Maximizing Exhibitor and Sponsorship Management with Salesforce for Associations and Nonprofits
Salesforce is a leading customer relationship management (CRM) platform used by organizations of all sizes to enhance their customer relationships. With its robust suite of features and tools, Salesforce enables associations and nonprofits to store, organize, and manage customer data, track interactions, and automate many facets of their sales and marketing processes. For organizations aiming to track exhibitors and sponsorships, Salesforce offers a tailored solution that simplifies management, improves communication, and increases non-dues revenue.
Why Salesforce is Ideal for Managing Exhibitors and Sponsorships
Salesforce provides associations and nonprofits with a centralized platform to manage all aspects of exhibitor and sponsorship relations. From tracking potential sponsors and exhibitors to managing event logistics, Salesforce’s Sales Cloud offers comprehensive tools to ensure a seamless process, driving more revenue and improving the event experience.
Tracking Sponsorship and Exhibitor Information
With Salesforce, organizations can create a 360-degree view of their exhibitors and sponsors. This includes tracking critical details such as:
- Sponsorship Levels: Organizations can define and manage different sponsorship tiers, including the benefits associated with each level. Whether a sponsor is a Platinum, Gold, or Silver partner, Salesforce allows organizations to monitor which sponsors have committed to which levels and track payments.
- Booth Locations: Salesforce can manage booth assignments, ensuring that sponsors and exhibitors are properly allocated space based on their sponsorship level and preferences. This helps avoid conflicts and ensures exhibitors have the optimal space for visibility.
By using Salesforce’s robust CRM tools, organizations can easily keep track of each sponsor and exhibitor’s engagement, ensuring that they receive the right level of attention and follow-up.
Pipeline Management for Sponsorship and Exhibitor Sales
Salesforce’s Sales Cloud is designed to support pipeline management, helping organizations track where potential sponsors and exhibitors are in the sales cycle. From initial outreach to contract signing, Salesforce enables associations and nonprofits to track every interaction and ensure no opportunities are overlooked.
- Lead Tracking: Salesforce allows associations to capture leads from various sources, such as website inquiries, email campaigns, and phone calls. Leads can be automatically assigned to the appropriate sales team member for follow-up.
- Opportunity Management: As prospects move through the sales pipeline, Salesforce tracks their progress. Organizations can categorize prospects based on sponsorship levels, booth size, and specific needs. With Salesforce’s automation tools, personalized emails and reminders can be sent to prospects at various stages of the process, keeping them engaged and helping drive conversions.
By automating the sales process and monitoring the pipeline, organizations can improve their ability to secure exhibitors and sponsors, ensuring that they meet their revenue targets.
Managing Event Logistics and Communication
Once a sponsor or exhibitor has been secured, Salesforce’s tools can help manage the logistics of the event. From booth assignments to post-event follow-ups, Salesforce streamlines event management and communication:
- Booth Assignments and Payments: Salesforce can track booth locations, payments, and deadlines. Organizations can automate reminders for payments and ensure that booth assignments are clear and accurate.
- Shipping and Setup Coordination: With Salesforce, organizations can coordinate shipping for exhibitors, helping them manage delivery deadlines and setup requirements. Salesforce can also send reminders about shipping instructions and setup times.
- Pre-Event and Post-Event Communication: Salesforce’s communication tools, including email campaigns and automated notifications, ensure sponsors and exhibitors stay informed about event schedules, important deadlines, and any changes. After the event, Salesforce can automate post-event surveys and follow-up emails to gather feedback and measure satisfaction.
By managing all event logistics and communication within Salesforce, associations can provide a better experience for their sponsors and exhibitors, leading to higher retention rates and more successful events.
Data-Driven Insights to Improve the Program
One of the most significant advantages of using Salesforce to track exhibitors and sponsorships is the ability to analyze the effectiveness of the program. Salesforce offers powerful reporting tools that allow organizations to measure key performance indicators (KPIs) and identify areas for improvement. By tracking data such as revenue generated, exhibitor participation, and attendance at sponsored events, organizations can uncover patterns and trends that inform future decision-making.
- Revenue Tracking: Salesforce can monitor revenue from each sponsor and exhibitor, giving organizations a clear picture of how much is being generated and where improvements can be made.
- Event Effectiveness: By analyzing the number of exhibitors, sponsorship levels, and event attendance, organizations can assess whether their events are achieving their desired outcomes. This data can also be used to optimize event planning for the next cycle.
Salesforce’s reporting and dashboard features allow associations to view their data in customizable formats, including graphs, charts, and reports, providing clarity and insight into the effectiveness of their exhibitor and sponsorship programs.
Lead and Opportunity Management Across the Organization
Salesforce doesn’t just help manage exhibitor and sponsorship data—it also provides comprehensive lead and opportunity management tools that ensure the sales team is always aligned with organizational goals. With Salesforce, associations can track:
- Leads: Automatically capture and assign leads to the appropriate team member for follow-up, ensuring no potential sponsor or exhibitor is missed.
- Opportunities: Track revenue opportunities by sponsorship level and other parameters, allowing organizations to forecast future revenue more accurately.
- Pipeline Visibility: With Salesforce’s pipeline management features, organizations can get real-time updates on the status of prospects, ensuring that no opportunities slip through the cracks.
Salesforce’s lead and opportunity management tools make it easier for teams to collaborate and stay focused on securing valuable sponsorships and exhibitors, ultimately leading to more successful events and increased revenue.
Advanced Reporting and Dashboards for Better Decision-Making
Salesforce’s reports and dashboards enable associations to create detailed reports that provide insights into sponsorship and exhibitor leads, opportunities, and overall program performance. Customizable reports can be tailored to meet the specific needs of the organization, allowing staff to drill down into key metrics and KPIs.
Salesforce’s dashboards offer a visual representation of data, providing users with an easy-to-read snapshot of their sponsorship and exhibitor pipelines. These dashboards allow teams to track progress, monitor revenue, and identify areas of improvement in real-time.
Seamless Integration with Other Systems
Salesforce is known for its open APIs, allowing organizations to integrate Salesforce with their existing systems. This is especially important for associations and nonprofits that rely on multiple platforms for various aspects of their operations. By integrating Salesforce with other solutions—such as association management software (AMS), donor management systems, and financial tools—organizations can ensure that data flows seamlessly across systems, eliminating the need for manual data entry and reducing the risk of data loss.
Integrations can be set up to automatically sync data between Salesforce and other platforms, providing a unified view of exhibitor and sponsorship information, member data, and financial records. This ensures that all teams, from sales to finance to event planning, have access to the same up-to-date information.
About Systems Rewired
Systems Rewired is a Salesforce consulting company that works exclusively with associations and nonprofit organizations. With deep expertise in Salesforce solutions for the association sector, we help organizations harness the power of Salesforce to optimize exhibitor and sponsorship management, enhance member engagement, and increase non-dues revenue.
If your organization is interested in adopting Salesforce for your exhibitor and sponsorship needs, contact one of our Salesforce association consultants for a free consultation.