This episode is for two kinds of people: those who run trade shows, and the marketers who exhibit at them.

No matter which one you are, we've got a shared playbook you can implement at your upcoming shows.

There are three paradigm shifts that can help both exhibitors and show organizers achieve better quality leads, fewer headaches, and clearer proof of value.

Let’s start with the number-one gripe I hear: “We didn’t get enough leads.”

Exhibitors say it … organizers dread hearing it.

Here are a few smart plays to overcome it.