Gathering business cards and swiping a badge is easy. Capturing actionable information, what we call Visitor Intelligence, is not, and can be a colossal undertaking.
Fish empowers you to capture the kind of information that gives you valuable insight into your visitor's wants, needs, and propensity to buy — welcome to a whole new ball game.
The recent emphasis on measurement has increased scrutiny over the effectiveness of events. Many executive teams are asking their marketing departments to prove ROI, and although there is a lot of buzz centered on ROI, the reality is that Marketing has little control over ROI.
Marketing should be tasked with the selective attraction of target prospects, the collection of actionable data, and the identification of high level targets. The sales team should be responsible for closing the deal.
At Fish we work with our clients to help create a paradigm shift that will link tactics to specific business objectives, and allow the marketing group to claim victory based on projected returns (which is calculated by understanding the incremental value of a well defined lead) and their ability to provide sales with a defined quantity of actionable leads. The scrutiny for actual returns remains with the group that is culpable for conversion. If ROI is not attained the process looks back to sales to provide better definitions of target buyers, estimated closing percentage, and incremental value of an A, B and C level target.