Published on

Feb 2024

◗◗How to Overcome Sales Enablement Challenges in 2024

5 min. read

Sales enablement is crucial in empowering your sales teams to engage effectively with customers and drive revenue growth. According to Fit Small Business, 62% of businesses have a sales enablement event or person in place. While it plays a vital role in your business growth and event success, sales enablement challenges may affect its operation and efficiency.

You must overcome these challenges to maximize the impact of sales enablement efforts and empower sales teams to achieve their targets. This guide will explore some common sales enablement challenges and how to overcome them!

What are sales enablement challenges, and how do you overcome them?

Here are some common sales enablement mistakes that you must overcome to take your business to new heights of success:

1. No Alignment Between Sales and Marketing Teams

One of an organization’s biggest sales enablement challenges is the need for more alignment between marketing and sales teams. Neither team talks to the other about the business goals or gives updates about sales efforts. This results in miscommunication and wasted sales enablement efforts, affecting your business’s overall revenue. Here’s what you should do to overcome this challenge:

Foster Good and Regular Communication: Encourage open and frequent communication between the sales and marketing teams. This can be achieved through scheduled meetings, joint planning sessions, and shared communication channels.
Establish Shared Metrics: Define common key performance indicators (KPIs) that align sales and marketing efforts. This could include metrics like lead quality, conversion rates, or revenue generated. Having shared metrics ensures both teams are working towards the same goals.

2. Salespeople Fail to Find Relevant Sales Enablement Content

Another one of the common sales enablement challenges is that salespeople don’t get hands-on relevant content. They often waste valuable time fumbling with content, trying to locate the right resources.

This challenge leads to wasted time, decreased productivity, and missed opportunities. Not only this, but an inefficient content search process directly impacts their sales productivity and hampers overall business growth. Let’s discuss a few ways to overcome this challenge:

Implement Content Management Tools: You can utilize content management tools that enable tagging, categorization, and metadata to improve searchability. This ensures that salespeople can quickly find relevant content based on various criteria, such as customer persona, industry, or sales cycle stage.

According to SPOTIO, 40% of salespeople say prospecting is among the most challenging parts of the sales process. Doing this empowers sales reps to quickly and easily access the materials they need. Hence, they spend more time on selling activities, following up with prospects to maximize their productivity.

3. Not Leveraging Technology and Sales Tool and Its Solution

Technology has revolutionized everything, and the business landscape is no exception. Nowadays, businesses use modern and advanced tools to attract potential customers and be ahead of competitors. According to HubSpot Survey:

Most sales reps ranked video conferencing tools or software and Customer Relationship Management systems as the most important tools for remote selling.

Failure to leverage technology and sales enablement tools can hinder the effectiveness and efficiency of your sales team. Overcoming this challenge requires embracing and implementing appropriate technological solutions, such as:

Evaluate and Implement Sales Enablement Platforms: Invest in sales enablement platforms that offer features such as content management, sales content analytics, sales training, and integration with other sales tools.
Provide Comprehensive Training: Offer thorough training on the usage and benefits of sales enablement tools. Ensure your sales team understands how to leverage these tools effectively to enhance productivity, automate repetitive tasks, and access valuable insights.

4. Not Enough Transparency

Transparency is critical to every sales process as it helps build trust between the sales team and sales managers. But when there’s no transparency, it leads to miscommunication, inefficiencies, and missed opportunities within your sales process.

Without clear visibility of the actual sales activities, pipeline status, and customer interactions, it becomes difficult for the sales team to make informed decisions. Hence, you might fail to align sales efforts with organizational goals. Here’s how you can establish transparency in your organization:

Use a Sales Enablement Platform: Centralized hub, offering real-time data, collaboration, and performance insights, enhancing transparency and enabling effective sales team management.
Foster Open Communication Channels: Encourage regular communication between sales teams, marketing, product, and other relevant departments. This can be done through regular meetings, collaboration tools, and shared project management platforms. It ensures every department is aware of what goes into the sales pipeline and other organizational goals.

5. Content Creation Becomes Difficult

Another sales enablement challenge is that your marketing teams may find it difficult to generate more engaging content. This challenge can arise due to many reasons, including:

Lack of updated and relevant sales collateral
Inefficient content creation processes
Absence of content that addresses the specific needs of different buyer personas and stages of the sales cycle

You can avoid one of these sales enablement mistakes by developing a comprehensive content creation strategy. This involves understanding your target audience, identifying their pain points and needs, and creating content that aligns with their preferences. According to Exploding Topics, 89% of marketers see a positive ROI when they offer personalized experiences. So, leverage customer insights, market research, and feedback from your sales team to target potential customers and hook them to your products and services.

6. Sales Reps Fails to Sale Effectively

Undoubtedly, the success of sales enablement is measured by the ability of sales reps to close deals by offering customer-preferred services. However, customer preferences keep on changing, and not keeping up with the latest market trends may result in your sales team failing to sell effectively.

Investing in comprehensive training programs can easily overcome one of these sales enablement challenges. These programs equip your sales reps with the necessary skills and knowledge to succeed. You can also implement technologies that help them track changing customer preferences and offer regular training sessions to enhance their product knowledge, sales techniques, etc.

Conclusion

To ensure your sales enablement program runs successfully, you must know the common challenges and how to overcome them. You should organize events to capture more leads and regularly communicate with other departments. momencio is an ideal event lead capture and sales enablement platform with functionalities like lead capture, retrieval, badge scanning, e-mail follow-up, digital collateral sharing, and real-time lead engagement insights.

It empowers your sales team to make the most of their events by streamlining lead management and facilitating effective communication with prospects. Contact us now to equip your sales team with the right technology!

Event Tips, Event Management, Event Planning, Event Success, Sales Enablement

Convert booth visitors into buyers with follow-ups

Did you know that 80% of trade show leads are never followed up? Despite the substantial investments in booth setups and marketing efforts, many businesses fail to capitalize on the sales potential of their booth visitors. According to recent studies, 76% of booth attendees expect tailored communication, and those who receive it are significantly more likely to convert into paying customers. This article is for event professionals, marketers, and sales teams looking to bridge the gap between event interaction and sales closure. By exploring data-driven strategies, multi-channel communication, and automation tools, you’ll learn how to craft follow-ups that resonate with your booth visitors. Get ready to transform fleeting event encounters into meaningful, revenue-generating relationships. Why booth visitors are the perfect sales opportunity Booth visitors represent one of the most promising opportunities for lead conversion in the sales funnel. Unlike cold prospects, these individuals have already expressed interest by engaging with your brand at a trade show or event. Understanding their unique position in the buyer journey is critical to crafting effective follow-up strategies. Booth visitors: engaged and ready to convert Trade shows and events are tailored to attract individuals actively seeking solutions, partnerships, or innovations in their respective industries. Studies show that 81% of trade show attendees have buying authority, making them highly qualified leads. Booth visitors are not passive participants; they’ve taken the initiative to approach your booth, signaling interest in your products or services. What booth visitors expect Relevant communication: A significant 76% of attendees prefer personalized post-event messages. They value follow-ups that acknowledge their specific interests or interactions at the event. Prompt engagement: The likelihood of converting a lead decreases by 10% with every passing day after the event. Timing is everything, and booth visitors expect to hear from you quickly. Value-driven content: Beyond a thank-you email, attendees want actionable insights, exclusive offers, or educational resources tailored to their needs. Advantages of engaging booth visitors High intent: By attending an event and approaching your booth, visitors have shown they’re actively exploring options. This pre-qualification sets them apart from other leads. Immediate recency effect: Event experiences are fresh in their minds, which makes them more likely to engage with your communication promptly. Brand awareness: Your booth visitors have already interacted with your brand, giving you an edge over competitors when building relationships. Why many booth visitors are missed opportunities Despite their potential, 30-50% of event leads are never contacted, often due to: Disorganized follow-up processes: Failure to collect and manage lead data effectively. Generic communication: Sending non-personalized messages that fail to resonate with the lead’s specific needs. Lack of timeliness: Delayed follow-ups allow competitors to swoop in and capture the lead’s attention. Actionable Tip Focus on making your […]

Lead Capture, Lead Retrieval, Sales Enablement, Universal lead Capture AI

How to reduce lead follow-ups from weeks to hours

The speed at which businesses respond to leads directly impacts sales success. According to recent studies, companies that follow up within an hour are seven times more likely to qualify a lead than those that take two hours. Yet, many organizations struggle with delayed lead follow-ups, leading to missed opportunities and lower ROI. This guide explores actionable strategies to reduce lead follow-up times from weeks to mere hours. From leveraging automation to personalizing engagement, these insights will equip you to enhance your sales process and drive higher conversions. Let’s dive into the challenges and solutions for achieving rapid and effective lead follow-ups. The impact of delayed lead follow-ups on sales The gap between generating leads and engaging with them can make or break your sales pipeline. A Harvard Business Review study reveals that businesses that contact potential leads within one hour are 60% more successful in qualifying leads than those that wait longer. Unfortunately, many organizations fall into the trap of delayed lead follow-ups due to inefficient processes or a lack of resources. Consequences of delayed lead follow-ups: Missed opportunities: Prospects often move on to competitors when they don’t hear back promptly. Decreased interest: As time passes, leads lose the enthusiasm they initially had. Reduced ROI: Prolonged follow-up times mean wasted marketing efforts and lower event success metrics. 35–50% of sales go to the vendor that responds first. Companies taking over 24 hours to follow up lose 70% of leads. Delayed lead follow-ups don’t just harm sales in the short term; they also damage brand perception. A lead that doesn’t hear back quickly might associate your business with inefficiency, regardless of how impressive your event or offering was. This erosion of trust can impact future opportunities. Furthermore, delayed lead follow-ups leave room for competitors to swoop in. Studies reveal that 80% of leads interact with multiple vendors simultaneously, so timely responses aren’t just helpful—they’re critical. By understanding these consequences, organizations can recognize the urgency in reforming their follow-up strategies. What you should do: Set up notifications or triggers for sales teams whenever a lead interacts with event content, ensuring proactive engagement. For example, if a lead opens an email or clicks on a personalized microsite, your team can follow up immediately with relevant information. Top challenges in managing follow-up timelines Despite the evident need for faster lead follow-ups, many businesses face hurdles that slow down the process. 1. Resource constraints Limited staffing or untrained teams can delay outreach. Streamlined workflows and automation can alleviate these issues. 2. Fragmented tools Using disconnected tools leads to inefficiencies. For instance, leads captured during events may take days to sync with CRM systems, creating delays in outreach. 3. Misaligned teams When sales and marketing […]

Sales Enablement, Automation, Checklists & Templates, Event Planning, Event Tips, Event tool

10 ChatGPT prompts for event sales reps to win leads

For event sales reps, crafting tailored follow-ups is no longer optional—it’s essential. With the help of ChatGPT prompts for event sales, sales leaders can create personalized outreach that resonates with leads and drives meaningful engagement. Studies show that over 48% sales representatives state that they struggle with communicating their product or service’s value to the customer. The key to success lies in personalization. By leveraging AI-powered tools like ChatGPT, event sales reps can seamlessly tailor their communication to match each lead’s specific needs and behaviors. For example, referencing a lead’s expressed interest in a product during a booth interaction significantly boosts engagement compared to sending a generic follow-up email. Every lead needs to be engaged distinctly and after you have made them feel like your product is the solution to all their problems during your booth interaction, you cannot send a generic follow-up email, right? This guide explores five essential ChatGPT prompts designed to help event sales reps streamline their follow-up processes, nurture leads effectively, and convert more interactions into sales. Whether you’re targeting demo attendees or reconnecting with brief booth visitors, these strategies will enhance your post-event outreach and maximize ROI. 5 ChatGPT prompts for optimized follow-up emails Below are ChatGPT prompts for event sales reps that align perfectly with typical lead scenarios. Each prompt is designed to maximize personalization and engagement. Remember to replace placeholders like [Lead’s Name] and [Event Name] with specific details to ensure relevance. The lead who showed real interest During events, some attendees engage actively with your team, ask questions, and show genuine interest in specific products or features. These leads are golden opportunities, but without a well-crafted follow-up that references the conversation and highlights how your solution addresses their pain points, the connection might fade. Personalizing your outreach to this audience can significantly improve your chances of converting them into clients. “You are a sales representative following up with [Lead’s Name], who visited our booth at [Event Name] and expressed interest in [specific product/feature]. At the booth, they mentioned challenges with [pain point]. Craft a follow-up email that references this conversation, highlights how [Product/Feature] solves their challenge, and offers a clear next step, like scheduling a demo. Use a conversational and professional tone.” The badge scanning lead Not every lead will engage deeply during the event. Some may just get their badges scanned or sign up without providing detailed insights into their interests or needs. These leads require a warm, introductory follow-up email that reintroduces your product or service and invites them to share more about their goals. This approach opens the door for future interactions. “You are a sales representative following up with [Lead’s Name], who scanned their badge at our booth […]

Event survey questions, momencio, lead capture, 50 Essential Event Survey Questions for Comprehensive Attendee Insights – Download list

Checklists & Templates, Event ROI, Event Tips, Gamification, Sales Enablement, Tradeshow Guide

50 event survey questions to unlock attendee insights

Event organizers continually strive to enhance attendee experiences, making feedback an indispensable part of the event planning and improvement process. But what questions should you include in your event survey to gather the most valuable insights from attendees? This is not just a matter of curiosity; it’s a strategic necessity. 85% of event organizers rely on attendee feedback to measure event success, yet only 55% feel confident they’re asking the right questions. This gap highlights the crucial need for a comprehensive set of event survey questions that can accurately gauge attendee experiences, expectations, and engagement levels. Our guide, “50 Essential Event Survey Questions for Comprehensive Attendee Insights,” is meticulously crafted to bridge this gap, providing event professionals with a robust toolkit for feedback collection. By including a mix of quantitative and qualitative questions, ranging from pre-event expectations to post-event satisfaction and everything in between, this guide ensures that organizers can capture the nuanced feedback necessary for meaningful improvements. Furthermore, timing the survey correctly is paramount – too soon, and attendees might have yet to process their experience fully; too late, and memories may have faded. Our checklist and guided questionnaire, enriched with keyword variants like Feedback Questions, Pre-Event Surveys, and Post-Event Surveys, and supported by semantic content on attendee experiences, will empower organizers to make informed decisions that elevate the quality and impact of their events. TL;DR: Gain valuable insights from event attendees by asking the right survey questions. This guide outlines essential post-event survey questions that help organizers gather feedback, understand attendee needs, and make data-driven improvements for future events. The importance of event surveys 80% of event professionals measure the event success based on event attendance, attendee engagement, and attendee experience. Event surveys stand as a critical tool for any event planner or marketer aiming to refine and elevate the event experience. These surveys, encompassing pre-event, during-event, and post-event phases, act as a direct line of communication between attendees and organizers, offering insights that are pivotal for both immediate adjustments and long-term planning. Why are they so crucial? Direct feedback for improvement: They provide unfiltered feedback from those who matter most – your attendees. This feedback is invaluable for understanding what worked, what didn’t, and why. Data-driven decision making: Surveys transform subjective experiences into quantifiable data, enabling organizers to make informed decisions based on attendee preferences and feedback. Increased attendee satisfaction: By asking for feedback, you demonstrate to attendees that their opinions are valued, which can enhance their overall satisfaction and loyalty to your event or brand. Benchmarking for future events: Event surveys help establish benchmarks for various aspects of your event, such as attendee engagement and content quality. These benchmarks are critical for measuring the success of […]

Event Success, Checklists & Templates, Event Management, Event Planning, Event ROI, Event Tips, Sales Enablement

Ultimate crash course on event technology

Event technology is no longer a luxury in the world of events—it’s a necessity. Whether you’re an exhibitor trying to attract qualified leads, an event planner orchestrating a seamless experience, or an attendee looking for meaningful connections, the right tools can transform how events are experienced, managed, and remembered. 90% of event marketers consider technology to one of the most important element for the success of their events. Exhibitors who integrate advanced event technology, like interactive displays and badge scanning systems, see a 20-30% increase in lead capture rates. For attendees, technology helps personalize the experience, allowing them to connect, learn, and network in ways never possible before. These numbers tell a simple truth: event technology is shaping the future of the industry, driving engagement, and delivering measurable ROI for all stakeholders. This handy guide is for you if you want to: Boost engagement and generate more meaningful leads as an exhibitor. Plan, execute, and measure events efficiently as an event planner. Enjoy smoother, more rewarding experiences as an attendee. Throughout this guide, we’ll explore the many facets of event technology: what it is, why it matters, and how to choose and use the right tools. You’ll discover how cutting-edge solutions like QR or badge scanners for lead capture, AI-driven personalization, and gamification can elevate every aspect of an event. By the end of this guide, you’ll understand not just how to use event technology but also how to master it to meet your specific goals. Events are dynamic, but with the right tools, you can transform complexity into opportunity, turning every interaction into a meaningful connection. Let’s dive in. What is event technology? Event technology refers to the tools and solutions that simplify, enhance, and transform the way events are planned, executed, and experienced. These technologies come in many forms, from mobile apps for attendees to sophisticated analytics platforms for planners, all aimed at making events more efficient, engaging, and impactful. Imagine an event where attendees navigate the venue using an app, exhibitors capture leads through event badge scans, and planners monitor real-time engagement through a dashboard. This is event technology in action—a seamless integration of software and hardware designed to solve common challenges while opening up new possibilities. For exhibitors, it’s a way to create dynamic booth experiences, showcase products interactively, and instantly collect attendee information. Tools like badge scanners and customized microsites allow you to capture and nurture leads in ways that feel personal and efficient. For event planners, it’s about staying in control. Technologies like project management software, hybrid event platforms, and real-time event analytics provide visibility into every aspect of the event, ensuring no detail is overlooked. For attendees, event technology personalizes the experience. From […]

Sales Enablement, Analytics & Insights, Big Data, Event Management, Event ROI, Event Success

Top 7 sales enablement KPIs and how to measure them

Nowadays, businesses are actively trying to empower their sales team by utilizing sales enablement strategies. According to Gitnux, Google searches for “Sales Enablement” have gone up by 51.2% year over year. However, having a strategy in place doesn’t give desired outcomes alone. You need to correctly measure their effectiveness to check what’s working and what’s not. That’s where sales enablement KPIs help you. By tracking the right sets of KPIs, you can gain insights into the efficacy of your sales enablement strategies and collect big data to make informed decisions. All this helps you capture more leads and close deals efficiently. In this write-up, we’ll discuss some crucial sales enablement KPIs you must track to achieve intended outcomes. TL;DR: Track the effectiveness of your sales enablement strategy with these seven key performance indicators (KPIs). Learn how to measure content usage, lead conversion rates, sales cycle length, and more to ensure your sales enablement efforts drive measurable results. What is sales enablement and its KPIs? Sales enablement gives the sales team the necessary resources to improve productivity and drive more sales. These resources can be sales tools, training, and knowledgeable content that guide and help your sales team throughout the sales cycle. 84% of sales reps win their quotas when their employer incorporates the best sales enablement strategy. Sales enablement increases revenue, trains sales reps, and drives better business outcomes. Typically, sales enablement KPIs are the metrics that allow you to measure the efficiency and productivity of your sales enablement strategies. You can use these key indicators to measure sales enablement success and identify areas for improvement. These KPIs are similar to sales KPIs as both have the same goal—to capture more leads and revenue. However, sales KPIs focus on measuring the performance of the sales team, while sales enablement KPIs measure the effectiveness of sales enablement strategies within an organization. Top sales enablement KPIs to track Here are some top Sales Enablement KPIs you should track to see whether you are on the set track or not: 1. Customer acquisition cost Customer acquisition cost (CAC) is a crucial metric that helps businesses understand the cost involved in acquiring new customers. It allows you to evaluate the effectiveness and efficiency of your marketing and sales efforts. CAC is an important KPI to measure as it tells you about the overall profitability of your business. Here are the things that go into Customer Acquisition Costs: Sales and marketing team costs or expenses Creative, publishing, and production costs Inventory maintenance It would be best if you tracked CAC to monitor customer lifetime value and your average payback period. Additionally, it also aids you in determining if your marketing ROI is enough compared to your […]

Event Planning, Event Management, Event ROI, Event Success, Sales Enablement, Trade Show

Event app for conferences: 20 questions to identify the best

An event app for conferences is the secret weapon for anyone seeking to turn fleeting opportunities into lasting outcomes. It is not just another gadget; it is the cornerstone of modern-day events, quietly revolutionizing how exhibitors engage with attendees and how attendees navigate the endless possibilities that conferences promise. Think of the last time you attended a conference. The rooms buzzed with energy, brimming with conversations and connections waiting to happen. But how many of those moments slipped away, lost in the shuffle of crowded halls and overlapping schedules? The reality is, without the right tools, even the most well-organized conference can feel overwhelming. Here is the good news: technology has leveled the playing field. Over 80% of event organizers now use mobile tools to streamline everything from logistics to attendee engagement. A well-designed event app does not just simplify; it amplifies. It transforms confusion into clarity, possibilities into actionable steps. This article will explore why conferences are uniquely positioned for transformative connections, how an event app can elevate your experience, and what you need to know to choose the perfect app. Whether you are an exhibitor or an attendee, this guide will ensure that your next conference is not just an event, but a turning point. How are conferences different from trade shows and conventions? Conferences, trade shows, and conventions each serve a unique purpose, yet their distinctions often blur. Understanding these differences is vital for exhibitors and attendees to tailor their strategies and maximize their outcomes. A conference is where ideas converge. These gatherings are designed for learning, networking, and collaboration. Think of them as curated experiences where thought leaders share insights, attendees participate in workshops, and exhibitors position themselves as experts in their fields. Conferences prioritize knowledge-sharing over commerce, making them fertile ground for relationship-building and long-term influence. Trade shows, in contrast, are high-energy marketplaces. Vendors and exhibitors dominate the floor, showcasing products, services, and innovations. The objective is clear: visibility, lead generation, and direct sales opportunities. Attendees are often decision-makers or influencers, scouting for solutions and partnerships. It is an environment driven by transactions, where every interaction has the potential to turn into business. Conventions blend elements of both, often emphasizing a specific industry or community. They bring together large audiences, merging the professional focus of conferences with the commercial energy of trade shows. Exhibitors and attendees alike benefit from the expansive scope, offering broad visibility and opportunities to network across diverse roles. While the formats vary, the underlying thread is connection. Each setting demands a different strategy but shares a common goal: making meaningful interactions count. This is where an event app becomes indispensable, adapting to the specific needs of each format while enhancing every […]

Sales Enablement, Event Management, Event Planning, Event ROI, Event Success, Event Tips

Proven event marketing plan hacks to dominate your next event

The success of any event hinges on a well-crafted event marketing plan. With 87% of marketers relying on events to build relationships with prospects and clients, it’s clear that events are more than just gatherings—they’re opportunities to make lasting connections and drive business growth. However, planning a high-converting event isn’t just about logistics. It’s about defining clear objectives, engaging attendees meaningfully, and ensuring every lead is nurtured after the event ends. For instance, companies using CRM integrations and automated follow-up tools experience a 27% higher lead conversion rate compared to those relying on manual processes (Salesforce). This article will guide you through proven strategies for creating an effective event marketing plan—from pre-event promotion to post-event follow-up. You’ll discover actionable tips to enhance attendee engagement, streamline lead capture, and measure your success effectively. With these insights, you can replicate the strategies of top-performing event marketers and turn your events into ROI powerhouses. Ready to steal these ideas? Let’s dive in! Define clear goals for your event marketing plan A successful event marketing plan begins with clearly defined goals. Setting specific, measurable objectives ensures that every aspect of your event—planning, execution, and follow-up—aligns with your organization’s broader business strategy. Without these goals, even the most well-organized event risks falling short of its potential. The importance of aligning event objectives with business goals At its core, an event is a strategic investment. Businesses allocate significant resources to trade shows, conferences, and networking events, expecting returns in the form of leads, sales, or brand exposure. But without clear objectives, measuring the return on investment (ROI) becomes nearly impossible. Action step: Begin by asking, “What does success look like?” For example: Are you aiming to generate 100 qualified leads? Do you want to achieve a 30% increase in booth traffic compared to your last event? Is the primary goal to boost brand awareness in a new market segment? When objectives are linked to broader business goals, they serve as a North Star for your marketing team, ensuring alignment across pre-event, on-site, and post-event activities. Examples of measurable KPIs for event success For a robust event marketing plan, use metrics that go beyond vanity numbers and focus on impact: Lead generation: Number of qualified leads captured via badge scanners, digital forms, or interactive tools. Attendee engagement: Metrics such as app interactions, booth dwell time, or participation in live polls. Social media reach: Impressions, shares, and engagement for event-specific campaigns. Sales pipeline impact: Leads converted into sales opportunities or deals. ROI: Calculated by comparing total event expenses to revenue generated or anticipated from the event. Pro Tip: Tools like momencio can help track these metrics in real-time, offering insights into attendee engagement and lead quality. Create SMART […]

Sales Enablement, Automation, Event Success, Event Tips

Converting event leads into sales in 48 hours

You have just finished a trade show, and the adrenaline is still fresh. Your booth was buzzing, and you collected leads left and right. It feels like a win—but whether or not you are converting event leads in the next 48 hours will make or break everything. This isn’t an exaggeration. Studies show that people forget nearly 50% of what they hear within 24 hours. By the end of the week, they might not even remember your company name, let alone the pitch you delivered. The leads you worked so hard to capture aren’t sitting around waiting for your email—they’re busy moving on, possibly getting scooped up by someone who followed up faster. Speed matters. Personalization matters. And in today’s crowded event space, doing the bare minimum isn’t enough to stay competitive. The first 48 hours are your chance to cement your value, stand out, and start building the trust needed to turn a conversation into a contract. The problem? Most businesses drop the ball. They send generic follow-ups. They wait too long, thinking their leads will stay interested. Or they don’t have a clear plan for what happens after the event ends. You don’t need a big team or a flashy campaign to succeed. Simple steps—like a personalized email or a microsite tailored to the lead’s needs—can make all the difference. Today, we will see why those 48 hours are so critical, exactly what steps to take, and how to use tools and strategies that work. Think of it as your playbook for turning event leads into sales. Let’s get started. The psychology behind the 48-hour window Have you ever noticed how quickly you forget details about a conversation you had yesterday? It’s not just you—it’s how our brains work. Psychologists call this the forgetting curve, a concept that shows how memory retention drops sharply over time. Within 48 hours, most people will forget nearly half of what they heard. By the time a week passes, your once-interested lead may struggle to remember your name, let alone the conversation you had at the event. This is exactly why the first 48 hours after an event aren’t just a nice-to-have—they’re a need-to-have. Converting event leads during this period isn’t just about being quick; it’s about beating the natural decline in interest and memory. Why leads are warmest within 48 hours Think back to your own experiences at trade shows. You attend, get inspired, meet interesting vendors, and collect a bag of brochures. But when you get back to your desk a few days later, you’re swamped with emails, meetings, and catching up on work. That initial excitement from the event? It fades. Your leads are no different. Right after the […]

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◗◗How to Overcome Sales Enablement Challenges in 2024

What are sales enablement challenges, and how do you overcome them?

1. No Alignment Between Sales and Marketing Teams

2. Salespeople Fail to Find Relevant Sales Enablement Content