Maximizing Event ROI: What Sales Must Do Before, During & After

In this episode of Event Marketer’s Toolbox, Chris Dunn and guest co-host Dana Esposito are joined by B2B growth strategist Ed Marsh 🇺🇸 for a no-nonsense conversation on where most brands fall short when it comes to making their event investments actually pay off. 

From planning ahead to post-show accountability, Ed breaks down how to align sales and marketing to drive measurable results—and what happens when you don’t.

Whether you’re in sales, marketing, or event execution, this episode delivers a framework for transforming trade show tactics into a real business growth engine.

Know Why You’re Going

Too many companies book a booth because "we always do." Ed stresses the importance of aligning your event presence with real business goals. 

Are you there to meet existing clients? Generate new leads? Explore partnerships? Recruit talent? 

Clarifying your objective not only guides your pre-show planning but also shapes your messaging, KPIs, and team expectations.

Sales Needs a Pre-Show Plan

Ed laid it out clearly: sales shouldn’t just show up—they should show up prepared. 

That means identifying strategic accounts, scheduling on-site meetings in advance, and preparing messaging that connects with attendees’ business pain points. 

Reps should know who they want to see, what conversations they want to start, and how they’ll stand out from the noise. 

Without this, you’re just hoping for traffic—not driving it.

The Booth Is Just One Piece of the Puzzle

What happens at the booth should be part of a larger strategy. 

Ed emphasizes that it’s not about having the flashiest booth—it’s about having meaningful conversations. 

Train your team to ask better questions and gather deeper insights: Why did someone stop by? What problem are they trying to solve? How urgent is it? That context is gold for post-event follow-up and sales conversion.

Follow-Up Starts During the Event, Not After

Ed points out a major gap: most follow-up begins after the event—by then, you’ve lost momentum. 

He recommends activating follow-up workflows during the event while conversations are still fresh. 

This can mean sending same-day thank-you emails, scheduling next steps on the spot, or even recording quick personalized videos. 

That immediacy reinforces your message and builds trust.

Don’t Just Track Leads—Track Accountability

According to Ed, post-show follow-up is where sales discipline breaks down. 

Most teams only follow up on a fraction of their leads. His advice? Treat leads like pipeline opportunities—not just marketing metrics. 

Set expectations for timely follow-up, assign clear ownership, and implement tracking systems. 

If reps don’t follow through, there should be real consequences. Otherwise, all your event investment goes to waste.

This episode is a must-listen for anyone tired of seeing events treated like stand-alone campaigns. 

Ed reminds us that ROI doesn’t come from just showing up—it comes from strategy, preparation, and execution across every phase of the event lifecycle.

Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

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