture tool which allows you to send that content to the leads you've captured immediately after you've scanned their badge. This is particularly effective for the personas who are at the buying stage.

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2 Score your leads based on interest and fit

Once you have your buyer personas, you need a way to assess how interested and how fit each trade show lead is for your business. This is where lead scoring comes in. Lead scoring is a method of assigning points to each lead based on their actions and attributes that indicate their likelihood to buy from you. For example, you can assign points based on the type of trade show badge they have, the questions they ask, the collateral they take, the forms they fill out, or the follow-up actions they take. You can also assign points based on how well they match your buyer personas. The higher the score, the more qualified the lead.

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Ashrith Gopa

Empowering Businesses with Scalable E-Commerce - Exceptional Customer Experiences & Data-Driven Sales Solutions | B2B |
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Segment your leads based on ICP and score accordingly and have a plan for engaging with a personalized approach with adding value.

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3 Segment your leads based on score and persona

After you score your leads, you can segment them into different categories based on their score and persona. For instance, hot leads have high scores and fit, and should be contacted by your sales team as soon as possible to receive personalized offers. Warm leads have medium scores and fit, and should be contacted by your marketing team to receive relevant content and campaigns that address their pain points and goals. Cold leads have low scores and fit, and should be contacted by your marketing team to receive general content and campaigns that raise awareness and trust.

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4 Track and optimize your lead segmentation strategy

Finally, you should track and optimize your lead segmentation strategy based on the results and feedback you get from your trade show leads. You should measure key metrics such as conversion rates, sales cycle length, customer lifetime value, and ROI for each segment. You should also ask for feedback from your leads and customers on how they perceive your products or services, your marketing messages and offers, and your trade show experience. You should use this data and feedback to refine your buyer personas, your lead scoring criteria, and your marketing and sales tactics for each segment.

By segmenting your trade show leads, you can improve your lead quality, your lead nurturing, and your lead conversion. You can also save time and money by focusing your efforts on the most promising prospects and delivering the most relevant and valuable solutions for their needs.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Tall Paul Ohlson

ENFP, L&D Consultant, Startup Mentor, Entrepreneur, Business Partnership Coach.
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Pre-plan an after-hours event where you sponsor food and drink, and invite all of your mid-to-high scored leads to further those relationships.

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How can you segment trade show leads to maximize ROI?

1

2

3

4

5

1 Identify your buyer personas

2 Score your leads based on interest and fit

3 Segment your leads based on score and persona

4 Track and optimize your lead segmentation strategy

5 Here’s what else to consider

Trade Shows

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How can you segment trade show leads to maximize ROI?

1

2

3

4

5

1 Identify your buyer personas

2 Score your leads based on interest and fit

3 Segment your leads based on score and persona

4 Track and optimize your lead segmentation strategy

5 Here’s what else to consider

Trade Shows

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