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Event Lead Capture Grader (ELCG)
Version 1.1
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How good is your lead capture process?
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Instructions: Fill in the cells below in yellow to view your individual grade per category of lead capture. Your overall event lead capture score is automatically calculated for you. Each item within a category (preparation, methods, etc.) has an individual weight. Each category has an overall weight toward the Event Lead Capture Grade. Adjust the weight per category depending on the importance of the category to your business. Leave all weighting in place to adhere to industry best practices. Download your results and create your own copy of the Lead Capture Grader in Google Sheets.
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Your Lead Capture Grade:
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6.36Identifies how good your event lead capture practices are. Your event lead capture practices are perfect if you Score a 10.

"B2B Marketers with mature lead management practices are 2X more productive at creating and closing opportunities". Gartner, Inc.
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ParameterRating (0-10)WeightParameterRating (0-10)WeightParameterRating (0-10)Weight
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Own lead capture software to use at every event (vs. using what the show provides)820%Capture leads touchlessly via QR codes820%Understanding of qualification criteria important to our business and use scoring or grading system in place to differentiate leads1020%
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Equip all company personnel attending events with ability to capture leads and have mechanism to easily communicate with all parties.620%Use digital activations to engage and capture leads520%Use mechanism to easily and subjectively qualify leads based on conversations and related information820%
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Mapped out my lead capture workflow using a diagram/flow chart520%Scan batches of business cards collected from events using highly accurate techniques520%Book meetings on the spot for or on behalf of sales teams for urgent leads520%
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Understanding of data collection that is meaningful to our business1020%Employ activations, polls, or surveys during speaking sessions at live events to capture leads120%Collect audio notes that get saved onward in process and into CRM or marketing automation for easy playback and seamless handoff320%
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Capture form templates prepared for the different types of events920%Use lead capture kiosk to capture leads from attendees waiting for help020%Implement reward system or gifting process to further measure engagement post-event020%
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Preparation 7.60 Methods 3.80 Qualifying 5.20
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ParameterRating (0-10)WeightParameterRating (0-10)Weight
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Respond to leads via email within 1-2 days after they visit our booth or after the event ends?1020%Send leads automatically into CRM or marketing automation system (without manual import)1020%
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Immediately email brochures to attendees that request more information?720%Use event system to store, segment, and group leads across all global events520%
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Use technology to distribute leads to business development or sales teams for follow up1020%Use revenue from CRM opportunity object to automatically measure ROI and KPIs over time820%
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Sends leads that are not sales qualified to marketing system as marketing qualified leads (MQL) and add to automated nurturing1020%Measure and compare quality of leads and staff productivity from one event to another420%
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Segment event leads and launch multi-channel marketing campaigns with ease820%Report on statistics per form questions420%
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Communicating 9.00 Storing & Analyzing 6.20
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© Lead Liaison 2012. Confidential Information.
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