So, you have just finished a successful trade show. You left with a pocket—or inbox—full of potential leads, your team was ablaze, and your booth looked fantastic. The real secret, though, is that your work isn't finished yet. The key to turning a "meh" trade show into a huge sales success is knowing how to follow up with leads after a trade show.
Effective follow up can make the difference between a one-time interaction and repeat business, regardless of your level of experience as an exhibitor or your level of participation. Let's explore enjoyable, practical, and calculated methods for fostering those new relationships without coming across as robotic or, worse, completely ignored.
After the trade show, the first 24 to 48 hours are crucial. Why? Because guests are still able to recall what you are. Keep that momentum going.
Start by sorting your leads into categories:
Keep track of names, titles, companies, and any notes you made during the show using a spreadsheet or your CRM (Customer Relationship Management) system. This is your cue to get a CRM if you don't already have one.
Pro Tip: To make it easier to filter your leads later, tag them with event-specific keywords like "TradeShow2025."
This is an important step. Don't be shocked if you receive the same generic message from everyone.
Rather, customize your follow-up emails by using:
For instance:
Hello (insert name), I enjoyed our conversation at the (insert company)! I would love to demonstrate how our platform can assist you in finding a more effective inventory system, as you mentioned. This (insert day), are you available for a brief 15-minute phone conversation?
Why It Works: It demonstrates that you are paying attention and aren't merely trying to make a sale.
You don't have to follow up with your leads, but you also shouldn't go missing. This is a clever follow-up schedule:
Maintain a friendly and conversational tone. Furthermore, ensure that emails that are automated still sound human.
Email is fantastic, but don't rely on it for all of your follow-up needs.
Try these alternatives:
The golden rule is to always respect people's choices and privacy. A pushy follow-up is not what anyone wants.
Another "just checking in" email is not what leads are searching for. Value is what they are looking for.
What you can send is as follows:
Make sure your content is informative rather than commercial. Building trust—not pressure—is the aim.
Even if a lead isn't ready right now, it might be in six months. Make thorough notes about:
Next, plan a follow-up for a later time. Even a simple "Hey, just circling back!” can bring up the topic again at the appropriate moment.
Bonus Tip: To stay at the top of people's minds, include leads in your content marketing funnel, such as newsletters, blog posts, or social media campaigns.
Marketing automation excels in this situation. Create a specific email sequence for leads from trade shows. This is an example of a 4-email flow:
Sort your list into hot, warm, and cold lead temperature segments, then modify your messaging appropriately.
Don't be dull; trade show leads receive a ton of follow-up emails! Add some humor or creativity if your brand voice permits.
For instance:
Personality promotes relationships. Simply stay on-brand and professional.
It's time to take stock after your follow-ups. What was effective? What didn't work?
Track:
Make your next trade show strategy better by using these insights. Perhaps your giveaway wasn't generating interest, or perhaps emails performed better than phone calls. Adjust as necessary.
In the business world, gratitude is very important. Express sincere gratitude for visiting your booth, even if a lead doesn't convert. It makes a good impression, and who knows? When they're ready to buy, they might think of you.
The secret to turning that flurry of handshakes and conversations into tangible outcomes is knowing how to follow up with leads after a trade show. Building relationships, demonstrating value, and maintaining brand recall are more important than making a strong sales pitch.
You'll stand out from the crowd and demonstrate that you're more than just a booth by using the appropriate timing, resources, and tone. They'll view you as a reliable solution.
Take that lead list, start your CRM, and prepare to transform "nice meeting you" into "we'd love to work with you."