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Lead sourcing involves electronically scanning attendee badges at events to quickly generate contact lists for follow-up communication. This modern method saves time and increases the chance of converting leads into customers, but requires permission from attendees to scan their badges.
Lead sourcing is a term used to describe the process of quickly and easily generating lead lists while attending some sort of event, such as a trade show, symposium, or convention. Typically, this means of collecting and organizing contacts is handled electronically by scanning the badges worn by attendees and capturing essential contact details using a barcode on each of the badges. The collected data can be downloaded and retained for use after the event has been completed or can be immediately used to prepare and send follow-up emails, direct mail messages and other forms of communication to those leads.
This modern means of lead recovery in different types of events requires event organizers to arrange for all presenters and attendees registered for the event to be provided with ID badges that include a barcode. Just as scanners in other settings are used to scan barcodes to obtain prices or other information, the codes printed on name badges provide essential information such as the person’s name and location, company name, postal address , e-mail address and even telephone and fax numbers. Using a scanner compatible with the system used to create the barcodes, exhibitors and other attendees can quickly scan the badges of people interested in further contacts and immediately save the data for later use.
One benefit of lead nurturing is that the process makes it much easier to collect sales leads at various types of events. In years past, the process often involved strategies such as collecting business cards or having people subscribe to drawings and organize the manually collected data in order to initiate further contacts after the event. Using a simple handheld scanner to read the barcode found on attendee name badges, all data is captured electronically and is available for instant download into a contact database. This saves a lot of time and allows you to initiate the next leads in a shorter period of time, increasing the chance of converting leads into prospects and eventually customers.
While lead retrieval strategies save time and have the potential to increase the number of sales ultimately generated by attending an event, they have also led to the need to create and abide by a new rule of business etiquette. Before actually scanning a badge and capturing data, sellers and exhibitors typically ask for permission to do so. This allows the participant to decline or scan the badge. In some ways, following this approach to lead retrieval makes it easier to view the contact as a qualified lead, rather than one that’s still regarded as somewhat cold or casual.
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