Aligning Sales & Marketing For Better Event Sales Prospecting

By Tom Martin

sales lead handoff process

Do you struggle with connecting your sponsorship sales leads and attendee leads lists? Leveraging people on each to help you create qualified sales prospects for the other? If so, this post is for you.

A friend of mine produces large conferences and she struggles with leveraging the folks on each list, whose colleagues present sales opps for the other list.

But how do you connect these two disparate data sets? And more importantly, how do you tease out high value sales leads that can be converted to new event sponsors or event attendees?

Problems The Sales Managers Face

First, let’s dig a bit deeper into the sales & marketing challenge we’re trying to solve here because it’s quite complex in terms of developing a scalable and repeatable solution.

The Marketing Sales Manager’s Goal: The Marketing Sales Manager’s goal is to get individuals to attend events, attend webinars, subscribe to publications, newsletters, etc – take an action with the company, ultimately (ideally) leading to an event registration.

The Marketing Sales Manager’s Problem: The majority of these folks are NOT going to spend advertising/benefactor/sponsorship dollars with the event they registered to attend. And if they are from a company that could potentially spend sponsorship money with the event, they likely aren’t the right person that the sponsorship sales team should be talking to or prospecting against. So how can the Marketing Sales Manager help the Sponsorships Sales Manager?

Sponsorship Sales Team Manager’s Goals: Convince people/companies to buy ads, sponsorships, and benefactor packages.

Sponsorship Sales Team Manager’s Problem: If these sponsoring companies have people that do attend the event, it’s likely as a booth-only pass, but potentially these sponsoring companies’ sales teams (booth workers) have colleagues who might be a perfect fit to attend the event as a paid attendee.

So the challenge here is how does each team manager leverage their prospecting and closed sales lists to help the other team generate additional sales?

Closing The Sales Information Gap

The big challenge here is information or better stated, lack of information. But with a little work you can close the sales information gap and begin to share lightly qualified leads between the marketing and sponsorship sales teams.

How does the marketing team identify event attendees whose company may be a great sales lead for the sales team? And better yet, identify who at the company is the best contact for a sales outreach. And best of all, let the sales team know if the event attendee can serve as a warm connector or provide any assistance in the sales prospect or lead nurturing process.

Likewise, how does the sponsorship sales team leverage the company insight/information obtained during the sales process to aid the marketing team’s sales prospecting efforts?

The simple answer — social reconnaissance.

Using Social Reconnaissance to Close The Sales Information Gap – Step 1

In this hypothetical case, both teams have the following information on converted sales leads:

  • Name
  • Address
  • Company Name
  • Email Address
  • Social Handles – if requested during event sign-up (hint)
  • Phone Number

An analyst armed with this information has everything they need to begin digitally stalking each Go to the full article.

Source:: Business 2 Community

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