Business to business (B2B) trade shows can be a cost-effective means of gaining valuable face-to-face interaction with many qualified prospects. Most companies that rely on B2B sales leads have a reasonable expectation that sales revenue will result from participation at trade shows. However, experience has shown that leads generated through trade shows are at early stages of the sales cycle. This experience may explain why business executives are constantly disappointed that so few leads are actually followed up by their sales departments. Trade show industry research indicates that 80-90 percent of all trade show leads are not followed up.
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