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A major global producer of events, conferences, trade shows, and virtual gatherings for law, finance, pharma, and more.
The Client wanted to help its event Sponsors gain the best possible qualified leads. It sought to build a value enhancement tool that would allow Sponsors to better understand their leads, prioritize them, and target them with tailored follow-up messaging quickly and effectively.
However, because visitors to in-person and online meetings often provide only their names and email addresses, they typically yield little useful information for the Sponsors. The Client needed to help its Sponsors turn these names and email addresses into qualified, actionable leads to maximize their ROI and increase their event spending.
Tricon Infotech assembled a cross-functional team that included experts in design, engineering, data, and QA. The team then designed and built a new platform that matched the visitor names and email addresses to third-party data about their employers, including company size and revenue, and then prioritized the highly engaged leads for faster conversion.
The system begins with the lead information collected when participants scan their badges at the Sponsors’ trade show booths, or online when they register for webinars and other events. Tricon identified a provider of high-quality company data (including accurate annual revenue) and used this information to enrich the visitor records.
The resulting information becomes insightful information about high-value leads – visitors who already have demonstrated their interest. The Sponsors can access the data via a dashboard in which they can sort leads into categories by geography, industry, revenue, and other criteria. This segmentation also offers CRM functionality for post-event targeting, or Exhibitors can export the data to their own CRM systems.
Tricon released the MVP after five months and began incorporating user feedback immediately to improve the system. The team released the final version a year after the initial start date.
Sponsors were happy to pay for the new, enhanced lead information to capitalize on relationships forged at these events, and the product quickly began generating significant revenue. Tricon Infotech continues to develop the product with new features and capabilities using information gained from the initial release.
