ROI by event
ROI by city
NV — Las Vegas Convention Center (LVCC)
FL — Orange County Convention Center — West Building
IL — McCormick Place — South Building
CA — Anaheim Convention Center
GA — Georgia World Congress Center
TX — Kay Bailey Hutchison Convention Center
NY — Jacob K. Javits Convention Center
From the blog
Deep-dive articles that expand on the playbooks above.
Cost-per-lead benchmarks by industry — and how to calculate yours so you can defend booth spend.
Most trade show ROI is lost in the 7 days after the show. Here's the playbook to prevent that.
Stop guessing — here's the formula CFOs actually accept for trade show ROI.
The booths with full meeting calendars on day one didn't get lucky — they ran a 6-week pre-show campaign. Here's the exact playbook.
Custom booths pay off in three specific scenarios — and lose money in two others most builders won't tell you about.
A framework executives will accept — total program cost, 12-month closed-won attribution, and industry benchmarks.
Industry-specific ROI benchmarks and what drives the spread between top and bottom quartile exhibitors.
A practical lead capture workflow that qualifies in-booth and routes to CRM before staff leave the show floor.
A week-by-week outreach calendar to fill your in-booth meeting calendar before the show floor opens.
A concrete follow-up playbook for trade show leads — sequencing, segmentation, and what to send when.
Modern tools for measuring booth traffic, dwell time, and engagement — and how to actually act on the data.
Frequently asked questions
What's a 'good' trade show ROI?
B2B exhibitors with strong programs typically see 3–5x ROI on total program cost within 12 months. Consumer/lead-gen heavy shows can hit 8x+; brand-only activations rarely exceed 2x and shouldn't be measured the same way.
Should booth cost be amortized?
Yes — custom booths used across multiple shows should be amortized across their expected reuse cycle (3–5 shows is typical). Counting the full purchase against one show distorts every ROI calculation.
How do I attribute pipeline to a show?
Capture lead source at scan time, tag opportunities in CRM with the show name, and pull closed-won revenue at 6 and 12 months. The 12-month number is the one to publish internally.