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25_Must-Track_Tradeshow_KPIs_to_Make_your_B2B_Events_Count

25 Must-Track Tradeshow KPIs to Make your Events Count [INFOGRAPHIC]

There’s this old saying (which everybody incorrectly credits to Albert Einstein) that goes “Not everything that counts can be counted and not everything that can be counted, counts.”

Someone named William Bruce Cameron actually came up with the quote in 1963, and people have been misattributing it to Einstein ever since.

Anyway, this adage does ring true for us marketers trying to navigate an entire ocean of data. And among the marketing tactics we use, there’s one that a lot of us struggle to measure: tradeshows.

I’ve worked with tradeshow exhibitors and organizers for years now. A common problem I keep hearing from them is that it can be difficult to measure how these events impact their overall marketing and sales results.

That’s a little surprising since tradeshows tend to take up the biggest chunk of a typical marketing budget. For such a key spending item, we need to make each dollar count.

My team and I put together this infographic showing the top 25 tradeshow KPIs to keep track of. These numbers cover crucial metrics to monitor at each stage of the event lifecycle and can help both tradeshow exhibitors and organizers better manage their end-to-end event marketing campaigns.

 

25 Must-Track Tradeshow KPIs to Make your Events Count

 

Let’s get into more detail about these 25 KPIs, plus look at ways for you to improve your event’s performance under each metric.

 

Before the Event

Of course, the main goal of the pre-event phase is to generate as many registrations and drive as much attendance as possible. But there’s more to the pre-event stage than monitoring registrations alone.

Here are nine metrics that help you build a fuller picture of your event before opening day:

  1. Total Registrations
  2. Confirmed Attendees
  3. Attendee Demographics
  4. Event Page Engagement
  5. Email Engagement
  6. Number of Pre-Event Reach Outs
  7. Scheduled Event Meetups
  8. Press and Media Coverage
  9. Sponsor Partnerships

Total Registrations

Everyone who exhibits or organizes a tradeshow puts the number of registrations as their top priority throughout the months and weeks before the event. It’s a metric that tells you a lot about the potential success of your conference.

This KPI, however, needs to be drilled down further to uncover sharper pre-event insights:

  • Compare weekly and monthly registration numbers
  • Consider past event registrations
  • Take possible seasonal factors into account
  • Track the impact of different promotion channels on registrations

Having a multi-touch, multi-channel approach at promoting your tradeshow is a proven way to increase registrations. We’ll learn how it works later in this post.

Confirmed Attendees

This is the number of registered attendees who categorically say they’ll be coming to your event. It indicates potential turnout at your tradeshow.

We’ve already learned that engaging with potential attendees via various channels and at different points prior to event kickoff is an effective way to boost registrations. This strategy also helps you maximize attendance rates by leveraging the following:

  • Start with a carefully-vetted attendee list
  • Follow up immediately after each signup with a welcome/verification email
  • Engage registered attendees on relevant online and social communities
  • Use event telemarketing to assist potential attendees with registration
  • Remind registered attendees via personalized emails and one-on-one phone calls at various points leading up to the event

Attendee Demographics

It’s good practice to segment attendees and to personalize your event outreach based on these groupings. This allows you to tailor your message according to relevant factors and generate higher response rates.

That’s why you need to gather different demographic and firmographic data on your target audience including:

  • Job title
  • Vertical
  • Size (total assets, revenues, or employees)
  • Technographics (technology in use and tech maturity)

These data points are best gathered piecemeal throughout the pre-event stage, which helps avoid overwhelming your attendees. That’s why event promotions need to be carried out via different channels and at multiple touches.

Event Page Engagement

The event page or website serves as the hub of your tradeshow’s online presence. It’s the ideal place to make schedules, profiles, news, and announcements available to your target attendees.

That’s why how much engagement your event page generates is a good indicator of pre-event performance. These are the best metrics to gauge event page engagement:

  • Traffic
  • Click-through rates
  • Bounce rates
  • Average time spent
  • Conversion rates

An effective event page requires the right balance between design, content, and SEO. It needs careful planning and preparation. That’s why for tradeshows with tight schedules, it’s highly recommended to partner with a reputable company that provides web design and SEO services.

Email Engagement

Around 76% of marketers say email is their most effective channel for promoting live events. Emails drive registrations and attendance rates. They provide a targeted and personalized approach at connecting with attendees at each step of the pre-event process—fulfilling different roles such as invitation, confirmation, and notification.

Email engagement metrics are also good indicators of your tradeshow’s pre-event performance. KPIs such as delivery rates, inbox placement rates, open rates, CTRs, reply rates, and conversion rates shed some light into the potential turnout and level of interest from your attendees.

To boost registrations with pre-event emails, you need to:

  • Build anticipation and exclusivity with your announcement email
  • Choose an influencer or key decision maker as the email sender
  • Showcase your exhibition and your speakers
  • Encourage participation and feedback
  • Use automated but personalized confirmation emails to handle RSVPs
  • Schedule daily email reminders starting at least three days from event date

Number of Pre-Event Reach Outs

The average B2B marketer uses 5 marketing channels to promote a live event. These typically include emails, social media, online, phone calls, and direct mail (yes, direct mail).

All these channels need to provide a coherent conversion path that an attendee will follow from registration, all the way to check-in.

The number of pre-event reach outs counts the touches made with the different channels for each attendee. It shows how deep your pre-event engagement activities run.

Getting the most impact from a multi-touch, multi-channel pre-event program means being able to:

  • Define and implement a robust pre-event nurture cadence that attracts and converts attendees
  • Build an event marketing technology stack that covers registration management and contact management
  • Integrate your event tech stack with your marketing automation platform
  • Track and analyze critical analytics

Scheduled Event Meetups

More than 83% of B2B marketers cite increasing sales as their primary reason for participating in tradeshows. Tradeshows offer excellent opportunities to meet with potential customers in a suitable setting.

That’s why, going into the event, your tradeshow team needs to have a set number of scheduled meetups with attendees, especially those who are already showing a high level of fit and interest.

Knowing the number of scheduled event meetups will help you gauge the potential pipeline value you can generate from your event.

  • Compare your ideal buyer profiles with attendee demographics
  • Assign preliminary lead scores and update the values throughout the pre-event phase
  • Tailor your pre-event cadence to maximize scheduled meetups with highly interested attendees

Press and Media Coverage

For live events which are geared more towards branding, the amount of media coverage is a good indicator of how successful you’re able to promote the tradeshow. This is especially true for coverage received from sources related to your industry.

Media coverage can include paid and earned channels, and this is typically measured using the following metrics.

  • Volume of attention: How many sources mention your event, product, brand, or company
  • Audience reach: How many people have the chance to consume the sources that feature your brand
  • Share of voice: How your media mentions compare to those of your competitors
  • Message resonance: How well your key message penetrates media coverage

Sponsor Partnerships

Some live events involve a great deal of sponsorship and idea pitching activities. Knowing your events’ performance in terms of its ability to attract sponsors is also a key indicator to keep track of. That’s why the number of outside partners that grabbed your sponsorship opportunities is a crucial pre-event KPI.

 

During the event

Once the event gets underway, the priority shifts from the quantity of registrations to the quality of engagement. These eight KPIs best measure how well you meet this goal.

  1. Event Check-ins
  2. Attendee Engagement
  3. Speaker/Presenter/Exhibition Engagement
  4. Completed Meetups
  5. Social Media Engagement
  6. Networking Results
  7. Opportunity in the Room (OITR)
  8. Repeat Attendees

Event Check-ins

The number of event check-ins represents how many registered attendees actually showed up. But there’s more to this metric than simply the crowd size or the number of badges you scan. Event check-ins are best evaluated when:

  • Expressed as a percentage of registered attendees and confirmed attendees
  • Compared across different attendee demographics
  • Plotted against your previous events and tradeshows
  • Adjusted for late RSVPs or unregistered attendees

Attendee Engagement

Attendee engagement covers a broad set of metrics, which can include a number of specific actions that show attendees’ interest such as:

  • Event page views
  • In-app activity
  • Forum/community participation
  • Session attendance

Speaker/Presenter/Exhibition Engagement

Although this is technically part of attendee engagement, there are some special KPIs you should monitor that directly relate to how your event audience interacts with your guest speakers and reps at your booth.

These metrics measure a deeper level of interest which can be hard to pin down with just generic attendee engagement KPIs.

A few examples of speaker/exhibition engagement metrics include:

  • Speaker profile page traffic and conversions
  • Direct messages to speakers or members of your tradeshow team
  • Inquiries and hand-raisers
  • Booth traffic
  • Community members and activity

Completed Meetups

This is the number of scheduled meetups that actually take place. This KPI is very useful for tradeshows with sales as the primary goal.

Completed meetups should be compared to the total number of scheduled event meetings you determined prior to the event. A wide gap between the two figures can indicate poor engagement and low conversion potential.

Social Media Engagement

Closely related to attendee and speaker interaction, social media engagement involves an entire set of KPIs to track. These numbers include:

  • Likes, comments, and shares
  • Mentions
  • Hashtags
  • Reach
  • Followers
  • Audience growth rate

Social media forms a core component of attendee engagement during the event. It provides a convenient way to communicate with attendees on the topics and communities that revolve around your exhibition or show.

Networking Results

Exhibitors and organizers often plan B2B matchmaking opportunities for their attendees. Networking opportunities add more value to your event, and the results of these networking activities help you gauge how well your event enables attendees to interact with each other.

Some of the ways to boost networking results include:

  • Encouraging an active online community
  • Making it easier for attendees to mingle (through name badges and session activities)
  • Matching attendees based on relevant factors
  • Organizing group-based tasks

Opportunity in the Room (OITR)

This is an event KPI introduced by events planning software SocialTables. It represents the anticipated total sales pipeline value of your tradeshow attendees.

There are two ways to calculate OITR:

  • Raw OITR: The total number of RSVPs multiplied by the average deal size
  • Projected OITR: The raw OITR adjusted for conversion rates (attendees to qualified leads, leads to proposals, proposal to closes)

The OITR gives you an early feel for your event ROI. This is especially useful for marketers who follow a long and complex sales cycle (where event ROI can take a while to realize).

Repeat Attendees

If you’re organizing a recurrent (monthly, quarterly, or annual) event, then you also need to track the number of repeat attendees your tradeshow generates. This metric indicates how well your events resonate with your core audience.

A high or increasing number of repeat attendees can mean that your main audience is getting genuine value from your events. Otherwise, you may need to reconsider your tradeshow strategy.

After the event

As you know all too well, event marketing activities continue long after you pack up and head home. During the post-event phase, the primary goal changes from engagement to conversion. The following KPIs are the most suitable yardsticks for measuring post-event marketing performance:

  1. Qualified Leads
  2. Customers Acquired
  3. Cost per Lead/Customer
  4. Speed and Depth of Follow-up
  5. Net Promoter Score (NPS)
  6. Brand Impact
  7. Gross Ticket Sales
  8. Cost to Revenue Ratio

Qualified Leads

Going into your tradeshow, you already have a clear idea about who your most promising attendees are (based on attendee demographics, firmographics, etc.). During the event itself, you narrow down this group further using the level of interest they show and additional information they provide.

Now that you’ve learned everything you can about your most promising attendees, it’s time to find out which ones have a good chance of actually turning into customers:

  • Marketing-qualified leads (MQLs): Attendees who meet your definition of an ideal lead but still need further nurturing
  • Sales-qualified leads (SQLs): Attendees who represent your ideal buyers and are ready to face your sales reps

Customers Acquired

This is the number of tradeshow-generated leads who actually turn into customers. Of course, depending on the length and complexity of your sales cycle, it can take you a while to find this out.

In order to maximize the value of leads you acquire from your event, it’s often a good practice to focus on nurturing and closing opportunities, instead of following up each attendee.

That’s why I highly recommend outsourcing part of your post-event conversion process to an agency that specializes in handling B2B event promotion and follow-ups.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

Sample Cold Calling Scripts for Key Buyer Personas in Managed IT (Featured Image)
What-to-Look-for-in-a-Singapore-Lead-Generation-Services-Company
Sales Prospecting Masterclass Event Wrap-Up
25_Must-Track_Tradeshow_KPIs_to_Make_your_B2B_Events_Count

25 Must-Track Tradeshow KPIs to Make your Events Count [INFOGRAPHIC]

There’s this old saying (which everybody incorrectly credits to Albert Einstein) that goes “Not everything that counts can be counted and not everything that can be counted, counts.”

Someone named William Bruce Cameron actually came up with the quote in 1963, and people have been misattributing it to Einstein ever since.

Anyway, this adage does ring true for us marketers trying to navigate an entire ocean of data. And among the marketing tactics we use, there’s one that a lot of us struggle to measure: tradeshows.

I’ve worked with tradeshow exhibitors and organizers for years now. A common problem I keep hearing from them is that it can be difficult to measure how these events impact their overall marketing and sales results.

That’s a little surprising since tradeshows tend to take up the biggest chunk of a typical marketing budget. For such a key spending item, we need to make each dollar count.

My team and I put together this infographic showing the top 25 tradeshow KPIs to keep track of. These numbers cover crucial metrics to monitor at each stage of the event lifecycle and can help both tradeshow exhibitors and organizers better manage their end-to-end event marketing campaigns.

 

25 Must-Track Tradeshow KPIs to Make your Events Count

 

Let’s get into more detail about these 25 KPIs, plus look at ways for you to improve your event’s performance under each metric.

 

Before the Event

Of course, the main goal of the pre-event phase is to generate as many registrations and drive as much attendance as possible. But there’s more to the pre-event stage than monitoring registrations alone.

Here are nine metrics that help you build a fuller picture of your event before opening day:

  1. Total Registrations
  2. Confirmed Attendees
  3. Attendee Demographics
  4. Event Page Engagement
  5. Email Engagement
  6. Number of Pre-Event Reach Outs
  7. Scheduled Event Meetups
  8. Press and Media Coverage
  9. Sponsor Partnerships

Total Registrations

Everyone who exhibits or organizes a tradeshow puts the number of registrations as their top priority throughout the months and weeks before the event. It’s a metric that tells you a lot about the potential success of your conference.

This KPI, however, needs to be drilled down further to uncover sharper pre-event insights:

  • Compare weekly and monthly registration numbers
  • Consider past event registrations
  • Take possible seasonal factors into account
  • Track the impact of different promotion channels on registrations

Having a multi-touch, multi-channel approach at promoting your tradeshow is a proven way to increase registrations. We’ll learn how it works later in this post.

Confirmed Attendees

This is the number of registered attendees who categorically say they’ll be coming to your event. It indicates potential turnout at your tradeshow.

We’ve already learned that engaging with potential attendees via various channels and at different points prior to event kickoff is an effective way to boost registrations. This strategy also helps you maximize attendance rates by leveraging the following:

  • Start with a carefully-vetted attendee list
  • Follow up immediately after each signup with a welcome/verification email
  • Engage registered attendees on relevant online and social communities
  • Use event telemarketing to assist potential attendees with registration
  • Remind registered attendees via personalized emails and one-on-one phone calls at various points leading up to the event

Attendee Demographics

It’s good practice to segment attendees and to personalize your event outreach based on these groupings. This allows you to tailor your message according to relevant factors and generate higher response rates.

That’s why you need to gather different demographic and firmographic data on your target audience including:

  • Job title
  • Vertical
  • Size (total assets, revenues, or employees)
  • Technographics (technology in use and tech maturity)

These data points are best gathered piecemeal throughout the pre-event stage, which helps avoid overwhelming your attendees. That’s why event promotions need to be carried out via different channels and at multiple touches.

Event Page Engagement

The event page or website serves as the hub of your tradeshow’s online presence. It’s the ideal place to make schedules, profiles, news, and announcements available to your target attendees.

That’s why how much engagement your event page generates is a good indicator of pre-event performance. These are the best metrics to gauge event page engagement:

  • Traffic
  • Click-through rates
  • Bounce rates
  • Average time spent
  • Conversion rates

An effective event page requires the right balance between design, content, and SEO. It needs careful planning and preparation. That’s why for tradeshows with tight schedules, it’s highly recommended to partner with a reputable company that provides web design and SEO services.

Email Engagement

Around 76% of marketers say email is their most effective channel for promoting live events. Emails drive registrations and attendance rates. They provide a targeted and personalized approach at connecting with attendees at each step of the pre-event process—fulfilling different roles such as invitation, confirmation, and notification.

Email engagement metrics are also good indicators of your tradeshow’s pre-event performance. KPIs such as delivery rates, inbox placement rates, open rates, CTRs, reply rates, and conversion rates shed some light into the potential turnout and level of interest from your attendees.

To boost registrations with pre-event emails, you need to:

  • Build anticipation and exclusivity with your announcement email
  • Choose an influencer or key decision maker as the email sender
  • Showcase your exhibition and your speakers
  • Encourage participation and feedback
  • Use automated but personalized confirmation emails to handle RSVPs
  • Schedule daily email reminders starting at least three days from event date

Number of Pre-Event Reach Outs

The average B2B marketer uses 5 marketing channels to promote a live event. These typically include emails, social media, online, phone calls, and direct mail (yes, direct mail).

All these channels need to provide a coherent conversion path that an attendee will follow from registration, all the way to check-in.

The number of pre-event reach outs counts the touches made with the different channels for each attendee. It shows how deep your pre-event engagement activities run.

Getting the most impact from a multi-touch, multi-channel pre-event program means being able to:

  • Define and implement a robust pre-event nurture cadence that attracts and converts attendees
  • Build an event marketing technology stack that covers registration management and contact management
  • Integrate your event tech stack with your marketing automation platform
  • Track and analyze critical analytics

Scheduled Event Meetups

More than 83% of B2B marketers cite increasing sales as their primary reason for participating in tradeshows. Tradeshows offer excellent opportunities to meet with potential customers in a suitable setting.

That’s why, going into the event, your tradeshow team needs to have a set number of scheduled meetups with attendees, especially those who are already showing a high level of fit and interest.

Knowing the number of scheduled event meetups will help you gauge the potential pipeline value you can generate from your event.

  • Compare your ideal buyer profiles with attendee demographics
  • Assign preliminary lead scores and update the values throughout the pre-event phase
  • Tailor your pre-event cadence to maximize scheduled meetups with highly interested attendees

Press and Media Coverage

For live events which are geared more towards branding, the amount of media coverage is a good indicator of how successful you’re able to promote the tradeshow. This is especially true for coverage received from sources related to your industry.

Media coverage can include paid and earned channels, and this is typically measured using the following metrics.

  • Volume of attention: How many sources mention your event, product, brand, or company
  • Audience reach: How many people have the chance to consume the sources that feature your brand
  • Share of voice: How your media mentions compare to those of your competitors
  • Message resonance: How well your key message penetrates media coverage

Sponsor Partnerships

Some live events involve a great deal of sponsorship and idea pitching activities. Knowing your events’ performance in terms of its ability to attract sponsors is also a key indicator to keep track of. That’s why the number of outside partners that grabbed your sponsorship opportunities is a crucial pre-event KPI.

 

During the event

Once the event gets underway, the priority shifts from the quantity of registrations to the quality of engagement. These eight KPIs best measure how well you meet this goal.

  1. Event Check-ins
  2. Attendee Engagement
  3. Speaker/Presenter/Exhibition Engagement
  4. Completed Meetups
  5. Social Media Engagement
  6. Networking Results
  7. Opportunity in the Room (OITR)
  8. Repeat Attendees

Event Check-ins

The number of event check-ins represents how many registered attendees actually showed up. But there’s more to this metric than simply the crowd size or the number of badges you scan. Event check-ins are best evaluated when:

  • Expressed as a percentage of registered attendees and confirmed attendees
  • Compared across different attendee demographics
  • Plotted against your previous events and tradeshows
  • Adjusted for late RSVPs or unregistered attendees

Attendee Engagement

Attendee engagement covers a broad set of metrics, which can include a number of specific actions that show attendees’ interest such as:

  • Event page views
  • In-app activity
  • Forum/community participation
  • Session attendance

Speaker/Presenter/Exhibition Engagement

Although this is technically part of attendee engagement, there are some special KPIs you should monitor that directly relate to how your event audience interacts with your guest speakers and reps at your booth.

These metrics measure a deeper level of interest which can be hard to pin down with just generic attendee engagement KPIs.

A few examples of speaker/exhibition engagement metrics include:

  • Speaker profile page traffic and conversions
  • Direct messages to speakers or members of your tradeshow team
  • Inquiries and hand-raisers
  • Booth traffic
  • Community members and activity

Completed Meetups

This is the number of scheduled meetups that actually take place. This KPI is very useful for tradeshows with sales as the primary goal.

Completed meetups should be compared to the total number of scheduled event meetings you determined prior to the event. A wide gap between the two figures can indicate poor engagement and low conversion potential.

Social Media Engagement

Closely related to attendee and speaker interaction, social media engagement involves an entire set of KPIs to track. These numbers include:

  • Likes, comments, and shares
  • Mentions
  • Hashtags
  • Reach
  • Followers
  • Audience growth rate

Social media forms a core component of attendee engagement during the event. It provides a convenient way to communicate with attendees on the topics and communities that revolve around your exhibition or show.

Networking Results

Exhibitors and organizers often plan B2B matchmaking opportunities for their attendees. Networking opportunities add more value to your event, and the results of these networking activities help you gauge how well your event enables attendees to interact with each other.

Some of the ways to boost networking results include:

  • Encouraging an active online community
  • Making it easier for attendees to mingle (through name badges and session activities)
  • Matching attendees based on relevant factors
  • Organizing group-based tasks

Opportunity in the Room (OITR)

This is an event KPI introduced by events planning software SocialTables. It represents the anticipated total sales pipeline value of your tradeshow attendees.

There are two ways to calculate OITR:

  • Raw OITR: The total number of RSVPs multiplied by the average deal size
  • Projected OITR: The raw OITR adjusted for conversion rates (attendees to qualified leads, leads to proposals, proposal to closes)

The OITR gives you an early feel for your event ROI. This is especially useful for marketers who follow a long and complex sales cycle (where event ROI can take a while to realize).

Repeat Attendees

If you’re organizing a recurrent (monthly, quarterly, or annual) event, then you also need to track the number of repeat attendees your tradeshow generates. This metric indicates how well your events resonate with your core audience.

A high or increasing number of repeat attendees can mean that your main audience is getting genuine value from your events. Otherwise, you may need to reconsider your tradeshow strategy.

After the event

As you know all too well, event marketing activities continue long after you pack up and head home. During the post-event phase, the primary goal changes from engagement to conversion. The following KPIs are the most suitable yardsticks for measuring post-event marketing performance:

  1. Qualified Leads
  2. Customers Acquired
  3. Cost per Lead/Customer
  4. Speed and Depth of Follow-up
  5. Net Promoter Score (NPS)
  6. Brand Impact
  7. Gross Ticket Sales
  8. Cost to Revenue Ratio

Qualified Leads

Going into your tradeshow, you already have a clear idea about who your most promising attendees are (based on attendee demographics, firmographics, etc.). During the event itself, you narrow down this group further using the level of interest they show and additional information they provide.

Now that you’ve learned everything you can about your most promising attendees, it’s time to find out which ones have a good chance of actually turning into customers:

  • Marketing-qualified leads (MQLs): Attendees who meet your definition of an ideal lead but still need further nurturing
  • Sales-qualified leads (SQLs): Attendees who represent your ideal buyers and are ready to face your sales reps

Customers Acquired

This is the number of tradeshow-generated leads who actually turn into customers. Of course, depending on the length and complexity of your sales cycle, it can take you a while to find this out.

In order to maximize the value of leads you acquire from your event, it’s often a good practice to focus on nurturing and closing opportunities, instead of following up each attendee.

That’s why I highly recommend outsourcing part of your post-event conversion process to an agency that specializes in handling B2B event promotion and follow-ups.

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

Sample Cold Calling Scripts for Key Buyer Personas in Managed IT (Featured Image)
What-to-Look-for-in-a-Singapore-Lead-Generation-Services-Company
Sales Prospecting Masterclass Event Wrap-Up
How-Manufacturing-Leads-Find-and-Research-Solutions

How Manufacturing Leads Find and Research Solutions [INFOGRAPHIC]

Technical buyers, like engineers and other industrial professionals, hold a huge influence over the purchase process in the manufacturing space. That’s why converting manufacturing leads into customers requires the right messaging approach tailored for a technical audience.

But today’s buyers control much of the purchase process and determine which path to follow toward a buying decision. This makes it absolutely crucial to ask: How do manufacturing leads search and evaluate potential solutions?

The below infographic helps answer this question by highlighting the latest research on technical professionals’ content consumption and behavior. Many of these findings are based on IEEE GlobalSpec’s 2017 Smart Marketing for Engineers report.

 

Infographics-How-Manufacturing-Leads-Find-and-Research-Solutions-1

How-Manufacturing-Leads-Find-and-Research-Solutions-2

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

Drive your sales with more leads, meetings and data




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

Outsourcing Marketing Activities: 4 Key Areas Best Left to Experts
Winning High-Value Accounts with Multi-Channel ABM
Best Practices for Writing Effective B2B Lead Generation Emails
A Comparison of Voice-based and a Text-based Search [INFOGRAPHIC]

Voice vs Text: A Comparison of Voice-based and Text-based Search [INFOGRAPHIC]

Understanding the evolution that our present-day technology undergoes is vital in order to have a clear grasp of the needs of future generations where it concerns the use of devices and online tools or applications. Year by year, devices and online programs are evolving making our day-to-day work more efficient and easier. Aside from the welcome changes in devices and programs, the behavior of users also varies significantly. Being able to predict these changes in the way users maximize modern devices and programs is helpful in understanding how the future will look like for your organization and strategies.

The infographic below gives you a clear and comprehensive picture of the future of voice and text search trends through well-researched statistics provided by various reliable media measurement and analytics companies. It gives you a grasp of the potential future of voice searches and how it will overtake text searches in a few years. Additionally, it is worthy to note how the voice recognition market will become a lucrative and worthy investment in the very near future.

 

 

If you are in the marketing, mobile phone production or software development industries, knowing these relevant and helpful data allows you to foresee what technology will most likely appeal to your target clients. Moreover, it is also advisable that you study the depth of your target market’s knowledge when it comes to existing office assistants or A.I. that offer the convenience of use. “‘Voice vs Text” will help you acquire a better understanding of these things.

The data included in the infographic also makes mention of statistics pertaining to the number of devices that highlight voice-first features. It will also help you realize an accurate percentage of present-day users who prefer the voice search feature more than the text search. Having this in mind, you may be able to come up with your own theories on the preferences and behavior of users related to voice and text search trends.

It might also interest you and your company to know how frequently people use voice search features on a day-to-day basis. Aside from Google, you would also need information on other AI’s developed by other telecommunications companies that are attracting users worldwide and how they are making an impact on the preferences of consumers.

Related: Take Your Business to The Next Level with Omnichannel Marketing

Voice-first features are not limited to voice search tasks. The infographic also includes statistics on audiobooks and how they are making waves in the market. Included in the list of data are also the percentages of users who enjoy listening to audiobooks and voice searches on other search engines.

The comparison is designed to help you and your team get ahead of your competitors by being a forward thinker – being aware of the inclinations and behavior of your target clients and banking on these details to help you strategize your marketing and sales campaigns. It is not enough that you are in the loop about the latest trends, it is important that you also have the capacity to create new trends.

Related: 4 B2B Marketing Trends in Asia for 2019 (That Aren’t AI or Blockchain)

 

Author Bio:

Katrina Chua

Katrina works as the Marketing Manager at Callbox Singapore. She helps companies in Asia Pacific countries increase their business revenue through lead generation and appointment setting services. Follow Katrina on Twitter, Facebook, and Google+.

 

 

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Facebook and Twitter Metrics to Track in 2018 [INFOGRAPHIC]

Facebook and Twitter Metrics to Track in 2018 [INFOGRAPHIC]

The Facebook Like  reaction button on Facebook is probably the most monitored by users, whether managing a personal account or running a business page. While other reaction buttons such as sad, haha, wow, love and angry get second attention along with the trailing comments. Twitter users, on the other hand, watch the number of retweets and followers they get. But do the number on social media platforms justify the success of your business? Let’s take some insights from experts.

Socialmediaexaminer lists some Facebook and Twitter metrics to track for 2018:

 

Facebook and Twitter Metrics to Track in 2018

 

Transcript:

 


Track your FOLLOWER growth


Facebook

  1. Go to your page
  2. Click the Insights tab
  3. Click Like in the left navigation

Twitter

  1. Visit Twitter Analytics
  2. Click on your profile picture
  3. Choose Analytics from the drop-down menu

Optimal Time For Engagement


Facebook

  1. Insights page, click Posts in the left navigation
  2. Select When Your Fans Are Online
  3. Hover on the different days of the week

Twitter

  1. Click Tweets tab at the top of the page

Track Likes and Reactions to your Posts


Facebook

  1. Go to the Insights page
  2. Click posts option in the left navigation
  3. Scroll down to All Posts Published
  4. Click on the right drop-down arrow to view Reactions, Comments, and Shares

Twitter

  1. Click Tweets tab
  2. Scroll down to view your tweets
  3. Or Click Top Tweets to view most popular ones

Delve Into Audience Demographics


Facebook

  1. Access audience information in your Insights under People
  2. Click the You Fans section to see demographic data of your fan base

Twitter

  1. Click Audiences to see a broad overview and specific demographic factors

Determine Reach


Facebook

  1. Go to Insights tab
  2. Click the Reach option
  3. If you Scroll to the bottom of the page to find your total reach
  4. In the Top Post Reach graphic, click on any given day to view posts that contributed to that day’s post reach count.

Twitter

  1. Click the Tweets tab to display Impressions column

Review Replies and Comments


Facebook

  1. Go to Insights tab
  2. Click the Posts option
  3. Scroll down to All Posts Published
  4. Click the right drop-down arrow to view Reactions, Comments, and Shares

Twitter

  1. Click Tweets tab
  2. Choose either Tweets or Top Tweets
  3. Click on individual tweets to view engagement levels

 


Track Referral Traffic


  1. Find referral traffic data in Google Analytics
  2. Click on the social top-level menu
  3. Click Overview or Network Referrals

Examine click rates


Facebook & Twitter

  1. Go to Posts in the Insights tab to find the number of post clicks for each individual posts
  2. Go to Actions on Page
  3. See click counts for various elements

 

 

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A Visual Guide to Telemarketing Performance Metrics [INFOGRAPHIC]

A Visual Guide to Telemarketing Performance Metrics [INFOGRAPHIC]

Telemarketing boosts marketers’ performance by delivering leads at scale and producing results in real-time. Given this channel’s current function, the success of today’s telemarketing campaigns, argues Robert Howells of the Global Marketing Associates, hinges on better use of data.

One crucial data-related aspect that needs a major rethink is telemarketing performance metrics. As the channel evolves, so do the yardsticks used to measure performance. Today’s marketers rely on a dizzying array of metrics and indicators to gauge how well each component of their strategy is working, including telemarketing. Modern telemarketing performance metrics help marketers answer five key questions about their campaigns:

  • Database Quality – Is your database accurate and relevant?
  • Activity and Volume – Are you making the right number of calls?
  • Reach Rate – Are you talking to the right people?
  • Conversions – Are calls driving the desired action?
  • Costs, Revenues, and ROI – Is your campaign making or losing money?

These are the five areas to look at when evaluating telemarketing performance—whether you’re running campaigns in-house or outsourcing to an agency. In this post, we’ll go over the important telemarketing performance metrics to keep track of under each category and find out how to make informed decisions based on the numbers.

 

A Visual Guide to Telemarketing Performance Metrics

 

Transcript:

 


Database Quality – Is your database accurate and relevant?


Overall List Health

The ratio of known errors to the number of records. These errors include missing values, duplicates, invalid contacts, data entry errors, etc.

Segmentation Fields

The level of segmentation a list allows. Does your list contain valid industry codes, job titles, etc.? How well do the segments match your target buyer profiles or personas?

List Penetration Rates

The number of positive contacts, conversations with decision makers, and the number of conversions your campaign generates.

New Information Gathered

The amount of new information obtained or verified through phone calls. How many new records were you able to add? How many fields did you update or verify?

Related: The Secrets to Increase your Database with Qualified Contacts [VIDEO]

 


Activity and Volume – Are you making the right number of calls?


Calls per Hour

This metric indicates the average rate at which an agent or rep places calls. While high calls-per-hour figures are generally a good sign, the quality of each call matters more than quantity alone.

Average Call length (Average Talk Time)

This is the average amount of time an agent or rep spends on each call. To make meaningful comparisons, make sure you take factors like the length of the call script and admin work required.

Occupancy Rate

This metric refers to the time an agent or rep spends on calls versus the time spent between calls. Occupancy rates tell you how productively agents allocate their time.

Calls per Record

According to data cited by HubSpot, It takes 18 calls on average to actually reach a B2B buyer.

 


Reach Rates – Are you talking to the right people?


Positive Contact Ratio

The percentage of dialed records where agents are able to speak with the target contact.

Related: 4 Ways to Get Past Gatekeepers and Reach Prospects Every Time [VIDEO]

Abandonment Rate

The percentage of calls which aren’t picked up by the target contact.

Unique Decision Maker Conversations

This metric gives insight into data quality as well as lets you compare initial contact versus callbacks and follow-ups.

Requests for Information (RFIs)

This metric looks at how many positive contacts asked for materials about the offer or company.

Not Interested

A very high number of not interested prospects can mean you’re targeting the wrong audience, but it can also indicate that agents are doing a good job filtering unqualified leads.

Related: How to Handle Early Sales Objections, According to Science [VIDEO]

 


Conversions – Are calls driving the desired action?


Lead Conversion Rates

This is the percentage of decision makers reached that qualify as leads(schedule a face-to-face meeting, sign up for a free trial, verify some information, etc.).

Call-to-Close Ratio

This is the percentage of telemarketing-generated leads that actually convert into paying customers.

Calls per Outcome

This metric tells you how many calls it takes to get a result (conversion). Calls per outcome measures how efficiently a campaign generates results and you largely want to minimize this metric.

 


Costs and ROI – Is your campaign making or losing money?


Cost per Lead and Cost per Opportunity

This is the total costs incurred in the campaign divided by the total telemarketing-generated leads (or opportunities).

ROI

The revenues attributable to the channel divided by the total telemarketing costs. This is usually estimated through attribution models such as first touch, last touch, weighted, time decay, linear, and position-based attribution.

Related: Get Started: Effective Telemarketing Scripts for All Industries [FREE TEMPLATES]

 

 

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