Maximizing trade show ROI for B2B software companies

Trade shows represent a significant investment for B2B software companies, with costs ranging from $15,000 to $50,000; yet, many companies struggle to justify the expense of these programs.

For companies, trade shows are no longer just about collecting business cards; the landscape has changed drastically in the last few years. With the majority of deals happening online, your trade show booth needs a different purpose. Trade shows are now a great place to deepen existing relationships and accelerate deals that are already in motion, as well as search for new opportunities.

Successful software exhibitors view trade shows as an integrated campaign, where they connect pre-show outreach and interaction into a seamless experience. Companies that take this approach see conversion rates 4-5x higher than those that are just there for formality. However, getting there needs proper planning, execution, and things in place.

How to analyze your true costs and goals

Knowing your goals and budgets is one of the most important factors when implementing any marketing method, as it will significantly impact your overall execution. Things like space rental, display materials, travel, and staff expenses, among others, will depend on your budget limit, so plan ahead carefully.

Setting specific goals should be your top priority, so work towards them throughout your campaign. The goals should be specific and not just like generate leads. For example, if you're targeting CIOs at Fortune 500 companies, you need maybe 15 quality conversations rather than 200 generic business cards.

Plan pre-show marketing effectively

Successful B2B software starts executing its plan 6-8 weeks before the main event, which lets you reach attendees and showcase what you represent in advance. You can send personalized emails, schedule meeting times at your booth, and use tools like LinkedIn event targeting to reach potential customers who are attending the trade show.

One effective method in trend nowadays is creating exclusive pre-show content. Providing industry benchmark reports, overview data, etc., to attendees who booked for the demo helps qualify leads before the show even starts.

How to create a booth that stops traffic

Your physical presentation at the trade show is as crucial as any other aspect of the campaign. It does not require the biggest booth, but the product communication must be clear and on-point that showing your value proposition.

Tech companies using professional retractable banners at conferences create quality and maintain booth experiences across different events without spending much on custom builds. Various companies, like HelloPrint, provide these materials that help you create that booth experience.

Why follow-up is important to measure success

Conversion confirmation is the only way you can calculate ROI for your trade show. CEIR research shows that 80% of trade show leads never receive any follow-up. The ones who are getting results and a higher ROI have a well-thought-out plan that they execute properly.

Analyze the conversations and rate their quality on the probability of conversions. With this, you can schedule follow-up calls before you leave the trade shows.

HelloPrint offers solutions for creating professional booth materials that maintain brand consistency across multiple events, which becomes particularly valuable when attending 5-10 shows per year.

The companies that get the best ROI from trade shows spend the budget wisely by preparing well, showing up strong, and following up consistently.

Jaylin is a Staff Writer for Bizmaa focusing on business analytics, business systems, gadgets and other small business news. She has a background in information and communications technology coordination.