Professional Lead Tracking as an integrated feature of an event app? – Our perspective

There’s a lot of activity in the “Event Tech Solutions” market. Event platforms, in particular, are the focus of attention here, as their holistic “all-in-one” approach clearly strikes a chord with many event organizers. The promise: a single system for everything related to an event’s digital presence – from a digital platform for attendees, to a wide range of administrative functions for exhibitors and the organizer, all the way to a dedicated event app featuring the look and feel of the specific event. This is well-received in the market. We at adventics also view event platforms as important technology partners when it comes to the “digital extension” of an event. We have been and continue to be involved in the implementation of such platforms in several projects. In this article, we’ve covered what you should keep in mind when selecting one.

The following article discusses lead tracking and its role in the current market landscape. For many, this may seem like a niche topic of relatively minor importance – but what is often overlooked is that, as an event organizer, you can generate significant additional revenue from exhibitors by offering a professional lead tracking solution. If an organizer approaches this strategically, it can even be achieved without investing any of their own resources. In addition, demand for professional lead tracking solutions is growing rapidly among exhibitors. They have long recognized that these solutions not only make a valuable contribution to the success of a trade show but also ultimately make that success measurable and verifiable.

Brief overview: Lead tracking

By “lead tracking,” we mean the process of capturing a contact or prospective customer – typically by scanning a business card or badge – and the subsequent (pre-)qualification of that contact as a “lead,” for example by answering several questions – all within the lead tracking solution. This process also includes the comprehensive documentation of a lead, such as the estimated “value” or sales volume associated with that lead. Ideally, the person has already expressed a specific interest in a product, which could also be referred to as a Sales Qualified Lead – meaning the sales team can “pick up where they left off” immediately after the event and schedule a follow-up meeting or even send out a quote. All in all: From the exhibitor’s perspective, lead tracking is crucial to the success of a trade show appearance and its measurability.

Professional lead tracking

When an event organizer partners with a provider of a professional lead-tracking solution, such as Scan2Lead from adventics, additional revenue is guaranteed. Together with the event organizer, we independently market the Scan2Lead product portfolio – an entire ecosystem of lead tracking solutions – using our own sales team: From a lead tracking app and a portal solution for contact/lead management (for desktop) to various hardware solutions that booth staff can use even without a company-issued device. In addition, our Customer Success Managers support exhibitors in the run-up to the event – including through consulting and training – and we also provide on-site support during the event.

Lead tracking within the event app?

An increasing number of event organizers are adopting the approach that lead tracking functionality should eventually become an integral part of the respective event app – rather than continuing to exist as a “separate” solution alongside it. The underlying assumption is that integrating lead tracking into the event app creates a “more seamless user journey.”Consequently, there would no longer be a need for a separate “lead app”; instead, only one app would be required – namely, the official event app.

What’s being overlooked here

• A lead tracking feature integrated into an event app seems far less valuable than a standalone lead tracking product. So, as an event organizer, do you want to continue generating revenue with lead tracking solutions? If so, think carefully about whether integration is the right move, because we haven’t seen a successful proof of concept yet.
• The expected improvement in the user experience often fails to materialize, because the event app ends up being even more confusing than before. Booth staff – and all sales-oriented employees – want to quickly and easily capture contacts and generate leads: Just one click in our SMART app, and you’re ready to go. By comparison: With standard event apps, you need at least 3 – 5 clicks. Try it out! Most event apps are already very cluttered, and navigation is becoming increasingly difficult. Accordingly, we don’t see integration as a way to optimize the user journey.
• All event platform providers follow a “no-hardware” strategy. Based on our experience with hundreds of customers, we can demonstrate that the use of hardware remains crucial in the context of lead tracking. Handheld scanners like our STATION or COLLECT, as well as other devices, must therefore be an integral part of a professional lead tracking solution. In other words, “software-only” solutions do not meet the needs of many exhibitors. If an event organizer does not offer lead-tracking devices in its portfolio, it is forgoing a significant portion of its revenue.
• Event platform providers still have many other areas that need work in their (supposed) all-in-one solutions. Based on our experience, we can say that core functionalities remain the focus – and lead tracking isn’t one of them. Here, too, is how we compare: We’ve been working exclusively on the Scan2Lead ecosystem for over 15 years.
• Exhibitors need guidance and support when it comes to lead tracking. Here at adventics, we have an entire team – from customer success managers to support staff – who are available before, during, and after the event. Event platform providers do not have dedicated consulting or support staff for lead tracking.
• In addition, it is very important to many exhibitors that the leads they collect are sent directly to their company’s CRM system. Professional lead-tracking providers address this need with a variety of interface and integration options.

Conclusion

In summary, it can be said that professional providers of lead tracking solutions offer well-designed and integrated products (software + hardware) as well as appropriate services (sales, consulting, support). They “embrace” lead tracking like no other competitor, thereby generating additional revenue for the event organizer and providing a comprehensive, worry-free package from the exhibitor’s perspective. We do not believe that fully integrating lead tracking into event apps is the right approach. We’re concerned that this would reduce revenue for the event organizer and negatively impact the user journey. Instead, we should consider smart links that allow users to quickly and seamlessly transition from the event app to the professional lead tracking app – where they’re already logged in (keyword: deep linking). We’re here to support you as your partner in this endeavor.