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Sales Energized Trade Shows (Post 7 – Post Show)
2 min read
Trade Show Lead Follow Up and Feedback
After the show, lead distribution and lead follow up should sit at the top of your priority list. One of the main reasons you exhibit is to generate qualified leads, and this is the stage where that investment can turn into real opportunities. Without a clear plan, good leads are easy to lose while you move on to the next urgent task.
Start by organizing all leads in your CRM or tracking system. Assign an owner, record notes from each conversation, and set a simple next step for every contact so your team knows who is responsible and how to follow up.
Then review overall lead quality with your sales team liaison. Look at which leads were genuinely interested, which ones were early stage, and which ones were not a good fit. Use these insights to refine your pre-show outreach, your in-booth messaging, and your targeting for future events.
Consistent communication with sales and marketing leadership is essential to keep long term support for your trade show program. Share what worked well, where you saw gaps, and where additional budget, tools, or team support could make future shows more successful.
After the show, share your goals, the metrics you tracked, and how the event performed against those metrics. This can include the volume of leads captured, follow up activities in progress, and early pipeline outcomes that came directly from the show.
Explain which changes you plan to make for future shows based on what you learned. Invite feedback from both marketing and sales executives so you understand their impressions and priorities. This is also a good time to share your own observations and to request any additional support you need for upcoming events.
Finally, boil the results down into a short list of key takeaways and specific ideas for improvement. When every show ends with clear results, feedback, and next steps, you build a culture of continuous improvement and make it easier to secure support for your trade show program in the future.