Capture the Lead. Own the Promise.
Capture Meaningful Interactions
A great conversation without a contact is a lost conversation.
Capture every meaningful interaction where the visitor shows real interest, asks a useful question, joins a demo, requests material, or needs a next step.
ENGAGE → DISCOVER → CAPTURE → CHOOSE / ROUTE → DEFINE NEXT STEP
Remember
A scan records a contact. It does not record the promise.
What to Capture
Where possible, capture:
- Name
- Company
- Contact details
- Relevant interest
- Use case
- Useful context
- Promised action
- Owner
- Next step
Keep it short, but make it useful. The next person should understand why this contact matters.
Use the Approved Capture Method
Lead capture changes by event. Confirm the method during the pre-event briefing.
Possible methods include:
- Event lead-scanning app
- Badge scanner
- QR or vCard exchange
- Business card
- Landing page
- Booking link
- Agreed fallback process
Warning
Do not invent your own privacy process. Use the lead-capture and privacy procedure approved for the event.
Know the Fallback Before You Need It
If the main capture method fails, use the agreed fallback.
Before the doors open, confirm:
- What is the main method?
- Who can use it?
- What is the fallback?
- What data may we collect?
- Where does the information go after capture?
If no fallback is clear, confirm with the team before collecting data another way.
If you cannot use the capture device, photograph the badge. Add a written note of the promise, the owner, and the next step. The photo records the contact. It does not record the promise.
Keep the Chain Visible
Person → Name → Company → Conversation → Promise → Owner → Deadline / Next Step
If one part is missing, the chain is weak. Add the missing context as soon as you can.
Remember
Never lose the chain. A contact is useful only when the next person understands the conversation.
Who Captures What
| Role | Normal responsibility |
|---|---|
| SALES | Engage, qualify, scan or capture visitors they speak with, and add useful context. |
| BOOTH OPERATIONS | Support capture when Sales is busy. Capture listeners and passive participants when they become meaningful contacts. |
| PRESALES | Usually receive visitors who are already captured. If you promise anything, keep your own follow-up record too. |
| ALL TEAM | If you are free and see a meaningful contact not captured, help protect the chain. |
Primary ownership creates clarity. It does not mean “not my job”.
Capture During Busy Moments
Rush Mode
When the booth is crowded, do not stop good conversations just to manage scanning.
Use the team:
- Sales keeps talking.
- Another team member captures nearby listeners.
- Presales receives qualified visitors.
- Everyone keeps an eye on missing contacts.
Useful phrase:
“Can I scan your badge so we can send you the right material after the event?”
Presales: Do Not Rely Only on the Front Line
Ideally, visitors come to you already captured. Still, if you have a deeper technical conversation or promise a follow-up, keep your own note.
Record enough to find the person later:
- Name
- Company
- Question or use case
- What you promised
- Who else is involved
- Expected timing
A lead scan may exist somewhere else. Your promise still belongs in your own follow-up list.
Own Every Promise You Make
Lead capture does not replace personal responsibility.
If you promise an answer, document, demo, booking link, technical check, or internal escalation, record it immediately.
Capture:
- Who the person is
- Company
- Exact question or use case
- What you promised
- Who else is involved internally
- When an answer is expected
- Who owns the next step
The next step may belong to you, Sales, Support, Development, or another expert. Confirm that before you move on.
Close the Loop
A promise is complete only when the next step is clear or done.
DO → HAND OFF → CONFIRM → MARK COMPLETE
- Perform the promised action.
- Reference the actual booth conversation.
- Hand off with full context if someone else must answer.
- Confirm who owns the next step.
- Mark the promise complete in your own follow-up list.
Hand Off With Context
Handover
Use a short, complete handover when another person must continue the conversation.
Template:
“This is [name] from [company]. They asked about [use case]. We discussed [context]. I promised [action] by [time]. [Owner] owns the next step.”
Do not hand over only a name. The conversation is the value.
Use Personal Contact Options Carefully
Pro Tip
A personal QR code, vCard, business card, or booking link can help visitors reach you after the event.
Use it as a helper, not as a replacement for lead capture. The team still needs the contact, context, promise, owner, and next step.