You spent $25,000 on a trade show. You collected 200 business cards. Three months later, you’ve closed zero deals from those leads.
Sound familiar? You’re not alone. Most manufacturing companies attend trade shows but don’t have a strategy that actually generates ROI.
Here are 5 strategies that will change that:
Most companies show up and hope people visit their booth. Smart companies identify target attendees and schedule meetings in advance.
What to do:
Why it works: You’re not relying on random foot traffic. You’re meeting with qualified prospects who already know who you are.
Example email:
Hi [First Name],
I noticed you're attending [Trade Show Name]. We'll be at booth #[Number] and I'd love to show you how we've helped [Similar Company] achieve [specific result].
Would you be available for a 15-minute meeting on [Day] at [Time]?
Best regards,
[Your Name]Your booth staff should be qualifying leads, not just collecting business cards.
The 10-second rule: You have 10 seconds to capture attention. Use open-ended questions:
Qualification system:
What to capture:
Why it works: You’re collecting actionable information, not just contact details. This helps you prioritize follow-up.
Most companies give away cheap pens and stress balls. Smart companies provide value that reminds prospects of their capabilities.
What works:
What doesn’t work:
Why it works: Value-driven giveaways attract serious prospects and create memorable touchpoints.
Most companies follow up weeks after the show. By then, prospects have forgotten who you are.
What to do:
Follow-up email template:
Hi [First Name],
It was great meeting you at [Show Name] yesterday. I enjoyed our conversation about [specific topic discussed].
As promised, I'm attaching [promised material]. I think you'll find it particularly relevant given [their specific challenge].
Would you be open to a brief call next week to discuss how we might help [Company Name] with [specific solution]?
Best regards,
[Your Name]Why it works: You’re still fresh in their mind. Fast follow-up shows professionalism and keeps momentum going.
Most companies can’t prove trade shows generate ROI. Smart companies track everything.
What to measure:
ROI Formula:
(Revenue Generated - Total Show Cost) ÷ Total Show Cost × 100Example:
Why it works: When you can prove ROI, you can justify continued investment and optimize your approach.
Here’s your trade show action plan:
6 Weeks Before:
1 Week Before:
During Show:
24 Hours After:
Ongoing:
Trade shows can be your best lead generation channel—if you have a strategy. These 5 strategies will help you generate qualified leads, build relationships, and prove ROI.
If you need help developing a trade show strategy that works, get our free qualified leads course to learn proven strategies that work.
Key Takeaways:
Richard Kastl has been working with manufacturing companies to help them generate high-quality B2B leads. He is an entrepreneur with expertise as a web developer, digital marketer, copywriter, conversion optimizer, AI enthusiast, and overall talent stacker. He combines his technical skills with manufacturing industry knowledge to provide valuable insights and help companies connect with C-suite executives ready to buy.
Stop wasting time on tactics that don't work. These 5 proven B2B lead generation strategies have helped manufacturing companies generate millions in new revenue. Learn which ones fit your business model.
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