Episode 44: Trade Shows as a Sales Channel, Not an Event

In this episode, Richard Ellis hosts David Howerton, CEO and founder of VendoIQ, to discuss the effectiveness of trade shows in the B2B sector. Despite high ROI, many companies lose substantial value due to poor planning, weak data capture, and ineffective follow-up. David emphasizes viewing trade shows as part of a holistic program rather than isolated events, focusing on pre-show planning, in-event processes, and post-show follow-up to maximize ROI. Key insights include the importance of in-person interactions, the necessity of capturing meaningful data, and coordination among marketing, sales, and field teams. The episode underscores the need for strategic preparation and execution to leverage trade shows for business growth.

Chapters

00:00 Introduction to Trade Shows and Their ROI

00:52 Guest Introduction: David Howerton

01:32 The Importance of Trade Shows in Lead Generation

05:24 Maximizing Trade Show Success: Pre-Show Planning

13:19 Effective Strategies During the Trade Show

21:13 Post-Show Follow-Up: Ensuring ROI

25:25 Conclusion and Final Thoughts

Keywords

trade shows, field selling, sales execution, lead capture, follow up, pipeline velocity, buying authority, in person selling, human connection, competitive intelligence, account planning, pre show planning, post show process, CRM breakdowns, memory decay, voice to text capture, natural language interface, sales handoff, rev ops, field marketing, ICP targeting, meeting booking, sales channel strategy, program management, sales workflow, deal acceleration

Soundbites

“Trade shows are not the problem. The gap between the conversation and what happens next is.”

“People show up to events without knowing why they’re there.”

“If you can’t articulate who you’re talking to and why, the show is already a loss.”

“Human connections are becoming more scarce, which makes in-person moments more valuable.”

“You’re not just talking to prospects. You’re sitting inside an ecosystem.”

“Memory decay is real. Conversations blur together faster than people expect.”

“Capturing names without context is where value disappears.”

“Most breakdowns happen at the handoff.”

“If follow-up is slow or generic, a competitor will beat you to it.”

“Treat trade shows like a sales channel, not a calendar event.”