Your marketing team nails the trade show, scores a ton of hot leads, and then… crickets. In less than thirty days, the whole thing goes up in smoke. Why? It’s more common than you think. We hear it all the time: marketing does their job, but sales drops the ball. The secret? A solid plan, driven by marketing, to ensure follow-up happens. Here’s the playbook.

Post-Show Hustle

After the grind of a trade show, it’s tempting to crash. But the real magic? It’s in the follow-up. A staggering 80% of trade show leads are never contacted. Crazy, right? So ditch the fishbowl full of business cards and get serious about those leads.

Organize on the Spot

Don’t wait until you’re back at the office. Start organizing leads right at the show. Swap out the old-school notebook for a card scanner or just input them directly into your database. Bring an extra person or hire a temp to handle this. Every contact is gold; your sales team needs to turn them into platinum.

Strike While the Iron’s Hot

Everyone’s exhausted post-show, but attendees are often re-energized about their business. Don’t wait more than 48 hours to follow up. Call a meeting, review leads, assign follow-ups, and set deadlines. Turn those business cards into actionable leads.

First Follow-Up: The Email

Send a thank-you email to each lead. Remind them who you are, what you do, and let them know they’ll hear from you again soon. Personalize it—don’t let your email get lost as spam. Marketing can lead, but each salesperson should handle their own follow-ups.

Keep Promises

For hot leads, deliver on any promises made at the show—send that catalog, sample, or proposal immediately. These leads are gold mines; don’t let them cool off. And remember, follow up again. Many of your contacts will also need time to catch up after the show, so plan a second touchpoint.

Trade shows are goldmines for building your business, but they require hustle—before, during, and especially after. With a solid action plan, you’ll have no problem justifying next year’s trade show budget. Get out there and turn those leads into dollars!