What this delivers
60-80% pre-event calendar fill rate
Versus showing up hoping for traffic. Your team arrives knowing exactly who they’re meeting and when.
40-50% post-event lead-to-opportunity conversion
Versus the 10-15% industry average for unstructured follow-up after events.
24-48 hour follow-up initiation
Versus the 2-3 week typical delay that lets prospects go cold and move on.
3-5x ROI improvement
The same event investment produces significantly more pipeline when approach, qualification, and follow-up are systematic.
The three reasons most trade shows fail to deliver ROI
Failure 1 – Showing up without pre-booked appointments
Most companies register for stand space, design their graphics, book travel, and then show up hoping traffic will be good. You compete with 200+ other exhibitors for overwhelmed attendees. The fix: pre-event outreach that fills 60-80% of your diary with qualified appointments before the event starts.
Failure 2 – Poor qualification and lead capture at the stand
Sales teams talk to everyone who approaches, including students, competitors, and people collecting free merchandise. After three days, the team has 100-200 “leads” of wildly varying quality with no priority order. The fix: real-time qualification capturing BANT criteria for every conversation, with immediate CRM sync.
Failure 3 – Slow, inconsistent, or non-existent follow-up
The team returns exhausted. Generic “great to meet you” emails go to everyone two weeks later. 50% of leads receive no follow-up at all. By the time you reach them, prospects have moved on. The fix: structured 24-48 hour follow-up with personalised outreach referencing the specific conversation.
What Trade Show Support includes
Pre-event appointment booking
We build the target list from registered attendees and sector prospects, run a multi-channel outreach campaign, and fill 60-80% of your diary with pre-qualified meetings before the event starts.
Meeting prep pack
Briefing documents for each pre-booked appointment: company background, likely pain points, conversation approach, and 3-5 discovery questions tailored to the prospect.
On-site lead capture and qualification
Structured qualification process at the stand capturing BANT criteria, conversation notes, and triage category (hot, warm, nurture) for every contact, synced to CRM in real time.
Post-event follow-up campaign
30-day multi-touch follow-up sequence launched within 24 hours of the event closing, with personalised messaging by segment. 95-100% follow-up completion rate and weekly pipeline reporting.
Event ROI report
Delivered 14 days after the event: leads captured, follow-up completion rate, meetings booked, opportunities created, and pipeline value generated versus event cost.
Who this is for
Trade Show Support is for B2B companies exhibiting at sector events where the potential pipeline value justifies the investment – but where previous events have produced disappointing returns:
Significant stand investment
Stand costs are £5,000-£25,000+ and ROI needs to be demonstrable to justify future attendance.
Leads that didn’t convert
Previous events generated lots of leads but few converted to revenue or meaningful pipeline.
Follow-up gets deprioritised
The team returns from events exhausted and follow-up gets pushed back in favour of catching up on email.
Paper-based lead capture
Lead capture is still done on paper or business cards with no structured CRM process or immediate sync.
Questioning the ROI of events
You’ve started asking whether exhibitions are worth the investment at all.
Best fit: B2B companies exhibiting at trade shows and sector conferences with 500+ attendees, especially where target prospects are known in advance.
How Trade Show Support works – end to end
4-6 weeks before the event
We source and research registered attendees, build the target list (200-500 prioritised prospects), and run a multi-channel outreach campaign filling your diary with pre-qualified meetings. We handle all scheduling, send automated reminders, and deliver briefing documents for each booked meeting.
Event days
On-site support or a remote qualification framework ensuring every stand conversation results in a complete CRM record with BANT qualification notes, triage category, and agreed next step.
24-48 hours after event
We segment all leads and launch follow-up sequences: same-day personalised email for hot leads, 24-48 hour outreach for warm leads, and a nurture sequence for longer-term prospects. We manage the full 30-day campaign with weekly conversion reporting.
14 days after event
Comprehensive ROI report showing every metric: leads captured, follow-up rate, response rate by segment, meetings booked, opportunities created, and event ROI versus investment.
By the numbers
Frequently Asked Questions
How much does Trade Show Support cost?
Pricing is per event. Pre-event appointment booking: £2,500-£5,000. Post-event follow-up campaign: £2,500-£5,000. Full end-to-end support (pre + during + post): £5,000-£8,000. We scope and quote after a brief on your event and target audience.
How far in advance do you need to start the pre-booking campaign?
Four to six weeks is the ideal window. Earlier than 6 weeks and meeting requests are easy to forget. Later than 3 weeks and diaries are already full. For post-event follow-up, setup must be completed before the event so we’re ready to launch within 24 hours of the event closing.
Can you get the attendee list from the event organiser?
Sometimes. Some events sell attendee lists; others don’t. Where lists aren’t available, we build from sector data sources, LinkedIn, and industry databases targeting the types of companies that attend the event.
What if we only want help with follow-up, not pre-booking?
We can provide any single element as a standalone service. Post-event follow-up is the highest-ROI element – the investment in the event has already been made, and structured follow-up turns leads that would otherwise go cold into pipeline.
How do you handle GDPR compliance for event lead follow-up?
Contacts collected at B2B events with a legitimate business interest basis are contactable under UK GDPR for relevant B2B outreach. We maintain suppression lists, include clear unsubscribe options in all email sequences, and handle opt-outs immediately.
Got an event coming up? Let’s make it worth the investment.
A 30-minute call is enough to scope the support needed and tell you what’s realistic for your event size and target audience.
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