- Marketing Automation
- Drip Campaigns
- Lead Generation
- Nurture Campaigns
- Active Campaign
Maximizing Tradeshow Leads with Marketing Automation
When attending tradeshows, we realized we weren’t achieving the return on investment we expected, particularly in converting booth visitors into long-term leads. Attendee badges were scanned to capture contact information for follow-up emails, but the process often relied solely on individual outreach by the sales team, which rarely led to significant outcomes. To improve results, we implemented an automated drip email campaign designed to nurture these leads over time. This approach allowed us to maintain engagement, build relationships, and guide leads more effectively into the sales funnel.
Mapping
A key component of this marketing automation strategy was setting triggers that allowed recipients to effectively "choose" their own sales funnel and the content they would receive. The initial email featured distinct call-to-action buttons tailored to three segments: contractors, builders, and architects/engineers. Based on their interactions, recipients were placed into specific automated drip campaigns with content relevant to their profession, helping them learn more about the company and their field. At the end of the funnel, users were tagged as completed and transitioned into a general marketing automation. This personalized approach resulted in a 70% completion rate, which we attributed to the tailored content resonating more effectively with each segment.
