What’s Up with Lead Management?

badgeLead Management is a broad term to describe the collection of leads at trade shows or exhibitions and what you do with those leads after they have been acquired.

So, what’s the difference between lead retrieval and lead management, and why is this important to today’s technology savvy meeting organizers?

In brief:

  • Lead retrieval simply refers to the collection of leads.
  • Lead management refers to collection of leads and how you process and organize that data to maximize your follow up sales processes.

Lead management includes:

  • Lead Collection
  • Lead Profiling
  • Lead Follow Up

According to a research study sponsored by Lynch Exhibits Inc., 98 percent of all exhibitors at shows collect leads in some fashion. The same study found that less than 70 percent had any formalized plan for lead follow up and only 47 percent tracked leads through the resulting sales cycles. More notable, the same survey showed that only 28 percent measured the success of their lead retrieval efforts.

Lead retrieval tools and services have been around for many years, and for many of those years, the processes and technology have remained pretty much the same.

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