In this Episode, Liz and Fabienne discussed ways to optimise follow-up efforts and lead generation at trade shows, such as ATE.  Liz emphasised the importance of a CRM system and a dedicated trade page on the operator's website, while Fabie suggested using automation and personalisation techniques to keep leads engaged. They agreed that technology can greatly improve the efficiency and effectiveness of these efforts, but also acknowledged the need for a human touch to build meaningful relationships with potential customers. Key Takeaways Create a hidden "trade page" on your website with all trade-facing assets like logos and brochures. Set up your CRM to automate follow ups with segmented emails and use it to schedule follow up tasks. Take photos with leads at ATE to include in personalised follow up emails. Consider attending ATE in the future by exhibiting on your tourism organisation's booth