Unpopular opinion: everyone obsesses over the wrong metric at trade shows

I used to track total booth scans like they were gold, but after a show in Denver, I realized most were just people grabbing free pens. The real number to watch is qualified leads who book a follow-up call within a week. How do you filter out the junk data?

2 comments

2 Comments

caleb_ross124d ago

How do you even start filtering that? Honestly, I feel this so hard because we wasted a whole quarter chasing those exact same pen-grabbers. The only thing that worked for us was asking a qualifying question right at the scan.

shane6554d ago

Man, that's a solid move. What kind of qualifying question did you land on? We tried a budget check early on but it just made the whole scan feel like an interrogation.