How to plan your entire B2B trade show campaign

B2B trade shows are roaring back as a powerhouse marketing channel – but success involves far more than just showing up with a booth. In-person events can deliver a huge pipeline boost (on average, trade shows contribute about one-third of new business for companies annually) and accelerate deals (72% of attendees are more likely to buy from a company they met at a show).

Yet, a staggering 94% of marketers feel their organizations don’t effectively convert those hard-won event leads into sales. The difference comes down to planning. A trade show should be approached as an integrated campaign that kicks off months before the event and continues long after it ends, ensuring every lead and opportunity is maximized.

This how-to guide provides a timeline-driven plan for experienced B2B marketers to execute a high-ROI trade show campaign, starting 90 days out. We’ll cover each phase – from early logistics and content prep to pre-show promotion, on-site engagement tactics, and post-show follow-up. By following this step-by-step timeline, you can manage the myriad details and moving parts of a trade show with less stress and more impact. Let’s dive into the countdown:

Step 1: 90 Days Out – Set Goals, Budget, and Team Strategy

Three months before the trade show is when you lay the strategic foundation for success. Start by defining clear objectives for the event and how they tie into business goals. Are you aiming to generate 150 qualified leads? Launch a new product to a key market segment? Nurture relationships with 20 target accounts? Establishing specific goals now will focus your planning and give you metrics to measure against later. Make sure these objectives are agreed upon by leadership and sales teams. For example, if the goal is lead generation, clarify what counts as a qualified lead and how many your sales team expects to convert – this ensures everyone is aligned on expectations.

Next, set your budget and secure resources. Trade shows can be costly, so outline all anticipated expenses early. Include obvious items like booth fees, travel, and shipping, as well as less obvious costs: booth electricity/internet, signage, furniture rental, lead scanning devices, and giveaways. Allocating budget 90 days out helps prioritize what’s most important. If funds are tight, decide where to invest for maximum impact (e.g. maybe a slightly smaller booth space is acceptable if it means you can afford a branded demo kiosk or a sponsored speaking slot that draws more traffic). Secure executive buy-in on the budget now – you don’t want surprise cuts later to derail your plans.

With objectives and budget in hand, assemble your trade show team and roles. Trade show planning is a team sport, so identify all stakeholders and assign clear responsibilities. Typically, you’ll need a project owner (often the marketing manager) to coordinate the timeline and vendors. You’ll also involve: event logistics coordinators (handling booth setup and operations), content creators (for collateral, presentations, demo content), a social media/PR point person (to handle promotions), and of course the booth staff (sales reps or technical experts who will work the event). Hold a kickoff meeting around the 90-day mark to align everyone. In this meeting, confirm who will attend the show as booth staff and who will support prep work. Early team alignment prevents last-minute scrambles – everyone knows their tasks and deadlines from the start.

Lock in key logistical decisions now. If you haven’t already, reserve your booth space with the show organizer and complete any required exhibitor registration paperwork. Prime locations on the show floor or coveted sponsorships (like a speaking opportunity or branded lounge) might still be available 90 days out, but time is short – secure them ASAP if they align with your goals. If you need a new booth design or significant exhibit materials, engage an exhibit vendor or designer immediately. Designing and building even a modular booth can take 8–10 weeks including revisions, and rush jobs incur extra fees. To save time, consider renting a booth or reusing components from past events if possible. Likewise, if you plan to debut any new product or demo at the show, start development now so it’s ready in time. Don’t forget travel and accommodations: book hotels and flights for your team early (hotels near the venue fill up fast, and prices rise). This is also the time to arrange any needed visas or shipping logistics if the show is international.

On the content front, begin planning your messaging and collateral. What story will you tell at the trade show? Develop a core theme or campaign tagline that ties your booth graphics, demos, and handouts together under a unified message. Ideally this message aligns both with your audience’s pain points and your business priorities (for example, “Driving AI Innovation in Supply Chain” if you’re targeting supply chain execs with a new AI product). With the theme set, outline the content pieces you’ll need. Common items include product brochures or one-pagers, an event-specific flyer (perhaps highlighting a show special or giveaway), demo scripts for staff, signage (banners, backdrops, posters), and maybe a looping presentation or video to display at the booth. Start creating these assets now – writing copy, getting design started – so that you’re not rushing creative work at the last minute. If your company will present in a conference session or panel during the show, begin developing that talk track as well. The same goes for any pre-recorded product videos or interactive content for the booth; 90 days gives you time to produce quality content.

Finally, sketch out your pre-show promotion and lead capture strategy. In the coming weeks you’ll be inviting customers and prospects to visit you, so determine your plan of attack. Will you do an email campaign to your database? Personal invites from sales reps to key accounts? Social media announcements or teaser posts? Perhaps all of the above. Map out the channels you’ll use and start drafting messaging for each. Many experienced B2B marketers prepare a “pre-show email series” at this stage – for example, one email 8 weeks out announcing your presence and booth number, another 4 weeks out highlighting something special (a new product demo or an incentive to drop by), and a final reminder a few days before the show. If the trade show organizer offers a list of pre-registered attendees or an event app, plan how to leverage those (often you can send one pre-show email to attendees or network via the app – note any rules or deadlines for doing so). Additionally, decide how you’ll capture leads at the event. If the show provides lead retrieval scanners or apps, reserve yours now to get any early-bird rates. Or set up a lead capture form on a tablet, or plan to use a business card drop – whatever fits your style, ensure you have a system ready. Also work with sales leadership to define what qualifies as a “hot lead” at the booth versus a general contact, and how each will be followed up (e.g. immediate sales call for hot prospects vs. nurture email for others). By thinking through follow-up now, you can prepare materials (like a follow-up email template) in advance. In fact, write drafts of your post-show follow-up emails at this stage – it’s much easier to fine-tune them later than to craft them from scratch when you’re exhausted after the event.

Key actions 90 days out:

• Define trade show goals and KPIs: Set specific targets (lead count, meetings scheduled, deals closed, etc.) and share them with your team to align everyone’s focus.

• Finalize budget and major purchases: Create a line-item budget for the event. Book your booth space and any sponsorships or speaking slots; initiate booth design/fabrication if needed. Lock in hotel rooms and travel for staff now.

• Assign your team and vendors: Determine who will manage logistics, who will create content, and who will staff the booth. Hold a kickoff meeting to assign tasks and timelines. Engage external vendors (exhibit builders, A/V providers, promo item suppliers) immediately with clear deadlines.

• Start content and design work: Develop your event theme and messaging. Begin writing and designing key collateral (brochures, signage, demos). If launching a product or giving a presentation at the show, start building those assets. Order any branded giveaways or swag now to avoid rush fees.

• Outline the marketing campaign: Plan your pre-show promotions and at-show engagement. Draft initial invite emails and social posts. Ensure you have a lead capture method ready (reserve the show’s lead scanner or prepare an alternative). Align with sales on lead qualification and even draft your post-show follow-up content now.

Step 2: 60 Days Out – Execute Logistics and Ignite Pre-Show Buzz

At T-minus two months, your trade show preparation shifts into execution mode. This is the phase to nail down all logistics and kick your promotional campaign into motion. By 60 days out, many critical deadlines loom, so staying organized is key.

On the logistics side, finalize everything related to your booth setup and operations. Confirm your booth design and place orders for any booth elements or rentals by this time. For example, if you need furniture, displays, or equipment like monitors at the show, most exhibit vendors or the show’s exhibitor services require orders about 6–8 weeks prior to the event (and you’ll often get early-bird pricing for ordering early). Likewise, order essential show services now: electricity, Wi-Fi, and drayage (freight handling) as needed. Almost all trade shows have advance deadlines (often around 45–60 days out) for service requests – missing those means higher costs later or, worse, not having what you need on site. If your booth requires custom flooring or carpeting separate from what the venue provides, arrange that now as well. Shipping logistics also come into play: decide how you’ll get your booth materials to the venue. If shipping via advance warehouse (common for large shows), you may need to ship items a few weeks before the show; coordinate with your exhibit house or carrier on pickup dates. Double-check that your booth crate or cases are in good condition and schedule any refurbishments or repairs if needed. And don’t forget to ensure all travel arrangements are confirmed – by 60 days out, every team member’s flight and hotel should be booked. If you plan any client dinners or team gatherings around the event, make those reservations now (popular restaurants and venues near the convention center will book up as the date approaches).

As logistics firm up, turn attention to content completion and review. Over the next few weeks, you’ll want to finish all collateral and have it ready to print or produce. At two months out, aim to have drafts of your brochures, flyers, product sheets, and booth graphics completed or in design. This leaves time for revisions and professional printing. If you’re creating a video loop or interactive demo for the booth, have a working version ready to test now. Gather your booth team to review these materials – their feedback can catch mistakes or omissions (for instance, a sales rep might notice a missing piece of info frequently asked by customers). Also, confirm that any merchandise or giveaways (branded swag, contest prizes, etc.) have been ordered and are on track for delivery. If you haven’t yet ordered those logo t-shirts or tote bags, do it at 60 days out to avoid rush shipping fees. For giveaways with long lead times (like custom electronics or high-end items), you might already be on the cusp of too late – adjust to simpler items if necessary.

Now it’s time to launch your pre-show promotion in earnest. At 8–6 weeks before the event, start generating buzz that your company will be there. Begin with an email outreach to key audiences. One effective tactic is sending a “Save the Date / We’ll be at XYZ Trade Show” email to your customer and prospect lists. Keep it concise and high-impact: announce your booth number, highlight what visitors can look forward to (e.g. “live demo of our new platform,” “free site audit for anyone who stops by,” or a special giveaway), and include a call-to-action like “Click here to schedule a meeting with us at the show.” If the trade show offers a pre-show attendee list rental or an email blast service, consider using it around this time – it can extend your reach to people you haven’t met yet. Beyond email, activate your social media channels. Post about your upcoming presence on LinkedIn, Twitter, and any platform popular in your industry. A good approach is to share a teaser about what you’re bringing to the show: for example, a short video of your product in action with text like “Counting down to [Event Name]! Come see us in action at Booth 123.” Encourage your team (especially sales reps and execs) to share these posts to expand visibility. If you have partners or customers also attending, coordinate mentions or joint posts – tagging the event and using its official hashtag to tap into the broader event buzz. At 60 days out, you might also publish a blog post or press release if you’re launching something newsworthy at the show (e.g. “[Company] to Unveil [New Product] at [Trade Show]”). Industry media often compile previews of major trade show announcements, and being included can drive extra traffic to your booth.

Meanwhile, ensure your sales team is engaged in the pre-show outreach. Arm sales reps with an email template or talking points so they can personally invite their top prospects and existing clients to the event. A personal note like “I’d love to show you what’s new with us at the expo – can we set aside 15 minutes during the event to connect?” can go a long way. Ideally, by about 4–6 weeks out, your team should begin scheduling appointments or demos for during the show. This helps guarantee that some qualified prospects will definitely come to your booth rather than leaving it to chance. Consider using a simple meeting booking tool to manage these appointments and perhaps offer a small incentive for pre-scheduled meetings (for instance, “Schedule a meeting now and we’ll have a custom gift ready for you at the booth”). As meeting requests start rolling in, keep a calendar of confirmed times so you can allocate staff accordingly.

Back on the operational front, double down on internal coordination at the 60-day mark. Host a check-in meeting with your cross-functional team to review progress on all fronts. Go through a checklist: Is the booth construction or layout finalized? Are all required forms submitted to show organizers (permits, insurance, etc.)? Have marketing materials been sent to print? Is the demo software/hardware on track? Use this opportunity to troubleshoot any delays. For example, if your brochure design is behind schedule, now is the time to pull in extra help or simplify the content to meet print deadlines. If a key team member can no longer attend the show, find a replacement now, not the week before. Two months out is also when training plans start to take shape. Schedule a formal training session or at least a prep call for your booth staff in the coming weeks (don’t leave staff training for the night before the show). Let the team know that in a few weeks you’ll expect everyone to be familiar with the product demos, the talking points, and lead capture process. Setting that expectation now gives them time to prepare and review materials.

Key actions 60 days out:

• Finalize booth logistics: Order all booth furniture, equipment, and utilities (electricity, internet) by the early deadlines to save money and ensure availability. Confirm shipping plans (dates, addresses, customs paperwork if international) for your booth and materials.

• Complete collateral and materials: Finish design and content for brochures, handouts, banners, and digital content. Begin printing high-volume materials. Order any last-minute branded swag or uniforms for staff. Ensure all shipments of materials will arrive well before the show.

• Launch pre-show outreach: Send initial invitation emails to customers and prospects with booth info and meeting requests. Start regular social media posts about your event presence – leverage event hashtags and highlight what’s in it for visitors. If applicable, arrange ads or listings in the event’s official program or website (many event guide ad submissions are due ~60 days out).

• Engage sales in promotions: Equip your sales reps with invite templates and a calendar to schedule meetings. Set a goal for pre-booked meetings or demos. Make sure sales knows the event messaging and is excited to bring their contacts to your booth.

• Mid-course project checkup: Meet with your internal team to review all pending tasks. Resolve any roadblocks (e.g. rush the content pieces that are behind). Plan upcoming staff training – inform booth personnel of key product updates and provide them with any materials to study beforehand.

Step 3: 30 Days Out – Final Prep and Intensify Your Marketing Push

One month before the trade show, it’s crunch time. The last 30 days will be a flurry of activity as you finalize every detail and maximize your marketing efforts. At this stage, most of your physical and content prep should be nearing completion, allowing you to focus on polishing execution and drumming up excitement among your audience.

Lock down all remaining logistics and contingency plans. At 30 days out, create a comprehensive checklist of every item and action needed for the show. This includes confirming delivery of printed materials and swag, verifying shipping dates, and scheduling any services. If you’re shipping your booth or products, verify the ship date and tracking – you may even want to pad in extra time as a buffer. For critical items, have a backup plan: for instance, if your main demo laptop goes missing in transit, do you have the software on a USB drive or cloud to load onto a spare? If a shipment is delayed, can someone hand-carry a few essential materials on their flight? These contingency considerations are vital; experienced marketers know to pack a “show survival kit” in their suitcase with essentials like copies of important presentations, cables, chargers, and a supply of business cards. Also, reconfirm all staff travel itineraries and ensure everyone knows where to be and when (if the team is arriving at different times, make sure someone is assigned to be there early for booth setup). By now, you should also have any necessary insurance certificates or compliance forms sorted if the venue requires them – double-check that nothing administrative is outstanding with the show organizers.

Next, conduct a full review and rehearsal with your booth team. In the final 2–3 weeks before the event, gather all staff who will be working the booth for a dedicated training session. If in-person isn’t feasible, do a video conference, but make it comprehensive. During this training, go over your event goals and messaging again so everyone internalizes the key points you want to convey. Walk through the booth layout and where each element will be – who will operate the demo station? Where will brochures and giveaways be placed? Assign roles such as a greeter (someone to actively pull in passersby with a friendly hello and qualify their interest) and a demo lead (the person who runs product demos or deeper conversations for interested visitors). Practice a few common scenarios as a team: for example, role-play an interaction where a potential customer approaches with a generic question, and have your team members take turns practicing their response and conversation flow. Emphasize the importance of gathering lead information from every substantive conversation – whether via scanning a badge or jotting notes – and explain the lead capture process clearly. Your team should know how to use the lead retrieval app or device, and what qualifying questions to ask (e.g. “What are your biggest challenges with X?”) to gauge the visitor’s potential. Also review any “elevator pitch” talking points for consistency. The goal is to ensure that anyone who stops by your booth has a smooth, professional experience and hears a consistent message, no matter whom they speak with. Finally, cover the logistics: what time to be at the booth each day, dress code (comfortable but branded if possible), break schedules, and any event rules they need to know (such as when setup/teardown happens, or if there are networking events they should attend).

With logistics under control and your team prepped, it’s time for the final marketing blitz. The last few weeks are critical for driving booth traffic. Increase the cadence of your promotional communications. Send another round of emails – for instance, a “1 month to go” email highlighting something new: “We’re excited to announce we’ll have an industry expert at our booth to answer questions about [Hot Topic],” or “Visit us to get a free benchmarking report for your business.” Make it clear why visiting your booth will be worth their time (perhaps include a testimonial from a client they can meet at the booth, or a sneak peek of a product feature launching at the show). As the event draws even closer (about 1–2 weeks out), send a final reminder email to all who registered interest or who you really want to see – keep this one short and urgent, e.g. “Next week at [Event]: Don’t miss [Company] at Booth 123 – we have something special for you!” If you’ve gathered a list of people who pre-scheduled meetings or who expressed interest, consider a personalized note to each a few days before the show confirming those plans and boosting their excitement (“Looking forward to our chat on Tuesday at 2pm at our booth!”).

On social media, intensify your efforts as well. In the final two weeks, post more frequently and leverage richer media: show a photo or render of your booth design coming together, or introduce the team going to the show (“Meet our experts who will be at [Event] – say hi to Jane and John at Booth 123!”). Countdowns work well: e.g. a LinkedIn post “Only 10 days until [Event]! Here are 3 reasons to come find us…” listing quick benefits. Encourage employees to amplify these posts. If you have budget left, this is a good time to run a targeted ad campaign (for example, LinkedIn ads targeted to professionals in the event’s city or industry, mentioning your booth). Even a small spend in the final weeks can catch last-minute attendees planning their schedule. Additionally, engage in any online communities or forums around the event. Many trade shows have a hashtag or a community board where attendees talk about it – join the conversation (share a useful tip or ask what people are looking forward to, and subtly mention you’ll be there with solutions to some problems raised).

Finally, coordinate any event-specific marketing programs. If you decided earlier to sponsor something like a happy hour, a workshop, or to host your own side-event (e.g. a private dinner for select clients), the last month is when logistics for those must be finalized. Send out formal invites and collect RSVPs for your side-event. If you’re participating in the official show marketing programs (like an on-site giveaway, a passport program, or a speaking engagement), double-check timing and make sure all supporting content is ready. For example, if you’re giving a talk, finalize your slide deck and rehearse it. If you’re running a prize drawing, get the fishbowl or digital form set up and have the prize on hand. Essentially, no surprises – everything that will happen at the show involving your company should be scripted and ready one month out, so you can roll into the event confidently.

Key actions 30 days out:

• Finalize all details and backups: Create a master checklist of equipment, materials, and tasks for the show. Verify shipping and delivery dates for your booth and supplies. Prepare a backup plan for any critical item (duplicate copies of presentations, extra chargers, etc.). Ensure every team member’s travel is confirmed and they have what they need (flight info, hotel, exhibitor badges or registration).

• Train and align your team: Hold a thorough training session. Communicate key messaging and booth etiquette. Assign roles (greeters, demo leads, etc.) and run through likely Q&A. Make sure everyone can operate the lead capture tools and knows the criteria for a qualified lead. Share the event schedule and any must-attend networking events. A well-prepared team will perform with confidence on the show floor.

• Ramp up promotional communications: Send reminder and update emails to your target lists highlighting why visiting your booth is a must. Increase social media posts with visuals, countdowns, and teasers. Personally follow up with any high-value prospects or customers to confirm meeting times or simply to say “hope to see you there.” Leverage the event’s online channels (hashtags, forums) to insert your company into the attendee conversation.

• Finalize special campaigns or events: Lock in all plans for on-site promotions (giveaways, contests, speaking sessions). Double-check that all materials for these are ready – e.g. contest entry forms, demo schedule signage, or your speaker’s slides. If you’re hosting a client dinner or off-site event, confirm the venue and send a final RSVP confirmation to guests. All auxiliary events should be on autopilot by the time you head to the show.

• Stay organized under pressure: The last month can be hectic – update your planning documents frequently and keep team communication tight. Small details (like packing a box of pens, or the method to collect business cards) can slip through the cracks, so use your checklist religiously. Conduct a final internal review one week out to address any overlooked items.

Step 4: During the Trade Show – Maximize On-Site Engagement

After all the buildup, show time is when your preparation pays off. Your goals now are to execute flawlessly on logistics, attract and engage as many relevant visitors as possible, and set the stage for fruitful follow-ups. Being proactive and disciplined during the event will ensure you capitalize on every opportunity that arises on the show floor.

First, streamline your booth setup and logistics upon arrival. Get to the venue early during the designated setup period (often the day before the show opens). Have a printed layout of your booth design and a setup checklist so your team (or the installation crew) can assemble things efficiently. Make sure signage is eye-catching and placed correctly, demo stations are working (do a quick tech check of monitors, tablets, internet connections), and that marketing materials and swag are neatly arranged and stocked. Little touches matter in presentation: a tidy, inviting booth with clear messaging will draw more interest than a cluttered or generic space. Set up a lead capture station – whether that’s an event-provided badge scanner at the front, a fishbowl for business cards, or a tablet with your custom lead form – and test it. For instance, scan one of your own badges or submit a test form to be sure data is recording properly. If you have a giveaway item or brochure, have them prominently displayed to entice people to stop and pick one up. Confirm the team’s schedule for booth duty (everyone should know their assigned times if you’re rotating staff). It’s wise to have at least two people at the booth at all times: one can engage someone new while the other handles an in-depth conversation or a demo.

During the show, actively engage attendees – don’t wait for them to come to you. Your booth staff should be energetic, friendly, and proactive in starting conversations. This means standing at the booth’s edge (not sitting in the back on a phone) and warmly greeting passersby. A simple “Hi, are you enjoying the show?” or a relevant question like “Are you familiar with [Topic your product addresses]?” can hook people better than just asking “Can I help you?” Immediately try to identify if the attendee is in your target audience by asking a couple of quick questions about their role or challenges. If they are, segue into your value proposition: how your solution might help them. If not, still be polite and perhaps offer a brochure or a quick pitch anyway – sometimes unexpected contacts turn into leads or referrals later. Demonstrations and interactions at the booth are big draws, so leverage any interactive element you have. If you have a product demo, actively invite people to see it: “Can I show you how we solve [common pain point] in just 2 minutes?” If you have a game or giveaway (say a prize wheel or VR experience), call people in to try it. The key is to create a bit of buzz and activity around your space; human nature is that a crowd attracts more crowd, as others will be curious what’s happening at your busy booth.

Capture lead information diligently for every meaningful interaction. This is where all your prep on lead capture pays off. As soon as you’ve engaged someone who fits your target profile or who shows interest, ensure you scan their badge or collect their business card before they walk away. It can be as easy as, “Do you mind if I scan your badge so we can send you that case study I mentioned?” Most attendees are used to this and happy to oblige – remember, 51% of trade show attendees actually request follow-up after the event, so they expect to exchange info. If using a scanner app, add notes after each scan – a few keywords about what you discussed or what they asked for will be gold later during follow-up. If you’re collecting cards, scribble notes on the back. This extra context (“interested in pricing”, “launching project in Q4”, or “loves feature X”) will help tailor your post-show outreach and jog the memory of the salesperson who follows up. Also, categorize the leads if possible: some systems let you mark “hot lead” vs “warm” etc., or simply have your team subtly mark a card or list for high-priority contacts. Discipline here is vital – it’s easy to get caught in the excitement and forget to scan a badge; make it a rule that no promising conversation ends without capturing the person’s info.

Leverage real-time marketing and networking opportunities that occur during the event. For instance, have someone on your team (perhaps the social media/PR rep) doing live updates. They can tweet or post LinkedIn updates from the show floor, share photos of visitors at your booth (with permission), or highlight insights from keynote sessions relevant to your industry. Tag the event and use its hashtag to increase your visibility beyond just those who pass by physically. This shows your company is active and engaged, and it might draw someone to your booth after seeing your post. If the show has a mobile app with an activity feed or matchmaking feature, use it actively – post updates (“Come see a live demo of [Product] now at Booth 123”) or browse the attendee list to send messages to prospects you haven’t seen yet. Many modern B2B events facilitate networking through apps, and savvy marketers tap into that digital side of the trade show. Additionally, network beyond your booth. During slower periods or when you have enough staff to cover, step away to walk the show floor. Visit other booths – not only competitors to gather intel, but also potential partners or just to observe which booths are drawing big crowds and why (you might pick up ideas for future events). Attend social events, mixers, or educational sessions at the trade show. These are prime times to meet people in a more relaxed setting. For example, striking up a conversation over coffee during a session break could lead to a valuable contact who didn’t make it to your booth. Ensure your whole team knows to be friendly and professional throughout the event venue – the person you chat with in the lunch line could be a future customer.

Throughout the show, keep an eye on your objectives and team morale. It’s easy to lose sight of goals amid the hustle and long days. Consider doing a brief team huddle at the end of each day (perhaps after the show floor closes) to recap: How many leads did we collect today? Any particularly hot prospects or important learnings? What went well and what could we do better tomorrow? These micro-reviews help you adjust on the fly. For instance, if you realize you’re not hitting your target for demos given, you might decide to be more assertive in pulling people in, or tweak your pitch if you notice certain messaging isn’t resonating. Also support your team – trade shows can be exhausting. Ensure everyone takes adequate breaks to eat and rest (schedule them so the booth is never unstaffed). Encourage the team to stay hydrated and energized. A positive, enthusiastic booth staff on day 3 is a lot more effective than a drained team running on fumes. Sometimes a small reward, like a team dinner or even just celebratory coffees in the morning, can keep spirits high. Remember, your team’s energy (or lack thereof) is apparent to attendees.

Key actions during the show:

• Execute a smooth setup: Arrive early to set up the booth and troubleshoot any issues (missing shipment, tech problems) before attendees arrive. Ensure your booth is welcoming – clear signage, functioning demos, and plenty of materials and giveaways readily available. Establish a neat system for collecting leads (e.g. designate a spot to store business cards or a shared app everyone is logged into).

• Engage assertively and authentically: Don’t wait passively – actively greet people and draw them into conversation. Use questions and demos to engage interest. Make every visitor feel welcome, whether they are a potential buyer or not. Remember that a lively booth attracts more attention, so keep the energy up and smiles on.

• Record every lead (with context): Scan badges or collect cards for all potential prospects. Immediately note key details about each conversation. Prioritize hot leads by marking or tagging them. This meticulous capture of info will multiply the value of your show – the fortune is in the follow-up.

• Use live marketing and networking: Post on social media from the event to increase your visibility. Participate in the event’s app or online community to reach attendees digitally. Network during event mixers or breaks – not all leads come through the booth, so cultivate contacts wherever you can. Always have business cards handy and be ready to pitch your company in casual conversations.

• Monitor progress and stay adaptive: Keep track of how you’re doing relative to goals (e.g. leads per day). Debrief with your team daily to share insights and adjust tactics if needed (maybe a particular talking point is really resonating – emphasize it more!). Support your team with breaks and encouragement so they remain enthusiastic ambassadors for your brand throughout the event.

Step 5: Post-Show – Follow Up and Turn Leads into Revenue

When the trade show wraps up and the booth lights go off, your campaign is far from over – in fact, the most important phase is just beginning. The days and weeks immediately after the event are when you must capitalize on all the momentum and contacts you gained. Timely, well-planned follow-up is crucial: studies show that over half of trade show attendees expect a follow-up, but many companies drop the ball here. By executing a strong post-show plan, you’ll differentiate your company and reap the ROI from your trade show investment.

Start with an organized debrief and data consolidation as soon as the show ends. While it’s all fresh, gather your team (either in person on the last day or in a meeting soon after returning) to discuss the event. Go over the lead list together – identify any ultra-hot leads that met specific qualifying criteria (for example, a prospect who said “we’re buying in the next month” or requested a proposal). Those should be flagged for immediate action, ideally a personal phone call or meeting from the appropriate salesperson within a day or two. Meanwhile, ensure all lead information is properly entered into your CRM or marketing database. If you used a badge scanner, export the data and clean it up (remove duplicates, fill in missing info from business cards, etc.). If multiple people have notes, combine them so each lead’s record is complete. This central repository of leads should include any classification you agreed on (tiers of lead quality, product interest, etc.) to help with tailored follow-up. Also, compile any qualitative observations from the team: What questions came up repeatedly? Any competitor intel gathered? These insights can be valuable for both your content marketing and your sales enablement going forward.

Next, execute your follow-up communications promptly – speed matters. Ideally, within 1–3 business days after the show, send out a thank-you or recap email to all leads and contacts you met. Customize it as much as possible: for very hot leads or important contacts, a personal email referencing your specific conversation is best (“Hi Alice, it was great discussing your analytics project at [Event]. As promised, here’s the case study I mentioned…”). For the broader list of booth visitors, you might use a templated email that still feels personal – for example:

“Thank you for visiting [Company] at [Trade Show]! We enjoyed speaking with you. As a follow-up, we’d like to share [a relevant piece of content or offer]. Please feel free to reply with any questions or if you’d like to continue the conversation.”

Include something of value in the follow-up, based on what drew them at the booth. If you demoed a product, perhaps link to a free trial or an on-demand demo video for a refresher. If you offered a whitepaper or guide at the booth, attach it or link to it now. The key is to remind them of the context (“remember us, you showed interest in X”) and to provide a next step. Additionally, make sure to fulfill any promises made individually – if a booth staffer said “I’ll have our tech specialist email you that answer,” do it. Nothing builds trust like doing what you said you would do.

For leads that are sales-qualified (SQL) – e.g., those who indicated a clear need, authority, and near-term interest – trigger an immediate handoff to sales with all your notes. Ideally, arrange a debrief meeting between the marketing team and each relevant sales rep to talk through those high-priority leads one by one. This gives sales the full context so they can follow up knowledgeably. Marketing should provide any collateral or assets the salesperson might need, and perhaps even help draft a personalized follow-up plan for each key account (especially if you’re running an account-based strategy). For example, for a top prospect you met, the plan might be: send a custom follow-up email now, schedule an in-person demo next week, and include them in an upcoming executive dinner event. Collaborate with sales to ensure these hot leads get white-glove treatment post-show.

Meanwhile, leads that are not yet ready for sales (often the majority from a trade show) should enter a nurture track via marketing automation. You likely met many people who are interested but not ready to buy – don’t let them fall into a black hole. Since you anticipated this in your 90-day planning, you might have already drafted a post-show email sequence. Now’s the time to use it. For instance, set up a 2-3 email drip for all non-SQL leads: the first email (the immediate thank-you we discussed), a second email a week later with additional value (maybe a blog roundup of resources related to what you showcased, or answers to common questions from the show), and a third touch a couple of weeks after inviting them to a webinar or offering a one-on-one consultation. Keep these emails educational and relevant to the interests they expressed. Personalize where feasible (by segment or by tagging the particular product area they showed interest in at the booth). The idea is to keep your company in their mind in the weeks after the event, solidifying the relationship that began at the booth. Also, encourage your booth staff or sales team to connect with leads on LinkedIn with a brief, polite message (“Great to meet you at [Event] – let’s stay in touch here.”). This opens another channel to nurture the relationship over time by sharing content and engaging on social media.

As follow-ups roll out, don’t forget to measure and report on the trade show results. This is where you connect back to the goals you set at the beginning. Calculate basic metrics like: total leads collected, how many of those are qualified (and what percentage of total booth scans that is), and any immediate opportunities or deals generated. Also note soft metrics like booth traffic (if you estimated the number of visitors or conversations), social media mentions during the show, and press or PR if any was generated (did your press release get picked up? any notable tweets or blog mentions?). Within a week or two after the event, prepare a summary report to share internally. For example, “We generated 250 leads, of which 50 are high-quality (scoring above X); we already scheduled 20 follow-up meetings/demos, and two proposals are in the works. We also added 100 new contacts to our database for nurturing. Social posts from the event got 10,000 impressions,” and so on. Importantly, calculate initial ROI indicators if you can: cost per lead (total spend divided by number of leads), and any pipeline value from the show (if sales has already estimated potential deal sizes for the top leads). While true ROI (closed sales) will take longer to materialize, sharing early pipeline and engagement metrics demonstrates the impact of the event to stakeholders. It also sets a benchmark for future shows and helps justify the investment.

Finally, conduct an after-action review with your team to capture lessons learned. No matter how successful, there are always things to improve. Gather feedback from everyone involved: What went well? (e.g., “Our pre-show email campaign brought a lot of people who said they came because of our invite.”) What didn’t? (e.g., “We ran out of brochures on Day 2 – need to print more next time,” or “Our booth location had low foot traffic; next year let’s request a corner spot.”) Document these insights in a shared file or playbook for trade shows. Include recommendations for next time: perhaps there’s a note to incorporate an interactive element because it draws more crowd, or to start planning 6 months out instead of 3 for a larger show. This continuous improvement mindset is what turns good trade show marketers into great ones. Also, celebrate successes! If the event met or exceeded your goals, acknowledge the hard work of the team and share credit with everyone who contributed – from the behind-the-scenes coordinators to the on-site staff who brought the energy.

Key actions post-show:

• Organize and prioritize leads: Import all leads into your CRM, flag hot leads for immediate sales follow-up, and assign ownership. Make sure notes from the booth are included. Convene a debrief meeting so sales and marketing agree on next steps for top prospects.

• Send timely, tailored follow-ups: Within a couple of days, email all booth visitors a thank-you and resource promised. Personally follow up with high-value contacts referencing your conversation. For each qualified lead, sales should reach out quickly (the sooner the better, as competitors from the show will be calling too). Speed and relevance in follow-up dramatically increase conversion odds.

• Nurture the rest: Place longer-term leads into an email nurture campaign that continues to educate and provide value. Share content or invitations that match their interests. Connect on LinkedIn or other channels to keep them in your orbit. The goal is to keep the relationship warm so that when they’re ready to buy, your company is top of mind.

• Measure results and ROI: Tally up key metrics – leads, opportunities, projected pipeline, and qualitative feedback. Report these against the objectives you set. Calculate cost per lead and any early ROI to demonstrate the event’s value. Use tracking (like unique landing page URLs or campaign codes) to attribute any uptick in website traffic or inquiries to the trade show. Over the next 3–6 months, continue to monitor how many leads turn into customers to fully assess ROI.

• Learn and improve: Hold an internal review to discuss what you learned. Document any issues (and solutions) and any brilliant ideas for next time. Update your trade show planning checklist with these learnings. By continuously refining your process, each trade show campaign you run will be more efficient and effective than the last.

Bringing It All Together for Trade Show Success

Planning and executing a trade show as a B2B marketer is a complex undertaking – but with a 90-day timeline and campaign mindset, you can turn a massive project into a series of manageable steps. By starting early with clear goals, orchestrating logistics and content in parallel, and building multi-channel buzz before the event, you set the stage for a high-impact presence. During the show, your preparation enables your team to engage confidently and capture valuable prospects. And critically, by following through diligently afterward, you convert those hard-earned leads into real business outcomes.

Remember that a trade show isn’t a one-off activity; it’s a cycle of planning, execution, and follow-up that feeds into your broader marketing and sales objectives. In essence, you’re compressing an entire marketing funnel into a few months – from awareness (pre-show outreach) to consideration (booth interactions) to decision (post-show sales conversations). Treating it like an integrated campaign ensures no stage is neglected. You’ll also find that this approach builds organizational learning. Each time you run through the cycle, you gather data and insights (what messaging resonated, which logistics were problematic, who responded to follow-ups) that make the next campaign even better.

For the modern B2B marketer looking to stay ahead of the curve, don’t be afraid to incorporate new trends and technologies into this timeline. For example, you might use an event app with AI-powered matchmaking to set meetings in the 60-day phase, or augment your booth with a digital experience (AR/VR demo) to draw crowds. You could implement a lead capture solution that instantly syncs to your CRM, enabling faster follow-up. These enhancements can elevate your results, but they all still rely on the solid foundation of planning we’ve outlined. The fundamentals – know your goals, know your audience, sweat the logistics, promote aggressively, and follow up relentlessly – will always apply.

Executing a trade show campaign from 90 days out requires work and coordination, but the payoff can be huge. There’s nothing quite like the buzz of a busy booth, the thrill of a meaningful face-to-face conversation with a prospect, or the satisfaction of seeing a deal close that started from a trade show handshake. With this timeline as your guide, you can approach your next trade show with confidence and a clear roadmap. By planning the work and then working the plan, you’ll turn your trade show into a powerful engine for pipeline and growth – and ensure that the time, budget, and energy you invest deliver tangible business results. Here’s to your trade show success!

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