Dynamic Expo Leads helps B2B exhibitors reach the right visitors before the show, identify relevant contacts during the event and follow up with the right people afterwards.
Book an introductory call →The right visitors already know why they should visit your stand before the show begins.
At the show, your team has more conversations with relevant visitors.
Afterwards, your sales team knows which contacts matter and what the next step should be.
For many B2B companies, exhibiting at a trade show is one of the largest marketing investments of the year. Based on our experience with B2B trade shows, the total investment in stand design, staff, transport and communications can easily range from €10,000 to €100,000 — and considerably more for larger shows.
Yet many companies do not get the full return on that investment. Not because the show lacks opportunities, but because preparation, conversations on the stand and follow-up are not sufficiently connected.
As a result, valuable commercial opportunities are left on the table and the investment in exhibiting delivers less than it could.
Preparation, conversations on the stand and follow-up work better when they are connected. That is why we developed the Trade Show Marketing Framework: a practical approach to effective trade show marketing before, during and after the show.
The Framework brings these stages together. You reach the right visitors before the show, collect relevant information during conversations and give your sales team a clear view of who to follow up first.
Download the Trade Show Marketing Blueprint (PDF) →
For Omnivent, we developed a complete trade show strategy in which commercial preparation, the show itself and follow-up worked seamlessly together. From a dedicated landing page and invitation campaign before the show to lead qualification on the stand and automated follow-up afterwards.
At PotatoEurope, visitors could enter a prize draw by scanning a QR code. After submitting their details, they answered one predefined qualification question about their investment plans. This gave Omnivent immediate insight into their investment intentions. Visitors who responded positively automatically received additional questions the following day.
This resulted in more than a list of visitors. Omnivent could see which contacts were commercially most relevant, allowing the sales team to prioritise follow-up after the show.
“Because we qualified visitors at the stand, we knew exactly who to contact first after the show. That made our follow-up much more focused.”Stephan | Omnivent
Each stage has its own purpose. Together, they connect your preparation, conversations on the stand and follow-up.
A successful trade show participation starts before the doors open. With a targeted landing page, personal invitations and the option to schedule meetings in advance, relevant visitors already know why they should come and see you.
Result: more relevant visitors and better conversations at the show.
A badge tells you who someone is. It does not tell you whether they are a relevant prospect. With visitor engagement, a QR code and initial lead qualification, you collect the information you need for more focused follow-up.
Result: clarity on which contacts deserve priority.
Follow-up begins as soon as the show ends. Personalised thank-you emails, additional questions and relevant content help you follow up each visitor in the right way.
Result: structured follow-up with greater control over commercial opportunities.With the Trade Show Marketing Framework, we support organisations before, during and after the show. Not as separate marketing activities, but as one integrated approach in which every part works together.
During an introductory call, we look at how the complete Framework can be tailored to your objectives, trade show schedule and existing marketing and sales processes.
Companies across different sectors use Dynamic Expo Leads to improve the results of their trade show participation.
“At PotatoEurope, Dynamic Expo Leads helped us collect high-quality leads in a way that really worked. Of the 21 people scanned at the stand, 19 showed concrete interest in a follow-up conversation. That immediately gave us direction for our follow-up.”
“If a visitor came by while I was already in a conversation, they could still easily scan the QR code and leave their details. This meant valuable contacts were not lost, and after the show I knew exactly who to contact first.”
“30 scans, 8 partner meetings in the diary. Dynamic Expo Leads provided both the strategy and the execution. That return makes the investment an easy decision.”
Many exhibitors invest significant time, energy and budget in exhibiting at trade shows. Yet the return often falls short because preparation, conversations on the stand and follow-up are not sufficiently connected.
That is why we developed the Trade Show Marketing Framework: a practical approach that brings these stages together and helps exhibitors improve the results of their trade show participation.
Dynamic Expo Leads was founded by Catelijne de Gooijer. Together with Egon van de Kamp, she works with exhibitors, trade show organisers and trade show marketing teams. Through our work, we kept seeing the same pattern: companies invest heavily in exhibiting, but unintentionally leave commercial opportunities on the table because each stage is treated separately.
With Dynamic Expo Leads, we help B2B exhibitors turn separate trade show activities into one connected strategy, focused on achieving better commercial results.
Here you will find answers to some of the questions we are most often asked about the Trade Show Marketing Framework.
Yes. The approach is tailored to your objectives, available time and budget. Smaller teams often benefit from a structured way of working because they have less capacity during a trade show and do not want to miss valuable commercial opportunities.
After an introductory call, we can usually start within a few weeks. The exact timeline depends on the trade show date, the required setup and the preparation time available. The earlier we start, the more we can achieve before the show.
Often, yes. We review your existing systems and processes in advance and discuss which integrations are possible. In most cases, an API connection is required. This may involve additional costs.
Yes. For every subsequent show, we build on the knowledge, experience and setup from previous events. This allows the Framework to become a consistent way of working across your trade show programme.
The Trade Show Marketing Framework does not replace your existing activities. It helps them work together more effectively. Organisations that already invest in trade show marketing can often gain the most from creating greater continuity between preparation, the show itself and follow-up.
Tell us which trade show is coming up and what you want to achieve. During an introductory call, we'll look at how preparation, conversations on the stand and follow-up can work together more effectively.
Book an introductory call →+31 (0)6 1305 0314
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