One of the primary lead sources for our client, a building materials manufacturer, is conferences. Typically, sales representatives collect 30-40 business cards at each event. They tend to delay entering these new leads until they return from the conference, often leading to them forgetting the context of their conversations and the next steps.

Moreover, as they attend 15 to 20 conferences annually, they need a method to measure the efficiency of these conferences to determine which ones are worth continuing to attend.