Conversation capture
Conversation capture is the practice of preserving what a prospect said in an in-person sales conversation as structured lead context, such as pain points, product interest, and next steps.
A badge scan tells you who stopped by. Conversation capture tells you what they need, and that’s what your follow-up owner works from. Of everything buyers tell your reps at the booth, between 65% and 95% never reaches your CRM.
“Like, oh my gosh, none. The conversation itself, definitely not.”
A head of marketing at a B2B software company around $25M ARR, on how much of the booth conversation reaches the CRM
How does capture happen on a real show floor?
On a large trade show floor, expect your reps to capture in a mix of steps. Your rep qualifies the conversation first and starts recording once it proves useful. Then they fill a few fields, scan the badge, stop the recording, confirm, save, and add a voice note afterward.
Every step has to run in the background, because your reps stop using an app they have to wait on.
How do you measure it?
Use the event conversation capture rate: of the real conversations at the booth, how many reached the right CRM record within 72 hours carrying something useful, a pain point, a product interest, or a next step.
The share your reps miss is the event capture gap.
Where do you find it in FieldXM?
Your reps scan a badge or a business card, or type the details, in one capture workspace in the FieldXM mobile app. They can also record the conversation, with a live transcript that runs on the phone. Your rep gives a spoken disclosure before recording, and FieldXM’s AI fills in the lead fields and notes for you. Once the notes are on the lead, FieldXM deletes the audio.
Related terms
- The event capture gapThe event capture gap is the difference between the substantive conversations a company has at events and the share of them that reach the CRM with useful context, a loss that varies with staffing and enforcement.
- Event conversation capture rateEvent conversation capture rate is the share of substantive booth conversations that land on the correct CRM contact or account within 72 hours, with at least one useful pain point, product interest, or next step.
- Badge scanA badge scan reads an attendee's contact details from the printed badge or its barcode at an event and gives the rep a record of who stopped by in a few seconds.
- Structured extractionStructured extraction is the use of AI to turn a conversation transcript into filled lead fields and notes, such as pain points, product interest, and next steps, that an owner can sort and act on.
- Capture failureCapture failure is the in-event failure mode of in-person GTM, in which the context of booth and hallway conversations disappears before it reaches the CRM, leaving a name with no record of what the buyer said.
See it in FieldXM
- Universal lead captureYour reps keep talking while the FieldXM mobile app writes the notes and fills in your own qualification questions. They scan any badge at any show.
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