Trade Show Engagement Strategy: The Framework Behind 54% More Leads

Описание: Most B2B companies spend 80% of their event budget on the booth and almost nothing on engagement. That's why their trade show engagement strategy fails — and why their lead generation is flat year after year.

Anders Boulanger has run 5,000+ live trade show presentations for Microsoft, Siemens, and Veam. His trade show engagement strategy, built on the Attract, Connect, Convey framework, produces an average 54% increase in lead generation for his clients.

In this episode, you'll learn:
The three-legged stool model that unlocks trade show ROI (and why most companies only have two legs)
Why 85% of your show's success comes from booth staff performance — not the booth itself
How to build a trade show engagement strategy that works even on the last day of a show
The handoff moment where most exhibitors lose warm leads — and how to fix it
Why in-person events are becoming a competitive weapon as digital outreach drowns in AI noise

Anders also shares the visitor density metric he uses to evaluate shows before committing budget — and why 75% of leads from trade shows are never followed up on.

If your event budget feels like a cost center, this conversation will change how you think about it.

Subscribe to Predictable B2B Success for weekly conversations with B2B leaders on driving revenue from seed to Series C.



Time-stamped key moments:

00:00 Anders' unique career journey
05:47 Balancing Scale and Authenticity
11:14 Discussing marketing strategies and ROI
16:15 Transition to virtual trade shows
26:26 Managing Event Engagement and Booths
31:57 Trade show demo station strategy
34:51 Explaining trade show strategies
41:42 Importance of Soft Skills
43:43 Successful hospital sale process
54:08 Engaging potential booth visitors
58:40 Using gimmicks to attract customers
01:02:31 Building Personal Connections in Sales
01:07:03 Training and managing infotainers
01:11:24 Connecting on LinkedIn