Published on
Jul 2022


◗◗End The Trade Show Nightmare: Lead-capturing and Event ROI

6 min. read
Lead-capturing momencio

While marketing automation tools and a steady stream of relevant content are every marketer’s dream today, nothing can replace face-to-face interaction at a live event or trade show. As a result, event marketers persist in figuring out how to use the best Lead-capturing techniques, ensure follow-up, and track event ROI.  

According to a study this year by Hubspot, 40% of the 500 marketers that responded to their survey said they have difficulty in “proving the ROI of marketing activities.” As many marketers know, events are especially challenging when it comes to capturing contact data, pushing it to sales for follow-up, and tracking the overall event ROI. 

At the same time, many marketers plan to increase their event marketing budgets because they allow salespeople to interact with prospects face to face, and they’re a great way to announce or get feedback on new products.  It’s tough to beat the value of an in-person interaction for both salespeople and prospects. 

In order to capture the important data points from every booth visitor and ensure post-event follow-up, marketing automation tools, like momencio, are a must-have today since they help drive those actions. But there are a few secrets to success you can’t find in an event marketing app.  It’s also in how you educate and motivate your booth staff. 

 Let’s outline what you need to know to become your company’s new event marketing hero! 

Best Practices for Event Marketers to Ensure Lead-capturing and Event ROI

Unfortunately, lead capture seems to vary greatly by event host and type.  Conferences are hosted by hundreds of different companies, all of whom use different lead-capturing systems.  In addition, smaller regional events have no lead-capturing system at all, leaving that up to the salesperson on site. Yikes! 

Once you adopt and use a universal lead capture tool, one great best practice to put into place is to educate your staff on how to use the tool during the event.  Event coordinators may cover this topic in a live conference call before the event and on-site right before the event starts.

Make both attendance mandatory to ensure your message gets through.  In order to do that, get buy-in that everyone must attend one or both of those pre-event meetings from the most senior sales manager. By joining in solidarity, your chances for event success are far greater than if you work alone, in silos.   

In pre-event briefings, event marketers should cover and share the following so that there are no staffing snafus or points of confusion during your event.  Here’s what we cover in an event pre-briefing:  

  • Hours of event, specifically the hours and days the booth should be staffed and the date/time of your on-site pre-briefing 
  • The schedule for who staffs the booth by hour or day 
  • Where to pick up your event badge 
  • What to wear while working the booth 
  • Mobile phone numbers of everyone staffing the booth (in case of a no-show at the booth) 
  • How to capture booth visitor’s info via Momencio  
  • What is the booth giveaway or promotion? 
  • Key messaging points for brand and products being highlighted at the event (everyone should be singing the same tune!) 
  • Event goals: how many leads do you expect the team to gather? 
  • Show up early, on time, and caffeinated! Seriously! 

Now that you have every detail covered for the event and you’ve shared it with the team staffing it, be present in the booth until everyone is comfortable with the systems in place and how to use them.  Now, we can move on to the important things you’ll need to know to ensure leads are properly contacted. 

Best Practices for Event Marketers to Ensure Lead Follow-Up 

The good news is that if you choose to use momencio at your event, the app automatically emails tradeshow attendees with a link to your personalized microsite after the salesperson has met with them in the booth.  In today’s digital economy, your prospects will undoubtedly ask you to email them any relevant information.

No one wants to carry around and lug home copious amounts of literature that could be viewed online or in a post-event email. 

If you don’t have an event marketing solution like momencio, choose a solution that integrates with your CRM.  Otherwise, you’re manually formatting cumbersome contact lists after the event and uploading them to your CRM, which lengthens the time between prospect contact at the event and actual follow-up. And, we all know the quicker the contact, the better chance of closing a deal. 

Because events are costly and time consuming for companies and marketers, management will want to know you have a process in place for making follow-up easy and efficient.

Additionally, event marketers should be prepared to answer how many booth visitors there were and the level and type of product interest.  Management might want to know which salespersons generated the most conversations and leads to get insight into who made the most of the event.  


The best event marketers hold a post-show call with all attendees to get feedback on how the event was organized.  Marketers should ask what was challenging and what was considered a success by those in attendance.

Capture this feedback with other event data, like leads generated and deals closed, so that anyone can make a sound judgment on whether to exhibit the following year.  

FAQs on Lead-Capturing

  1. How does lead-capturing at live events enhance the marketing strategy?
    1. Lead-capturing at live events enhances the marketing strategy by enabling direct, face-to-face interactions with prospects, which is invaluable for understanding their needs and interests. These interactions provide rich data that, when effectively captured and followed up on, can significantly increase the conversion rates and overall ROI of marketing activities.
  2. What challenges do marketers face in proving the ROI of marketing activities from events?
    1. Marketers often struggle with capturing contact data, pushing it to sales for timely follow-up, and tracking overall event ROI. According to a Hubspot study, 40% of marketers find it difficult to prove the ROI of their marketing activities, particularly with events, due to these challenges.
  3. Why is it important to use a universal lead capture tool at events?
    1. Using a universal lead-capture tool is crucial as it standardizes the lead-capturing process across different events, regardless of the host or type. This ensures that valuable lead information is not missed due to inconsistent capturing methods and that sales teams can follow up promptly, increasing the chances of closing deals.
  4. How can educating booth staff improve lead-capturing and event ROI?
    1. Educating booth staff on how to use lead capture tools effectively ensures that every team member is equipped to gather valuable data from booth visitors. This unified approach prevents staffing snafus and ensures consistent messaging and lead-capturing efforts, contributing to the event’s success and ROI.
  5. What best practices should event marketers follow to ensure effective lead follow-up?
    1. Event marketers should leverage marketing automation tools like momencio, which automatically email trade show attendees with links to personalized microsites post-interaction. Choosing a solution that integrates with your CRM is crucial to avoid manual data entry and ensure quick, efficient follow-up, which is key to converting prospects into sales.

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the ultimate momencio faqs: mastering event lead management and conversion
The Ultimate momencio FAQs Mastering Event Lead Management and Conversion

Get to know momencio and why you need this event tool for sales

momencio is a revolutionary platform designed to bridge the event and sales gap, offering a holistic approach to event lead management and conversion.

*required: please add your full name and work email and we will send you a download link

momencio - AI Lead Enrichment


The AI Lead Enrichment is a proprietary service of momencio designed to simplify and enhance the
process of capturing and enriching lead information at any type of event.

By using momencio’s mobile or tablet app, you can use the device’s camera to take a clear picture of any form of identification, including, but not limited to, name tags/event badges/business cards. Our AI-driven service leverages OCR technology to identify any information captured and map any relevant data to a contact record. The contact record is then fed to our Lead Enrichment service, which creates a more complete contact record. The process provides exhibitors with the most accurate and up-to-date contact details available.

The Reality of Event Data Collection

In the dynamic environment of event floors, achieving perfect data accuracy can sometimes be challenging. Both traditional lead capture methods using event APIs and AI Lead Enrichment strive for
high accuracy, but various factors can impact the data collected:

  • Personal Email Usage: Some attendees register with personal email addresses.
  • Name Misspellings: Minor errors can occur during registration.
  • Generic Email Addresses: Use of addresses like
  • Broad Registration Categories: Attendees might register under general titles (e.g., Biomedical
  • Complex Company Structures: Companies with multiple sub-companies can complicate data


AI Lead Enrichment is specifically designed to manage these scenarios, continually learning and
adapting to improve its accuracy.

Advanced Services for Lead Enrichment

AI Lead Enrichment leverages a suite of advanced tools and services to ensure the highest quality data retrieval:

  • Machine Learning: Continuously improves the accuracy of lead data.
  • AI (Artificial Intelligence): Enhances basic information with additional details.
  • Data Enrichment: Adds valuable contact details to enhance lead profiles.
  • LinkedIn Services: Provides up-to-date professional profiles.

Our Commitment to Excellence

AI Lead Enrichment excels in providing accurate data, yet certain edge cases may present challenges. These include:

  • Private LinkedIn Profiles: Some professional details might be inaccessible.
  • Personal Email Addresses: When registrants use personal rather than business emails.
  • Small-Scale Businesses: Limited online presence can affect data richness.
  • Self-Employed Individuals: Lack of company affiliation might limit available data.
  • Event Staff Contacts: Scanned badges may occasionally belong to event staff.
  • Extensive Sub-Company Networks: Complexity in identifying the correct entity.
  • Security-Sensitive Industries: Industries like military or government may have restricted

Despite these potential challenges,
AI Lead Enrichment strives to provide the best possible data,
ensuring valuable insights for effective follow-ups.

How AI Lead Enrichment Enhances Your Event Strategy

  1. Data Capture: Seamlessly capture attendee information such as first name, last name, and
    company name.
  2. Data Enrichment: Utilize AI to enhance this basic information with additional details like
    business email and LinkedIn profile.
  3. Immediate Engagement: Send personalized follow-up emails and provide links to personalized
    microsites to maintain engagement.


momencio’s AI Lead Enrichment innovative technology ensures high data accuracy and enrichment, significantly improving your follow-up strategies and boosting overall event ROI.

By operating independently of event-specific APIs, ULC offers versatility across various events while enhancing your lead capture and engagement efforts.

Additional Information on Event APIs

Traditional event APIs play a crucial role in modern event management, facilitating tasks like attendee data collection and session tracking. However, there are common challenges associated with these APIs:

  • Data Delays: Delays in data delivery can affect timely decision-making.
  • Inconsistent Data Quality: Variability in data quality can undermine event analytics.
  • Misleading Event Data: Issues like duplicates can lead to inaccurate attendee estimates.
  • Limited Data Scope: Traditional APIs might miss crucial information that enhances attendee
    engagement and event ROI.


momencio’s AI Lead Enrichment overcomes these challenges by offering enriched data with high
accuracy, making it a versatile and cost-effective alternative to traditional event APIs.

How AI Lead Enrichment Works

  1. Data Capture: Captures attendee information, including first name, last name, and company
  2. Data Enrichment: Enhances basic information with additional details like business email and
    LinkedIn profile.
  3. Immediate Engagement: Sends personalized follow-up emails and links to personalized
    microsites for continued engagement.

By leveraging momencio’s AI Lead Enrichment, you can transform event interactions into meaningful business opportunities, ensuring every lead is accurately captured and effectively engaged

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