Lead Generation Steps to Success

Lead Generation is a major milestone in the marketing funnel. For the congress industry, this is the point at which a potential attendee finally leaves their personal details (so that they can be contacted directly) or submits an abstract or scientific paper.

We use a holistic approach to gently nurture potential prospects to reach this stage in the marketing funnel. The process is conducted over various online channels or platforms, as we unobtrusively inform, educate, and incentivize, before ultimately converting leads into become event participants.

Inbound traffic, where individuals are specifically looking for a relevant type of event to attend, always converts the most effectively. In these cases, the potential attendee has already heard about the congress or is actively searching for a similar event using Google or another search engine. We make sure that the congress we are promoting appears at the very top of the Search Engine Results Page (SERP) either organically or, more usually, by utilizing paid advertising. The message given in the ad must encourage clicks for related searches.

Once a potential event attendee has visited a page, we are able to show them ads according to their behaviour on the site using remarketing. For example, if a visitor has not yet signed-up for a congress but has clearly shown interest in the site’s content (i.e., they have spent a significant amount on the landing page), we can nurture interest by continually showing them specific ads on a range of different online platforms. Similarly, if a visitor registers for the congress, we can show him or her a completely different set of ads (e.g., promoting accommodation, etc.). The possibilities are incredibly flexible!

We also target potential event participants who are not initially actively looking for an event.
These individuals can be reached using Kabloom’s data pools and information rsuch as behaviour, interests, or skills, etc.

Conversion Rate Optimization (CRO) is the ongoing strategy of increasing the volume and quality of leads while simultaneously reducing lead costs. We optimise budgets between and within digital marketing channels according to pre-defined KPIs (Key Performance Indicators) to deliver the most efficient ROI and ultimately reduce Customer Acquisition Costs (CAC).

In addition to retaining prior event delegates, we use numerous growth strategies to help acquire new congress attendees. All paid digital marketing activities must be GDPR compliant.

Sound a bit complicated? We have the expertise to help you on your digital journey!