Lead generation: Address visitors in a meaningful way, use contacts systematically

At a trade fair, it's not just the number of visitors that counts – what matters is what comes out of the conversations. In this context, lead generation means the structured recording of contacts with the aim of initiating potential customer relationships. In practice, this is a combination of conversation skills, technical recording, and a clear idea of what type of contact is relevant for the company.

Anyone who sees leads as nothing more than “collecting business cards” is missing out on opportunities. Modern lead generation at trade shows means not only recording contacts, but also qualifying them directly: Who is the person? What role do they play in the decision-making process? Is there a specific need – or rather a general interest?

Why lead generation is a key trade fair objective

In most trade fair concepts, gaining contacts is right at the top of the agenda. Sales and marketing have clear expectations in advance: new business opportunities, deeper customer relationships, or concrete follow-up material for after the trade fair. However, in order for an initial conversation to actually turn into a customer, the contact needs to be properly documented and evaluated.

Lead generation as part of sales-oriented trade fair planning

A functioning lead process does not begin at the booth – it starts with the preparation. What information should be collected? Who is responsible for documentation? And how does the data get back to the company – preferably without media breaks or loss of time?

Data collection, technology, and conversation discipline

Many companies work with tablets or smartphones on which visitor data can be recorded directly. Organizers now also provide apps that assign leads via QR codes on visitor badges. The decisive factor is not the tool, but how consistently it is used.

A disciplined approach to conversation is required: if you only record general information, you will not be able to derive much from it later. Questions such as “How urgent is your need?”, “Which products are you currently working with?” or “When are you planning to make a change?” help to assess leads sensibly – and not treat all contacts in the same way.

What should be determined before the trade fair

A frequently underestimated point is the definition of a good lead. Is a prospective customer with a business card already a relevant contact, or is more needed? Should trade fair visitors without specific needs also be recorded? And how should random conversations be handled where there is no obvious point of contact?

These questions should be clarified jointly by sales, marketing, and booth personnel. A clear process for the day itself–such as who is responsible and how will information be documented–also prevents misunderstandings and loss of information.

After the trade fair: relevance beats quantity

Many companies record leads but lose track of them after the trade fair. Systematic follow-up is therefore at least as important as conducting conversations at the stand. Ideally, the data should be available in full on the first working day after the trade fair – sorted, commented on, and with a clear next step.

What happens next depends on the lead profile: a personal call, product information, a demo, or an appointment. It is important that the contact feels that they are being taken seriously. Standard emails or weeks of silence do more harm than good.

Conclusion: without a lead process, trade fair success remains invisible

Trade shows offer personal proximity – but proximity alone is not enough. Anyone who conducts conversations at a trade show should also take care of what happens afterwards. Lead generation is not an end in itself, but a bridge between personal impressions and lasting business relationships. The clearer the process, the greater the benefit. And the more careful the follow-up, the higher the chance that a conversation will turn into an order.