Trade Show Leads Generated
Number of qualified leads generated from industry trade shows and exhibitions
What is Trade Show Leads Generated?
Trade show leads generated is the number of leads captured at trade show events in a period. It is the main output measure for exhibition activity.
Trade shows are expensive, so counting leads is the first step in judging whether they are worth their cost.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Trade & Events
- Industry
- All Industries
- Type
- Leading
- Impact
- Operational
- Unit
- #
- Measurement frequency
- Per event / Quarterly
- Formula
- Count of leads captured at trade show events in period
How to calculate it
Count the leads captured at trade show events during the period.
For example, if the team collected 380 contacts across three shows in a quarter, the figure is 380.
Record the show, the person who captured the lead and their level of interest. Combine with cost and qualification data to judge each show.
Where it is used
Judging events
Compare shows by leads and cost.
Planning attendance
Choose shows that produce results.
Setting lead targets
Give the team a clear goal.
How to improve it
Tips and common mistakes
- Quality matters more than the number of badge scans.
- Follow up fast, as trade show leads cool quickly.
- Record notes on conversations to personalise follow-up.
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