Dreamforce is nearly here and if you listen closely, you can hear the faint sound of panic and hesitant enthusiasm from marketers all over San Francisco, preparing for the madness that will ensue next week. Organizations spend thousands, even millions of dollars to stand out at this momentous industry event.
But all too often we’re caught up in the “where’s the swag” and “how many scans will we get” to think about what’s going to happen after the event...pfft, that’s tomorrow’s problem! However, nailing event follow-up is critical to proving ROI on events (don’t get us started on the importance of sales/marketing attribution).
Time-to-touch is critical when it comes to events because there’s one thing every person can count on after Dreamforce: your inbox blowing up. Do not wait until the Monday after the event to send your first touch—it’ll be buried before it even gets there.
That being said, speed is not the only criteria for successful event follow-up. It sounds cliche, but if you can’t scale your operation, you won’t be able to manage it. Some marketers even have scan quotas; how are you going to follow up with a billion leads without automation?
It’s not just sales anymore that needs to be revenue efficient, but marketing teams as well. Time-to-touch is critical to get the most bang for your buck, which is why we leverage Outreach Triggers to automate all our high-priority inbound leads for our sales team. Last year, we applied the same mentality to Dreamforce booth leads and saw amazing results.
The diagram below shows the basic order of operations:
Our awesome Revenue Operations team is the backbone to our sales follow-up process—this entire process is fully automated and scalable through the power of Marketing Automation + SFDC + Sales Engagement. Total time from scan-to-touch averaged just 7 minutes (dependent on the next sync time from lead scanner to SFDC).
Here’s a quick cheat sheet for any marketing or sales operations people to set up:
1) Connect your lead scanner to SFDC Campaigns: You will have to purchase the Lead SFDC Integration for your scanners (extra $450, but worth it to have your leads automatically dropped in a campaign for you).
2) Tag your prospects: Leverage your Marketing Automation system to tag your prospects with a custom field identifying the route you want your leads to take. For us, that means differentiating between prospects and customers.
3) Set up your triggers: Use Outreach (or another Sales Engagement platform that supports auto-sequencing) to take action after your Marketing Automation system has tagged them.
Of the 1,200 leads we scanned last year, 60% were deemed qualified for sales outreach. We received a 79% open rate, and a 13% reply rate. More importantly, we were able to prove to our greater sales and executive team 1.5x ROI on our sponsorship costs.
Pro Tip: We see a LOT of Salesforce employees at our booth (wrong target persona mainly) and we started sorting them out of this process. However, our SDRs asked us to give them all the leads and for those that objected with “I’m the wrong person,” we armed them with a template asking for “a connect to your sales manager.” We saw great results from those otherwise unqualified visitors.
With Dreamforce just a few days away, it’s comforting to know we have a solid lead response process in place for this year’s conference. Wanna see “under the hood” of our follow-up process? Visit our booth #1624 and talk shop with us!
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