The market for "Event Tech Solutions" is highly dynamic. Event platforms, in particular, are the focus of attention, as their holistic "all-in-one" approach clearly strikes a chord with many organizers. The promise: one system for everything related to the digital presence of the event. From a digital platform for participants, various management functions for exhibitors and the organizer themselves, to the corresponding event app in the "look and feel" of the respective event. This is well-received in the market. We at adventics also see event platforms as important technology partners when it comes to the "digital extension" of an event. We have been and continue to be involved in multiple projects related to the implementation of such platforms. What to consider when selecting such a platform has been covered in this article.

The following article focuses on lead tracking and its classification in the current market environment. For many, it may seem like a niche topic of rather low significance – but what is often overlooked is that, as an organizer, offering a professional lead tracking solution can generate significant additional revenue from exhibitors. If done cleverly, this can even be achieved entirely without the organizer's own resource investment. In addition, the demand for professional lead tracking solutions among exhibitors is increasing significantly. They have long recognized that these solutions not only make a valuable contribution to the success of a trade show but ultimately make this success measurable and demonstrable.

Short classification: Lead Tracking

Lead tracking refers to capturing a contact or prospect, usually in the form of a business card or badge scan, followed by the (pre-)qualification of this contact into a "lead"—for example, by answering a series of questions, all within the lead tracking solution. This process also includes the comprehensive documentation of a lead, such as estimating the "value" or sales volume associated with the respective lead. Ideally, the person has already expressed a concrete interest in a product, which could be classified as a Sales Qualified Lead—allowing the sales team to "pick up where they left off" after the event, arranging a follow-up meeting or even sending out a proposal. All in all, from an exhibitor’s perspective, lead tracking is crucial to the success of a trade show appearance and its measurability.

Professional lead tracking

If an event organizer relies on a provider of a professional lead tracking solution, such as Scan2Lead from adventics, additional revenue is guaranteed. Together with the organizer, we independently market the Scan2Lead product portfolio - an entire ecosystem of lead tracking solutions - with our own sales department: From a lead tracking app, a portal solution for contact/lead management (for the desktop), to various hardware solutions that can be used by stand personnel even without a company device at all. In addition, our Customer Success Managers support exhibitors in the run-up to the event, including with advice and training, and we also provide on-site support during the event.

Leadtracking innerhalb der Event-App?

Individual event organizers are increasingly pursuing the approach that the lead tracking functionality should be a component of the respective event app - and no longer exist in parallel as a “separate” solution. The associated assumption is that lead tracking integrated into the event app will create a “more rounded user journey”. As a result, you would no longer need a separate “lead app”, but only one app - the official event app.

What is often overlooked

• A lead tracking function integrated into the event app is far less valuable than a stand-alone lead tracking product. So, as an event organizer, would you like to continue generating revenue with lead tracking solutions? Then think carefully about whether integration is the right step, as we have yet to see a successful proof of concept.
• The assumed improvement in the user journey often does not materialize, as the event app only appears more confusing than before. Stand personnel and all sales-oriented employees want to capture contacts and generate leads quickly and easily: One click in our SMART app and off you go. In comparison: With the usual event apps, you need at least 3-5 clicks. Try it out for yourself! Most event apps are already very overloaded and navigation is becoming increasingly difficult. Accordingly, we do not see any optimization of the user journey in an integration.
• All event platform providers pursue a no-hardware strategy. We can prove from hundreds of customers that the use of hardware in a lead tracking context is still of great importance. Handheld scanners such as our STATION or COLLECT and other devices must therefore be part of a professional lead tracking offering. In other words, “software only” does not meet the needs of many exhibitors. If an organizer does not offer any lead tracking devices in its portfolio, it forgoes a significant share of sales.
• Event platform providers have many other construction sites in their (supposed) all-in-one project experience, we can say that basic functionalities are still in focus - and lead tracking is not one of them. Here, too, there is a comparison with us: we have been working on the Scan2Lead ecosystem for over 15 years.
• Exhibitors need advice and support when it comes to lead tracking. At adventics, we have an entire team, from customer success managers to support staff, who are available before/during/after the event. Event platform providers do not have dedicated consulting or support staff for lead tracking.
• For many exhibitors, it is also important that the leads collected end up directly in the company's own CRM system. Professional lead tracking providers address this need with various interface and integration options.

Conclusion

In summary, it can be said that professional providers of lead tracking solutions have well thought-out and coordinated products (software + hardware) and suitable services (sales, consulting, support). They “live” the topic of lead tracking like no other market companion and thus ensure additional income for the organizer as well as an all-round carefree package from the exhibitor's point of view. We do not believe that fully integrating lead tracking into event apps is the right approach. We fear that the organizer will lose revenue and that the user journey will be impaired. Instead, smart links should be considered so that users can quickly and seamlessly access the professional lead tracking app from the event app and are already logged in there (keyword: deep linking). We are available to you as a partner for this.