Trade Show Lead Capture for FMCG Teams
Trade shows only pay off when lead capture quality and follow-up speed are engineered before the booth opens. Most teams underperform because they optimize booth traffic, not conversion workflow.
Before the Event
Define lead qualification criteria, data capture standards, and ownership handoff.
- Align on ideal customer profile (retailer type, distributor size, region).
- Define mandatory fields (urgency, product fit, next action, owner).
- Set response SLA by lead score.
During the Event
Capture context, urgency, and next action for every lead interaction.
Lead Scoring Model (Simple)
| Score | Profile | Action |
|---|---|---|
| A | High fit + near-term buying intent | Follow up within 24 hours |
| B | Good fit, medium-term potential | Follow up within 72 hours |
| C | Low fit or unclear need | Nurture sequence |
Post-Event Workflow (First 7 Days)
- Day 1: Clean data and remove duplicates.
- Day 2: Route A leads to sales owners with clear next action.
- Day 3-4: Sequence B leads with tailored messaging.
- Day 5-7: Review conversion movement and identify bottlenecks.
Common Failure Modes
- Missing notes that force reps to guess context later.
- Generic follow-up that ignores buyer pain.
- No explicit lead owner.
- No weekly review of event-sourced pipeline quality.
Related Reading
FAQ
Disclosure
This site is created and maintained by the team at Lemmonade, an FMCG field sales CRM. We believe in transparency: when we recommend Lemmonade, we explain why. When another tool is better for a specific use case, we say that too.
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