LEAD-MANAGEMENT SYSTEMS
 What types of lead-management systems are available, and how does each one work?
 Lead-management programs run the gamut from simple, written systems for low-volume lead management to complex, feature-rich applications that can easily manage thousands of leads. And some small companies - such as those with a single office and less than 20 leads per show - even opt for a 100-percent no-tech option, where paper leads are handed out to salespeople and tracked via a simple white board. However, most companies use a technology-assisted lead-management system, almost all of which fall under one of the following four categories.
1. Spreadsheets
Spreadsheets are the "digital duct tape" of lead-management systems, as they're relatively cost effective, they require little training to operate effectively, and they can be applied to multiple lead-management situations.
Most exhibitors create spreadsheets using the files delivered by a lead-retrieval or badge-scanner system, which can be rented from a trade show's official provider, or purchased for your exclusive use. With most systems, staffers swipe attendees' badges to obtain their contact information and answer multiple-choice questions to input qualifying information. You can also manually input data from paper leads or business-card scanner printouts into a spreadsheet.
The data captured is almost always formatted as an Excel spreadsheet, or a CSV document, which can be re-saved as an Excel document. To transform the spreadsheet into a tracking system, exhibit managers insert columns such as call dates, upcoming purchases, etc., to help track what follow-up actions salespeople have completed and when. The widespread availability of spreadsheets means this system is usually free, setup takes about an hour, and you distribute leads almost immediately after each show via e-mail.
On the downside, spreadsheets are typically prepared for individual trade shows and do not allow you to easily and effectively track individual leads across multiple years or events. Plus, if the number of shows or leads increases dramatically, so does the number of spreadsheets and items to track on each - which increases the complexity of the system and decreases its timeliness and effectiveness.
2. Home-Grown Systems
Some companies create their own lead-management systems, using in-house IT departments or a software-development firm to custom fit a program to their needs.
After the show, the exhibit manager uploads a file provided via an electronic badge scanner. Then, the system typically distributes leads automatically to an online account, which is sort of an online database that can be accessed by salespeople and exhibit managers, and sends salespeople an e-mail to notify them of the newly posted leads.
Salespeople access their individual leads through password-protected, online accounts. They then report lead status and other key metrics through drop-down windows, check boxes, and other reporting fields.
On the plus side, since home-grown systems are created by internal resources, they contain features you specify and can be revised as needed. Also, aside from the time internal personnel need to create and manage the system, this option requires no additional investment.
However, most companies do not have the expertise to manage a software-development process such as this. And depending on their complexity, these systems can be expensive to maintain, requiring hosting facilities, servers, and network management.
3. Purchased Out-of-the-Box Systems
Numerous systems are also available for purchase, such as Microsoft CRM, Sales Logix, and Goldmine, that can be implemented within about 60 days or less. The vendor typically delivers the software and documentation necessary to implement the system, while your internal IT professional purchases appropriate servers, network facilities, and possibly dedicated hosting facilities to handle the system. Procedures and plans are also created within your organization to ensure data integrity during a disruptive event (storm, power surge, fire, etc).
After the show, the exhibit manager migrates data provided by a badge scanner to the system through a user interface. Salespeople usually are notified of new leads via e-mail and access them through an internal network login procedure or through a Web access.
These out-of-the-box applications are feature rich, offering services such as complex lead-routing protocols, and e-mail marketing services. They come pre-loaded with fields, such as lead status, dollar value, and close date, and can be customized to meet most companies' requirements. Plus, they are easier to implement than home-grown applications, as vendors have typically worked out all of the kinks before the application goes to market.
On the downside, system prices range from $30,000 to hundreds of thousands of dollars, depending on your company's size and complexity. Plus, they require considerable IT resources, provided by your company's in-house personnel, contracted professionals, or both. A dedicated IT professional (an employee or outsourced resource) may cost as much as $75,000 per year to maintain servers, initiate and monitor back-up procedures, enable new features, and conduct data maintenance and cleansing operations. Additional costs include server management, software-maintenance fees, and hosting fees.
4. On-Demand Systems
Online, or "on-demand" systems, such as Salesforce.com, RightNow, and Siebel CRM, provide a completely outsourced solution and manage all development, software upgrades, security, and hosting details.
Exhibit managers transfer lead data from some type of electronic badge-scanner system to the online system. Salespeople can then access and update their leads via a Web page that's typically customized for their specific territory.
One of the major benefits of on-demand systems is they eliminate the fixed costs related to other systems, such as IT staff or assistance, servers, hosting, etc. These systems typically provide a wide array of features, such as automated lead delivery, easily customizable fields, and Microsoft Outlook integration.
Plus these systems can be implemented in as little as 30 days and are upgraded automatically. Because they do not require client-side software and access is through a password-protected Web site, they are much simpler to implement for a widely distributed sales team.
However, exhibit managers have to be comfortable with an outside vendor managing their data. In addition, there are annual license fees that start at $600 per year per user, which is typically defined as anyone with a username and login.
As you can see, there are various lead-management systems available to exhibitors, and their features and complexity may seem daunting at first. But if you're gathering leads at trade shows, you need some type of lead-management system not only to ensure proper sales followup, but also to help track ROI after the show and illustrate the value of your exhibit-marketing program.
- Todd Smithee, president, Conrin Inc., Grand Rapids, MI
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