Tradeshows offer unique opportunities to connect directly with potential clients, showcase products, and build strong business relationships. However, making the most out of a tradeshow investment is challenging. Companies often face issues like chaotic lead capture, ineffective follow-ups, and difficulty in measuring ROI. These challenges can leave even the most seasoned sales and marketing teams feeling overwhelmed.
ELM (Event Lead Management) is here to change that. Designed for mid-market and enterprise businesses, ELM provides a comprehensive tradeshow management solution that streamlines lead capture, automates follow-ups, and tracks ROI—ultimately helping companies maximize their tradeshow success.
The Pain Points ELM Solves
1. Lead Capture Chaos
For many businesses, capturing tradeshow leads is a whirlwind of scattered notes, business cards, and manual data entry. Disorganization in this phase can lead to lost opportunities and inefficient follow-ups.
Solution: ELM’s automated lead capture allows users to scan business cards or badges with a quick photo, instantly populating lead details in the CRM. Every lead is accurately recorded and easy to access, so no opportunities slip through the cracks. With ELM, lead capture is no longer chaotic but streamlined and organized.
2. Ineffective Pre- and Post-Show Engagement
Companies often struggle to build meaningful engagement before a tradeshow and maintain it after. Missed opportunities to connect pre-show can reduce booth traffic, while ineffective post-show follow-ups risk wasting valuable leads.
Solution: ELM’s pre-show and post-show nurture tracks allow marketing teams to automate outreach that connects with attendees before and after the tradeshow. Our integration with HubSpot enables email nurture tracks to be set up in advance, driving awareness and booth traffic before the event and ensuring leads receive timely follow-ups afterward. By engaging leads at every stage, ELM keeps prospects connected and interested, maximizing the potential for conversion.
3. Lack of Visibility into Lead Quality and Conversion Potential
Not every tradeshow lead will result in a sale, and it can be difficult for teams to identify and prioritize high-quality leads. Without clear insight, time and resources may be spent inefficiently.
Solution: ELM’s lead scoring and reporting features provide essential insights into lead quality and conversion potential. Sales and marketing teams can view engagement levels, track interests, and predict lead value, helping them focus on the most promising leads. With ELM, teams work smarter, allocating time and energy to prospects with the highest potential.
4. Difficulty Tracking and Measuring Tradeshow ROI
Understanding the true return on a tradeshow investment is complex, with costs extending beyond the event itself. Measuring ROI often requires tracking multiple data points and expenditures, and this process can be labor-intensive and prone to inaccuracies.
Solution: ELM’s comprehensive ROI tracking and reporting gives companies a clear view of their tradeshow performance. The platform tracks essential metrics like lead capture rate, sales agent productivity, and projected revenue, providing a complete picture of ROI. This data helps companies make informed decisions about future tradeshow investments, optimizing strategy and resources.
ELM in Action: Real-World Impact
Imagine a healthcare tech company preparing for a major tradeshow. Previously, they relied on manual data entry for leads, scattered across notes and business cards. Follow-ups were inconsistent, and tracking ROI was nearly impossible.
With ELM, they automated lead capture, implemented pre-show nurture tracks to boost booth traffic, and used post-show email funnels to follow up efficiently. ELM’s reporting features provided insights into which leads were most promising, and the ROI tracking offered a clear view of the tradeshow’s profitability. As a result, the company increased qualified leads by 30% and saw a significant uptick in sales conversions.
Conclusion
Tradeshows are powerful but challenging marketing tools, with success hinging on efficient lead capture, consistent engagement, and clear ROI measurement. ELM offers a streamlined approach, taking the guesswork out of tradeshow management and maximizing the impact of every lead. From capturing data effortlessly to providing actionable insights on ROI, ELM is the ultimate solution for companies looking to make the most of their tradeshow investments.
Want to see how ELM can transform your next tradeshow experience? Contact us for a demo today and turn your tradeshow leads into tangible business results.
