Many sales teams sheepishly admit they’re not the greatest when it comes to following up with trade show leads.
I get it, believe me. When you attend an industry trade show, your time there is a whirlwind of introductions, conversations, and contact info exchanges. You come back with an overwhelming stack of business cards, set of notes, and host of new LinkedIn connection requests. Not to mention the stack of unopened emails in your inbox and other work that has piled up while you've been out of the office.
To be clear, highly-qualified leads that are ready to make a purchase right away are not usually a problem. Where many sales teams fall short, though, is in the follow-up, management, and nurturing of qualified trade show leads who are not ready to buy just yet.
Luckily, this is an area where marketing can really shine. Here’s how both teams can work together to master the art of trade show lead follow-up and turn trade show leads into customers.