Pelco Tripled Leads By Shifting Spend From Trade Shows To Digital Marketing

Pelco's CMO said (on LinkedIn):

Last year, we, Pelco, made the decision to shift some tradeshow budget over to digital marketing to drive lower $/marketing qualified leads (MQLs). It paid off! We tripled our MQLs year over year.

That's totally believable. Trade shows are really expensive, e.g., our analysis of the million dollar Hanwha Techwin booth. Even moderate-sized booths can cost $100,000 or more and for maybe a few hundred people to come to a booth. By contrast, online marketing which allows for hyper-targeting (see our LinkedIn for video surveillance marketing report) can deliver 2 million (well targeted) impressions (literally) for $100,000. Given the targeting, it's easy to see them tripling qualified leads.

What do you think?

Agree: 6
Disagree
Informative: 3
Unhelpful
Funny

Would need full stats on conversion rates and ASP, but overall is very plausible. In particular for an established company like Pelco, most ISC West attendees are likely to already be familiar with them, for better or worse, so it stands to reason they would need to pursue new lead sources.

 

Agree
Disagree
Informative
Unhelpful
Funny

Does the quote “They had nowhere to go but up” apply?  They certainly couldn’t support competing with their former self at ISC. 

Agree
Disagree
Informative
Unhelpful
Funny: 1

Given the targeting, it's easy to see them tripling qualified leads.

this is some sort of covert IPVM “spot the hype” test, right? :)

no doubt they increased the number of MQLs greatly for small $.

but all MQLs are not created equal.  MQL score is also important.

and comparing online MQLs to trade show booth MQLs is almost meaningless.

why? because the definition of what defines an online MQL is highly subjective and easily misinterpreted.  in a booth, someone might ask for information, or ask to be contacted.  also you can size the person up, e.g. “it’s a competitor checking us out”.

online MQLs can be defined as someone who puts an item in a shopping basket (but removes it) or even just visits the site enough times!

in short, accurately defining the MQL criteria requires closed-loop feedback, essentially tracking marketing effort thru the pipeline and to SQL and then to sale.

since this sounds like a new campaign, they don’t really know the quality of the new MQLs.  

btw, the adobe “award” process makes the SIA awards look legit by comparison...

 

 

Agree: 1
Disagree
Informative: 1
Unhelpful
Funny: 1

some sort of covert IPVM “spot the hype” test

Nope.

because the definition of what defines an online MQL is highly subjective and easily misinterpreted

Sure, could be. I don't know how Pelco does this.

Structurally, surely most of the 'leads' online are going to be weaker than person, but given the sheer increase in number per dollar, I still believe the net in truly qualified leads is better / more economically efficient

Don't believe me? Believe the Verkadawgs.... #yetilife #freetumbler #instagramspam

Agree
Disagree
Informative: 1
Unhelpful
Funny