Trade shows work well for manufacturers when treated as relationship events with a plan for who to see, what to say, and how to follow up. They work poorly when treated as badge-scanning exercises measured by lead volume rather than relationship quality.
Do trade shows still work for manufacturers?
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About the Author: Jacob Camhi
Jacob Camhi is Vice President of Growth at Vx Group, where he works with lower-middle-market B2B companies on relationship-driven growth strategies.