Survey: Most Marketers Unsatisfied With Post-Event Lead Followup

Only 2 percent of marketers follow up with sales leads the same day as an event, finds a new survey from Certain Inc.

A big reason for attending meetings and events is to gather sales leads for your company. What happens after that, however, is a problem for the majority of event marketers, according to event technology company Certain Inc., which this week published the results of a new survey showing that only 30 percent of senior marketers are satisfied with the amount of time it takes their organization to follow up with leads after events.

The survey of 150 B2B marketers found that only 2 percent of marketers follow up with leads on the same day. Fifty-seven percent said follow-up takes them several hours, and 23 percent that it takes them multiple days.

The reason for the slow response, Certain found, is a lack of technology: Eighty-nine percent of marketers said the lag in following up on leads is due to a lack of tools and capabilities, and nearly three-quarters (73 percent) admitted that they still rely on manual data capture for events instead of automated solutions.

"In-person events remain one of the best ways for companies to engage with new prospects that have the potential to convert into customers," said Certain CEO Peter Micciche. "Without event automation, hot leads can often go cold. It's clear from our recent survey that marketers want to follow up more quickly, but are unable to do so with current tools and technology. With the help of event automation, marketers can take full advantage of the relationships fostered during events -- collecting crucial data that enables real-time marketing -- creating better engagement, including post-event nurturing, to drive stronger business results."

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