Photonics West 2016 Lead Generation Benchmark Survey
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Transcript of Photonics West 2016 Lead Generation Benchmark Survey
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Photonics West Lead Generation Benchmark SurveyMarch 2016
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Q1: What type of business are you?• Respondents represented a variety of market segments,
including:– Glass manufacturer (25%)– Instrumentation (25%)– Engineering services– Lasers– Capital equipment– Optical design and manufacturing– Optical finishing products
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Q2: How did you participate in Photonics West 2016?
10-ft booth; 38.9%
20-ft booth; 27.8%
Island; 5.6%
Tabletop; 5.6%
I didn't ex-hibit--I
walked the show; 22.2%
Go Big or Walk• 22% of respondents
walked the show – the same percentage as last year
• Use of island and tabletop booths rose slightly from 2015
• Other respondents said they shared booth space or had a 30-foot booth
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Q3: How many total leads did your company generate this year?
<15; 15.0%
15-25; 10.0%
26-35; 15.0%
36-50; 10.0%51-75; 15.0%
76-100; 10.0%
101-125; 10.0%
>150; 10.0%I don't know; 5.0%
Middle of the Road• Lead counts this
year stayed more toward the middle of the spectrum
• Reporting between 26 and 75 leads2016: 40%2015: 14%
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Q4: How many qualified leads did your company generate this year?
<10; 30.0%
10-25; 30.0%26-50; 5.0%
51-75; 20.0%
101-125; 5.0%
I don't know; 10.0% 46% of total sales leads were qualified (up from 39% last year)
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More leads; 15.0%
Better quality leads; 15.0%
Both more & better leads;
30.0%Fewer leads; 10.0%
Weaker leads; 5.0%
I don't know; 15.0%
NA--We didn't exhibit last year; 10.0%
Q5: How does this year's show compare with Photonics West 2015?
60% of respondents noted more and/or better leads compared to 2015 (though that’s down from 71% last year)
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Q6: What were your goals for this show?
Obtain qualified
leads
Increase brand
awareness
Find vendor, partnership
opportunitiesLearn Meet with
customersClose deals
Photonics West Objectives: Measurable & Mixed
• The majority of respondents aimed to generate new leads during the show, and several had a specific lead count in mind.
• Others hoped to learn from the technical portion of the conference, while some were looking to form new partnerships.
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Q7: What metrics do you track for trade show success? (check all that apply)
Total leadsQual-ified leadsResult -
ing RFQsResult -ing
quotesClose ratesRevenueWe
don't track/
measureI don't know
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%26.3%
63.2%36.8%
15.8%10.5%
26.3%5.3%
0.0%
Qualified Leads Still Leader in Metrics• Respondents tracking qualified leads rose from 50% in 2015• One respondent named cost per qualified lead as metric used• Major drop in respondents who don’t measure
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Q8: What are your best performing shows? (check all that apply)
Photonics WestDefense,
Security & Sensing
(DSS)Laser MunichOptifabMD&M
WestMD&M EastCLEO
Optics + Photonics
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
93.8%12.5%
25.0%18.8%
0.0%0.0%
6.3%25.0%
Photonics West remains top performing optics/photonics show by farOthers named SLAS, World of Photonics and Pittcon as effective shows
Now Defense + Commercial
Sensing
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Q9/Q10: How effective are you at trade show preparation and follow-up?
Perception of preparation and follow-up has improved slightly (2015: effectiveness was about 2.75, consistency was 2.85)
Preparation Follow-up
Con-sis-
tency
Ef -fec-tive-ness
3.00
2.95
Con-sis-
tency
Ef -fec-tive-ness
2.75 2.80 2.85 2.90 2.95 3.00 3.05
3.00
2.85
1 = Poor | 2 = Needs Work | 3 = Good | 4 = Excellent
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Q11: What does follow-up look like in your company? (check all that apply)Connect
with leads on
LinkedIn/social media
Add to database for email newslet -ter/nur-
ture cam-
paigns
Add to CRM (like
Salesforce)EmailCall 1xCall mul-tiple timesSend
card/liter-ature
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%25.0%
80.0%55.0%
95.0%20.0%
25.0%20.0%
Inbound Having Bigger Impact• Use of lead nurture campaigns jumped from 52% in 2015• Calling dropped from near 40% in 2015, and direct mail decreased
from 35%
social media
email nurture
campaigns
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For more tips to improve your trade show strategy, visit launchsolutions.com/blog
Or download our tip sheet:Maximizing Trade Show ROI