B2B Trade Leads

Read below Brian Carroll's report about B2B Trade Leads. Read tips on how to get business leads at trade shows.

100 Tips for Trade Show Lead Generation

By Brian Carroll

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:
  • Follow-up quickly after the event. Think about your follow-up process before the event happens not afterwards.
  • 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.
  • 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.
  • See the event as a conversation (or conversation starter) not a a campaign. Don't stop the dialog. Brainstorm ways you can keep the dialog going.

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"Don't waste time learning the "tricks of the trade." Instead, learn the trade."

— Attributed to both James Charlton and H. Jackson Brown, Jr.
"Trade is the natural enemy of all violent passions. Trade loves moderation, delights in compromise, and is most careful to avoid anger. It is patient, supple, and insinuating, only resorting to extreme measures in cases of absolute necessity. Trade makes men independent of one another and gives them a high idea of their personal importance: it leads them to want to manage their own affairs and teaches them to succeed therein. Hence it makes them inclined to liberty but disinclined to revolution."

— Alexis De Tocqueville

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