For B2B exhibitors

You know what exhibiting costs. But what does it deliver?

Exhibiting requires a significant investment of money, time and people. Dynamic Expo Leads helps you get more from that investment, without giving marketing or sales another entire project to manage.

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See how it works in 1 minute · from invitation to follow-up Autoplay without sound

The reality

Exhibiting requires a significant investment.

Stand space, stand construction, staff, transport, hotels and communications. And that does not even include the days when sales is away from customers and marketing is busy organising everything around the trade show.

For many B2B companies, exhibiting can quickly cost tens of thousands of euros. For larger trade show programmes, that figure can reach €100,000 or considerably more.

But can you say afterwards what that investment actually delivered commercially?

How many relevant contacts did you make? Which prospects are worth pursuing? Which meetings or opportunities resulted from the show? And what happens to them next?

For many companies, that is far less clear than the cost of exhibiting itself.

And in the meantime

is the trade show another project on the list.

Marketing already has multiple projects running, while sales is focused on customers and prospects. Meanwhile, invitations, trade show communications, the landing page, meetings, lead capture and follow-up all still need to be organised.

Often, it all gets fitted in between other work. Invitations go out later than planned, information is scattered across different places and, after the show, someone still has to work out which leads actually need following up.

Not because nobody thinks it matters. But because nobody has the time to set up the entire process properly.

Face-to-face contact works

The commercial opportunities are there.

Trade shows bring companies and potential customers together face to face. The figures show just how much commercial value that can create.

is more likely to buy

from an exhibitor they have met at a trade show.

requests follow-up contact

from a sales representative after the show.

of trade show leads are not followed up

meaning commercial opportunities are still being missed after the show.

The commercial opportunities are there. The difference lies in what you do with them before, during and after the show.

*Sources: SAGE, The Trade Show Network and CEIR (Center for Exhibition Industry Research)

Better results through effective trade show marketing

One platform for your entire trade show marketing process.

With our Trade Show Marketing Framework, we bring visitor acquisition, appointment scheduling, lead capture and follow-up together in one software platform.

We take care of your trade show marketing, technical setup and platform management. Your team can easily capture contact details and conversation notes, while sales has a clear overview of the next steps.

Discover the Trade Show Marketing Framework →

Blueprint of the Trade Show Marketing Framework

The Trade Show Marketing Framework in practice

Omnivent PotatoEurope 2025

For Omnivent, the goal was not to collect as many scans as possible. The aim was to identify which visitors were genuinely relevant to sales.

Visitors were therefore not only registered, but also qualified based on their investment plans.

Of the 21 registered contacts, 19 indicated that they planned to invest within two years. Together, they represented a potential pipeline value of approximately €2.4 million.

0 qualified leads who indicated that they planned to invest within two years

€ 0.0m potential pipeline value

“By qualifying visitors at the stand, we knew exactly who to follow up with first after the show. That made our follow-up much more targeted.”

Stephan | Omnivent

The Trade Show Marketing Framework

Three phases where you can make the difference.

The show floor is only one part of the commercial process. Results are also determined by what happens beforehand and what you do with those conversations afterwards.

01 · Before the show

Reach the people you want to meet at your stand.

We make sure relevant prospects know you will be at the show, why visiting your stand is worthwhile and how they can book a meeting in advance.

Result: more relevant visitors and better conversations.

QR code for lead capture at the trade show

02 · During the show

Get more from every conversation.

Capture more than contact details: collect relevant information about interests, needs and timing. That way, you know after the show which contacts deserve priority.

Result: clarity on which contacts should be prioritised.

03 · After the show

Make sure good conversations lead to a next step.

Contacts are followed up in a targeted way, and sales knows who is relevant, what matters to them and what the logical next step is.

Result: greater control over commercial opportunities.

How we work together

Less organising for your team. More value from your trade show participation.

You know your market, customers and prospects, and you handle the commercial conversations.

Dynamic Expo Leads makes sure the trade show marketing, lead capture and follow-up around those conversations are properly set up, taking a large part of the marketing preparation and execution off your team's plate.

That means your team does not have to organise everything themselves and can stay focused on customers and commercial opportunities.

See how we can work together →

Working together on trade show marketing

Results in practice

Not as many leads as possible. The right commercial opportunities.

Omnivent · Agricultural sector 19 of 21 leads qualified

“At PotatoEurope, Dynamic Expo Leads helped us capture high-quality leads in a way that genuinely worked. Of the 21 leads collected at the stand, 19 showed concrete interest in a follow-up conversation. That immediately gave us direction for our follow-up.”

O Stephan | Omnivent

DPC Dental · Dental sector No valuable contacts missed

“If a visitor came by while I was already in a conversation, they could simply scan the QR code and leave their details. That meant no valuable contacts were lost, and after the show I knew immediately who to contact first.”

D John | DPC Dental

Cyclefix · E-mobility sector 30 scans → 8 partner meetings

“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.”

C Erik | Cyclefix

Catelijne de Gooijer and Egon van de Kamp of Dynamic Expo Leads

About Dynamic Expo Leads

Why we approach trade show marketing differently.

Many exhibitors invest significant time, energy and budget in their trade show participation. Yet the commercial return often falls short because preparation, conversations at the stand and follow-up are not sufficiently connected.

That is why we developed the Trade Show Marketing Framework: a practical approach that connects these elements and helps exhibitors get more out of their trade show participation.

Dynamic Expo Leads was founded by Catelijne de Gooijer, who has more than 20 years of marketing experience. Together with Egon van de Kamp, she works with exhibitors, trade show organisers and teams on trade show marketing.

In practice, we kept seeing the same pattern: companies make a substantial investment in exhibiting, but unintentionally miss commercial opportunities because different parts of the process are organised separately.

With Dynamic Expo Leads, we help B2B exhibitors bring separate trade show activities together into one connected strategy, focused on generating better commercial results from every trade show.

Frequently asked questions

We already do a lot of trade show marketing. Is this still relevant for us?

Absolutely. Dynamic Expo Leads does not need to replace your existing activities. We look at where visitor acquisition, lead capture, follow-up and sales can work together more effectively and where your team can save time.

What do you need from us?

You bring the knowledge of your market, customers and prospects and provide an active team on the show floor. Dynamic Expo Leads handles the set-up and execution of the trade show marketing around it.

How much internal time does this require?

We need your input on your target audience, offer, customers and commercial objectives. Dynamic Expo Leads then handles a large part of the set-up and execution, so your team does not have to work out and build every element themselves.

Can we use the Framework for multiple trade shows?

Yes. For each subsequent show, we build on the set-up, data and insights already in place, so you do not have to start from scratch every time.

Does this also work for international trade shows?

Yes. The Trade Show Marketing Framework can be used for both domestic and international B2B trade shows.

How much does Dynamic Expo Leads cost?

Dynamic Expo Leads for one trade show costs €4,997 excluding VAT. This includes setting up the trade show marketing, lead capture and follow-up around your participation, aligned with your objectives and existing marketing and sales processes.

How quickly can we get started?

After an introductory call, we can usually get started within two weeks. The earlier we begin, the more opportunities there are to reach relevant visitors in advance and book meetings.

Ready for your next trade show?