How real-time lead data is proving event ROI

What is real-time lead data and why is it more important than ever for event organizers and exhibitors?

As the name suggests, this data is almost instantaneously available the moment you capture the lead.

Why is that important? It is now the driving force behind data-driven lead generation, with events as the vehicle. Said data proves ROI through AI-powered means.

In the past, you would capture and process event lead data through practices such as registration forms.

However, as ExpoPlatform has reported, tech trends show that event registration data ‘is broken’ and real-time lead data is a huge part of the solution.

It’s time exhibitors and organizers take full advantage of this.

The competitive edge of real-time lead data: Stay in step with trends as they happen

The reality of staying ‘on-trend’ is almost an illusion, because trends often stem from something unexpected.

‘I had no idea that post would go viral’ is a phrase used all too frequently and something everyone hopes to replicate. As new trends can emerge as a result.

Regardless of how quickly we react to capitalize on the latest trends, we are still usually a step behind.

Whereas real-time lead data enables you to capitalize on trends as they are born.

You can predict the behaviors of attendees and what will interest them to the best of your ability.

But people are unpredictable, so you can never know for sure what they will engage with on the day. Except now you can.

Real-time lead data reveals exactly what is generating interest and leads on the day.

Certain panels, speakers or product showcases could attract more attendees than initially anticipated.

Exhibitors can adapt on the fly to these interests and make dynamic adjustments such as allocating more resources or increasing promotion.

These key insights give you an advantage over your competitors because they are not seeing the trends emerge that your lead data is revealing in real-time.

They might hear word of it after the fact, but they can only react to what you already know.

Real-time lead data empowers you to stay in-step with current trends, which is likely one step ahead of your competition.

How does real-time lead data improve lead qualification?

You know that feeling at a theme park? The one you get when you’re in a fast-track lane?

The pure satisfaction of saving yourself hours of waiting in line.

Well, think of real-time lead data capturing as that fast-track lane in your pipeline.

Processing leads, especially in batches, takes time.

Leads need to be scored to become MQLs, then scored again to become SQLs before finally becoming opportunities.

Thanks to real-time lead data captured during tradeshows and exhibitions, you’re skipping quite far ahead in that process.

The nature of B2B events is knowing in advance that the leads gained are from people within your industry or are interested in the products, services or developments on show.

But knowing if they are ‘ready-to-buy’ is something that is not commonly derived until the SQL stage of the marketing funnel.

However, with a real-time insight dashboard like ExpoPlatform’s, exhibitors gain game-changing insights.

Data that in the past could only be reviewed post-event.

Attendee behaviors and actions that indicate their interest in particular products/services by what exhibitors they’re connecting with.

Or the subject matters of specific panels or showcases they are showing interest in attending.

Now exhibitors can instantly score leads based on the data captured from the badges or QR codes they have scanned. By the end of the event, the exhibitors already know what stage individual leads are at in the marketing funnel.

Start fast-tracking leads with real-time lead data intelligence and skip lead gen wait times.

Personal connection is the new lead gen currency (so start spending!)

Buyers are gravitating more towards businesses that show a clear personalized understanding of their needs. Communicating with them on a human level, not just a sales level.

This is why real-time lead data is crucial. It informs that personalized connection.

Attendees are telegraphing all the information exhibitors need to know through their in-app actions, thanks to AI-powered algorithms.

ExpoPlatform’s Smart Event App, allows visitors to customize their journeys to fit their personal preferences.

The algorithm picks up on this and suggests relevant products and connections based on these preferences.

You then use this data to tailor conversations to specific attendees before they approach.

In turn, the attendee feels like you ‘get’ them and have a deeper understanding of their interests and needs.

You can offer them exactly what you know is relevant to them. Creating a strong foundation of trust upon which you can build fruitful partnerships.

Download the free Event App Handbook to understand why event apps will take your shows to the next level of lead generation.

Empowering exhibitors to enrich their personalized communication with attendees.

Enable timely follow-up and prioritize which leads to nurture

As previously mentioned, real-time lead data capturing enables exhibitors to determine the stage of the marketing funnel their leads are at.

Accelerating the follow up process in tandem with prioritizing the leads that are most likely to convert.

Following a successful Smart Event, exhibitors will already understand who their highest-scored leads are.

What products/services they are interested in and how ‘ready-to-buy’ they are.

These key insights are gained from the real-time data procured throughout the event as well as the personalized communication it provided the basis for.

Therefore, you determine which leads you should follow up with first in order to create opportunities quicker.

You can also begin nurturing leads further up the funnel who may need more awareness to move them to the ‘ready-to-buy’ state.

All these insights gained from real-time lead data enable exhibitors to make data-driven decisions.

Not only dynamic decisions during the event itself but also for future events, so that they can continue to capitalize on the elements of the show that will have the most impact.

Above all, it provides data-proven ROI that exhibitors, organizers and sponsors can all take forward into marketing plans.

Informing future budgets, lead gen strategies and overall approaches to future events.

Real-time lead data is putting Smart Events at the forefront of lead generation in a tech-driven landscape.

Discover how real-time data paired with AI matchmaking are enabling Smart Events. Tripling the number of quality leads with an ROI dashboard that enables real-time actions.

Book a demo now to begin empowering your exhibitors.