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:

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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.


Webinar Replay: Skimming Leads at Tradeshows with Heinz Marketing and Validar

This video discusses tips and tricks on how to adjust your lead capture strategy at tradeshows to best leverage marketing automation solutions and 8 key steps to consider when preparing for your marketing investment. Matt Heinz from Heinz Marketing was kind enough join in on this webinar and his contribution is well worth the listen.

Watch webinar here:

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Marketers deserve commission too!

YES! I say this with a renewed respect for marketing leaders who have implemented methods of understanding revenue impact and influence. These are the ones that deserve a commission. Laying this foundation isn’t easy, and the challenge is best addressed through persistent and tenacious leadership most often driven by Marketing.

I want to share with you some stories that illustrate how marketers are earning their keep with regards to laying a lead management foundation and my perspective of the mountain they have to climb.

Lead management foundation – collaboration

I just wrapped up marketing campaign meetings with a 150 year old company that is experiencing substantial growth. This company is one of many that is sales driven i.e. they see marketing as the entity that creates brochures, websites, events and other content. We’re prepping for a large event investment with 70+ employees traveling and attending. I asked them, “How will you know if this campaign is a success?” The answer was nebulas and common. The desire though to know their revenue influence was huge! So why the disconnect? This team happened to be a campaign sub-committee focused on one aspect, event lead capture and distribution to sales. Many times I interact with influencers that become leaders. I saw that here in their desire and willingness to drive change. This team is about to call a meeting within their own marketing department to discuss the importance of leveraging components of their CRM system and educating Sales on why they need to use these components. Why? So they can better understand their revenue impact. This sub-committee is comprised of Leaders and Innovators. It takes collaboration between Sales and Marketing in order to understand marketing revenue impact and influence. In some cases this takes a tremendous amount of collaboration. This effort seems to always be led by someone in Marketing.

If any deals go down from this campaign, they deserve credit!

Lead management foundation – Technology

In a B2B market you need to track leads through their lifecycle in order to understand revenue impact. This requires technology, process and collaboration which most always is led by someone in Marketing. From a CRM perspective certain components need to be in place such as campaigns and opportunity forecasting. These components allow for a company to forecast revenue production and marketing campaign contribution. Adoption is a challenge for many companies and it takes time. We are working with a marketing leader in Texas dead set on laying their lead management foundation so they can understand marketing revenue impact. It took her 12 months to convince that company to utilized CRM and Marketing Automation for this purpose. I’m certain the adoption part will take another 18 months. The value of her efforts though will be tremendous.

Every company I speak with has a genuine interest in understanding the revenue impact and influence of their marketing efforts. This task can be likened to pushing a rope and I’ve discovered marketing leaders everywhere that are pushing and doing so effectively. I am a huge fan of these marketing professionals and find them to be tremendous leaders and innovators.

I have many more stories of marketing leaders driving change. This post is purely in recognition of them. Are you driving change as well? Tell us how!