Getting the most from face-to-face marketing & TRADE SHOWS


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For most B2B organizations, the #1 spend is on trade shows -- are you spending effectively?

In more than 20 years of helping exhibitors get the best value from participating in trade show events, the most common obstacles are: 

  • Lack of understanding about management's goals for the event
  • Disconnect between sales and marketing teams - each has deliverables, but are they optimally coordinated?
  • Critical evaluation of face-to-face options: Is a trade show the right media tool for meeting your goals of revenue and profit growth? Would a user event or a conference be a better use of your financial and human resources?
  • Lack of clarity of who owns the "trade show lead"-- sales, marketing or both? How is accountability assigned? How are leads nurtured? Are CRM tools applied to measure effectiveness and ROI?


Client typeAssignment/result
International dental product supplierProvided structure / best practices to help improve trade show collaboration between sales and marketing team.
B2B supplier of personal care productsLead sales team and focus on sales to new clients. Led inside sales team to a 40% increase in new client sales through refined segmentation.  
Dental marketing agencyHelped coordinate sales and marketing efforts to present more compelling content at trade shows. Developed lead follow-up process. Developed tools to assist getting highly important prospect to visit trade show booth. 
Start-up, online lead generation agency Developed trade show strategy to increase awareness and sales. Created content marketing strategy which led to exceeding goal for market penetration in year one.
Real Estate investment firm Helped prioritize trade show marketing plan. Assisted in focusing sales efforts with high priority prospective partners. Recommended alternatives to help reduce spending at the trade show event to help increase ROI.
Marketing consultancy firm Identified strategy to promote thought leadership of key consultant. Assisted in developing top prospect list. Developed pre-event outreach program to qualify prospective clients and set up meetings on-site. Created strategy for post event follow-up.

Published articles that may be useful to you (click on links):

Business Week:

Chief Marketer Magazine A Two-Part Article:


View American Express Open Forum Video:

Contact us to discuss how to save money and improve the sales, marketing and public relations results from your trade show participation.