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Turn Trade Fairs Into Revenue: The Event Marketing Playbook for E-Mobility Brands with Victoria Ulbricht
Welcome to the e-Mobility Marketing Podcast. In this episode, Theo speaks with Victoria Ulbricht, an event sales and activation specialist who supports renewable energy and e-mobility companies in turning trade fairs into real sales outcomes.
Most brands invest heavily in booths, travel, logistics, and sponsorships—but leave without a single measurable deal because they rely on hope instead of preparation, positioning, and structured follow-up.
Victoria breaks down a practical model: start 4–6 weeks before the event with a focused story built around your ICP (ideal customer profile), design a booth element that triggers curiosity and conversations, qualify fast using prepared questions, and close the loop with an immediate, personalized follow-up automation.
She explains why curiosity beats brochures, why preparation beats charisma, how to combine sales with engineering voices onsite, how to avoid “dead-booth syndrome,” and how to measure event ROI using deal math and ICP-qualified conversations.
This episode is a no-nonsense blueprint for founders, SMEs, scale-ups, and technical teams who want events to function like pipeline engines rather than expensive field trips.
CHAPTERS
(00:00) Why preparation is visible instantly at events
(01:13) Victoria’s work with SMEs in renewables and mobility
(01:48) Why companies underperform: no dedicated sales process
(02:51) The difference between “showing up” and “showing up strong”
(03:13) Using curiosity triggers to pull people into conversations
(04:09) Event story, ICP focus, and aligned messaging
(05:06) Why campaigns must launch 4–6 weeks before the booth opens
(06:49) Turning conversations into qualified leads onsite
(07:39) Victoria’s simple automation
(01:13) Victoria’s work with SMEs in renewables and mobility
(01:48) Why companies underperform: no dedicated sales process
(02:51) The difference between “showing up” and “showing up strong”
(03:13) Using curiosity triggers to pull people into conversations
(04:09) Event story, ICP focus, and aligned messaging
(05:06) Why campaigns must launch 4–6 weeks before the booth opens
(06:49) Turning conversations into qualified leads onsite
(07:39) Victoria’s simple automation
(10:17) Why follow-up speed wins deals
(12:21) CRM and minimum viable tool stacks for SMEs
(14:06) Storyline discipline: one core problem, not a list
(18:05) Conversation tactics for introverts and non-sales teams
(19:47) Qualification questions and when to walk away
(23:25) Speaking slots and traffic strategy
(25:20) Who should attend: sales, technical, leadership
(28:42) Lead vs awareness goals and KPI definition
(31:09) Backward ROI math: conversations → conversion → deal value
(32:41) Measuring ICP-match ratio
(33:30) Visit as guest first, then decide on a booth
(35:10) The core rule: preparation creates momentum
(12:21) CRM and minimum viable tool stacks for SMEs
(14:06) Storyline discipline: one core problem, not a list
(18:05) Conversation tactics for introverts and non-sales teams
(19:47) Qualification questions and when to walk away
(23:25) Speaking slots and traffic strategy
(25:20) Who should attend: sales, technical, leadership
(28:42) Lead vs awareness goals and KPI definition
(31:09) Backward ROI math: conversations → conversion → deal value
(32:41) Measuring ICP-match ratio
(33:30) Visit as guest first, then decide on a booth
(35:10) The core rule: preparation creates momentum
Connect with Victoria Ulbricht
Website: https://www.conductr.io/de/
LinkedIn: Victoria Ulbricht
Hosted by Theo Reichgelt
LinkedIn: Theo Reichgelt
Production, Distribution, and Marketing By Massif & Kroo
Website: MassifKroo.com
For inquiries/sponsoring: email: [email protected]
View all episodes
By Theo ReichgeltWelcome to the e-Mobility Marketing Podcast. In this episode, Theo speaks with Victoria Ulbricht, an event sales and activation specialist who supports renewable energy and e-mobility companies in turning trade fairs into real sales outcomes.
Most brands invest heavily in booths, travel, logistics, and sponsorships—but leave without a single measurable deal because they rely on hope instead of preparation, positioning, and structured follow-up.
Victoria breaks down a practical model: start 4–6 weeks before the event with a focused story built around your ICP (ideal customer profile), design a booth element that triggers curiosity and conversations, qualify fast using prepared questions, and close the loop with an immediate, personalized follow-up automation.
She explains why curiosity beats brochures, why preparation beats charisma, how to combine sales with engineering voices onsite, how to avoid “dead-booth syndrome,” and how to measure event ROI using deal math and ICP-qualified conversations.
This episode is a no-nonsense blueprint for founders, SMEs, scale-ups, and technical teams who want events to function like pipeline engines rather than expensive field trips.
CHAPTERS
(00:00) Why preparation is visible instantly at events
(01:13) Victoria’s work with SMEs in renewables and mobility
(01:48) Why companies underperform: no dedicated sales process
(02:51) The difference between “showing up” and “showing up strong”
(03:13) Using curiosity triggers to pull people into conversations
(04:09) Event story, ICP focus, and aligned messaging
(05:06) Why campaigns must launch 4–6 weeks before the booth opens
(06:49) Turning conversations into qualified leads onsite
(07:39) Victoria’s simple automation
(01:13) Victoria’s work with SMEs in renewables and mobility
(01:48) Why companies underperform: no dedicated sales process
(02:51) The difference between “showing up” and “showing up strong”
(03:13) Using curiosity triggers to pull people into conversations
(04:09) Event story, ICP focus, and aligned messaging
(05:06) Why campaigns must launch 4–6 weeks before the booth opens
(06:49) Turning conversations into qualified leads onsite
(07:39) Victoria’s simple automation
(10:17) Why follow-up speed wins deals
(12:21) CRM and minimum viable tool stacks for SMEs
(14:06) Storyline discipline: one core problem, not a list
(18:05) Conversation tactics for introverts and non-sales teams
(19:47) Qualification questions and when to walk away
(23:25) Speaking slots and traffic strategy
(25:20) Who should attend: sales, technical, leadership
(28:42) Lead vs awareness goals and KPI definition
(31:09) Backward ROI math: conversations → conversion → deal value
(32:41) Measuring ICP-match ratio
(33:30) Visit as guest first, then decide on a booth
(35:10) The core rule: preparation creates momentum
(12:21) CRM and minimum viable tool stacks for SMEs
(14:06) Storyline discipline: one core problem, not a list
(18:05) Conversation tactics for introverts and non-sales teams
(19:47) Qualification questions and when to walk away
(23:25) Speaking slots and traffic strategy
(25:20) Who should attend: sales, technical, leadership
(28:42) Lead vs awareness goals and KPI definition
(31:09) Backward ROI math: conversations → conversion → deal value
(32:41) Measuring ICP-match ratio
(33:30) Visit as guest first, then decide on a booth
(35:10) The core rule: preparation creates momentum
Connect with Victoria Ulbricht
Website: https://www.conductr.io/de/
LinkedIn: Victoria Ulbricht
Hosted by Theo Reichgelt
LinkedIn: Theo Reichgelt
Production, Distribution, and Marketing By Massif & Kroo
Website: MassifKroo.com
For inquiries/sponsoring: email: [email protected]