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.
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 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:
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.