Cvent Universal LeadCapture is designed for B2B and B2C trade show managers, exhibitors, and salespeople. It allows them to more easily qualify leads on the trade show flooring and send these back to the workplace for quick follow-up. On this evaluate, we’ll present you how it works and go over execs and cons.
Here is our evaluate:
Cvent Universal LeadCapture: What Is It?
Universal LeadCapture is a cellular app that permits exhibitors to collect leads by way of a single software at all the events they attend. At present, many exhibitors rely on the event-provided tech, and it can be totally different at each occasion they attend, making organization (and assortment) a challenge.
This software was developed to get rid of the need to manually acquire and transcribe business playing cards or lease totally different (and probably costly) lead-scan units at each occasion, which frequently leads to an inconsistent qualification process, extreme studying curve–or worse, problem importing and exporting beneficial knowledge.
Universal LeadCapture supplies exhibitors and sales employees a way for accumulating and qualifying leads on the exhibition flooring that’s consistent from event-to-event. It does this with an app that permits them to scan badges and enterprise playing cards, and then prompts them to ask qualifying questions. Once the lead knowledge is collected onsite, it syncs with advertising automation instruments and a leads portal in real time, and allows gross sales groups back on the office to prep for a speedy follow-up.
Their emphasis is on ease of use during qualifying conversations, streamlined knowledge administration by way of integrations with major CRMs and the rest of the Cvent ecosystem, and privateness / GDPR compliance.
Let’s take a better take a look at the lead qualification course of with Cvent’s Universal LeadCapture.
Important Function Categories
Lead Qualification Query Designer
LeadCapture lets exhibitors construct a questionnaire with a collection of qualifying questions that gross sales employees can use to guide their reside conversations. The questionnaire might be created forward of the event or edited on the fly. You possibly can apply dynamic type logic to adjust the questions you’re prompted to ask based mostly on answers to prior questions.
LeadCapture lets you consolidate the info gathered from every individual into a lead profile. The profile consists of their contact info, lead rating, essential notes, and other customizable entries.
Lead profiles may be created by means of
- keyboard_arrow_right Badge scanning
- keyboard_arrow_right Business card snapshots
- keyboard_arrow_right Guide entry
The system can use QR codes and barcodes as well as many other varieties of badges (including RFID badges). The scanning gadget may also be named (by location or other desired differentiator) in order that exhibitors know precisely where the lead came from.
GDPR Compliance and Advertising Consent
One of many challenges with amassing attendee info at events is consent. Consent can’t essentially be assumed just because somebody stops by the booth and offers their e mail. Within the current privateness local weather, with privateness points and potential fines at stake, exhibitors need a way of safety and to take measures to mitigate their legal responsibility.
LeadCapture supplies extra strong and specific consent choices. When the consent query appears on the system, you’ll be able to hand it to the potential lead and allow them to comply with advertising consent by checking the box. It then takes a snapshot of the consent and the precise language they consented to. The gadget retains a history of that interaction ought to anybody question it in the future.
Integrations with CRMs
As soon as leads are qualified and captured, they should turn into a part of the gross sales funnel and nurture packages. LeadCapture integrates with a lot of the main advertising automation and CRM platforms, together with Marketo, Eloqua, Salesforce, and Microsoft Dynamics. Consequently, the lead knowledge you gather onsite is synched in actual time together with your gross sales database back on the workplace and across the units of all other employees on the floor.
Customers can customize how the info is used and introduced. This results in timelier and more productive conversations with clients and prospects instantly after the show.
LeadCapture seeks to deal with two primary challenges at commerce exhibits and exhibitions: the problem of qualifying leads onsite, and the chance value of an inefficient follow-up for certified leads after the event.
Getting certified leads helps to ensure that your follow-up efforts are fruitful. Exhibitors and onsite sales employees are probably in search of individuals who need to buy and have the authority and finances to take action. Nevertheless, it can be troublesome to uncover and accurately report these details on the floor, whenever you feel pressured to develop rapport while retaining conversations brief.
Universal LeadCapture answers this problem with an interactive app that lets sales employees gather core contact info with a scan of a badge or business card, and transfer into a productive conversation guided by qualifying query prompts.
At present, exhibitors use quite a lot of tools for onsite lead assortment. There’s little or no consistency in the course of throughout occasions, and Universal LeadCapture promises to provide exhibitors a regular process throughout occasions.
Whereas Universal LeadCapture is a product aimed toward exhibitors, gross sales employees, and commerce present managers, event planners who host tradeshows supply LeadCapture to their complete trade present flooring.
On-the-floor Lead Seize
LeadCapture gives cross-platform performance and can be utilized with the sales space employees’s own cellular units on Android or iOS.
When an exhibitor has a potential lead, they will scan their badge, take a picture of their business card, or enter it in manually. LeadCapture works with third-party badge scanning software program to populate the knowledge into a lead profile. It works with a rising number of badge varieties.
If the lead doesn’t have a badge, or the badge doesn’t have a code to scan, they will scan a business card. Nevertheless, to ensure 100% accuracy despite cards which are troublesome for scanners to learn, Cvent presents a singular service.
If you snap an image of the cardboard and hit upload, it is sent to a transcription workforce, they usually manually verify the knowledge and enter it into the database. This human touch ensures the knowledge seems in the right fields, regardless of the way it’s introduced on the cardboard.
There are not any limits to what number of you possibly can submit this manner, and the knowledge is added to the lead profile within a number of hours (however can take up to a day).
Once the potential lead’s info is entered, the exhibitor can start to qualify them utilizing lead-identifying questions. LeadCapture walks the exhibitor by means of the method.
With the “What You See Is What You Get” (WYSIWYG) question designer, you possibly can simply create required or non-compulsory questions to assist direct the lead identification conversations salespeople are having on the ground.
The customizable questionnaire might embrace:
- keyboard_arrow_right Lead score task using a 1-5 star rating
- keyboard_arrow_right Multiple selection questions
- keyboard_arrow_right Yes/No questions
The app makes use of sensible logic and dynamic question/conditional capabilities to adapt the questions because the conversation is occurring. If a question does not apply based mostly on an earlier answer, it won’t seem on the display, or it might prompt a unique follow-up query.
For example, if the first query is when they are going to be out there for the product, the timing they choose will affect the subsequent query. In the event that they answer “sooner than six months,” a unique subset of questions might appear than if that they had responded with “over a year.”
The sales or trade show manager also can designate questions within LeadCapture as required, in order that they cannot be skipped or ignored as might happen in conversation with out the shape.
Once the lead has been assessed, you possibly can automate follow-up activities and speed up the gross sales pipeline with LeadCapture’s integrations to all the main advertising automation and CRM platforms, like Marketo, Eloqua, Salesforce, and Microsoft Dynamics.
The info is shared with sales groups on the office in actual time, in order that they don’t have to wait for somebody on the event to telephone it in or return from the commerce show. This results in timelier and extra productive conversations with clients and prospects instantly after the show.
LeadCapture also offers insights into all leads coming in from a number of occasions. The dashboard offers an intuitive overview into how many leads have been collected at each occasion, which is designed to supply higher insights into the worth of a given event.
The appliance works offline but with some limitations. Whenever you don’t have an internet connection, you’ll get a warning, however the platform will nonetheless gather leads and will let you undergo the leads questionnaire. They may sync if you reconnect.
Privateness and Consent
One of many standout features in this product is consent assurance. Not only does it present a spot for the potential lead to give consent to be marketed to in the future, nevertheless it also captures the small print behind what model of the consent they signed off on and when. This keeps trade present exhibitors from the guesswork behind consent challenges.
It’s straightforward for individuals to overlook what they’ve consented to, but LeadCaptures makes positive they will shortly be reminded.
Whereas LeadCapture could be bought as a stand-alone product, it’s included in Cvent’s broader know-how platform, which aims to offer end-to-end options for lead retrieval, appointment scheduling, registration, room block management, badge printing and extra.
This connection to the Cvent ecosystem allows customers to, as an example, take the lead assortment knowledge and plug it into the registration function to host mini occasions, conduct meeting scheduling with the appointments software, create customized studies, and gather knowledge throughout other Cvent options.
Cvent supports LeadCapture with about 1300 employees who are devoted to serving to users achieve success and ensure proper use of the merchandise.
Principal Differentiators in This Software
- keyboard_arrow_right This app creates a streamlined course of for filtering and accumulating lead knowledge that may be the identical for each event you attend.
- keyboard_arrow_right It features an intuitive system that benefits from a completely tested UX.
- keyboard_arrow_right In depth knowledge integrations mean you should use the system in accordance together with your different platforms, even when they’re not a part of the Cvent ecosystem.
- keyboard_arrow_right Enterprise card information is manually entered for larger accuracy.
Who Is It For?
Cvent’s Universal LeadCapture is for B2B and B2C commerce present managers, exhibitors, and gross sales employees who find present processes for lead gathering, identifying, and follow-up to be onerous or challenging.
As a result of so much of the profit hinges on qualifying capabilities, corporations with broadly applicable services or broad / nonspecific goal markets might not see as a lot value as corporations with extra particular audiences and qualifying criteria.
Every pricing occasion is slightly totally different with Universal LeadCapture, as it might be used as a stand-alone product or as an add-on or module for other Cvent purposes and software. Contact Cvent immediately for custom-made pricing info based mostly on your state of affairs.
Reside events account for 20-40% of a total advertising price range, and trade exhibits symbolize a big portion of that for many B2B and B2C corporations. Universal LeadCapture is a strong lead capture answer that follows a development in the direction of automation without sacrificing its respect for privateness and consent. It’s designed to offer trade present managers, sponsors, and salespeople quick on-the-spot insights to assist them better qualify leads.
LeadCapture might be set up with none specific technical information, and may combine together with your present advertising and sales instruments. This enables it to send qualified alternatives to your advertising and sales groups in actual time for a speedier follow-up.
Its dashboard facilitates customized reporting to offer metrics for the ROI of every trade present.
When you’d wish to study extra about Cvent’s LeadCapture software, contact them for a demo.
Disclaimer: Evaluations are paid for placements. Whereas Occasion Manager Weblog receives a payment to extensively take a look at the device and evaluation it intimately, the content material of the evaluation is unbiased and not at all influenced by the company. When you’ve got any questions please use the contact us section.