Concept image of Sales & Marketing on a signpost against a modern glass office building.

Three (3) tips for Event Marketers to better leverage your Sales team

Often, company goals and compensation plans drive counter-productive behavior between sales and marketing when events are involved. Sales people are driven by individual revenue contribution while Marketing efforts are measured overall. Both entities need to collaborate to genuinely analyze event revenue impact and influence. How can you get your sales team to trust your marketing efforts, cooperate for the greater good, and convert leads to opportunities? As a former receiver of tradeshow leads and user conference traffic contributor, here are my top three (3) tips for Event Marketers to establish trust and cooperation with your sales team.

  • Allow Sales to provide event content input

Whether your exhibiting at a tradeshow or producing your own proprietary event, it’s always a good idea to illicit feedback from your sales team on how they are using your content. Your best sales people make this content their own and construct messaging that works for them. Listen to them and you’ll get some great feedback to incorporate into your product and session presentations.

  • Prepare your lead management foundation with your sales input

Back in the day when my sales team worked tradeshows, we pocketed leads; a natural tendency for any sales person that is being measured and incented by revenue production.  This is not helpful when you need leads and renewed interest turned into opportunities and measured against a campaign within your CRM and Marketing Automation systems. Prepare your campaigns before the event begins and make sure your sales team is on board with your lead capture and post event lead distribution plans. With trust, comes cooperation!

  • Allow Attendees to Opt-in and Opt-out

Tradeshows: So you’ve decided to provide incentive to drive traffic to your booth; perhaps give away a squishy ball, iPad, Surface or even a car. Always a great idea unless you’re expecting your sales team to follow-up. When capturing their contact info, please allow your leads to “opt-out” if they stopped by for incentive;

Lead Rank chart

It’s better to incubate these trinket seekers with Marketing Automation versus giving them to a sales person to call 5 times only to learn they want to know if they won the prize.

Breakout sessions: You’ve just nailed a new product presentation to an audience of 200 customers and prospects; the audience is very excited and energized. When capturing feedback, always allow attendees to “opt-in” within your session evaluations;

eval opt-in

If your attendees have questions and want to continue the conversation, let your sales team know by sharing this information. Many event producers use evaluation data to gauge their performance and bypass thinking of sales entirely.

With collaboration you build trust. Back in the day, I did not take kindly to event leads. These three suggestions would have helped. What suggestions do you have? Reach out if you’re looking for tools to help improve your event measurement efforts.

Validar and Fish Technologies Announce Exclusive Partnership

Validar is  pleased to announce an exclusice partnership with Fish Technologies, the leading provider of experiential technologies and data collection platforms for consumer events like the Super Bowl and US Open. The FISH – Validar Platform provides  a turnkey solution that includes pre-registration, onsite registration, badge printing, and onsite experiential technologies. Some of the highlights of what the FISH-Validar partnership provides our customers are:

    • RFID Session Tracking
    • BLE Attendee Tracking and Messaging
    • Real Time Data Dashboards
    • Pre-Event Registration
    • Onsite Check-In and Registration and Badge Printing
    • Exhibitor/ Partner Lead Capture and Qualification
    • Personalized Attendee Content Landing Page (Microsite)
    • Playbook- Personalized Daily Agendas
    • Engagement Gamification
    • Experiential Engagement Technologies
    • Social Media Integration/ Visualization

For more information, please watch the video announcement below.

FISH & Validar from FISH Technologies on Vimeo.



September 13, 2015 Show: Sales Lead Management Association interviews Victor Kippes

Too many companies  go to trade shows because their competitors are there and they fail to realize that shows create their most qualified leads.  Industry stats indicate it takes fewer touches to make a sale from an exhibit visitor.   If this is true, companies should be trying to go to as many shows as possible and the goal should be a high lead count of qualified prospects. In this program, Victor Kippes, President of Validar will describe the Five Ways to Increase Qualified leads by 300%. The host is Jim Obermayer.

Go here to listen in!


Webinar Replay: Education Webinar – Event Data Capture Strategies for Marketing Automation

Watch Matt Heinz and Victor Kippes discuss tips and tricks on how to best leverage Marketing Automation, Corporate event and Tradeshow technology. This video discusses ways ust your data capture strategies at tradeshows and corporate events plus 8 key steps to consider when preparing for your marketing investment.

Listen in here:

Please let us know what you think!


The Value of allowing Attendees to control post event treatment

For B2B events, we at Validar have the pleasure and honor of working with some of the smartest event marketers in the world. The content, energy, excitement and value is tremendous for every attendee. This is true for both tradeshow exhibitors and corporate event producers. How do companies gauge their performance though with regards to creating renewed interest from attendees in their products and services? Here is a simple tip…..ask!

When to offer an opt-in and opt-out.

Corporate Events:

I’ve sat through many presentations at events globally and more often than not leave that session with a set of questions, thoughts and perceptions that remain unanswered. I’ve also been the speaker at events with the presentation purpose being education and generating interest in Validar products and services.

If you’re producing an event with the primary purpose of generating interest in products and services it’s a great idea to allow audience members to “OPT-IN” while that session is in dialog. Simply ask through deployment of effective an easy to use technology, “Are you interested in learning more or continuing this conversation?” These “hand raisers” are of tremendous value to your company and this interest should be captured and measured as opportunities and revenue impact within your lead management foundation (marketing automation and CRM).


We often see amazing marketing efforts at tradeshows specific to creating traffic and energy within an exhibit. Programs that offer magic shows, signed guitars by rock stars, car giveaways, and the always reliable squishy ball. These exhibit visitors (leads) can be of great value to an organization if they have the means to effectively incubate and nurture these names. Every show that I attend I always walk the show floor and sacrifice a scan to capture a trinket.

If you’re offering an incentive like this to drive traffic to your exhibit, it’s a great idea to allow booth visitors to “OPT-OUT” if they are only interested in the trinket. Simply ask the questions through the deployment of effective and easy to use technology “How would you prefer we follow-up with you?” and include in your response choices “No need for follow-up” or “prize only please”. This is an excellent and easy way to begin separating your good leads from your bad leads. These trinkets seekers can still be of value to you provided you have the means and content to incubate.

We do know of a great company that offers effective and easy to use technology to assist in these scenariosJ Call if you want to learn more and don’t hesitate to share your ideas as well.