Challenges

  • Manual process for managing tradeshow leads.
  • Sales team inability to follow up promptly.
  • Dirty data due to human error in manual lead entry.

Solutions

  • Eloqua AppCloud
  • RelationshipOne Lead Capture App
  • WorldCard Mobile App
  • Eloqua Forms Editor
  • Apple iPad

Results

  • Ability to prequalify leads prior to uploading.
  • 140% increase in qualified leads.
  • Immediate sales follow-up on leads. 
  • Improved efficiency and time savings.
  • Increased opportunity dollars from tradeshows.
  • Cleaner data with new automated capture process.


As any organization that relies heavily on tradeshow participation to help drive leads will tell you, managing these leads is a long arduous process and a source of great frustration for those charged with the task. Before implementing a creative solution employing an iPad and the Eloqua AppCloud, the marketing and sales teams at Mercury Systems struggled with this all too common challenge.  

 

When connecting with potential leads at tradeshows, the company’s sales reps typically collected business cards. Then after the show was over, they used a manual process to get the leads into their database. As Tina Bucchio, Marketing Systems Administrator for Mercury Systems says, “It was a rat race once the information got back to the office. We were getting these business cards, fielding them out to two or three people, and typing like crazy.”

 

On the rare occasions when the company used a lead retrieval system at tradeshows, it still took days for the company to receive the file. Once the data was entered into the system, the team had to then merge files and check for human error.   

 

Timing was critical for the sales team. They needed to follow up with hot leads immediately. But by the time the reps received the leads, the sense of urgency was gone and many opportunities were lost. “It averaged about four days from the time the show ended to the time we actually got the leads into the system, and then another five or six hours going through lead scoring to get to sales,” says Tina. “It was just taking far too long.”

 

It was at this point that Mercury looked to Eloqua partner, RelationshipOne for assistance. The two companies implemented a solution that integrated iPad, scanning and Eloqua form technologies with RelationshipOne’s Lead Capture App to streamline the lead capture process.

 

With this newly implemented solution, sales reps simply scan business cards with the iPad at tradeshows. The Lead Capture App then creates the Eloqua contact. The sales rep receives a link to the append form, containing custom fields such as job role, industry, market segment, and comments. Next, the form gets submitted and the processing steps on the back end do all the work. A notification immediately goes to the sales team and the prospect receives an email with links to collateral. Then the contact enters into lead scoring and gets pushed to sales for immediate follow up.

“Our follow up efforts have started even before the contact has left the expo area,” says Tina. “Sales is following up within hours, not days.” The company is also now able to prequalify leads, something that was not possible prior to the implementation. Additionally, because human error has been eliminated through automation, the company now enjoys improved data cleanliness.

 

“Sales is thrilled with the performance of our new process,” says Tina. “Follow up is happening quicker than ever and the fruits of our labor are evident in the number of opportunities generated.” Mercury has increased opportunity dollars dramatically and has driven the total number of qualified leads from tradeshows up 140% year over year.

 

The company envisions this solution evolving over time and plans to add functionality that will enable custom content for prospects. “I’m also in discussions with sales to really expand this program to target high scoring prospects with a four touch program,” says Tina. “This would include an email, a prompt to sales to follow up with a call, a postcard mailer, and a final prompt to sales - exciting times here at Mercury!”