Verizon Telematics, a connected-vehicles, fleet management products and services provider, worked with Zuant, a digital lead capture mobile platform for capturing, integrating and reporting relevant data from events, to help the company generate better leads during its Verizon Networkfleet event program.
The Challenge
The Verizon Networkfleet event program experienced a variety of challenges with existing strategies, including inconsistent lead qualification and little to no visibility into visitor traffic, visitor-to-lead conversion or customer visitors. Additionally, the lead upload into its CRM system took more than five days due to a delay in receiving leads from show registration and existing lead systems. The team at Verizon Networkfleet had to manually type in up to 500 leads per year from lead forms and business cards.
“The event program was focused on high volume lead acquisition through participation in B2B trade shows, as well as a partnership with Verizon Wireless events and association memberships,” said Hector Garcia, Event Marketing Manager at Verizon Telematics, in an interview with Demand Gen Report. “With this high volume, the team was strained to reliably capture the data from lead forms that had been used at all events up until I joined the team, and identified this as an operations issue. Working on processing lead forms was distracting from the teams’ capacity to plan other shows and had to be addressed to prevent leads from going cold waiting to be captured into our CRM system.”
The Solution
Garcia said the company needed more than just a lead scanning solution, but a collection of rich data that enabled the team to analyze staff performance to further improve the program. “A simple user interface for both staff and administrators was a requirement given the number and geographic distribution of our teams,” he said. “As an added benefit, we wanted to transition from delivering printed materials to digital content through a single system.”
With Zuant, Verizon was able to create a lead screening questionnaire that the company can use at multiple trade shows and events. This enables Verizon to collect contact details by scanning barcodes on attendees’ badges and business cards, qualifying a prospect’s interest and receiving notes for sales team follow-up.
Other key criteria Garcia noted included:
- Lead qualification with branching features and unlimited questions;
- Reports of visitor traffic by hour, conversion rates and ROI;
- Lead capture via business card scan, manual entry, badge mapping and RFID options;
- Cloud-based system access;
- Hardware compatibility options;
- Availability to deliver content to leads; and
- Integration capabilities with multiple CRM systems.
“Zuant met the majority of our requirements out of the gate with a very user friendly interface for both show staff and admin users, and easy set up changes from event to event, fast business card capture, constant cloud sync, and a robust admin portal,” said Garcia. “Their responsiveness, industry knowledge and ongoing service have become instrumental to our event program’s success.”
The Results
Verizon experienced impressive performance results from 2015 to 2016 with help from Zuant and other strategic initiatives to improve the company’s events program, including:
- Doubled sales opportunities with an increase in qualified leads from better and consistent data collection at all events;
- 156% YOY increase in sales opportunities from events; and
- 287% YOY increase in unit sales from events.
“Events are a key source of our fleet solutions’ MQLs; and by adding Zuant, we were able to gain visibility into prospect and customer touch points, segment our interactions with them and further accelerate our sales pipeline,” Garcia concluded.
