EXHIBITOR Magazine’s Lead Survey Results Indicate Progress in Tracking Trade Show Leads Despite Challenges
Fewer Exhibitors Proactively Training Staffers on How to Qualify Attendees
Fewer exhibitors are proactively training their staffers on how to qualify attendees." Travis Stanton, editor, EXHIBITOR magazine
Exhibitor Media Group, the award-winning leader in trade show and corporate event marketing education, today announced the results of its 2015 Sales Lead Survey. Marketers representing nearly 150 different organizations responded to the survey, and their answers were compared to benchmark data established via its 2010 Sales Lead Survey.
Exhibitors are getting better at tracking trade show leads as they progress through the sales cycle, and linking those leads to revenue after a purchase has been made. In 2010, only 28 percent of exhibitors measured and reported the percentage of trade show leads that ultimately resulted in a sale. Today, that figure has grown to 35 percent.
“Despite the critical importance of sales leads to the value proposition of face-to-face marketing, many exhibitors report that the collection, qualification, and follow-up processes associated with lead management are all fraught with challenges and confusion,” commented Travis Stanton, editor, EXHIBITOR magazine. “For example, fewer exhibitors are proactively training their staffers on how to qualify attendees. In 2010, 82 percent of respondents claimed they trained staffers on effective lead-qualification techniques, but in 2015, only 67 percent are providing any form of lead-related training for staffers.”
Results from the survey will be published in the June 2015 issue of EXHIBITOR magazine.
About Exhibitor Media Group
The leader in trade show and corporate event marketing education, Exhibitor Media Group publishes the award-winning EXHIBITOR magazine a monthly publication featuring best practices in trade show marketing. EXHIBITOR’S Learning Events include: EXHIBITORLIVE, the industry’s top-rated conference and exhibition for trade show and corporate event marketing; EXHIBITORFastTrak accelerated learning conferences; and EXHIBITOR eTrak professional online learning. Exhibitor Media Group is the founder and sponsor of CTSM (Certified Trade Show Marketer), the world’s only university-affiliated professional certification program. (www.ExhibitorOnline.com ) Follow EXHIBITOR on Facebook, Twitter (@EXHIBITOR) and join EXHIBITOR’s LinkedIn discussion group.
EXHIBITOR is a registered trademark, and EXHIBITORLIVE, EXHIBITOR FastTrak, and EXHIBITOR eTrak, are trademarks of Exhibitor Publications, Inc. in the USA and other countries. All company and/or product names may be trade names, trademarks and/or registered trademarks of the respective owners with which they are associated.
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