Whitepaper: SalesRoads – The State of Trade Show Lead Generation

Download this Whitepaper to get the information you need to plan for trade shows and lead generation in 2021

Evident in the empty conference centers of America’s biggest metros, professional trade shows are yet another casualty of the COVID
pandemic. Ostensibly on hold, the multi-billion dollar industry is in limbo, holding hostage the second largest source of B2B revenue for companies in the United States.

To understand this phenomenon and its impact on the business community we surveyed 103 sales and marketing professionals on how they are generating revenue despite the canceling of live-event trade shows. Respondents represented no particular industry but all respondents had attended a trade show in 2019. In addition, we conducted a series of interviews with recognized leaders in the SaaS, manufacturing, and event industry to understand how they are thinking about lead generation in 2022 and a safe return to in-person events. Read on for their findings.