B2B trade show playbook

What to do before, during and after a trade show to turn visits into customers. Free PDF guide with email templates, a budget breakdown and a checklist.

Most of what you get from a trade show is decided in the weeks before it. This playbook covers how to work a show from two months before until three months after, in the order that works. First you decide why you are going, then you choose who you want to see, fill your calendar and follow up.

Cover and two inside pages of the B2B trade show playbook

What is inside

  • How to set a goal with a number and write the ideal customer profile for each show.
  • How to build and score the list of companies you want to meet.
  • Email templates to book meetings before the show and to follow up afterwards.
  • When it pays to exhibit and when to go without a stand.
  • What to note from each conversation so you know who to call first.
  • A guide budget split and how to measure whether the show was worth it.
  • A week-by-week checklist, from eight weeks before to after the show.

It is an 18-page PDF, ready to print or share with your team.

Download the playbook for free

Leave your details and we will email you the PDF.

Frequently asked questions

Who is this playbook for?

Sales and marketing teams at B2B companies that already attend trade shows, with or without a stand, and want more meetings from the same budget.

Is it free?

Yes. We only ask for your name, company, email and phone, and we email you the PDF straight away.

Does it work for any trade show?

Yes. The method works for small shows and large international ones. The timings are a guide and adapt to the size of the show and your sales cycle.

What does it include?

Twelve sections, from setting the goal eight weeks before to measuring the return three months after, with five email templates, a budget table and a week-by-week checklist.

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