Case Study: How Telaeris Uses Drip To Automate Trade Show Follow-Up and Win More Business From Industry Events

Photo: Patty Mooney

For this week’s Funnel Hack Friday, we chatted with David Carta, CEO of Telaeris. Telaeris provides RFID hardware and software that help companies ensure their employees are accounted for during emergency evacuations.

The Big Problem With Networking at Conferences and Trade Shows

You know the feeling of coming back from a conference.

You’ve got a pocket full of business cards.

You’re jazzed with ideas.

You want to send “nice to meet you” emails to everyone you’ve met and nurture those relationships… until Monday morning rolls around.

Then it’s back to your to-do list. Many of those business cards get lost in the shuffle, or worse, you start conversations with some promising leads who fall out of touch.

According to Online Marketing Institute, it takes 6 to 8 touches to generate a viable sales lead. It’s safe to say, many companies and consultants give up way too soon.

The question is…

How can you build a machine that stays in touch with contacts, 100% of the time (even if it falls off your to-do list)?

David from Telaeris has built an automated system to solve this pain. And he’s done it while still being authentic and adding value to leads.

How To Automate Trade Show Lead Nurturing In Drip

David relies on trade shows as a critical source of leads for his company.

Here’s how David maximizes his ROI:

“To speed up how we capture leads, we have badge scanners that we use at trade shows to automate lead collection. But we also collect tons of business cards. These are all people who have expressed interest in our solutions and give us permission to send them more info.

Pro Tip: You could also use a smartphone app like ScanBizCard to scan and pull contact info from business cards on your iPhone or Android. You can export a .csv of new contacts and import them all into Drip in about 5 minutes.

In Drip, we then have an email drip sequence specifically tailored for each particular trade show.
For example, after a lead gets captured, they’ll automatically receive an email saying, ‘Thanks for stopping by our booth, it was great to connect.’ This gives us a base to continue the conversation.

It’s not just about sending content, either.

David makes sure to bring goodies to the trade show, as a fun way to bring people back to the Telaeris booth and make deeper connections with promising leads during multi-day events.

We will also send out several other emails over the course of the event. Sometimes we’ll have free beer at our booth one afternoon or giveaways such as an iPad raffle. We send out invitations during the event to everyone we’ve met.
We’ll say ‘Come on over and have a beer at our booth and hang out.’ This makes it less about selling and more about making connections.

Here’s what’s really cool:

Following the event, David’s Automation Rules move contacts from the “trade show” campaign into the “product information” campaign.

The latter emails have more articles and FAQs about David’s products that people asked for.

A Typical Telaeris Trade Show Email Campaign

Here’s what a typical trade show drip sequence looks like:

  • 1 hour after adding to Drip: “It was great to connect.”
  • Broadcast email, on second day of the trade show: “We have free beer and snacks at our booth, come grab a drink and say hi.”
  • Final day of the trade show: “Come by and see if you won the raffle for the iPad at 2pm! You must be present to win!”
  • 1 day after the trade show: “We hope you made it home safely. Here’s more info about our products that you requested”
  • Add to monthly newsletter campaign

All in all, this campaign makes sure that no prospect gets lost in the shuffle.

And with several initial personal touches, leads tend to stick around for the long haul, instead of getting added to a newsletter list and unsubscribing. Not only are they adding valued subscribers, but they are nurturing a relationship with their customers.

But the question is, does it work?

Here’s David:

“Our lead-to-sale time is really long, about 6 months — and sometimes longer for bigger contracts. We recently closed a deal 3 years after first making contact with a client.
Our average sale is $25,000, so we need a lot of touch points. I’ve found that, if you don’t have people in some sort of automation followup, you will eventually lose track and drop them.”

Get this:

David’s drip email marketing system works so well, that he even gets occasional compliments on an employee… who’s no longer with his company.

David tells the story:

Occasionally, prospects will email me and say, “your employee, Liz, keeps emailing me these helpful articles about RFID and barcode systems. Now I want to buy one, and I’m coming to you. You should give that Liz a raise.”
The funny thing is, Liz left our company. She set up our account, and we never got around to changing the signature of those emails. And they’re still closing deals for us.
I tell those clients, “You bet — Liz is great. She’s worth every penny.”
That’s the power of staying in front of people over time.

At Drip, we’re stoked to see Telaeris use marketing automation to bring in business in a traditional B2B space.

Recently, David’s team wrote a full post about their decision to switch to Drip from Infusionsoft.

Check it out.

Telaeris Blog: Care For Your Customers!

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P.P.S. Want to attract more clients with automated drip email marketing? 
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