Attending a trade show or conference to capture leads and win new business can feel daunting – especially if it’s your first time or your past efforts haven’t yielded much success.
Successful event lead capture and sales conversion depends on getting several things right, but also from learning by doing. Inevitably, it’s going to be a case of trial and error as you work the field and learn how prospects respond to your offerings, adapting your approach as you go.
Event Lead Capture: How Many Leads Should You Aim For?
The average lead capture ROI from trade shows depends on several factors, such as: how appealing your booth is, how actively and effectively you engage prospects, how many meetings you have booked, and whether you’re at a B2B or B2C event.
It’s worth noting that B2B events typically generate fewer leads – but those leads are often more qualified and decision-ready. In contrast, B2C brands tend to capture a much higher volume of leads, benefiting from broader appeal and lower entry barriers.
Average Number of Leads at Events: Benchmarks for Event Lead Capture
- Small booths (10×10 ft / ~3×3 m):
- Consumer brands: 100–200 leads
- B2B or niche industries: 50–100 leads
- Mid-size booths (20×20 ft / ~6×6 m): 200–500+ leads
- Large booths / anchor exhibitors: 500–2,000+ leads
It’s worth noting that B2B events may yield fewer leads, but they’re often more qualified. On average, exhibitors convert 1 marketing qualified lead (MQL) for every 7 engaged prospects. High-performing teams can achieve 2–3 MQLs per 7 leads.
Pre-Event Planning for Better Event Lead Capture
Getting more event leads starts long before the event. Start early. The best-performing teams don’t just show up, they plan weeks in advance.
1. Research Your Audience
If you don’t already have a clear picture of your target audience, now’s the time to dig in. Who will be there? What challenges are they facing? What’s likely to get their attention?
Use the attendee list to build a shortlist of people or companies you’d like to meet . Do some background research so you can tailor your outreach and conversation.
2. Download the Event App
Most events have an app for scheduling and lead capture. Use it to review the schedule, mark any sessions you’d like to attend, and block them out in your calendar. These sessions are valuable not just for learning, but for striking up informed, relevant conversations.
Look for features like attendee messaging or matchmaking – tools found in many event lead capture apps.
3. Message Attendees in Advance
Use the app or LinkedIn to send short, personalised messages that include a clear reason to connect and a suggested time:
Hi [Name], I saw [Company] is attending [Event Name]. I’ll be there too. Open to a quick coffee? Let me know what your schedule looks like.
Follow up 10–14 days before the event with anyone who hasn’t responded.
4. Automate Where It Makes Sense
Build a LinkedIn lead list and run a light-touch automation campaign with messaging tailored to the event. Keep it personal, not spammy.
Many marketers also integrate their CRM with event tools to streamline lead capture and qualification.
Event Booth Strategy: Design for Impact and Lead Capture
A flashy, expensive booth isn’t always necessary, but doing enough to differentiate yourself from other exhibitors and have some stopping power certainly helps.
A clean design, bold messaging, and a clear value proposition go a long way. A roll-up banner and a looping video or slide deck showing how you solve real problems may be all you need.
Pro tip: It’s usually cheaper to buy or bring your own screen than rent one on-site – but double-check with the organiser first.
If you’re going big, weigh the total cost against the value of even a single converted lead. Sometimes, the return makes the investment a no-brainer.
How to Run Meetings That Convert Event Leads
So your meetings are booked, booth is set up. How do you ensure your meetings are beneficial for both parties and result in lead capture and eventual conversion to MQL?
- Lead with curiosity. Don’t launch straight into your pitch. Ask questions. Listen.
- Tailor your message. Make your value relevant to their world.
- Pay attention to more than words. Body language, tone, and enthusiasm (or lack thereof) can tell you a lot.
- Represent your brand. You are the storefront – how competent, warm, and interested you come across reflects directly on your business.
Every meeting with a new prospect should end with a clear next step- whether it’s a follow-up call, a shared resource, or an intro to someone else in their team.
Beyond the Booth: Other Techniques for Better Lead Capture at Events
Some of your most valuable conversations won’t be scheduled.
- Coffee queues and corridor chats are goldmines. Be approachable, curious, and ready to segue into what you do.
- Attend key sessions your ideal clients will be at. Sit near the back so you can easily catch speakers and other attendees afterwards.
- Use hotel bars and networking mixers to build connections in a more relaxed, authentic setting.
This is where true event marketing lead generation comes alive – when conversations happen naturally.
Converting Your Event Leads: Following Up (The Right Way)
The follow-up is where deals are made – or lost. Don’t disappear once the event wraps.
1. Personalise Your First Message
Hi [Name], it was great to meet you at [Event]. I really enjoyed our chat about [topic]. I know it’s been a busy few days – let’s reconnect next week when things have calmed down?
2. Follow Up with Value
A week later, send another message to keep the momentum going:
Subject: Let’s catch up on [pain point]
Hi [Name],
Thanks for stopping by our booth – it was great meeting you.
Just a reminder, [Your Company] specialises in [brief value statement]. I’d love to schedule a 15-minute call to explore how we might support your goals.
Any time this week that works for you?
3. Share Something Useful
Even if they’re not ready to buy, you can stay top-of-mind by sending something they’ll find helpful:
Hi [Name], I’ve attached a quick guide on [topic] we talked about. Hope it’s useful – let me know if you’d like to explore how we might help further.
Send a whitepaper, case study, or toolkit. Position yourself as helpful. Not pushy.
Event Lead Capture: Final Thoughts
Capturing event leads effectively isn’t about handing out brochures and hoping for the best. It takes planning, persistence, and practice. Start small, do the little things well, and learn from every interaction.
Each event is a chance to refine your message, grow your network, and improve your event marketing lead generation strategy.
Event lead capture is the collecting of contact details of potential customer contacts from live events, and nurturing them through follow up communication. You can find new prospects at trade shows, conferences, or exhibitions.
A qualified lead is a generated contact who has shown a genuine interest in your product or service. They will also fit your target profile and crucially, will agree to a follow-up conversation or demo.
While not essential, a well-designed event lead capture app can help you scan badges, log conversations, and sync contacts directly into your CRM for easy follow-up.
Focus on clarity, relevance, and human connection. Your booth should clearly state the problem you solve, and your team should engage with authenticity and tailor to your audience.
Not following up, or sending generic, impersonal emails. Well-timed and tailored outreach is critical to converting prospects into leads.
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