One of the biggest failures that businesses experience with their events is little to no context for the conversations that occur on site.
We’ve all experienced this: The team has great conversations at an event, joins in on the celebration that night, and then wakes up the next morning with little to no recollection of what happened. Context is king. When this happens, you may as well be starting from scratch with your follow-up.
Simply tracking event attendance does not give the full picture of engagement needed for meaningful follow-up and pipeline acceleration. Without context around the event conversation, an engaged attendee is just another lead.
Research tells us that after listening to someone talk, immediately after you only remember half of what was said. And after eight hours, you only remember half of that.
It’s no surprise that one of the biggest challenges many of us face at events is capturing what was discussed. For many sales teams, this process involves sales reps jotting down unintelligible notes on the backs of business cards. When reps get back to the office, those notes usually don’t make much sense and never get logged in to the CRM.
It all starts with a plan.
Additionally, most teams go into events without a plan for who is going to talk to who. As important as context is for follow-up, it’s also hugely helpful when you’re face-to-face.
While 50% of a company’s current customers encountered it at an event during their buying journey [Demand Metric], only 8% of marketing executives say their companies are highly proficient at developing relationships, closing deals, and acquiring customer insights at events [CMO Council].
Better preparation and intelligence at events is the answer to this conundrum. Contextual data from your CRM in the hands of your sales team at events enables productive and well-informed conversations. Having insight into attendees’ recent interactions, their stage in the buying cycle, or their renewal date are all key examples.
Knowing who is going to be in the room can make or break your chance to leave a great impression. And bad impressions are quicker to form than good ones, so don’t miss the opportunity.
Maximize in-person interactions with Attend.
Fortunately, there is a solution to this lack of context around on-site conversations and follow-up. Attend’s mobile app for iOS is designed to help sales reps prepare for, have, and track their conversations at events. Users will get notifications when their target guests arrive and have access to all attendee profile data from Salesforce in the palm of their hands. And it’s super simple to add conversation notes and log follow-up tasks. Both get logged immediately as Activities in Salesforce to enable timely, contextual follow-up with your guests.
Gone are the days of business-card scribbles and notes.
