We generate leads - you generate sales

“Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.”

SFA's main objective is to help a client’s own sales team achieve maximum productivity. We have the expertise to improve our client's sales pipeline to help them achieve their sales targets through lead generation and lead nurturing. 

In order to successfully engage a potential buyer and to attract conference business to any city or destination, we believe that it is important to be able to put forward a strong business case for holding an event or conference in the city. An effective lead generation programme for attracting a conference should focus on a city or town’s wealth in knowledge and ‘human capital’, and then target individuals and conferences within those areas. Through online research using search engines and social media, today’s sales person can learn a great deal about a buyer (i.e. a conference and its organisers), but a common problem is that most newly found leads are not ready to buy yet. To convert leads into revenue, it's therefore crucial to invest time in lead nurturing to build relationships and trust until the buyer is ready to do business with you and bring a conference to your city or venue. This is where SFA comes in.

One of the most important parts of SFA’s service is the extensive desk research required into the primary market sectors for a client’s city, region or country. SFA use desk research to drill down into each sector, uncover niche specialisms and prioritise ‘sub-sectors’ for the region. This desk research requires particular skills - despite the advances in search engine intelligence and website design, it is often difficult to sift through vast amounts of information to find the most relevant and reliable sources in a productive manner. SFA have extensive experience of this and are skilled at locating relevant information in exactly the way a client needs it. Once we have uncovered these new leads for your business, we ensure we develop and maintain a relationship with the buyer at every stage of the sales funnel in order to maximise conversion. 

Outsourcing business processes such as sector research, lead generation and lead nurturing to organisations like SFA makes business sense as it reduces a client’s costs and maximises their own sales effort. Furthermore, lead generation as well as lead qualification, requires specialist skills. The talents needed to consistently find and qualify prospects are very different from those needed to close sales. SFA’s experienced international team of 11 multilingual permanent staff have the expertise in this field and a proven track record with a number of significant international clients. SFA are now regarded as market leaders in the field of lead generation for venues, convention bureaux, destination marketing organisations, tourist boards and event management agencies across the world.

The Iceberg newsletter

Sign up for more information