Marketers shouldn't assume that just because people attended a trade show that they are automatic candidates for e-mails, newsletters and other follow-up marketing messages, Pamela Markey writes. To get leads out of a trade show, nurture attendees with opt-ins that include polite introductions and create useful content out of the trade show itself, she recommends. Encourage sales to make personal connections with prospects and don't give up entirely on those who don't immediately fit the company's universal lead definition.

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