Event lead retrieval: Our guide to getting it right

For event planners, a seamless lead retrieval process is critical to ensuring exhibitor satisfaction. When exhibitors can easily capture and manage leads, they’re more likely to achieve their ROI goals—which leads to higher sponsor satisfaction and stronger long-term partnerships. 

In this EventsAir guide, we’ll cover how to optimize lead retrieval for your exhibitors—empowering them to capture better data, engage with attendees more effectively, and maximize their ROI.

What is event lead retrieval?

Event lead retrieval is the process of capturing and managing potential leads at events like trade shows and conferences. For exhibitors, the ability to quickly and efficiently collect attendee details and track interactions with potential customers is crucial to a successful event experience.

As an event planner, it’s your role to ensure exhibitors have access to easy-to-use tools like: 

• Badge scanners
• QR codes
• Mobile apps
• Dashboards and portals
• Qualification tools

By making life easy for exhibitors, you make it easy for them to optimize their lead retrieval efforts and connect with potential customers. This not only benefits the exhibitors but also enhances the overall experience for attendees.

How to optimize event lead retrieval at your events

Follow these steps to enhance lead qualification, improve data collection, and maximize your event ROI.

1. Choose the right event management platform

Effective event lead retrieval begins with your event management platform. As the planner, you’re the bridge between exhibitors and attendees. The tools you offer these parties will determine how efficiently they can interact and exchange information.

Look into lead management features when comparing event management tools. Specifically, look for features like:

• Data export capabilities: Flexible data export options are essential. This allows exhibitors to download their lead data in standard formats (like CSV or Excel) for seamless importing into their own CRM systems, making follow-up and conversion much easier.
• Lead forms: A customizable form builder allows exhibitors to personalize their qualification workflows and generate better data.
• Lead scanning: This is a feature that automates the transfer of lead information via NFC badges, QR codes, digital business cards, etc.
• Real-time data and insights: Giving exhibitors access to real-time data and insights on their leads can help them make more informed decisions and personalize their follow-up strategies.

At EventsAir, we offer all of these features… but we also go one step further. Our Exhibitor Portal gives every exhibitor a home base for lead management, packed with features for maximizing lead engagement and conversion.

Just like our other event apps, the Exhibitor Portal is completely customizable. You can decide what modules, reports, and information are available to your exhibitors.

2. Set up effective lead capture methods

Providing diverse lead capture methods ensures exhibitors can engage with attendees effectively while collecting meaningful data. EventsAir simplifies this process with an integrated lead retrieval system available through both the Exhibitor Portal and Attendee App.

Key lead capture methods include:

• QR code and bar code scanning: Exhibitors can scan attendee badges or apps using their own devices, instantly capturing contact details, company information, and more.
• Custom profile questions: Exhibitors can create tailored questions to better qualify leads, such as asking whether attendees are ready to purchase or just browsing. This customization ensures more relevant data is collected.
• Lead alerts and automated emails: Exhibitors can send automated thank-you emails to attendees after interactions, complete with personalized content and attachments (e.g., marketing materials or special offers). They can also set up lead alert emails to notify their sales teams of high-priority leads in real-time.

These methods not only make data capture faster but also provide exhibitors with tools to enhance attendee engagement. As an event planner, ensure the methods you offer comply with privacy laws such as GDPR and CCPA, protecting attendee data while keeping the process smooth for exhibitors.

3. Utilize advanced data insights

Providing exhibitors with advanced data insights enhances their ability to prioritize and follow up on leads effectively. EventsAir’s integrated system gives exhibitors real-time access to their collected leads, allowing them to track attendee interactions, qualify prospects, and monitor engagement metrics.

Features to emphasize include:

• Geographic lead mapping: Exhibitors can view where their leads are coming from on a global map, helping them tailor follow-up strategies based on location.
• Lead scoring and categorization: Allow exhibitors to categorize leads based on their interactions and potential, ensuring high-quality prospects are prioritized for follow-up.
• Real-time updates: Exhibitors can track leads during the event, enabling them to make real-time decisions and optimize their engagement strategies on the spot.

4. Optimize post-event follow-up

Post-event follow-up is crucial for converting leads into sales. 

Event lead management tools allow exhibitors to review collected leads, segment them based on engagement, and export the data for further use. Exhibitors can quickly prioritize leads, ensuring timely and relevant follow-up.

Automating follow-up emails can help ensure consistency, but personalization remains key. Exhibitors should focus on crafting follow-ups that address specific attendee interests and interactions.

5. Evaluate event ROI

A solid lead retrieval system helps your exhibitors understand exactly what they’re getting from your event. The data they collect lets them track what really matters:

• Lead quality: How well are they connecting with their target audience?
• Engagement levels: Who’s visiting their booth and having meaningful conversations?
• Lead numbers: Are they hitting their goals for qualified prospect connections?

Give your exhibitors the right tools to capture and export their lead data, and they’ll be able to clearly see their return on investment. This makes it much easier for them to justify coming back to your next event.

Discover effective lead retrieval

A successful lead retrieval process is key to providing exhibitors with a valuable event experience. 

Equipping your exhibitors with the right tools, data insights, and post-event support, will ensure ensure they leave your event satisfied and ready to return. Optimizing lead capture and follow-up not only boosts exhibitor ROI but also reflects positively on your ability to deliver high-quality events.

Ready to elevate your exhibitor experience? Book a demo to see how EventsAir can transform lead retrieval and deliver better results for your event.