Trade shows are still a powerhouse for B2B marketing — but only if you get the strategy right.
Jim Gilkey teams up with
Aaron Thomas Smith, aka The Trade Show Booth Guy, to crack the code on turning trade shows from costly events into revenue drivers.
Aaron’s top advice? Stop treating trade shows as a “check the box” activity and start marrying physical presence with digital marketing channels like LinkedIn. He breaks down the three biggest mistakes companies make—from focusing on logistics before defining their why, to wasting expensive sales talent on booth setup. Instead, learn how to connect the dots between your goals and execution, so every show fuels qualified pipeline growth.
If you want actionable insights on maximizing your trade show investment and aligning it with your ABM efforts, this episode serves up clear, no-fluff guidance that cuts through the noise.
👤 Guest Bio- Aaron Thomas Smith, known as The Trade Show Booth Guy, transforms B2B trade show investments from cost centers into revenue drivers by handling strategy and logistics so clients can focus on relationships. He brings nearly two decades of sales experience and a sharp eye for connecting physical events with digital marketing to boost ROI.
📌 What We Cover- Why treating trade shows as “just another marketing channel” in the AI content age is a big mistake
- The power of integrating digital marketing (LinkedIn, ads) to drive booth traffic and qualified prospects
- Starting with the “why” behind your trade show investment before planning logistics like booth design
- Avoiding the pitfall of showing up to events where you only meet existing customers, not new prospects
- Why your top salespeople should focus on selling, not booth setup — and how to outsource logistics
- Real-world example of turning 50 random visitors into 200+ qualified prospects in a single show
- How to measure ROI through pre- and post-show account-based plays for better meeting outcomes
🔗 Resources Mentioned
