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New CEIR Report Focuses on Improving Lead Management


A new report from the Center for Exhibition Industry Research (CEIR) Industry Insight Series offers a primer on lead-to-sales conversion for exhibitors, with important advice and best practices.

The 6-page report, “How Exhibitors Can Improve Lead Quality and Sales Conversion,” was written by veteran B2B consultant, Competitive Edge President Jefferson Davis. Association members get it free:

CEIR CEO Cathy Breden described it as a short, no-nonsense, valuable report for exhibitors who want to implement or compare their approach to best practices. It offers successful approaches for every phase of the process, plus tips on how to maximize sales lead generation and conversion results.

“Jefferson has more than 30 years of experience in improving business-to-business trade show performance and ROI, giving him clear insight into the needs and goals of exhibitors,” Breden said. “He is well-respected for his exhibitor training programs, and the results achieved, as evidenced by his many show organizer clients.”

“How Exhibitors Can Improve Lead Quality and Sales Conversion” covers every step, from defining what is and what’s not a lead, to making sure goals are met and the return on investment is maximized.

Also included in the report: how to shift the internal perception of exhibit programs so that they are viewed as an “investment rather than an “expense”; the best method for capturing leads; an explanation of the Exhibit Interaction Capacity Formula, a tool to help set realistic lead goals; ways to monitor lead capture; and tips for getting representatives, dealers and distributors to follow up with report progress and conversion.

The full “How Exhibitors Can Improve Lead Quality and Sales Conversion” report – as well as many others – is available at no cost to IAEE members and CEIR subscribers through the CEIR library.

Reach Cathy Breden at (972) 687-9201 or

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