In early 2024, a European industrial automation company approached TECH B2B Marketing requesting help with their Automate trade show preparations that would double as a launch for their North American operations. Realizing that there are inherent differences in go-to-market strategies between North America and Europe, they needed assistance — quite late in the game — to prepare for their first show in North America and achieve the lofty goal of obtaining at least 1,000 leads. After an initial meeting and a mutual agreement to join forces, we got to work.

“Project One-Thousand Leads” began with identifying our client’s target audience, which included not only customers like manufacturers and logistics businesses, but potential partners, systems integrators, and distributors. From our own database, we compiled four segmented lists that would lay the groundwork for all additional work. Once the lists were created and cleaned, TECH B2B Marketing wrote optimized content for a number of landing pages that outlined the company’s unique value proposition, the benefits of partnering with the company, what to expect at the company’s booth at the tradeshow, and an invitation to fill out a form connected to the company’s CRM to meet at the booth.

While the client worked on approving the content and posting it to their website, TECH B2B Marketing focused on developing a lead nurture campaign for the different customer personas. Over the course of 11 days, nearly 45,000 emails were sent on behalf of the client, producing a significant number of engaged contacts in each segment, including more than 4,000 email engagements, hundreds of website visitors, and nearly 2,000 new contacts.

Meanwhile, TECH B2B Marketing also identified a very-last-minute webinar sponsorship opportunity that could help augment the total number of leads delivered as part of the overall tradeshow effort. Before the tradeshow even began, this produced 600+ leads for the company.

At the same time, TECH B2B Marketing set up an account-based marketing (ABM) LinkedIn PPC campaign featuring short videos, targeted descriptions, and a link to fill out a form to set up a meeting. In a 10-day period, we ran two separate ad campaigns: one to potential end users and one for integrators and resellers/distributors. In this period, the ads produced more than 2,000 website visits and more than 10,000 total engagements.

Once the tradeshow was underway, the company’s preparations paid off. Its booth was a standout at the tradeshow, and a major talking point of most attendees. In addition to an overwhelming amount of foot traffic, the booth attracted thousands of people throughout the duration of the show, leaving company personnel tired, drained, but ultimately fulfilled. With an initial goal of 1,000 leads and a marketing plan augmented by TECH B2B Marketing’s last minute full-court press efforts, the company left North America with more than 4,000 leads, and opportunities to place a half dozen feature stories in major trade publications.

The work was not finished, however. What good are leads without timely follow up? All leads captured at the tradeshow were sent an email — written by TECH B2B Marketing — at the end of each day that thanked them for visiting and promised further information on their area of interest. To that end, TECH B2B Marketing had already prepared a series of post-show follow-up emails tailored to interest in individual product lines or interest in potential partnerships, which allowed the company to automate the lead follow-up process and reach out immediately to those most interested, providing valuable marketing qualified lead (MQL) prospects.

Whatever your tradeshow needs may be — whether it’s long–term planning, last minute help, or even projects like graphics, media relations, or press releases — TECH B2B Marketing can help. To learn more about how we can help with your Automate 2025 tradeshow prep, contact us today.