Tradeshow Programs. What qualifies a lead as influenced?

It really depends. If they have a meeting, then they're influenced. If we are offering a download in exchange for a business card, the influence is only if they download. So it really comes down to the different types of touchpoints that there are related to the event.

You will set up what it means to be influenced yourself through the admin panel.

Go to Admin, Tags, Channel and for each channel you can determine what constitutes a "success".  If your lead hits the success stage in any program then that is considered influenced for reporting purposes.

I generally advise a low-to-middling bar for influence, and a higher bar for success. In the past, I've set up the program so that any email interaction ramping into the show – clicks, RSVP/Appointment setting form fills, etc. – marks them as influenced. Then as a success if they actually stopped by the booth. It really does depend though... there's no objectively correct answer.

If you use RCA, remember that you can only show MT credit if the person achieved success in the program.

I recently changed our requirements for this because we noticed that online channels (like White Papers and Webinars) have easy to meet success while Events are more difficult if you follow the prescribed path (Invited -> Visited Booth -> Influenced which is clicking a link in a follow up email. Attending events mean you get 100 follow up emails, how many do you typically click?).

Now for tradeshows my leads can hit influenced if they:

- Click a link in an MSI follow up email
- Choose to sign up for our newsletter at our booth
- Click a link in a normal follow up email
- Meet certain criteria (ready to buy + decision maker)

I like Dory's "have a meeting" option as well!