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The Professional Development Conference for Trade Show and Corporate Event Marketing
Conference: March 29 - April 2, 2020             Exhibit Hall: March 30 - April 1, 2020             Mandalay Bay, Las Vegas
 SUNDAY  8:30 AM - 4:30 PM
Track: Planning & Execution, Expanded Knowledge
S2011 45 Minute Session:
Use CRM Tools to Collect, Qualify, and Activate Leads
CRM software can be a powerful tool that enables you to track every interaction with a lead, create a nearly effortless level of transparency between sales and marketing, and quickly measure and report the results of your efforts. Unfortunately, CRM software can also require a large investment of both financial and human resources. Success requires dedication, time, and project champions who ensure that this valuable tool is being leveraged by all departments. This session will walk you through the process of implementing CRM software. Learn to:
 •  Assess and select CRM software and its features
 •  Track the journey of a lead from initial contact to completed sale
 •  Connect your sales and marketing efforts to achieve joint objectives
 •  Maximize the value of CRM for event operations
 •  Use CRM to measure and report the results of your events

Kerri Pocock, direct marketing, Yara North America
Kerri has over 15 years of experience in sales and marketing, including B2B and B2C communications, branding, exhibiting and events. She has worked in both an internal marketing department and an external agency. Her experience encompasses the full array of marketing disciplines across several industries including: Agriculture, Chemicals, Telecommunications, Banking, Restaurant and Hospitality, Retail, Healthcare, and Non-profit. Her education includes a B.S. in marketing from Auburn and an MBA from Penn State.

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