A cybersecurity vendor exhibiting at three shows in one season

The situation

The vendor exhibits several times a year. At each show the organiser rents out a badge scanner. A scan proves someone stopped. It does not say whether they run a security operations centre or were passing by.

Before

After each show a spreadsheet arrived days later. Marketing matched it to notes the sales team had typed on their phones. No two shows could be compared, because each file had different columns and no qualification.

Setting up

Each show is added as an event with the same three targets. Two teams are set up: channel and enterprise. Demonstrations are tasks. The vendor’s CRM is Salesforce, which has no connector yet, so marketing will import the export after each show.

At the show

Reps scan business cards and the QR codes visitors show from their phones. Where a badge code cannot be opened, the code is kept with the lead and the rep types the name. Each lead gets an interest, a timeline and a next action. A demonstration is booked as a task with a date.

The follow-up email, with the right product sheet, leaves the stand with the visitor.

After the show

Each evening the regional manager hands reseller leads to the channel team and end-customer leads to the enterprise team.

At the end of the season the manager opens the Overview on each event in turn. The same numbers are there for all three. One produced the most leads. Another produced fewer, but more of them were qualified and they were contacted sooner. That is the one the vendor books again.