Even before the pandemic, trade shows were under scrutiny: attendance and enthusiasm were noticeably declining.

Networking, Visibility, Lead Generation

Over the past two years, many trade shows were postponed or canceled. And even where they could take place, many organizers were left somewhat disappointed. What does this mean for companies with B2B target audiences? It helps to remember why trade shows once held such a significant role: it was all about networking, visibility, and, of course, lead generation. And even if trade shows are no longer an option, these goals can still be achieved!

This is how you still achieve your marketing goals

The channels may change, but the goals remain the same: B2B marketing faces the challenge of responding to the current situation and exploring new paths accordingly. The absence of in-person events must therefore be taken into account in strategy planning, with appropriate adjustments made. But what does this mean in practice?

Somewhat poetically put, trade shows were places of encounter: a casual handshake at the coffee stand or a bit of small talk in the hallway always held as much value as substantial keynote presentations or panel discussions. The spontaneity and informality of such encounters are difficult to reproduce online, yet there are numerous ways to satisfy the need for exchange within the professional community: discussions on social media act as location- and time-independent “substitute channels.” LinkedIn, in particular, has become a vibrant hub for professional exchange in recent years. By contrast, Clubhouse seems to have been a rather short-lived B2B hype: after only a few weeks of media attention, the audio app has largely faded into obscurity.

Even beyond direct conversations, trade shows were important for the attention economy of B2B companies: having a dedicated booth and corresponding marketing materials was fundamentally important for many companies. Digital media now offer an equally effective – and in many ways superior – alternative: ads can be delivered far more precisely through digital channels than randomly distributed print flyers ever could. And this works everywhere – whether your target audience is on social media, industry magazines, or blogs. Long before the pandemic, digital branding campaigns have significantly benefited from digital media.

For many companies, lead generation at trade shows was always a primary focus. However, the actual impact was sometimes overestimated: more sustainable results come from repeated engagement across various online and offline channels. Webinars, telemarketing, and whitepaper lead generation, for example, can be combined very effectively. The quantity and quality of leads generated this way clearly surpass what a single trade show campaign could achieve.

Conclusion

Time will tell whether and to what extent the struggling trade show sector recovers from the pandemic. Expanding digital strategies, however, is essential in any case. Whether it’s about networking, visibility, or lead generation, B2B marketing still has powerful tools at its disposal to help you achieve your goals – even without trade shows!

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