Very Cool. The best part is being able to send Alerts/Tasks to the lead/contact owner in real-time when someone is being signing in. If the Account Owner is away from the booth or engaged with an unqualified prospect on the show floor, they get an alert telling them that one of their key contacts has just turned up at the booth. Also booth traffic goes automatically into a Salesforce campaign that all of the Sales People at the show can see in real-time. This way they are getting much deeper into the revenue cycle face-to-face vs. working via email when the show is over...
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