Case Study: Delivering Delight after a Trade Show

Imagine a company heavily reliant on tradeshows for lead generation who takes advantage of tying in its back office systems with the representatives staffing the booth. The process may look something like this:

Step 1: A prospect visits their booth, has their badge scanned and engages in a conversation with a representative. This is the typical trade show interaction.

Step 2: The representative logs into the CRM on his mobile device, finds the visitor's record and completes a post discussion form.

Step 3: The data on the form creates a personalize extranet built by the CMS with information specific to pain points and interest learned during the discussion.

Step 4: Upon returning to the hotel that night, the representative reviews the draft extranet, makes some light edits, adds a customized introductory paragraph and e-mails it off to the prospect.

Step 5: The prospect is blown away by the customized, relevant and timely follow-up and decides to learn a bit more about the company.

Step 6: Because the prospect logged into view the extranet, the representative can now append the visitor's history on the site to the user profile in the CRM. Better understanding these actions can help the sales representative further build rapport with the prospect through highly targeted valuable touches.