The ability to capture and act on customer data in real time is a critical differentiator for companies aiming to build stronger customer relationships. “If you’re not capturing leads properly and following up instantly, you’re losing business you didn’t even know you had,” says Pete Gillett, CEO and founder of Zuant. Gillett has earned a reputation as a dynamic leader in driving smarter sales strategies by creating innovative tools in database marketing and CRM solutions.
Through Zuant, a mobile-first platform designed to streamline lead capture and data management at live events, he has transformed the way companies engage with customers at live events, enabling sales teams to capture, manage, and analyze data more efficiently than ever.
From Paper to Digital Innovation
Gillett’s journey into redefining lead capture began with a practical problem: inefficient data collection at trade shows. “We literally used to receive cardboard boxes via DHL or FedEx with handwritten lead forms with loose business cards,” he recalls. “It was a nightmare. They were often in different languages, they were hard to read, and we needed to come up with a better tech solution.”
The launch of the iPad in 2010 was a pivotal moment. “As soon as the iPad came out, we thought, ‘bingo!’ This is going to be a much better way of handling lead capture at events,” says Gillett. What began as a workaround to manual processes evolved into a full-fledged platform that now allows sales representatives to scan badges, qualify leads, and instantly send personalized follow-ups — all from a mobile device.
Today, Zuant offers businesses a seamless way to engage prospects and integrate real-time information directly into enterprise sales platforms. The platform enables sales teams to qualify leads on the spot, access digital content libraries instantly, and automate follow-up communication while syncing effortlessly with existing CRM systems to streamline workflows and maximize productivity.
A Swiss Army Knife for Sales Reps
Flexibility and user-centered design sits at the center of Zuant’s success. “It’s almost like a Swiss army knife these days,” says Gillett. “They’ve got everything at their disposal.” Sales reps can scan a badge, access qualification forms, and show potential customers a full library of brochures and videos directly from their phones.
“As the prospective customer walks off the exhibition stand, they immediately get a thank-you email for dropping by,” Gillett adds, noting that such immediate, personalized follow-up sets a new standard in customer engagement. This seamless integration with enterprise CRM platforms ensures that no lead is lost and that sales teams can follow up with meaningful, context-rich conversations — a significant upgrade from the generic, delayed outreach that has plagued the industry for decades.
Harnessing AI and Overcoming Connectivity Challenges
Understanding the unpredictable nature of live events, Gillett built Zuant to operate offline without compromising functionality. “You just carry on, you don’t worry about whether it’s offline or online at the time,” he explains. Data syncs automatically when a connection becomes available, ensuring no information is lost.
Gillett has also embraced artificial intelligence to further enhance lead capture. “No conversation is complete without mentioning AI these days,” he says. Zuant’s AI-powered image capture allows reps to simply photograph a badge, and the system pulls all relevant details—including phone number, email address, and LinkedIn profile—directly from the web. “It means you can capture information about people you want to follow up on, not just at shows, but every day,” Gillett says.
Measuring ROI with Surgical Precision
Despite the significant investment companies make in tradeshows, Gillett observes that many still neglect to track their return on investment rigorously. “Why would you spend millions on building such a beautiful looking stand and not capture the leads, which should be the reason you’re exhibiting in the first place?!” he says.
Zuant’s system distributes leads to the appropriate sales channels and requests feedback post-follow-up. “It allows you to compare the quality of leads from show to show and the performance of your sales channels,” says Gillett. This level of accountability ensures businesses can maximize their marketing investments with confidence.
Pioneering the Future of Virtual and Hybrid Events
“We saw that not everyone could justify the time or cost to attend in person, so we needed a way to bring the show to them,” Gillett explains. Recognizing the growing demand for digital engagement, he introduced 3D virtual experiences to extend client interaction beyond the event floor. Through a partnership with Matterport, Zuant enables businesses to create high-fidelity 3D scans of their exhibition booths, ensuring that distance is no longer a barrier to meaningful sales conversations.
“We can actually target people we want to invite to the show and have a booking system so they tell you in advance what their objectives are,” Gillett shares. For those unable to attend in person, guided virtual tours ensure meaningful engagement continues long after the event ends. “The quality of those one-to-one discussions in this sort of 3D metaverse can actually be better than the people you talk to face-to-face,” Gillett shares, underscoring the exciting potential of hybrid event models.
Gillett’s vision for Zuant continues to redefine how businesses capture, manage, and leverage customer data amid the rapidly changing landscape of sales and marketing. Follow Pete Gillett on LinkedIn or visit his website to discover how he helps companies drives smarter, more agile sales strategies.
