AI Lead Qualification After Events for an E-commerce Company

The Challenge

The company’s marketing, event and business development teams gathered leads at events, from trade fairs and webinars to in-person gatherings. Each event left behind a mix of form registrations, notes from conversations, business card details and follow-up correspondence, and the sales team needed to know which prospects to contact first.

Assessing those leads was done by hand once the event was over. Information about the same prospect could sit in several places, and judging how interested someone was or how clearly they had described a need took time. Follow-up slowed down as a result, marketing and sales did not always share the same view of which leads mattered most, and it was hard to judge what each event had delivered.

The Solution

With cognipeer Studio, our team configured an AI agent that evaluated the information gathered at an event together: form registrations, conversation notes, business card details and follow-up correspondence. Considering all of these sources gave a fuller picture of each prospect than any one of them on its own.

The agent classified prospects by level of interest, clarity of need and follow-up priority, and produced a suggested first-contact flow for the sales team. Sales decided whom to contact and how, using the classification and the suggested flow as guidance, and marketing and sales worked from the same assessment of each event’s leads.

Implementation

1. Gathered the event data. We brought together event form registrations, conversation notes, business card details and follow-up correspondence for evaluation.
2. Agreed the classification criteria. Prospects were to be assessed on their level of interest, the clarity of their need and their follow-up priority.
3. Configured lead classification. The agent evaluated each prospect against these criteria using all of the information available for them.
4. Suggested the first contact. The agent produced a recommended first-contact flow for the sales team, which then decided how to proceed.

Business Impact

Leads from events were followed up sooner and in a more considered order. The sales team started from prospects already classified by interest, need and priority, with a suggested first approach, instead of sorting through forms and notes after each event. Marketing and sales worked from the same assessment, and the company could evaluate what it invested in each event more effectively.

• Faster lead follow-up after trade fairs, webinars and in-person events.
• Better coordination between sales and marketing around event leads.
• More effective evaluation of event investment, based on how the leads were classified.
• First contact decided by the sales team, guided by the suggested flow.

Technology Behind the Solution