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Playbooks for B2B teams: which events to pick, who to meet, how to book them before the show, what to do on the floor and after it.
We graded Money20/20 Europe 2027 (8–10 June, Amsterdam) for a team selling fraud screening to online retailers: score, format, budget and a meeting plan.
November 6, 2026 · 5 min readBuild a trade show attendee list lawfully from exhibitor directories, speaker pages, event apps, opt-in lists, public posts and your CRM, plus what to avoid.
November 5, 2026 · 5 min readHow to coordinate a trade show team: one owner per prospect, meeting routing, no double-pitching, daily stand-ups, shared notes, and a clean handover after.
November 3, 2026 · 5 min readBuild a trade show budget from a meetings target: every cost category, an illustrative budget table, and how to choose a booth, floor walking, or side event.
November 2, 2026 · 5 min readIncrease booth traffic with the right visitors: invitations with a reason, bookable time slots, morning-of reminders, a booth set up for talks, and tracking.
October 26, 2026 · 4 min readSeven short, plain-text pre-event email templates for meetings, booth visits, side events, speakers, intro calls, reminders and a last nudge, with tips.
October 24, 2026 · 4 min readA B2B event strategy for sales teams: grade events, pick a format for each, set budget envelopes, track deadlines, choose who goes, and review every quarter.
October 22, 2026 · 5 min readSet up event attribution in HubSpot: campaigns vs properties, contact-level event touches, deal association, attribution windows and cost per meeting reports.
October 20, 2026 · 5 min readPlan a conference side event that fills: build the guest list, time invitations, write the invite, confirm and remind guests, manage no-shows, and follow up.
October 13, 2026 · 5 min readThe trade show KPIs that matter: target meeting rate, no-show rate, cost per meeting, pipeline per euro, follow-up speed, with definitions and target setting.
October 12, 2026 · 5 min readDecide which trade shows to attend with a six-factor scoring model: ICP fit, product fit, region, list access, competitors and lead time, graded from A to D.
October 10, 2026 · 6 min readA practical guide to GDPR for trade show leads: legitimate interest vs consent, badge scans, opt-outs, recording the source, retention, exports and erasure.
October 8, 2026 · 5 min readBadge scans give you names, not leads. Learn what to capture instead with 20-second structured notes, and why pre-booked meetings beat walk-in booth traffic.
October 1, 2026 · 5 min readHow to run LinkedIn outreach before a conference by hand: short connection notes, useful follow-ups, the event as your reason, human pacing, and no automation.
September 29, 2026 · 4 min readA practical event lead nurturing plan for shortlisted people you didn't meet at a show: a paced 60–90 day sequence, reasons to reach out, and when to stop.
September 29, 2026 · 4 min readWhat to send after a trade show and when: follow-up email templates by contact type, how to reference the conversation, when to call, and when to nurture.
September 28, 2026 · 5 min readMeasure trade show ROI with cost per meeting and pipeline per event. What to count as cost, the formulas to use, and a worked example you can copy.
September 19, 2026 · 5 min readA field guide to attend a trade show without a booth: book meetings ahead, respect exhibitors, use quiet hours, work talks and side events, and log every chat.
September 17, 2026 · 6 min readTurn the trade show floor plan into a day plan: map target booths, route around booked meetings, set time per stop, handle no-shows, and re-plan by midday.
September 17, 2026 · 5 min readHow to book 15-minute pre-event discovery calls 2–4 weeks before a trade show: who to offer them to, wording, a call agenda, and how to turn them into meetings.
September 14, 2026 · 6 min readA week-by-week pre-show playbook to book meetings at a trade show: set a target, build a shortlist, time your outreach, confirm slots and plan the floor.