Accuray’s Microsite Boosts Pre-Show Engagement
Radiation and oncology system provider Accuray kept its booth buzzing and sales channels full with a fully integrated program before, during and after its appearance at ASTRO, the American Society for Radiation Oncology’s annual trade show. The program needed to drive qualified prospects to participate in demos and help move prospects and customers up the sales funnel. The company also wanted to increase booth visitors’ likelihood to recommend Accuray and drive prospects to high-level meetings.
The company sent pre-show direct mail and email blasts inviting clients and prospects to visit the exhibit, check out its microsite and pre-register for a demo, then followed up with emails and one-on-one outreach by the sales team. Those efforts resulted in more than 10 percent of demos being booked in advance via the microsite and Accuray holding 52 private, high-level meetings during the show.
The booth itself was new and improved as well, creating a spacious and sleek environment. Accuray held luncheon talks by well-known radiation oncologists and hourly presentations followed by 30-minute tutorials in the demo area. Demo scheduling and lead generation data was merged into a single database that was viewable in real time via an on- line dashboard.
By the end of the event, Accuray had generated 42 leads that were actively pursuing a purchase (a single sale can generate several million dollars in revenue), and the exhibit delivered on its objective to increase the number of visitors who were more likely to recommend Accuray to their institution. And thanks to a strategically executed exit survey, more than one-third of demo participants requested product literature, keeping them in touch and primed for more at the following year’s show.