How we locked down 46 face-to-face meetings across 3 trade shows

Intro

Our client approached us with the relatively simple task of helping their sales team expand their connections with particular target markets and expand the networks of their new sales reps. Towards the end of the campaign, however, they asked us to use the data we accumulated for them to set up face-to-face meetings between their sales reps and prospects at a series of upcoming trade shows.

macbook-transparent_meeting-genration_casestudy

The Challenge


With a standard close rate of 40% for in-person meetings, our client’s sales team understood the value of attending trade shows. The problem is that the fixed costs are quite high (anyone who’s exhibited before can attest to that), so maximising ROI is a top priority. The major challenges our client encountered in the past are knowing who’s going to attend an event and reaching out to new connections (hello GDPR).

Our role was to identify interested prospects,  qualify them and get an email address for a sales rep to contact them to finalise the sale.

Our Solution

Our meeting generation solution was, of course, the natural choice to help fill the sales team’s event schedules and our starting point was to assess all available resources, which included:

  • Event apps that list people / companies attending
  • Proprietary info shared with exhibitors & sponsors
  • Targeted databases that we’d already built up for our client

 

Knowing who was attending, we took a strong account-based marketing approach and focused on accounts in their target industries (ECommerce, Financial Services, Gambling, Gaming, Insurance, Online Communities and Travel & Ticketing).

Our experience has shown that social selling via LinkedIn is the most effective way to target people with sniper accuracy, which gives us the ability to write persona-based content that speaks directly to the interests of individual prospects.

Tactics

  • LinkedIn Social Selling
  • Persona-based Messaging
  • Agile Project Management
From initial setup, we followed an agile approach of constantly reviewing and revising our content to ensure maximum results.

The Results

Over the course of 3 events (Money 2020 Amsterdam, MRC London & ICE London) we helped our client schedule 46 face-to-face meetings with qualified prospects from their target accounts.

Money2020 Amsterdam

KPI
Booked Appointments

38

Results
Booked Appointments

13

Cost
Per Appointment

$308

Estimated
Number of sales (40% of meetings)

5.2

MRC London

KPI
Booked Appointments

10

Results
Booked Appointments

21

Cost
Per Appointment

$381

Estimated
Number of sales (40% of meetings)

8.4

ICE London

KPI
Booked Appointments

12

Results
Booked Appointments

12

Cost
Per Appointment

$417

Estimated
Number of sales (40% of meetings)

4.8

We love the challenge of taking our client’s needs and discovering a solution which will solve them. If you’d like to see how we can put this to use for you so that you can achieve event success, then get in touch with us today.

 

 

Ready to make your next event 

a career-defining one?

 

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