Hats off to trade show sales teams!
You achieve a lot with little marketing support!
Considering that it’s exhibitor sales that bring in revenue for an event, you could (arguably) say that selling exhibitor space is the most critical aspect of putting on a trade show.
In our 2019 Trade Show Marketing Insights Report, we surveyed several hundred event directors, marketing managers and sales managers from global trade show organisers. One of the questions we asked was how their marketing departments support their ExProm efforts.

69% of those surveyed don’t use any form of digital advertising to generate leads for their sales team, yet 42% say that marketing supports exprom sales teams by offering an inbound marketing strategy (exhibitor prospects find us and fill in a form on an event website).
On an extremely positive note, 7% of those surveyed clearly support their exprom sales team with a combination of marketing tactics that could be taken out of a B2B lead generation best practice playbook.
In general, event marketing teams are heavily focused on visitor and delegate acquisition, but I think it’s fair to say that they could be doing a lot more to help their sales teams with lead generation.
I also think that we need to do a massive hat-tip to the majority of event sales teams for being able to generate and close all the exhibition leads they do without much marketing assistance.


Eric Louw
CLIENT SERVICES DIRECTOR
Some people are just destined to market B2B events. Eric is one of those people. It’s not because he’s passionate about B2B events (that’s a given), it’s because he’s passionate about helping B2B event organisers maximise their marketing budget with digital marketing tactics.


Eric Louw
CLIENT SERVICES DIRECTOR
Some people are just destined to market B2B events. Eric is one of those people. It’s not because he’s passionate about B2B events (that’s a given), it’s because he’s passionate about helping B2B event organisers maximise their marketing budget with digital marketing tactics.