Trade Shows suck!
From the desk of a seasoned sales rep
Let’s not sugarcoat it: trade shows suck—at least from a sales perspective. Why? Because trying to close real business at a trade show is like hunting for a needle in a haystack. And not just any needle—one that’s sharp, shiny, and willing to sign a PO this quarter.
Yep, I said the quiet part out loud.
The Sales Perspective: Show Me the Deals
Salespeople are short-sighted by design. It’s not that we want to be—it’s that we’re paid to be. Sales comp plans reward closed deals and cash in the bank, not “a full pipeline” or “brand awareness.”
So when sales teams go to trade shows, they’re not wandering the floor hoping to discover some magical new lead. They’re trying to advance deals that are already in motion—meet with current prospects, push them forward, and close business.
New leads? Maybe. But only if they’re ready to buy right now. Why? Because salespeople live by the 10% of 10% rule.
The 10% of 10% Rule: Why Trade Show Leads Are So Meh
If you’ve worked in B2B long enough, you know this already. But let’s break it down:
When a company sets up a booth at a trade show, it’s a marketing exercise. The goal is visibility, not necessarily revenue. Still, you scan badges and collect leads because...well, that’s what you do. But here’s the brutal truth:
Only about 10% of those leads are a good ICP (Ideal Customer Profile) fit and will actually engage post-show.
Of that 10%, only 10% are ready to buy in the next 90 days.
Let’s say you scan 500 leads. That means:
50 leads (10%) might be the right kind of customer.
5 leads (10% of those) are ready to have a real sales conversation now.
Those 5? They’re your golden tickets. The rest? That’s where companies win or lose with trade shows—based on what they do next.
The Hidden Cost of Trade Shows
Trade shows are expensive. Booth space, design, logistics, flights, hotels, meals, labor hours—it all adds up. Then add the opportunity cost of your team being away from other selling activities, and you’ve got yourself a hefty line item.
So if you walk away from the event with just a few hot leads, was it worth it? Maybe. But only if you do something smart with the other 495 leads.
Where It Breaks Down: The Post-Show Follow-Up
Here’s the problem: most companies treat the trade show like it ends when the lights go down and the booth gets torn down.
The 5 leads with immediate buy intent get handed to sales (as they should).
The rest get dumped into a drip campaign—or worse, ignored altogether.
That’s a massive missed opportunity.
How to Fix It: Build a Two-Track Follow-Up Strategy
If you want to maximize your trade show ROI, you need a strategy for all 500 leads—not just the hot 5.
Track 1: Immediate Sales Handoff
Identify the top 10% ICP-fit leads.
Find the 10% of those with actual purchase intent.
Hand those off to sales immediately with context and urgency.
Track 2: Long-Term Nurturing
This is where most companies fall short. To win here, you need a focused, ongoing nurturing effort:
Catalog and categorize every lead. Tag by industry, use case, role, etc.
Engage with relevance over time—case studies, webinars, helpful resources tailored to their needs.
Assign ownership of this lead list to a team that isn’t distracted by chasing this quarter’s revenue.
Follow up regularly—not with generic newsletters, but real touchpoints that build trust and familiarity.
Done right, these “not-yet-ready” leads can turn into next quarter’s hot deals—or the quarter after that.
Trade Shows Don’t Suck. Your Strategy Might.
Let’s be clear: trade shows aren’t inherently bad. But the way most companies approach them is.
If all you’re doing is chasing the 10% of 10%, you’ll always walk away thinking it wasn’t worth the time or money. But with the right follow-up strategy, a single trade show can fuel your pipeline for the next 2–3 quarters—maybe longer.
So the next time you roll up to a booth, remember this:
The real ROI isn’t in what happens at the show.
It’s in what you do after it’s over.
Want help turning your trade show leads into long-term pipeline growth? Let’s talk.
