Trade shows can be one of the biggest investments in an industrial marketing budget, requiring significant time, money and resources. So how can marketers make sure that investment pays off? This week, we discuss everything from the 18-month planning cycle, to prepping your sales team, to accurately following up and reporting on quality leads.

In this episode, Wendy Covey is joined by TREW Marketing’s Kara Koch and Vicki Klanang Pfister to break down how industrial marketers can take a more strategic approach to 2026 and 2027 trade shows, from deciding which events deserve a spot on the calendar to creating an experience that attracts the right people.

The conversation starts with strategy. Rather than attending an event simply because the company has always been there, marketers should consider business goals, target audiences, past performance and the desired outcome of each show. Those factors should also determine the level of participation, whether that means exhibiting, speaking, sponsoring or simply walking the show.

They also discuss why successful trade show planning starts earlier than many marketers realize. Major events may require commitments 12 to 18 months in advance, while detailed booth, messaging and promotional planning should begin months before the show.

But logistics are only part of the equation. Kara and Vicki share ways to build pre-show campaigns, align marketing and sales, establish clear lead qualification criteria, tailor booth messaging to the event audience and give attendees a compelling reason to stop by. They also cover common mistakes, from scanning every badge to staffing booths with disengaged employees.

Whether you're planning one major trade show or an entire event calendar, this episode covers all the bases to a successful industrial B2B tradeshow strategy.

Resources

• Connect with Vicki on LinkedIn
• Connect with Kara on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about TREW's Marketing Strategy Service
• Explore TREW's Case Studies
• Register for the Industrial Marketing Summit
• Download the 2026 State of Marketing to Engineers Research Report