100 Tips for Trade Show Lead Generation


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Lead generation remains the top reason most companies exhibit at events and tradeshows. And B2B marketers are constantly looking for ideas they can use to drive more ROI from their events budget.

I came across this helpful post by Mike Thimmesch on 100 Trade Show Lead Generation Ideas that’s worth checking out. The following is a sampling of Thimmesch’s tips that I though were useful:

4. Go to fewer trade shows, but put more effort into booth staff preparation and promotions for each remaining show.
6. Track leads to determine and expand in the shows with the best ROI
9. Get a booth space closer to the hub of traffic, or by a bigger competitor
28. Have your sales people invite their prospects to visit your booth and set up meetings in advance
29. Send an email invitation to the show’s pre-registered attendee list for this year, and the registered attendee list from last year
30. Use social media to reach more attendees
32. Post your trade show schedule on your website with a link to sign up for appointments
45. Giveaway something useful to your target audience
46. Have a contest for attendees in your booth

After reading the list of 100, here’s a few more tips I would add:

  1. Follow-up quickly after the event. Think about your follow-up process before the event happens not afterwards.
  2. Create event follow-up content pieces, talking points and email templates for your sales team to use to add value and continue the conversation in a relevant way rather than “pitching” everybody.
  3. Develop a nurturing track that for event attendees connects with the theme or the content of the event. Try to do this at least for a few months at minimum.
  4. See the event as a conversation (or conversation starter) not a acampaign. Don’t stop the dialog. Brainstorm ways you can keep the dialog going.

What other tips would you add to this list?

Related posts:
Lead Generation tips for Tradeshows Conferences

Republished with author's permission from original post.


  1. I would add a few as well –

    1. Develop the reason you are attending that particular show and what the goal is at the show to continue exhibiting there.

    2. Prioritize and define what an excellent lead is verses a average lead – and then go after the “A” leads agressively after the show.

    3. Make sure your brand image at the show meets the objectives of who the target market is at the show. Understand their needs and have a solution for them!

    Good luck at all events!

    The Tradeshow Network Marketing Group

  2. This article still holds true – Trade Shows are still a great way to generate leads, and these tips will help with your success. The ROI depends greatly on following up with those potential leads quickly, and maintaining communication between yourself and potential clients.


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