8 Ways To Get Higher Quality Trade Show Leads

Posted by Rumin Mann
October 27th, 2010

B2B marketers want more than just a big pile of leads. They also want higher quality leads. Leads that are more likely to convert into sales. Leads that their sales force will crow about, not complain about. Leads that will create far more revenue than it cost to generate them.If that’s what you want, too, you are not alone. In a new MarketingSherpa study, a whopping 78% of B2B marketers agreed that “generating high quality leads” was a top challenge, much higher than the 44% who said “generating a high volume of leads.”

Trade show marketers share this need urgently. “I recently hosted a Lunch and Learn for my veteran exhibiting customers,” said Victoria R. Conti, CTSM, from Skyline Genesis Event Marketing, “and the main topic everyone wanted to discuss was how to increase the amount of qualified leads from a show.”

Sounds like Job #1. So without further ado, here are 8 ways to increase the quality of the leads you get from visitors to your trade show booth:

1. Select Shows with Attendees Who Better Match Your Prospects.
Ask shows vying for a spot on your trade show schedule to supply detailed attendee demographics. Look at their attendees’ job titles, industries, company size, location, and if they have it, average annual budget. How many of each show’s attendees would make great prospects for you? And what percent of the show’s attendance do they represent? Compare show by show, and consider only the shows that bring more of your target audience, or a higher percentage. That way you can have more time interacting with qualified attendees in your booth, rather than weeding through visitors who will never buy from you.

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