Turn trade show leads into actual pipeline

Purpose: Ensure all booth materials and travel logistics are confirmed before the event. Key Actions: - Verify all booth materials are packed and shipping confirmed - Confirm hotel and travel arrangements for the team - Print lead capture sheets and backup materials - Test all demo equipment and presentation devices - Prepare emergency contact list and venue details Deadline: 14 days before event

Purpose: Set up the booth and ensure everything is operational before attendees arrive. Key Actions: - Arrive 90 minutes before doors open - Assemble booth displays, banners, and signage - Power on demos and test WiFi connectivity - Arrange giveaways and lead capture tools - Walk through booth from attendee perspective - Brief team on roles and talking points Deadline: 4 hours from event start

Purpose: Capture and qualify leads systematically throughout the event. Key Actions: - Scan badges immediately after each conversation - Rate lead quality (hot/warm/cold) on the spot - Add conversation notes while fresh: needs, timeline, decision makers - Photograph business cards as backup - Tag leads by product interest or use case - Rotate booth staff to maintain energy Deadline: 8 hours from event start

Purpose: Review the day performance and ensure all leads are captured in CRM. Key Actions: - Hold team huddle after booth closes - Review and discuss top leads of the day - Sync all captured leads to CRM before leaving venue - Document product questions or objections heard repeatedly - Plan any adjustments for tomorrow - Share team wins and learnings Deadline: 12 hours from event start

Purpose: Safely disassemble the booth and account for all materials. Key Actions: - Disassemble booth displays carefully - Inventory all materials and note damaged or missing items - Arrange shipping for booth materials - Collect all demo equipment and accessories - Take photos of booth condition for records - Confirm shipping pickup and tracking numbers Deadline: 1 day after event

Purpose: Contact hot leads immediately while the conversation is fresh. Key Actions: - Email all hot leads within 24 hours - Reference specific points from booth discussion - Include requested materials or demo links - Propose specific next step meeting times - Copy sales team on hot prospects - Schedule follow-up calls in calendar Deadline: 2 days after event

Purpose: Engage warm leads with relevant content and multi-channel outreach. Key Actions: - Email warm leads within 3-5 days - Send relevant content based on interests noted at booth - Add to appropriate email nurture campaigns - Connect on LinkedIn with personalized message referencing event - Track engagement and responses - Escalate engaged leads to sales team Deadline: 5 days after event

Purpose: Calculate the return on investment and document learnings from the event. Key Actions: - Compile total costs: booth, travel, materials, staff time - Count leads by quality tier (hot/warm/cold) - Calculate cost per lead by category - Track initial pipeline value generated - Compare results to event goals and past events - Document lessons learned for future events Deadline: 14 days after event

Purpose: Measure actual conversion rates and inform future event decisions. Key Actions: - Review all lead statuses in CRM at 30-day mark - Identify which leads converted to opportunities - Calculate actual conversion rates by lead quality tier - Update ROI analysis with real pipeline data - Evaluate event performance against goals - Decide on next year event participation Deadline: 30 days after event