Case Study
How BinkInc Increased Lead Generation at a Major Industry Trade Show
BinkInc partnered with a SaaS company offering a product that integrates with a widely used enterprise platform to support scaled agile practices. The company aimed to make a significant impact at the SAFe Summit, a major industry event, by exceeding their previous year’s lead generation benchmarks while improving the quality of captured leads.
BinkInc provided end-to-end trade show marketing support, from pre-event promotion to booth engagement and post-event follow-ups, ensuring a successful and impactful presence.
The Challenge
The company faced challenges in maximizing ROI from their trade show participation:
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Previous booth engagement strategies attracted unqualified prospects, overwhelming subject matter experts (SMEs) without delivering actionable leads.
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Post-event follow-ups were inconsistent, leading to missed opportunities with interested prospects.
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They needed a clear strategy to pull qualified traffic, streamline lead qualification, and secure follow-up commitments on-site.
The Solution
BinkInc implemented a strategic and comprehensive trade show marketing approach, leveraging its expertise in event engagement and lead generation:
Pre-Event Promotion: Designed and managed targeted social media campaigns to build awareness and drive booth traffic ahead of the event.
Booth Management Methodology:
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Focused on attracting and qualifying high-value traffic quickly, ensuring SMEs were only engaged with prospects who met key criteria.
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Used interactive elements and tailored messaging to create an engaging and memorable booth experience.
On-the-Spot Commitments: Encouraged immediate demo scheduling before prospects left the booth, ensuring follow-ups were secured on-site rather than risking drop-offs post-event.
Custom Lead Tracking: Developed a custom qualification questionnaire and used badge scanners to efficiently capture and prioritize actionable leads.
The Results
BinkInc’s trade show strategy delivered impressive outcomes:
Exceeded Lead Generation Goals
Achieved a 30% increase in leads compared to the previous year.
Increased Pipeline Opportunities
Generated more high-quality leads, significantly boosting the sales pipeline.
Improved Lead Quality
Streamlined booth traffic and reduced SME overload by filtering out unqualified attendees.
Conclusion
BinkInc’s strategic approach to trade show marketing enabled the SaaS company to achieve exceptional results at the SAFe Summit. By combining targeted pre-event promotion, efficient booth management, and on-the-spot demo scheduling, BinkInc ensured a high ROI and positioned the company for long-term success.