Case Study
SensoPart case study: Increasing trade show engagement by 40% with event follow-up
The Objective
SensoPart are leading manufacturers of photoelectric sensors and provide image processing solutions for factory automation. They regularly exhibit at the ‘Automate’ robotics and automation industry trade show in Chicago. With significant investment in their booth and event marketing materials, brochures and takeaway literature, SensoPart strive to stay front-of-mind with attendees who visit them at the show. However, beyond the small number of prospects they meet at the event who have an immediate need, they realised they were missing opportunities to build relationships with booth visitors who took away literature and showed a mild interest.
The event provides software that scans attendee badges at each booth, and offers exhibitors a list of contact details after the event, but the SensoPart sales team were focussed on pursuing their hot leads from the event and didn’t have the time to follow up with the rest of the attendees. They approached us to implement an event follow-up strategy to engage the rest of the stand visitors, establish their level of interest and identify potential leads to deliver the best possible ROI beyond the small percentage of hot leads they got during the event.
The Approach
Immediately after the event, we were provided with a pre-vetted list of 215 prospects, which excluded those attendees their sales team were already dealing with. We created a bespoke application on our CRM platform to manage the project and track campaign activity. As we work globally, with business developers all over the world, we segmented the data by language and territory and assigned leads to the appropriate business developer so that we could speak to prospects in their native language to optimise engagement.
Within the first 2-3 weeks after the event, all 215 prospects received 6 outreach attempts via a combination of phone calls and personalised emails, varying the times and days we contacted them, to maximise our chances of engagement.
The Results
From the 215 unqualified prospects we were given, we were able to reach 40% during our campaign, identifying 26 warm leads and passing them over to the SensoPart sales team for further follow up.
We identified 37 prospects who were interested and warranted nurturing for the future. And we were able to rule out 24 prospects who weren’t interested or weren’t relevant.
