Survey Says... Lead Generation Success Varies at Photonics West 2013

Posted by John Veckerelli on Thu, Mar 14, 2013

Tradeshow Marketing Survey Results At A Glance 

Earlier this month, we asked you to participate in our survey gauging your success at Photonics West 2013. Now the results are in, and we’re sharing what we learned with you. We’ve put them into a handy downloadable SlideShare presentation with charts (link at bottom of post) – so you can see just where you fall among others in the industry. We’ve also compiled some highlights and commentary on the results:

  • Several respondents walked the show only. For companies who haven't exhibited at a particular show, we typically recommend they walk the show for the first year to assess opportunity and fit. Even if walking only, targeted business opportunities can be had with pre-planning, for example reviewing the exhibitors list and scheduling meetings with those of interest.
  • Most respondents attend or exhibit at more than one show. Respondents overwhelmingly consider Photonics West the best show for lead generation and business development.
  • On average, 1 in 3 total leads were qualified.
trade show marketing metrics

Sales and Lead Generation: 2013 vs. 2012

  • Among those who exhibited in 2012 and also in 2013, responses are evenly split. Half experienced better quality and/or more leads and half experienced weaker and/or fewer leads.
lead generation results at #PhotonicsWest 2013
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Assessment and Action: What's Your Next Step?

  • Most respondents measure trade show success by the total number of qualified leads, followed by total leads. Some respondents indicated they do not measure results quantitatively. For those who don't use a quantitative metric to measure success, simply counting the business cards you receive will give you something tangible to refer back to from show to show and track your progress. 
Follow-up methods - trade show marketing strategy

Read more of our trade show follow-up best practices.

Develop Leads with Social Media  

  • Our survey shows that only about 5 percent of respondents are using LinkedIn to follow up with leads. Let's start with some facts about LinkedIn: 

— LinkedIn has surpassed Facebook as the most popular social media tool among the nation's fastest-growing private companies.

— LinkedIn is 277 percent more effective than other social networks in generating leads.

— Exactly one fourth (25%) of industrial buyers turn to the professional networking site LinkedIn when sourcing industrial products and services. [Thomas Industrial Purchasing Barometer (IPB) study]

— Nearly half (46%) of buyers would advise potential suppliers looking to gain new business to use LinkedIn, while 39% would recommend using forums. [Thomas Industrial Purchasing Barometer (IPB) study]

With these facts, why aren't more businesses using LinkedIn for lead follow-up? MarketingProfs' Veronica Maria Jarski says it's not so much an unwillingness to use social media as a marketing tool as it is an error in implementation"Marketers know that, in theory, they should be engaging their customers via social networks, but many businesses still use social media to blast the same message in the same way across all their networks." Businesses need to start seeing LinkedIn for its marketing potential and what it was intended to be: a way to engage and network with other professionals, not simply spit out more information — you (should) have a website and blog for that.

View the full results on the SlideShare presentation below, and click the link to download.

Topics: Business Insights, Lead Generation, Social Media, Trade Show Strategy, Marketing Metrics