From Paper Trails to Pixels: Reimagining Lead Capture

Marlys Arnold [00:00:00]: You're listening to the Trade Show Insights podcast season 20 episode two. I'm your host and exhibit marketing strategist, Marlys Arnold, bringing you tools to improve your exhibit results. On today's episode, brought to you by the Exhibit Marketers Cafe, we're talking about how lead capture and lead management is changing, and you need to rethink how you're doing it for your upcoming trade shows. Well, today, my guest, we're gonna be talking about something that, I would say is a very critical, very key element of the overall trade show experience, but it's not something that most exhibitors spend a lot of time thinking about. So I'm really glad to have my guest today. Michelle Harman has been in the trade show industry for twenty plus years and has worn many hats, including being an exhibitor, producing trade shows, and selling event tech. She now serves as senior director of global sales at Captello, where she helps exhibitors increase their lead capture results. Michelle brings a wealth of experience and perspective on lead gathering and management techniques combined with a passion for exhibitor success. So I'm excited to share her insights with you today. Welcome to Trade Show Insights, Michelle.

Michelle Harman [00:01:55]: Well, thank you for having me.

Marlys Arnold [00:01:57]: Well, let's talk, I think like I said, people people don't spend a lot of time thinking about how they gather the leads and what they're gonna do with the leads even though that's really you know, that's the ultimate goal of why you're going to a show. So let's talk a little bit about, lead retrieval, lead capture. I don't know. Do you have a preference? Are the are the terms different? Are they do they mean the same thing? But let's talk about the history of lead capture and kinda what brings us up to today.

Michelle Harman [00:02:30]: Great. Thank you. Actually, I'm very passionate about lead capture because I think it's exactly why trade shows are a necessity. I believe that the trade show industry has evolved so much over the past many years. And, actually, if you go back to the very beginning, when trade shows began, you know, it was just about putting all the people in the room that need to talk to each other. And, you know, every company was sort of on their own to figure it out, and they use many different methods. You know? I mean, of course, they're there to just get that face to face time and connect with people, showcase their brand, you know, build awareness about who they are, and, of course, meet with their customers and prospects. But the actual capture process was, you know, done on paper or, you know, just exchanging phone numbers or every every method you can think of.

Marlys Arnold [00:03:26]: Or one of my least favorite things, just drop your business card in a fishbowl for a drawing.

Michelle Harman [00:03:31]: Oh, yeah. That's real personal.

Marlys Arnold [00:03:33]: Yeah. That really gives you a lot of information about the person that you're talking with. Right?

Michelle Harman [00:03:38]: Like, you're gonna remember out of the 200 cards in the bowl, which one was that hot lead you were going

Marlys Arnold [00:03:43]: to have. Exactly. Yeah.

Michelle Harman [00:03:46]: Exactly. And, you know, over the years, you know, yes, you mentioned business business cards as well, exchanging business cards and people writing notes on napkins and on business Marlys. And they put them in their pocket or shove them in their briefcase and go back and try to figure out what just happened. Right? And, and then, of course, follow-up was compromised because you're not really, you know, on top of everything. Mhmm. Well, you know, trade shows got really smart. The trade show organizers, you know, and the registration systems that they were using realized that there was still this disconnect, and they wanted to offer more value. Because how do you, as an organizer, prove the value of your show if you can't help them, you know, meet their goal, and that is to grow business and capture leads? So registration systems started coming out with lead capture, you know Mhmm. Methods that that, you know, eventually, apps, of course, as smartphones became a thing and apps became a thing. And, next thing you know, they had a service that they could monetize, you know, and make money on while providing that value to their exhibitors. So that took off, and I can see why. I mean, it solved a lot of pain points, and it helped companies, you know, sorta at the end of the show get this comprehensive list of every lead they actually spoke with with maybe some notes in it. Right. Now over time, you know, these lead capture, apps have gotten a little better and better. They offer a little more customization to those questions, a little more personalized information, you know, sometimes some follow-up, those kind of things. And, honestly, I I you know, over the years that now I can't imagine not having it. You know?

Marlys Arnold [00:05:33]: Yeah.

Michelle Harman [00:05:34]: It's the easy button. Right?

Marlys Arnold [00:05:35]: Yeah. Well, yeah, no. Alternative. And we've kind of come to take it for granted that that's just you know, you're gonna scan badges. You're gonna, you know, have all those, data points later of all the information about the person. And like you said, the key is the customizing, though, because I always tell exhibitors, if all you're doing is scanning badges, that means you're just getting basically a digital business card. You're just getting the contact information. You're not finding out anything about that person. So it's really important to have, like you said, that customization of finding out a little bit about what that person's looking for, what their timeline their buying timeline is or, you know, all these kinds of questions that the exhibitors can now customize. That's really the key point.

Michelle Harman [00:06:20]: Oh, absolutely. The more you can get into, their needs and the more you can document all of that, you know, the better. So when you're coming back, you can look at it. Oh, I remember Marlys. I remember that conversation. That's right. She's looking for this. And you can have a little bit more of a personalized follow-up. You know? And so I have to give kudos to all the registration systems that that really jumped in to help organize or solve this problem for their exhibitors and provide a service. But then you if you start to look at, okay. Now the exhibitors have this service and they're utilizing it, what happened eventually was they, they started to realize that there's still a lot of manual steps that they need to take on in order to, you know, collect everything that they need, but get it to where they need it to go. In other words, you know, we start to break down the whole process from the planning stages all the way to, you know, them becoming a customer, there's still a lot of room for improvement.

Marlys Arnold [00:07:25]: Yeah. Well, there like you said, there it's not it's not a seamless process. There and if they're going to different shows, they've got different lead gathering systems at each show, you know, different, software solutions that the organizers are using, and they everyone is different and all these things. So let's talk a little bit about some of these challenges and what's what's happening, how the how the industry is evolving and helping exhibitors maybe in some of these things. So one of them is, like you said, having that seamless process because the the exhibitor is scanning all these badges. They're getting all the information, and then they've got to find a way to get that into their CRM system so that they could actually follow-up. So talk a little bit about that. How how is that process evolving?

Michelle Harman [00:08:15]: Sure. Well, I wanna back up just a tad and say that, you know, the the whole purpose, of lead capture yes. You know, we have identified to capture that data in an easy way. But, the exhibiting companies, still, despite what was being provided by the trade show organizer, they still had a there's a big shift in mindset of that they are going through right now, and it's absolutely a game changer. So like you said, if they're renting this, lead capture from disparate systems and every every show they go to has a different app that they have to download on their device with a different form, some flexible, some not, some allowing them to capture what they need. Some they capture the data, but they don't get the spreadsheet for a week later. You know, there's a lot of processes that, honestly, are still handicapping them. And so the the the big shift that I'm seeing today, which is a huge, like, internal mind shift for event organ or for the exhibitors that are going to trade shows, Those big companies are realizing that, okay. If I have 50 shows I'm going to in a year, those 50 shows, are producing, you know, x amount of value for my company. Say 40% of the business we close each year is coming from trade shows. And what they're realizing is that, they don't have full control of the process. Right. And they're also realizing that what they do is they put together a budget at the beginning of the year. Alright. Here's your budget. Go to these 50 shows and capture leads and bring them back and show me that we can earn this much revenue, proving the value of those shows.

Marlys Arnold [00:10:06]: And they're not able to track that sometimes. It's it's like

Michelle Harman [00:10:09]: can't track it because every system's different.

Marlys Arnold [00:10:12]: Mhmm.

Michelle Harman [00:10:13]: And they also here's the other problem. So the CMOs per se gives them the budget, and the team that goes and does all the things. But you know what they're focused on with that budget? They're focused on, okay. Let's, you know, buy the booth. Let's, build it. Let's ship it in. Let's get staff there. Let's do all the things. And then the week before the show, let's rent the lead capture.

Marlys Arnold [00:10:33]: Yeah.

Michelle Harman [00:10:33]: But the whole reason we're doing all that is to capture leads.

Marlys Arnold [00:10:37]: Exactly. Yeah. The like I said at the beginning, it's like, this is, like, the key pivotal element of why you're going, and yet it's like an afterthought for

Michelle Harman [00:10:45]: so many reasons.

Marlys Arnold [00:10:47]: And and the and the whole horror stories I've heard over the years of, you know, back in the days of the gathering, the business cards or the the, you know, the printouts from the the lead retrieval, sometimes these exhibitors would put them in put all those printouts in their box, in their crate with their exhibit that perhaps they rented, and it gets shipped back to the exhibit house. And you might have seen them. They don't even physically go home with the leads. I mean, it's like you know? So there's so many problems in this process, and it's things that need to be solved. So like I said, let's talk a little bit about the how that process needs to look or should look or hopefully is starting to evolve into.

Michelle Harman [00:11:31]: I think the first step is putting the lead capture process at the forefront of your planning before you're deciding, you know, what you're spending on your shows and where you're going and what you're doing. Good point. If you plan on the end goal in mind first and then work backwards, okay, You know, which shows are we going to? How you know, which ones produce the highest quality versus the highest quantity? Which shows put our ideal customer in front of us? Which ones maybe are different? You know, not so much. Let's plan that first and then say, okay. How do we plan to in the process they need to think of, how do we plan to attract, okay, attract people to the booth, capture the right information the way we need it. Okay? Exactly. Engage them after the show with us. Okay? And then close business faster and measure those results.

Marlys Arnold [00:12:28]: Exactly. Exactly. Well and like you said, that whole, knowing what it is, you know, I always tell exhibitors, what is it that makes a qualified lead for you? Because every company is different. I mean, what how you define a qualified lead is not maybe necessarily what the next company would say makes a qualified lead. So being able to personalize those questions and the data points that you're gathering while you're having that conversation in Booth, that is so key to being able to know, you know, do you need to know what they've used in the past? Do you need to know how large their company is? Do you need to you know, what are all these different pieces that you need to know about this prospect in order to know if they're going to be a hot lead?

Michelle Harman [00:13:14]: Well and, also, the organize the, you know, the companies, the the exhibitors that are trying to capture leads also have, many times marketing and sales teams that aren't talking to each other. So the problem is is when you're capturing a lead, you know, marketing needs data so they can, you know, capture marketing qualified data that drops them in the right campaign and, you know, promotes the right branding and products to that prospect. Sales need sales qualified data.

Marlys Arnold [00:13:46]: Mhmm.

Michelle Harman [00:13:46]: So they can move them along in the pipeline and qualify them for, you know, are they urgent, hot, warm, or cold? What what you know, what's their budget? What's their time line? You know, which territory does this lead belong to? So which rep should be assigned? All of those moving parts for sales to be successful need to be captured. And then your administrative team, you know, they they were the ones doing all the manual work to make the magic happen. How can we automate their manual processes so it's all instant? It's seamless. Data's kept clean. Data's moving to the right systems. You know, and they don't have to manually worry about that after the show. And then measuring it all so, you know, year over year, which shows are the most fruitful, which ones maybe we're spending way too much sponsorship money on that really may we don't have qualified buyers there. Maybe we should shift our thinking into spending money at the shows where we have higher qualified buyers. And if you start to understand that, now you're gonna make decisions based on real data, but you can't do that with disparate systems using something different at every single event.

Marlys Arnold [00:14:54]: Yeah. So let's talk about then how how is this process evolving? How is how are things improving? And I know you're with Captello, so you obviously have a system. But tell us a little bit about what what is what is this dream picture of how this process is gonna work better for exhibitors?

Michelle Harman [00:15:15]: That's always the magic question. Right? Everybody wants to know what the secret is. Right? What are all the companies out there doing, and how are they, you know, shifting and changing? Well, one is they're bringing everything in house. They're taking ownership of the entire process from beginning to end. In the past, you know, honestly, you know, that's the problem when you're renting disparate systems. Second, there's also a really big thing that, like, honestly, I'm gonna say probably in the past two years has been extremely important to every company I'm talking to, and that's data security and privacy.

Marlys Arnold [00:15:53]: Yes. I was gonna bring that up. I'm glad you did.

Michelle Harman [00:15:56]: Yeah. So they're looking for, a lead capture system that they can own 100% so that all of the data, the private notes they're taking, the conversations, the Mhmm. Lead analyzing they're doing, it's all owned by them. If you think about it right now, you know, an exhibitor will sign a contract to rent lead capture from an organizer, and then all their private notes and conversations are in all these disparate systems. And do you think their security team ever looked at them, or did they just sign the contract?

Marlys Arnold [00:16:29]: Yeah. Yeah.

Michelle Harman [00:16:29]: You know? And that's a

Marlys Arnold [00:16:30]: bit and I think we need to just back up a little bit on that because I think that's something that exhibitors don't think about that because it is the show registration system that they're using to scan all these badges that all of their notes, like you said, is going into this big conglomerate of all the data from that entire show. So, yeah, that that is something that I think most exhibitors have never given a second thought about.

Michelle Harman [00:16:53]: And it's huge with the companies we work with that are data security, you know, mindful. This has been a huge thing. And, you know, of course, we've we've been through every security review possible for ISO twenty seven zero one and, SOC two type two and GDPR certification. And you you have to. Honestly, in today's day and age with AI coming into play and a lot of other smart tech, you better make sure that everything is, you know, secure and locked down. But, honestly, it's owning the whole process. So here's the dream, you know, that you were asking about. The dream is a sales rep has one app on their phone. It's already approved by the company. They're in armed, trained, and they're able to use it anywhere they go. They know exactly how it works. They know if they capture a lead, they know exactly where it's going, what that data's gonna look like, how it's gonna end up in their systems, what the next steps are gonna be, what communication is going out, and how it's gonna feed their sales pipeline. That whole process has been predefined, trained, and when the team goes to the field, that one app can capture leads a dozen different ways.

Marlys Arnold [00:18:07]: Mhmm.

Michelle Harman [00:18:07]: They can scan badges when they're integrating with a registration system, you know, using an API kit. They can transcribe business cards. They can do manual entry. They can set up a kiosk with it. They can build their own custom QR codes. They can you know, honestly, we even do games in activation. So if

Marlys Arnold [00:18:25]: I want you to lock

Michelle Harman [00:18:26]: up and scan your badge and play a game, we can capture at every touch point.

Marlys Arnold [00:18:32]: Well and and I was just gonna mention that about the whole idea of the gamification and the personalization because because there are so many other things. Like you said Mhmm. When you as the exhibitor are controlling how you're gathering this data, you can, you know, basically put it together in whatever format you want. If you wanna add some kind of game or, or like you said, if you wanna have a kiosk where maybe you have people on an iPad in the booth answering questions that you've, you know, preset up in this in this system. You know? So there's all these different ways that it could be personalized. But the other thing that I think that we we kinda went through there really quick was the whole idea of that then the follow-up is also tied in with the system. Because that's another thing that I love is when you're able I always tell exhibitors that that first follow-up needs to come right away. It needs to be it doesn't have to be in-depth, but it needs to be something just as simple as a quick email. Hey. Thanks for stopping by our booth, and then just kind of, you know, recapping what you talked about. And I think that is something else that when you've got that built into the system, as you've got all that data, like you said, sometimes with the lead retreat the the old fashioned lead retrieval systems we'll talk about. You know, sometimes it did. I had exhibitors tell me it would take sometimes up to two weeks for them to get all their data, and I'm thinking those leads are cold by that point. There is no reason that you should have to wait two weeks or even a week to get your your your all your lead information. So having all that data, like you said, that you control as the exhibitor, you control that yourself, then you can easily do all those timely follow ups that you should be doing all along.

Michelle Harman [00:20:16]: So a sad statistic from the center center of exhibition industry research known as SEER Mhmm. Said they they they pulled attendees, and the attendees said that, only three out of 10 exhibitors they meet with the trade shows follow-up effectively, Which is kinda sad.

Marlys Arnold [00:20:34]: Yeah.

Michelle Harman [00:20:34]: It was sad. Yeah. Thousands of dollars to exhibit.

Marlys Arnold [00:20:38]: Yeah.

Michelle Harman [00:20:38]: Why are you why your company's not able to follow-up effectively? My boss says time kills all deals. So if you can't follow-up effectively, then you're basically killing your chances at winning the deal. But if you're one of those third thirty percent that do follow-up effectively, you have a huge advantage over your competitor who isn't.

Marlys Arnold [00:21:00]: Yeah.

Michelle Harman [00:21:00]: So it has to be thought through and part of your, you know, process when you're building a lead capture system. So front to back, you have 100% follow-up, and you're treating your leads with concierge style care. And, honestly, that's your reputation at stake.

Marlys Arnold [00:21:16]: I love that concierge style care. I love that because that's so true. And and there's another statistic. I don't remember what the percentage is, but it's the percentage that it that, you know, attendees say that they get a follow-up after they've already made a buying decision. You know? Yeah. So it's like, obviously, these exhibitors are waiting far too long, and they're not they're not giving the attendees the kind of attention that they should be. And I think that whole term of concierge level attention is so yeah. It's so important because even if you know? And and I always caution exhibitors, don't prejudge and assume if somebody's not ready to buy right away that they don't deserve your attention because you never know six weeks from now, six months from now, three years from now, that person could come back and end up being one of your biggest clients ever. So you wanna make sure that you've got a system so that you're following up in a in a what do I wanna say? A very strategic, very friendly, personal manner with everybody from the show. And I think, like you said, having that that's gotta be a strategy. That's gotta be a system that's put in place long before the show starts because otherwise, that is, I think, probably the biggest reason why those leads don't get followed up with is because the exhibitor never had a system and a strategy for doing it. And then afterwards, they get busy with all kinds of other things, and those leads just kinda get shoved in a back corner somewhere.

Michelle Harman [00:22:55]: Wow. And then let's take that to the next level because you're a % right. You know, honestly, the follow-up is huge. So let's say we were able to attract people to your booth. You captured lots of leads. Honestly, we help people throw out the net wider, so they have all kinds of ways to capture. You capture in the booth. You capture when you're teaching sessions. If you're giving away, you know, gifts in your booth, they shouldn't just get a free gift without you knowing who they are, so capture. And we also believe that data is king. Right? So if you talk to Mary Smith in the booth and then she came by and played your game and then she went to your session and you taught you know, loved your presentation, and she scanned a QR code at the end of your your session and was able to get a copy of your slide deck and then, you know, got a picture from the photo booth that you had in your booth as a keepsake, and then all of these things happened. Well, think about it. What if what if we helped you to clean up the data? And instead of having three Mary Smiths on your lead list, you have one Mary Smith did all these things. So now you can coordinate it all and then send it off to your CRM so you see the whole picture of what Mary Smith just did with you, And you're capturing little bits of data about her at every touch point. Now that's huge.

Marlys Arnold [00:24:13]: Well and you see then from that, Mary is a hot lead because, you know, maybe you had a brief conversation in the booth, but she did all these other things. So she's obviously very interested in what you have to offer. And like you said, if you didn't have all of those data points, you wouldn't have any way of knowing that. All you would have is just, and especially back to the old fashioned lead capture methods of all you would have is a badge scan with maybe just a couple of check boxes of something that she'd indicated she was interested in, and that would be all you'd have. And this way, you've got, like you said, a more full picture of all of the different, ways that she interacted with your brand.

Michelle Harman [00:24:53]: 100%. And that's huge for a company that's trying to understand, you know, who they're connecting with, what is working with marketing, what isn't. You know? So if you can capture data at every touch point, you're expanding your net, right, if you think about it that way. And we also believe you shouldn't limit the number of user licenses, and organizers sell their lead capture based on user licenses. Well, when you're using your own system, your own app that you take everywhere, it's unlimited users. Now your sales team has it. Your marketing team has it. Your executives have it. Your speakers have it. Everyone that's working the event has it, and you don't have to, like, share a device in the booth.

Marlys Arnold [00:25:35]: Right.

Michelle Harman [00:25:35]: Now it's on your phone. That means you're capturing in the booth. You're capturing it in lunch line. You're capturing at the bar. You're capturing in the hotel. You're capturing everywhere. You are gonna double and triple the number of leads you capture in a meaningful way.

Marlys Arnold [00:25:51]: Right. And I love that that it's all about that it's meaningful. It's it's, serendipitous at some level, you know, because you are like you said, it's who you meet at lunch or it's who you meet on the elevator or, you know, wherever you might be going. Because sometimes those are I know one of my best clients that I worked with for several years ended up, I met her because we were both taking a break from walking the show floor and sitting on a bench in the lobby of the convention center. And, you know, we were just sitting there taking a break, and we struck up a conversation, and I ended up working with them for several years. So, you know, you just never know. They're they're not always gonna be somebody that comes by your booth.

Michelle Harman [00:26:35]: Oh, %. I mean, I literally just had a had a client sign on today that we met in an Uber.

Marlys Arnold [00:26:44]: That's funny.

Michelle Harman [00:26:45]: Yeah. I mean, it happens. But, you know right. Okay. So we just captured the conversation, and it led to them being a customer. So, you know, it's it honestly, that's how sales should work. But let's take it another level. You captured all the data. Are you you got all the touch points captured. You pulled that person in. You documented every conversation. You sent them an an email. The email said, hi, Mary. Thanks for coming by. It was so wonderful to meet you at show ABC. Attach her a few brochures on some of the things we spoke about. I hope you take a minute to review them. Why don't we, you know, touch base next week? You know? Mhmm. Now it's very personalized, and you schedule it to go out the day after you met them. So they think you took the time to write it, but it was also automated. Now yeah. Okay. Yeah. I mean, I'm giving up a little bit of a trick, but it is still, you know, very much about what they asked for, and you're sending them relevant documents. Now let's take it one more step. This is something a little bit newer that you might consider too. Not only can we capture at every touch point, even sessions, you know, attendees, you can capture groups, you can capture meetings, you can do all that. But what about this? I just got done within a trade show about a month and a half ago. I walked away with 32 appointments. Now, normally, that those were my urgent and hot leads. Every time somebody walked in front of me that I thought qualified as urgent or hot, meaning the intent to purchase in a reasonable amount of time, and and my product was ideal for them. I would always ask them, do you have your calendar with you? Why don't we go ahead and set up an appointment for the, you know, next week or two when you're back in the office, and we'll continue our conversation? That was 32 people I didn't have to chase down with emails and phone calls to get the appointment.

Marlys Arnold [00:28:41]: Yeah.

Michelle Harman [00:28:41]: Alright. So how much in my sales cycle did I shorten? Think about this. Mhmm. Normally, my sales cycle is anywhere from four months to a year, okay, for someone to choose working with us. But I've already closed five deals from that show, and it's been a month and a half because I had appointments. Right away. Yeah. And they were excited. They were motivated. They were ready to move forward. They were looking for something, and I didn't drop the ball. I actually asked them. So inside these lead capture apps now, we're not only integrating and putting the lead into their CRM. We're actually integrated with their Outlook and Google Calendars, and we're scanning a badge and putting them straight onto our calendar now.

Marlys Arnold [00:29:27]: I love that because that I think that is another thing that stops some exhibitors is they're like, well, what do I do for my next step? Well, if they're taking that next step and setting it up right there in the booth while they've got the person face to face in front of them, you know, that's How

Michelle Harman [00:29:41]: much does that shorten my sales cycle? And all of the work I go chasing people down after a show? Because guess what? All the companies they met with, not all of them, about 30% of them are gonna chase them down. Yeah. Right? So they're getting all these emails and messages from all kinds of people. How do you And

Marlys Arnold [00:29:57]: you're already on your calendar.

Michelle Harman [00:29:59]: From the clutter. Right? Exactly. So that those are the huge benefits of a company owning the process front to back. Their their success is no longer dependent on outside sources. Okay? That's huge. And then, you know and we keep adding more and more, capabilities to solve those real pain points. And I just think it's really important that, exhibitors that exhibit it shows every day, they know their pain points. They know the hard hard part about their job. And if you're doing, you know, twenty, fifty, a hundred events a year or more, you know, the definition of insanity is doing the same thing over and over expecting different results. I mean, we know that. You know? So what why don't we say, look at the whole process? And, honestly, I can't wait for this year because I'll tell you something that I'm gonna just give you a hint. I can't say exactly what it is yet, but with AI available now, it's a game changer. And people the companies that are really owning the process front to back will have huge advantages. And I just I just see that, you know, again, between security, owning the process, and higher goals with with restricted budgets. And, also, you know, in the old in the old day, if a company wanted more leads, they would just do more shows. How expensive is a show? We're talking $20.30, $40.50, a hundred thousand dollars for a show.

Marlys Arnold [00:31:33]: Yeah. You want better ROI from the shows you're already going to.

Michelle Harman [00:31:35]: Wouldn't you rather just, you know, invest a little bit in the process so that you can, you know, multiply the results of the existing shows, learn, and then make better decisions the next year? I actually had a customer, get, you know, done with with, onboarding. They went through their first three shows with us, and we did a review. She goes, I cringe thinking of how much business we've missed out on by waiting to do this. Yeah. He goes, I wish we did it years ago.

Marlys Arnold [00:32:08]: Yeah. So Well and I again, I think it goes back to people don't realize. They don't stop to analyze what they're doing, and they don't realize that there is a better way. So, Michelle, thank you so much for joining us on Trade Show Insights to show us not only what lead capture looks like today, but give us a vision of, like we said, the dream ideal of where we are going and what exhibitors actually can do with it. So I know we could go on all afternoon talking about this. So thank you so much for being here on Trade Show Insights. And what's the best way for people to reach out to you?

Michelle Harman [00:32:45]: Well, they can visit our website at captello.com. That's captell0.com, or they can contact me. My email is maharman,harman,@captello.com.

Marlys Arnold [00:33:03]: Great. And we'll have links for all of that in the show notes as well. So, Michelle, thanks a lot, and I hope everybody goes out there and really takes time and figures out how to improve their lead capture and lead management because, again, that's how you're gonna have bigger and better ROI. If you enjoyed today's episode and would like more, you can subscribe to the Trade Show Insights podcast and automatically receive future episodes on your chosen device. Simply search for Trade Show Insights in Apple, Spotify, or virtually anywhere else that podcasts are found, then click the subscribe button. Trade Show Insights is protected by the Creative Commons copyright license. You may feel free to share this recording with colleagues or embed it on your own blog as long as it's shared in its entirety and is not used for commercial purposes. To learn more, please see the link in the sidebar of the show notes at tradeshowinsights.com. Well, that's it for this episode of Trade Show Insights. Be sure to check out our show notes and archives at tradeshowinsights.com. You can also connect with me using the social media links or the contact page on the site. I'm Marlys Arnold. Thanks for listening, and be sure to join us next time for more tools to improve your exhibit results.