In the online world, conversion rate optimization experts think of website traffic as a resource: every visitor represents an opportunity for the company to learn and get better. This rigor is a natural fit for the data-rich world of online marketing, but very few marketers apply the same thinking to their offline marketing.
While data collection offline takes a bit more effort, the same logic applies. Visitors at offline events are a resource, an opportunity to learn and get better. Every event that you attend is an opportunity for you to test something new, learn about your prospects, and gather a new data point that will help you extract more ROI from your next event sponsorship. Tradeshows are a serious investment for B2B marketers, don’t leave your lead generation to luck.