TRUCKSTOP.COM

Optimizing trade show effectiveness with one powerful system

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50%

increase in lead volume

50%

increase in lead quality

10x

improvement in lead follow-up

BACKGROUND

Truckstop.com is a leader in transportation technology and freight matching solutions. Before iCapture, they had no set system for capturing and qualifying leads, following up post-show, and measuring performance. As a result, they were losing out on countless
deals and had no clear data justification for attending shows.

Truckstop.com poured money into trade shows without a way to track leads and close deals post-show. As a result, they lost out on countless deals and needed to justify their trade show attendance.

People are gathered at a trade show with a Truckstop banner hanging from the ceiling.

CHALLENGES

Managing inconsistencies across Truckstop.com's trade shows 

Before using Cvent's iCapture solution, Truckstop.com had no consistent way to capture and qualify leads, follow up post-show, and measure performance at trade shows. They had scanning inconsistencies, with no set system for capturing or qualifying leads. Their team also suffered from delayed follow-up. Truckstop.com was losing deals because of this delayed contact post-show. Importantly, they needed a way to calculate ROI to give to their senior leadership physical evidence that they were investing in the right shows and their dollars were being well spent.

APPROACH

Truckstop.com decided to leverage iCapture by Cvent to help support consistent lead capture across their trade shows. They outlined four primary goals, including doubling the amount of leads captured as well as imrpoving the quality of those leads. They also needed to cut follow-up time while leads were hot. Lastly, they knew iCapture would help create a consistent system for their team.

Truckstop.com was able to improve their trade show strategy by enhancing lead capture for faster follow-up and a consistent experience. evidence of each show’s effectiveness and a cohesive system to track all their leadsLeveraging Cvent's iCapture solution for efficient lead capture.

A smartphone displaying an iCapture app with an attendee badge next to it.

Better capture and qualify leads for efficient follow-up

iCapture allows Truckstop.com to create a consistent experience for their team with a single app to capture, priorize, and deliver leads. This app syncs with the company's CRM, allowing reps to easily capture and better qualify conversations on the trade show floor. In turn, this creates sales ready leads for faster follow-up and increased conversion opportunities. 

RESULTS

An impressive increase in lead generation for Truckstop.com

By relying on one consistent solution, Truckstop.com was able to access analytics for each show they attended, clearly outlining the success of each event. With iCapture, the number and quality of leads collected per event jumped by over 50%. At the past three GATS events, they have more than doubled their lead capture total. Plus, the speed of lead contacting post-show moved from weeks to hours. Now they have clear evidence of each show’s effectiveness and a cohesive system to track all their leads. 

The impact on the Truckstop.com team has been undeniable. “The thing that I like about iCapture is that it integrates with our Salesforce system, and then we can track those leads," says Jamie Boyer, Director of Marketing Services. "We can see that customer’s journey through that sales process." She adds that her team's effectiveness would have been hindered without iCapture. Jamie summarizes, "If we hadn’t implemented iCapture, I think we would still be in the dark. We would be spending a lot of money going to these shows without really having any true data of how valuable the show was.”

PRODUCTS USED

A man is giving a presentation about Truckstop to a woman in an office.

GOALS

  • Double the amount of leads captured at trade shows
  • Increase overall lead quality
  • Reduce follow-up time 
  • Create one consistent process with a single system

APPROACH

  • Use Cvent's iCapture solution to improve lead quality and quantity 
  • Implement iCapture to increase follow-up speed

RESULTS

  • Reduced follow-up time 
  • Increased lead quality by over 50% 
  • Increased number of leads generated by over 50% 

PRODUCTS USED

Maximize lead generation with Cvent

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