Turn trade show leads into actual pipeline

Purpose: Make sure all booth materials and travel logistics are confirmed before the event.

Key Actions:
- Verify all booth materials are packed and shipping's 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: Get the booth set up and make sure everything works 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 the booth from an attendee's perspective
- Brief the 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 right after each conversation
- Rate lead quality (hot/warm/cold) on the spot
- Add conversation notes while they're fresh: needs, timeline, decision makers
- Photograph business cards as backup
- Tag leads by product interest or use case
- Rotate booth staff to keep energy up

Deadline: 8 hours from event start

Purpose: Review the day's performance and make sure 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 the venue
- Write down product questions or objections you heard repeatedly
- Plan any adjustments for tomorrow
- Share team wins and learnings

Deadline: 12 hours from event start

Purpose: Safely take down the booth and account for all materials.

Key Actions:
- Disassemble booth displays carefully
- Inventory all materials and note anything damaged or missing
- Arrange shipping for booth materials
- Collect all demo equipment and accessories
- Take photos of booth condition for your records
- Confirm shipping pickup and tracking numbers

Deadline: 1 day after event

Purpose: Reach out to hot leads right away while the conversation's still fresh.

Key Actions:
- Email all hot leads within 24 hours
- Reference specific points from your booth discussion
- Include requested materials or demo links
- Propose specific next-step meeting times
- Copy the sales team on hot prospects
- Schedule follow-up calls in your 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 the booth
- Add to appropriate email nurture campaigns
- Connect on LinkedIn with a personalized message referencing the event
- Track engagement and responses
- Escalate engaged leads to the sales team

Deadline: 5 days after event

Purpose: Calculate the return on investment and capture what you learned 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
- Write down 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 the 30-day mark
- Identify which leads converted to opportunities
- Calculate actual conversion rates by lead quality tier
- Update ROI analysis with real pipeline data
- See how event performance stacked up against goals
- Decide on next year's event participation

Deadline: 30 days after event