Events, tradeshows, webinars and training classes are likely a part of your marketing mix. However, it can be hard to measure the impact these activities have on sales without proper reporting solutions in place. For example, do you know how many new business calls you received as a result of these presentations?
In this post, we overview how call tracking can provide you with greater insight into the topics, audiences and delivery methods that offer the biggest lead potential.
Presentations and Call Tracking
Integrate unique call tracking numbers into your presentations to automatically associate calls with specific marketing initiatives. This allows you to more readily track resulting conversions and evaluate the success of individual events.
Tracking numbers can easily be added to contact slides within your presentation or to event-specific landing pages on your website. When designating and tracking numbers, consider the following:
Differentiate by Presentation Delivery Method
To determine the best-performing presentation format and delivery method, we recommend using a different call tracking number for each presentation type. For example, you may give a presentation at a conference and then post the slides online. In this case, consider using a different number for each format to gain more in-depth reporting.
Keep a Dashboard of Related Event Details
Within your call tracking dashboard, note specific presentation and event details, including: audience, venue, geographic location, crowd size, event promotions, and whether it was a paid or free opportunity. In doing so, you’ll be able to identify trends, and better determine the kinds of engagements that drive the most qualified leads.
Look at Leads Collectively
Placing a call is one of many ways that a lead can contact you after viewing a presentation. Therefore, it’s important to note that phone call tracking is only one piece of the solution when evaluating event success. Be sure to integrate it with web analytics, onsite feedback and social media metrics to get a more complete picture.
Collectively, this information can be used to determine which events and presentation formats are worth your investment in the future. This can be particularly helpful for paid speaking gigs that may not be worth pursuing if you don’t generate new business.
How do you measure the effectiveness of your presentations? Have you tried call tracking? Why or why not? Share your thoughts in the comments section below.