In Part One, we discussed the accessibility of market data at trade shows-—and how valuable that data is. So now what? How do you deliver and integrate trade show data with the data already existing in the CRM system? And what tools can help you demonstrate the measurable impact of events on the bottom line?
Collecting and Measuring Trade Show Data
Option one: On a very basic level, you can program the show-sponsored lead collection mechanism with questions that correspond to the order of data entry your company uses in its CRM system. Ask the CRM manager for a template of your existing records so you can capture information that is both compatible and consistent. Determine what match points will work best with your internal system—last name, zip code, email address—and work this out in advance with IT or whoever manages the database. In many cases, simply providing an Excel CSV spreadsheet at the end of the show will effectively allow your team to upload the data into your existing CRM.
Option two: Another way to collect transportable data is to invest in a proprietary lead capture system. The problem with show-sponsored systems is that they are incompatible with one another, making the first option ponderous if your show schedule is aggressive. Working with a partner specializing in lead capture allows you to set up the parameters for consistent data collection from show to show. Your partner will typically interface with IT, ensuring the process is handled at a fundamental level.
Although a proprietary system adds to your budget, it also gives your company access to the most critical outcome of trade shows – data. All things considered, the investment is small when weighed against the potential for boosting revenue. Outsourcing also emphasizes the importance of data collection at trade shows, answering the “But what do we get out of trade shows?” question. And with growing competition in this space, costs are trending downward as more organizations recognize the value of collecting and appending trade show data.
Option three: Another data integration method, especially if you have a sophisticated CRM system, is to work with IT to develop a tool for transporting existing data to the trade show. This solution allows you to append information as you gather it onto a template that can easily go back into the CRM system after the event.
Why Trade Show Data Matters
Whatever method you choose, remember that the data you collect at trade shows may be the most valuable customer data your company possesses.
Repeated studies from the Center for Exhibition Industry Research (CEIR) prove it costs much less to close a lead from a trade show than to close one developed in the field. Here are the numbers–use them to make your case:
- The cost of an initial face-to-face meeting with a prospect is $96 for an exhibition lead compared to $1,039 without one—a savings of $943 per prospect.
- 54% of sales from exhibition leads require three or fewer sales calls to close, while 61% of sales from other sources require more than three calls.
- The cost to close a sale with an exhibition lead is $2,188 versus $3,102 without one.
Turning Trade Show Data Into Actionable Insights
There is research-backed evidence that trade shows provide a unique value to the bottom line. Leveraging trade show data is a legitimate and powerful defense of your program when budgets or headcount are under scrutiny.
The quality of the data from your trade show is directly proportional to the quality of the customer experience. Stronger engagement leads to more actionable insights, which in turn strengthen your ability to show ROI. Trade show data is more than a program defense—it’s a catalyst for smarter decisions, stronger pipelines, and measurable business growth. To see how event insights connect to broader marketing strategy, download our whitepaper How to Write a Marketing Plan or connect with our team to discuss your next trade show strategy.
