RADIO & PRIVATE LTE

Turning one trade show into 19 qualified sales meetings.

An ICT provider specialising in radio communications and private LTE was exhibiting at a major industry trade show. In earlier years the team came home with plenty of badge scans, but most of those leads went cold within days. This time we treated the show as a campaign: meetings booked in advance with the right companies, focused conversations at the stand and follow-up tailored to each sector.

1 trade show · Campaign strategy · Account targeting · Outreach · Follow-up

THE RESULTS

19

qualified sales meetings

13

meetings booked before the show

48 hrs

maximum time to follow up a lead

7

opportunities moved into the sales process

The challenge.

Contacts, not conversations.

The team spoke to whoever walked by, scanned badges and came home with a long spreadsheet of names but few real opportunities.

One follow-up for everyone.

After the show, everyone got the same general email, sometimes a week or more later. By then most leads had gone cold.

The right buyers were known.

Sales knew exactly which ports, logistics centres and industrial sites they wanted to meet. There was just no plan to reach them before the show.

Waiting for the right visitor.

Three days at a stand, hoping the right person would happen to walk past.

How we approached it.

We started with the situations where radio and private LTE make a real difference: large industrial sites, weak mobile coverage, ports and terminals, connected vehicles and field staff, and messy mixes of radio and mobile systems. The campaign was built around companies likely to recognise one of those problems.

Pick the accounts first

Instead of looking at everyone attending, we built a list of ports, logistics operators, distribution centres, large warehouses, industrial sites and transport operators. Within those companies we looked for operations, IT and technical managers and the people responsible for communications.

Give people a reason to meet

“Come and visit us at stand 214” is easy to ignore. Our outreach started with a situation, such as “How are you handling communications across your terminal?”, and only then asked for 20 minutes at the stand. We used a short sequence of personal emails and LinkedIn messages.

Prepare every meeting

Before the show, sales knew what each company did, why the contact might be relevant and which use case had sparked interest. So a logistics operator looking at site-wide connectivity saw a different demo than a port interested in workforce communications.

What we focused on.

During and after the show, we focused on the details that decide whether a conversation leads anywhere.

Meetings in the calendar

13 of the meetings were booked before the doors even opened.

Why were they interested?

Walk-in visitors didn't just get a badge scan. The team noted one thing: coverage issue, radio replacement, private LTE project or just research.

Follow-up within 48 hours

Every relevant lead heard back within two days, instead of a week or more.

Picking up where they left off

A port contact got a port example, a logistics company got a logistics use case, and radio replacement got its own follow-up.

The outcome.

Meetings

19 qualified meetings

Not badge scans or casual chats, but meetings with companies that had a real operational need and a reason to keep talking.

Sales

7 opportunities in follow-up

Seven of those conversations moved on into the sales process after the show.

Events

A plan for every show

The team now knows who they want to meet before a show starts, and what happens once it ends.

More use cases.

Different industries, same idea. The right marketing, not more marketing.

MANAGED SECURITY

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A tighter LinkedIn audience and a NIS2 readiness checklist that cut the cost per lead by 28%.

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Your company

Could yours be next?

Got a product that deserves more attention? Let’s write the next use case together.

A trade show starts before the show.

For niche B2B companies, the stand on its own is rarely the campaign. The real opportunity is in finding the right companies beforehand and keeping the conversation going once everyone has gone home. Tell us where you want to be and one of us will get back to you personally.