Tag Archive for: Strategy

Lead Liaison

Lead Liaison, LLC Celebrates a Decade of Innovation in Sales and Marketing

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Lead Liaison, LLC Celebrates a Decade of Innovation in Sales and Marketing

Lead Liaison, LLC proudly commemorates its 10-year anniversary, reflecting on a remarkable journey that has established the company as a global leader in sales enablement, marketing automation, and event management solutions.

Since its inception in 2013, Lead Liaison, LLC has consistently pioneered innovations that cater to the diverse needs of SMBs and enterprise businesses alike. The company’s suite of offerings, including the acclaimed OneFocus™ CRM, Website Visitor Tracking, and Lead Management Automation (LMA), underlines its commitment to enhancing sales and marketing processes.

Founder and CEO, Ryan Schefke, commented, “A decade in this dynamic industry has been an exhilarating journey. From the launch of our LMA platform in 2014 to the recent introduction of EventGen, our event management platform in 2022, our primary focus has always been to offer scalable, integrative, and innovative solutions. It’s deeply gratifying to see our vision transform businesses worldwide.”

One of Lead Liaison’s most notable achievements is the introduction of Captello, a trailblazing lead capture and engagement platform optimized for large enterprises. Captello’s award winning universal lead capture app, event engagement offerings, and integration with over 5,000 marketing automation and CRM platforms have set new industry standards, validating its six-season streak as a G2 Lead Retrieval category high performer.

Brad Froese, Director of Marketing, remarked, “Captello embodies our philosophy of continuous innovation. Its integration capabilities, paired with an unwavering commitment to data security, showcases our dedication to providing clients with a seamless, trustworthy experience. We’re proud to be at the forefront of driving transformative changes in the event industry as well as sales and marketing domains.”

The company’s recent 64% year-over-year growth rate, the introduction of industry-first end-to-end event lead capture system, and the unveiling of a truly unique integrated sales and marketing suite are further testaments to its prowess and vision.

Schefke further added, “Reflecting on the past 10 years, it’s our relentless pursuit of excellence, dedication to client success, and the hard work of our talented team that have brought us here. We’re deeply grateful to our clients for their trust and partnership.”

As Lead Liaison, LLC marks this significant milestone, the company looks forward to the future with renewed passion and commitment, setting its sights on many more decades of innovation, growth, and unparalleled service.


Lead Liaison, LLC is a global leader in sales enablement and marketing automation solutions. With a focus on innovation and customer-centricity, the company offers a comprehensive suite of tools that empower businesses to streamline their sales and marketing processes, driving growth, engagement, and success.’

Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 5,000 integrations for all common CRM and Marketing Automation platforms.

To see how Lead liaison’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!

Lead Liaison

Modern Day Lead Capture for High Performing Exhibitors and ROI Calculator

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Modern Day Lead Capture for High Performing Exhibitors and ROI Calculator

Events are a great opportunity for businesses to connect with potential customers. However, traditional methods of collecting leads at events can be time-consuming, inefficient, and prone to errors. In this article, we’ll examine some older, more generic event lead capture methods typically offered by event organizers, and contrast them with newer, more efficient methods like Lead liaison’s Universal Lead Capture app.

Older event lead capture methods include renting apps and scanners from the organizer, collecting business cards, manually completing online forms, and taking notes on paper. Let’s take a closer look at each of these methods:

Old Method: Disparate Systems

Renting Apps and Scanners from the Organizer

Often times, event organizers rent out expensive apps and scanners to help exhibitors capture leads. However, these apps and scanners are often difficult to use, restrict the number of users who can capture leads, host generic forms that may not collect the data exhibitors need to qualify leads, and require team training at every event. These generic forms of lead capture typically only capture a limited amount of data, making it challenging to get a complete picture of each lead.

Waiting for lead data, whether just a few days or longer, also creates delays in the vital follow up process, and usually results in a spreadsheet that has to be painstakingly culled, edited, and curated before it can be imported (manually) into your CRM or Marketing Automation platform. This process demands countless work hours that should be spent accomplishing other tasks.

Collecting Business Cards
Many exhibitors still rely on collecting business cards as a primary method of lead capture. However, this method is time-consuming and may lead to errors when manually entering the data into a CRM or marketing automation platform.

Manually Completing Online Forms
Some exhibitors require attendees to fill out online forms as a method of lead capture. This method can be tedious and time-consuming, leading to lower engagement rates.

Taking Notes on Paper
Exhibitors that still rely on taking notes by pen and paper to capture leads are disengaging with the prospect during conversations, and sending a signal that their business has antiquated processes. This method is also prone to human error and may lead to incomplete or inaccurate data.

New Method: Dedicated Universal Lead Capture

In contrast, a Universal Lead Capture app like Lead liaison offers a myriad of more efficient and effective ways to capture leads. The app enables teams to capture leads by scanning badges and business cards, using self-service kiosks, gamification, QR codes and more for capturing critical lead data and conversation detail from voice notes that are automatically transcribed and sent to your CRM or Marketing Automation platform.

With Lead liaison, exhibitors have full control over customization of their forms, allowing them to capture more data points including attendee preferences and interests, allowing for better lead qualification and follow-up.

Lead liaison’s Universal Lead Capture app integrates with over 5,000 3rd party platforms including all major CRM and Marketing Automation systems, making lead distribution and follow-up easy. By automating the lead capture process, teams can save time and focus on engaging with attendees, increasing the likelihood of converting leads into customers.

To help businesses understand the benefits of using a Universal Lead Capture solution like Lead liaison, we have created a free ROI Analysis tool.

Discover Your Event ROI Potential with the free ROI Analysis Tool

This tool compares generic methods of lead capture with the performance that could be achieved by using a Universal Lead Capture solution. The ROI Analysis tool uses the data you enter to produce hard comparisons that will help your businesses understand the difference Universal Lead Capture can make to your event ROI.

In conclusion, while older event lead capture methods may have been effective in the past, they are no longer the most efficient or effective way to capture leads. Lead liaison offers a more efficient and data-driven approach to lead capture, helping businesses to better engage with attendees and convert leads into customers.

Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 5,000 integrations for all common CRM and Marketing Automation platforms.

To see how Lead liaison’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!

Lead Liaison

17 Opportunity Costs of Not Having a Universal Lead Capture Strategy

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17 Opportunity Costs of Not Having a Universal Lead Capture Strategy

It’s easy to look at the price of something and consider it a “cost”. But, is it really an additional cost or should it be considered an investment? Is making an investment something that will either save you money or make you more money? What if the investment could do both? Would it be worthwhile to make the investment? 

Universal Lead Capture is a Strategy, not Software

Universal lead capture is often confused as being a software solution; instead, it’s a business strategy. Strategic decisions should be made based on true return on investment along with the overall benefits that any investment would give your company. Universal lead capture puts your business in control of your data and gives you the opportunity to execute your business process in a repeatable fashion, from one trade show to another. 

Although, when using a universal lead capture strategy you cannot scan the barcode on a badge without purchasing a developer kit, sometimes referred to as an API or API key. Should this be a deal killer? Should this deter you from implementing a strategy? Is this a cost or an investment? 

This shouldn’t affect your strategy at all. The price of a developer kit usually equals the cost of equipping 2-3 team members with the show’s default lead capture. This results in a wash between buying the show’s default lead capture and the developer kit. Of course you’ll save money when attending events that have more than 2-3 staff members vs. purchasing the show’s lead capture for each of them; although, that’s not the right mindset. 

A universal lead capture strategy requires a paradigm shift in thinking. We need to shift the conversation from looking at things like the “cost” of a developer kit to an “investment” in doing business strategically. To help you with this shift, consider the opportunity cost of not having a universal lead capture strategy; in other words, the cost of not buying the developer kit. Without a universal lead capture strategy you risk:

17 Opportunity Costs of Not Having a Universal Lead Capture Strategy

  1. Missing leads without a kiosk capture when booth staff is busy
  2. Missing leads without a QR code capture option
  3. Missing leads you connect with outside show floor hours
  4. Missing leads from manually exporting/importing from the show’s default lead retrieval solution (human error, it can happen)
  5. Missing leads from not having everyone on your team equipped with lead capture on their phones.
  6. Missing leads from business cards not finding their way back into your system.
  7. Missing leads from not being able to create competitions and incentives amongst your booth staff (Lead liaison goals)
  8. Additional time spent learning a new system every time you exhibit
  9. Additional time spent training staff every time you exhibit
  10. Additional time it takes to set up, configure, and digest a different lead capture system every time. How much are you paid per hour, do you work for free? What if the setup could go from hours to minutes and become second hand to you? What’s the price of peace of mind?
  11. Losing leads because of incomplete follow up information? Using the show’s default lead retrieval is like passing a business card to other people for follow up. It lacks notes, meaning, and quality information.
  12. Not being able to segment and communicate with your leads as you’re not able to ingest data that’s meaningful to your business on a consistent basis to feed your marketing engine with comprehensive lead qualification information.
  13. Wasting your sales teams time as they cannot differentiate leads using subjective and objective lead qualification resulting in every lead looking the same. 
  14. Not being able to show your management team a centralized dashboard of trade show leads and make comparisons from event to event?
  15. Not having the opportunity to scale your lead capture strategy and pull more people into your booth (Lead liaison digital activations)
  16. Not being able to book meetings right there on the show floor and resort to traditional approaches of chasing leads
  17. Not being the first responder to new leads while your competition beats you to the punch.

What if you could take control over your lead capture? What if you could own the process? What if you could establish your own process? Wouldn’t that save you time and money? Wouldn’t it make your job easier?

Do you want to be the rockstar or the person setting up the stage for the rockstar?

Assuming your company’s total spend every time you exhibit is $8,000 to $50,000, is it really worth not investing another .8% to 5% of your total exhibit spend to invest in a universal lead capture strategy? Consider the difference you’ll make in your company by having:

  • More leads
  • Shortened sales cycles
  • Closing bigger deals
  • Better, more responsive follow up

Your investment will pay for itself.

Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.

To see how Lead liaison’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!

Lead Liaison

How to Develop an Effective Marketing Automation Strategy

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How to Develop an Effective Marketing Automation StrategyAn effective marketing automation strategy has the ability to quickly generate new customers and increased revenue. It gathers potential leads that are actively searching for information online, profile’s each lead’s interests, nurtures leads with helpful and relevant content, and then scores them to assess their potential for conversion. The process is efficient and automated, but a truly effective marketing automation strategy will also require a human touch.

It is All about the Customer

The first and most important focus must always be on satisfying the customer’s needs and concerns. This can be achieved by understanding the critical attributes of existing customers and then using those factors to create a lead scoring model.

What is the lead researching online?

What is their buying history?

What are their interests?

An effective marketing automation strategy is based on finding out as much information as possible on every potential lead. Clever marketers will use registration forms to block particularly valuable content, requiring leads to volunteer pertinent information prior to access. Marketing automation also uses online newsletter registries as a method for gaining greater insight into a lead’s characteristics.

Lead Profile & Ranking

Once this information is obtained, marketing automation software compares and ranks it using a profile of an ideal prospect. For an effective marketing automation strategy, the profile it is ranked against should as closely represent a typical buyer as possible. A good plan is to create the lead scoring using a collaboration of both the sales and marketing team’s experiences with current clientele.

Marketers know what landing pages and tutorials are bringing in business and the sale’s team understands what their customers need and want. Any marketing automation strategy will need both perspectives to effectively capture an accurate and complete lead profile.

Segment Leads into Groups

Using the information gathered for the profile, each lead will be segment in groups based on similar needs and wants. Marketing automation cannot effectively target every lead individually due to the massive volume of leads it generates. However, personalized campaigns make a huge difference in the eyes of the customer. Since the customer is the first priority of marketing automation, lead nurturing campaigns are created to target specific lead segments.

Content that Provides Value

The last fundamental aspect of marketing automation is creating relevant and informative lead nurturing content. The content that is being provided to lead must offer them real value. This is a business’ chance to brand themselves as experts in their field and earn the customer’s loyalty.  All lead nurturing content must be focused on building relationships and trust.

An effective marketing automation strategy begins by profiling, ranking, and segmenting each lead. Once leads are grouped together and their needs are understood, quality content can be customized to satisfy their concerns. All of this is designed to produced more qualified leads and build stronger and longer-lasting customer relationships.