In addition to Japan’s largest human resources forum, “HR Summit/HR Technology Summit,” our company holds the “HR Executive Forum,” which targets HR executives from large and medium-sized companies, and the “New Graduate Recruitment Forum,” which specializes in new graduate recruitment. Seminar-style events are held throughout the year.
A list of seminar applicants (=leads) will be provided to human resources vendors who sponsor the seminar.
Today we’ll show you how to make the most of the leads you get.
“Distribution” of important leads after the seminar
At the “HR Summit/HR Technology Summit” and “New Graduate Recruitment Forum” held by our company, we will provide a list of all applicants regardless of attendance (HR Executive Forum is for attendees only).
For example, if you send emails with the same content to a list of applicants (leads) provided to you, unfortunately you are not making the most of the leads you have acquired.
This is because continued communication appropriate to the high level of prospects will have a significant impact on subsequent orders and sales.
The first step to making the most of it
is to sort the list you have acquired
.
Specifically, first, it can be divided into “attendance” and “cancellation/absence” to the seminar.
In particular, among those who “attend”, if you exchange business cards after the seminar, if you hand them over to sales, you have a high probability of getting an appointment.
Next, we determine the level of potential based on the responses to the survey, and then prioritize and distribute leads based on our company’s targets, such as company size, industry, and executives.
Communication to distributed leads
After sorting the leads, we will conduct appropriate communication for each lead.
First, about the thank you email.
At the HR Summit, there is a tendency for each person to apply for multiple seminars on average, so
it is necessary to differentiate the title and content
so that it does not get lost in the thank you emails from other companies. The points of the thank you email are as follows.
◆Thank you email for “attendance”
<br/> In addition to thanking you for attending, we will send materials and obtain appointments for leads with a certain degree of potential based on the results of the collected questionnaires.
On the other hand, for other leads, we will direct them to content such as special web pages, downloadable materials, and in-house seminars.
◆Thank you email sent in case of “absence/cancellation”
In addition to thanking you for your application,
we will also send you a report on the day’s event (along with an after report and minutes if you have plans).
Similar to the “attendance” thank you email, we will direct you to content such as special web pages, downloadable materials, and in-house seminars.
Among our past sponsors, there have been cases in which we have approached individuals who were unable to come on the day of the event, leading to many business negotiations.
◆Differentiation between HR Summit and in-house seminars
Since HR summits have a wide range of targets and focus on the number of leads, the themes are comprehensive, so
it is important to hold in-house seminars
as a follow-up measure after acquiring leads.
In that case, it will be necessary to set a theme that can solve more individual problems.
A good example is the flow of acquiring leads at an HR summit → approach → business negotiations after being led to a company seminar.
To achieve continuous communication
After the thank you email, we will communicate regularly via email when updating downloaded materials or deciding to hold a seminar.Similar to the thank you email, we will communicate with active leads in the same way as sending materials and securing appointments. We will take the following actions.
Continuous communication is important in order to make the most of the leads acquired in this way, and systems such as SFA (sales support system) that can convert leads into data and centrally manage them, as well as systems that can send and send emails all at once, are important. By introducing MA (Marketing Automation), which allows you to see actions taken against emails, you can implement them efficiently and effectively.
summary
◆Distribute the leads acquired at the seminar, send appropriate thank-you emails to the divided leads, and take individual approaches to absences and cancellations.
◆When conducting in-house seminars as content to lead to, set themes that can help solve individual problems and turn them into business negotiations.
◆Continuous communication is important to make the most of the acquired leads