Blog
Notes on making trade shows pay.
Short, specific, and free of funnel-speak. What actually moves pipeline after the badge scan.
Follow-up · featured
Why 24-hour follow-up beats a better booth
Teams spend the budget on square metres and the impact on response time. Here is the trade-off, with the arithmetic that makes the case.
Measurement
How to read an event attribution report
The five figures that tell you whether to book the stand again.
Economics
The real cost per meeting at a Swiss trade show
Add it all up and divide. Most teams have never seen this number.
Operations
Pre-scheduling: booking meetings before the doors open
The three weeks before the show decide most of the outcome.
Measurement
Badge scans are not leads
Why the scanner count on the last day tells you almost nothing.
Operations
Brief your stand team in one page
Who to look for, what to ask, and how to capture it cleanly.
Follow-up
A two-week sequence that does not feel like spam
Multi-touch follow-up with context, then a clean handoff to sales.