Exhibition budgeting in uncertain times

B2B marketers use exhibitions to generate leads more than any other tool. Yet the inability to generate enough leads for the sales force is the biggest problem marketers’ face.


Companies invest large budgets on exhibitions, and yet are rarely satisfied with the results. Why is this? Are they using the wrong tactic or are they simply not doing it correctly?


Marketers spend far more on exhibits than nurturing prospects relationships before the show and once they return to the office after it. As a result, exhibitions ROI often fail.


The single biggest reason for it is that marketers view exhibitions as stand-alone events rather than elements of an integrated marketing process. An exhibition is one of many interactions leads will have with your company prior to making a decision to buy. As such, it must be preceded and followed by other marketing activities including a pre-show traffic-building campaign and a well-organized and executed follow-up plan.

Do you have such exhibitions plans?
What tools do you use?

How do you ensure your exhibitions pays back?

1. Set goals. Achieving a measurable lead generation and maintaining visibility with prospects (set a measurable indicator for it too) are the two most important objectives of an exhibition.


2. Invest in pre-show marketing. Just being on the floor does not ensure a flow of leads to your booth. Conduct a marketing campaign to build attendance for the event.Reaching exhibition participants has become more challenging and web tools have changed the way of doing it. In the past we marketed our exhibitions through e-mail and press releases.

Today, it also makes sense to invite attendees via blogs, social networks and community forums. Messages that reach your prospects through multiple communication channels have a far better chance of being recognized.


3. Quality over quantity. When it comes to lead generation, the quality of the leads is far more important than the number you generate. Qualified prospects are those people who hold the right jobs at the right companies who potentially need your product or service and are able to purchase them. Meeting a handful of these individuals is infinitely more important for your future sales than collecting the names of 100 people who couldn't care less about your product or service.It is critical to have a definition of a sales-ready lead identifying the requirements a prospect must meet before delivering it to a sales rep. This includes the person's title, industry and the size of his company, budget availability, a timeline and an executive sponsor.


4. Sorting and nurturing leads. The first post-show duty of the marketing team should be to process the contacts that were gathered. Only those that are truly sales-ready should be sent to the sales force. Leads not yet ready should be nurtured. Some prospects will want to learn more before agreeing to talk to a salesperson; customer’s case studies, special reports, webinars, tips sheets and an informative, regularly distributed e-mail newsletters and blogs are a good way to do it.

For some longer term prospects, the timing just isn't right. These prospects require a long-term strategy of staying in touch to ensure they remember you if and when the need for your type of solution pops up. Regularly distributed, email newsletters and blogs are a good way to do this.


Probably you will be participating in at least one exhibition this year. By following our advice you will ensure the experience isn't a waste of resources, but rather, a lead generation engine.