Lead Capture and ROI Analysis at Trade Shows

Marketing & Content Hub Tips, Tricks & Best Practices
1

Hi all,

We are looking for the best way to capture leads at trade shows that enables us to do ROI analysis. Would love any advice on how people have done this in the past.

2

Hi @LDeniz,
That’s a brilliant question for the HubSpot Community, and a crucial one, thank you.
Calculating accurate ROI from trade shows is notoriously challenging because leads often cool off during manual follow-up, and the data needed for attribution is usually scattered.
Here are some resources that might be of interest:
- Use the prospecting agent
- Data Management Software
- Data Studio
- Getting started with HubSpot CPQ (in Beta)
- AI-powered tools to build pipelines and close deals
Also, I’d love to put you in touch with our Top Experts: Hi @tverdokhlib1, @danmoyle and @JWingate2 do you have advice to share to help @LDeniz, please?
Have a lovely day and thanks so much!
Bérangère

3

Hi @LDeniz,

The lead capture could be multiple ways, some like to have QR codes that have a tracking code associated to them and then leads to a form. There is also the Mobile Business card scanner where on the form to create the contact you could have a property to attribute them to the trade show or build a segment based on the use of the card scanning app. Another way some get contacts in is based on a badge scanner CSV import that you can then build a list with.

My suggestion though would be creating a marketing event. You can attribute that they attended the event and then build ROI reports based on the marketing event and the closed one deals associated to the contacts.

4

This sounds super interesting - thank you!

How can you associate a contact with a marketing event? What is the process if we met an individual at multiple events?

5

@LDeniz a couple of questions for you to help think through how you’re capturing leads.

  • Are you a sponsor with a booth?
  • Will you be featured in event literature (the app, a program, signage)?
  • Will you receive the list of attendees?
  • Will the event have a badge “bump” or scanning function for each person?
  • Do you have an assets to offer attendees like a live demo or assessment? Or will you be giving away swag with some kind of email capture?

I think depending on how you show up at the events, things like QR codes as @JWingate2 mentioned, paired with tracking URLs denoting the media type or other tracking tags can be pretty helpful. Other ways you gather leads may direct other tactics for tracking themthrough their journey with you, but I do think it comes down to using HubSpot tools like campaigns and deals to track them.

Hopefully that helps get you thinking, even if it’s a bit generic. A specific answer would depend on your specific strategy for each event.