Event Technologies

Every exhibitor has different goals for their trade show program. One common thread with almost every exhibitor is collecting qualified trade show leads.

I have a lot of managers as me where certain responsibilities should lie regarding trade show lead generation and management. When thinking about trade show leads, the responsibilities of marketing and sales seem fairly cut and dried. Marketing manages the show so they’re in charge of trade show lead capture and the sales department is in charge of the selling, so they take the leads after the show and handle trade show lead follow up. 

Unfortunately there are a number of details that fall somewhere in between departments that are imperative to a successful trade show strategy and increasing trade show ROI. This is the introduction to a series on the responsibilities of marketing and sales during pre-show planning, onsite execution and post trade show follow up in regards to trade show leads. 

To go to Part 2 (pre-show responsibilities), please click HERE.