Trade show lead follow-up your reps will do
Give every trade show lead an owner, a next step, and a clock, then track attempt rate. See what a fast list turnaround still loses.
After the show Trade show lead follow-up your reps will do Nº 13
Field guide
Your field guide to in-person GTM.
Get straight answers to your event questions, from how many shows one manager can run to how to prove what a show produced.
Travis TidballFounder & CEO
LatestAfter the show
Trade show lead follow-up your reps will do
Give every trade show lead an owner, a next step, and a clock, then track attempt rate. See what a fast list turnaround still loses.
Latest
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What percent of marketing budget should go to events?
Measure what each event returns, then set your share. Event-dependent B2B companies commonly put 20 to 50 percent of program budget into events.
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Trade show lead list cleanup: import the CSV in 8 steps
Run the Monday-after lead scrub: clean fields, trace personal emails to companies, dedupe against your CRM, enrich, split outreach, and attribute each row.
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How many events can one event manager run?
See why operators put the ceiling at roughly 50–60 events a year per manager, what slips first at peak load, and what to ask before you hire or add tools.
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Following up after an exec dinner
Run the executive dinner as part of the parent show: own the invite list, and give every guest an owner, a next step, and follow-up within days.
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How to get a conference attendee list (or build one)
Find out why organizers rarely share the full attendee list, what you can get as a sponsor, and how to build your pre-show view from lists you already own.
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How to get sales to follow up on event leads
Give each event lead a named owner and a clock, put unworked leads in front of your sales manager, and catch the leads reps work outside the process.
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How to measure trade show ROI without lying to yourself
See what to track before, during, and after a show, how to keep sourced and influenced pipeline apart, and why cost per meeting beats cost per scan.
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Badge scan leads with no context: how to fix them
See what your reps should capture beyond the badge scan, where that context goes missing, and the 72-hour check that shows whether you kept it.
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A pre-show target list your reps will actually use
Build a pre-show target account list your reps will use. Source it, match it to your CRM, tier it and show why, assign owners, and find coverage gaps.
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Your best people already built a worse version of this
See why your best operators are right to build their own AI tools for events, and why a tool one person maintains can't do the job of shared infrastructure.
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The 50-Event Ceiling
See why operators put the ceiling at 50 to 60 events a year per manager, what it costs you in headcount, and the work that never happens above it.
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You Need to Measure Every Event Dollar Like Your Digital Spend
See why paid search wins your budget review with a dashboard while your events bring a story, and how to keep the same record for every event dollar.
All 13 posts All 2 in Before the show All 2 in On the floor All 3 in After the show All 6 in Running the program
The glossary
Find plain definitions for 109 in-person GTM terms.
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