Trade Shows: Wasted Budget or Smart Investment? How Marketing and Sales Can Turn Contacts Into Customers - Together.

Yesterday, I attended Future Labs Live - a dynamic event full of innovation, great conversations, and, yes, lots of badge-scanning. Almost everyone I spoke with agreed on one thing: trade shows are still seen as goldmines for networking and lead generation. Thanks to handy apps (offered free at most trade shows these days), collecting leads is easier than ever - just a quick QR code scan, and voilà, a new contact is added to your list. Some apps even connect directly with your CRM. Efficient, right? But here’s the kicker…

What happens after the show?

In many companies, the next steps look something like this:

1. A sales rep sends a digital brochure.

2. If there's no reply or a polite "not interested," the contact gets... nothing.

3. The lead goes cold.

4. End of story.

Honestly, I think we’re missing a huge opportunity here.

Trade shows are not the finish line - they’re the starting point.

If I were in sales, I’d approach it differently. After scanning someone’s badge, I wouldn’t just hit “send” and hope for the best. I’d connect with that person on LinkedIn. No hard-selling, no inbox spam. Just being present - posting relevant content, sharing insights, joining conversations. The kind of digital presence that keeps you top-of-mind without being pushy.

Because nurturing leads isn’t about pressure. It’s about building trust. This is where marketing and automation come in. 

Imagine this: The contact is automatically added to a personalized email journey tailored not only to their interests, but also to their stage in the buying process.

• Just browsing? They receive light, informative content like blog posts or event recaps to stay engaged.

• Actively comparing options? Send them customer case studies, product demos, or technical insights that help with decision-making.

• Hot lead? A well-timed, relevant message from sales with a clear call to action.

With the right setup, marketing works hand in hand with sales to keep the conversation going. I know many of my LinkedIn connections are in sales and marketing. How do you stay in touch with leads after a trade show? Do you think trade shows are still worth the investment, or have they become just a checkbox exercise - something we do because everyone else is there and we have to be seen?

Let’s share best practices - we all stand to learn from each other. Drop your thoughts in the comments!