John Hasbrouck, CEO, NewLeads, Inc.

Winner: John Hasbrouck, CEO, NewLeads, Inc. In Memoriam, LinkedIn

Nominated in the category: People in Software and Web Applications that Pertain to Sales Lead Management

John Hasbrouck invented the universal lead retrieval solution in 1987!

Eighteen years ago, Hasbrouck attended a trade show and was dissatisfied with the sales lead retrieval system the show management used. He believed that the simple badge-reading technology provided only the most basic information about the visitor and nothing about their needs or their intent to buy the products offered.

He was disgruntled enough that when he returned home to California he developed a software solution that read 95% of the badges that trade show management companies offered. He developed reading/capture devices with software that exhibiting companies could either buy or rent for their shows from his new company: NewLeads.

This disruptive technology to offer better badging and scanning devices was originally resisted by the exhibit management companies. The technology Hasbrouck introduced changed exhibitors’ expectations and put pressure on conference organizers and exhibit service companies to offer more sophisticated badge scanning and lead acquisition devices.

Traditionally, prior to NewLeads, exhibit organizers and services used simple proprietary software, which was closed to third-party devices and services such as Hasbrouck’s. Because these companies would not provide the code to read their badges, Hasbrouck created software to read them. This capability allowed exhibitors to have sophisticated lead-capture devices and build databases based on the prospect’s needs, which created qualified leads. The winners in this process, John believed, were the sales representatives and the companies that spend a large part of their marketing budgets on exhibits and events. Hasbrouck believed the exhibitors had a right to read visitors’ badges using their own or a third-party’s system.

Hasbrouck’s software read millions of badges, provided qualified leads to hundreds of thousands of salespeople and thousands of companies with sophisticated profiles of the prospects’ needs. Hasbrouck’s technology was not always welcomed by exhibit services companies that wanted to sell less advanced devices to exhibitors. While Hasbrouck’s outspoken criticism of the status quo put him at odds with exhibit service companies, he was welcomed by 3,000 companies worldwide that benefited from qualified sales leads. Eventually, many of the exhibit services companies that resisted his overtures offered more sophisticated systems and software to the benefit of everyone.
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John Hasbrouck is nominated by James Obermayer and Karl Becker

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