"Tradeshows . . . Where Good Leads Go To Die"

I almost fell out of my chair when a partner of ours said this yesterday.

We were discussing how event lead tracking works, or more accurately doesn't work, when he came up with this gem; and it's tragically accurate.

1. Leads that are appropriate, but never get followed up on.


2. Leads that are the wrong person, the wrong time or just wrong.


3. A list of scanned attendees that only came to your booth for <<insert reason here, but not the one you wanted>>.


4. The expense.


5. The delays.


6. The inefficiencies.


7. The meaningless data.


8. The different tools (swipe, scan, insert, write your name here).


9. The inconsistencies . . . it goes on and on and on.

For all of the effort and poor results, it would almost be better to just collect business cards - if anyone carries them anymore.

Over the next several weeks, we will be publishing a series of white papers and articles in the business and event press that will outline the problem, the opportunity and our proposed solutions.

Viva leads . . . we're about to do something about that.