Should Your B2B Business Still Invest in Trade Shows? Pros, Cons & Alternatives

Are Trade Shows Still Relevant for B2B?

The landscape of B2B marketing is more dynamic than ever which may have you wondering, “Are trade shows worth it?” Over the last few years, digital channels—from LinkedIn ads and SEO practices to virtual events—have dominated marketing conversations. Yet trade shows, long a cornerstone of B2B strategy, are staging an impressive comeback. So, are trade shows worth it for B2B marketing in today’s world?

Trade shows evolved from simple exhibition hall meetings into bustling hubs of high-value interactions. Their continued popularity stems from the fact that in-person networking still delivers something digital marketing can't: real human connection. With decision-makers eager for face-to-face conversations, industry events have shifted from a “nice-to-have” to a competitive differentiator.

But they’re far from effortless. Rising budgets, logistical headaches, and an uncertain ROI have led many companies to wonder, are trade shows worth it? That’s exactly what we’ll determine here. 

You’ll find a clear breakdown of the pros, cons, and critical scenarios where trade shows shine or fizzle. We’ll also explore effective alternatives and look at some practical guidance to maximize your time at the show. 

Whether you're evaluating your annual event plan or wondering if your next big show should be your last, this guide is built for you. 

The Pros of Attending Trade Shows in B2B Marketing

Even in an increasingly digital world, trade shows offer benefits that digital campaigns can’t replicate especially in high-consideration or tactile sales environments. Trade shows can still deliver value in several key areas including:

In‑Person Networking and Relationship Building

Even with endless Zoom calls and Slack messages, in-person connections build trust faster. At trade shows, conversations happen over coffee, in the hallway, or at after-hours dinners—places where real relationships form. These unstructured interactions often lead to unexpected opportunities:

• Straight sales
• Partnerships
• Referrals
• Strategic hires
• Investor conversations

One survey found that 79% of exhibitors say face-to-face networking remains a top reason for attending trade shows. While digital touches are scalable, relationships still deepen faster with a handshake.

Trade shows also offer a rare chance for your team to connect with multiple stakeholders at once. In a single afternoon, you can have meetings that would otherwise take months to schedule.

Hands‑On Product Demonstrations

Live demos are powerful, especially for physical products, complex machinery, or new software solutions. When prospects can see, touch, or interact with your product, they experience its value firsthand.

Look at what Merck KGaA brought to CES 2025. M-Trust™ is a “cyber-physical trust platform that enables organizations to improve product quality and authenticity across their value chains by immutably linking the physical and digital worlds.” An interesting sounding concept but what does it mean? Attendees at the conference would not only hear the answer to that question, they would be able to interact with it.

Demos also create natural conversation starters. Instead of pitching cold, you’re showing value in real time. This is especially true for:

• Manufacturing
• Medtech
• Industrial IoT
• Robotics

High‑Quality, Targeted Leads

Attendees at industry-specific shows are often high-intent buyers. According to the Trade Show News Network (TSNN), 81% of attendees have buying authority, and 92% are actively sourcing new products or partners. Attendees invested time and travel costs to be there. This isn’t random traffic, it’s your buyer persona in real life.

Trade shows also shorten time in the funnel. Meeting your sales team face-to-face can push buyers closer to closing, especially when paired with tailored demos and immediate follow-up. Plus, trade shows give you pre-qualified intent. Someone walking up to your booth has already self-selected—they're curious, aware, and potentially in the market.

Brand Visibility in a Niche Market

Trade shows allow you to own space—literally and figuratively. With strategic booth placement, attention-grabbing design, and on-brand messaging, you can make a lasting impression. For niche B2B companies, this is especially crucial as it’s a chance to:

• Stake a claim in your vertical
• Showcase thought leadership
• Stand out from the competition

Some companies even use trade shows to launch products or rebrand. With the right messaging and visuals, you’ll generate buzz, press coverage, and social shares that will outlast the show itself.

Four Cons of Trade Shows for B2B Businesses

Despite the upside, trade shows aren’t universally effective. As you are contemplating the question, “Are trade shows worth it,” it’s good to understand the downside and where things can go off the rails.

Let’s talk numbers. According to CVENT, average trade show costs can exceed $30,000 per show for:

• Booth space
• Signage
• Travel
• Logistics

and that doesn’t include staff time or follow-up campaigns.

The hard truth? Many companies don’t see a direct return on a trade show appearance. In fact, The Center for Exhibition Industry Research (CEIR) reports that only 6% of exhibitors feel confident in their ability to convert trade show leads into closed revenue. Without a strategic plan, trade shows can become money pits.

• Venue charges
• Last-minute booth upgrades
• Unexpected shipping fees

are just some of the budget overruns that are common. The “soft costs” of preparation time and team bandwidth often go unaccounted for.

Coordinating a trade show is no small feat. You’re managing:

• Booth setup
• Shipping
• Travel schedules
• Lodging
• Staff training
• Tec
• Signage
• Real-time adjustments

It only takes one misstep, a delayed shipment, or an untrained booth rep to completely tank your results.

Staff burnout is also real. Pulling AEs and SDRs out of the field for multiple days has opportunity costs. And if your team isn’t fully prepared, every lost conversation or botched pitch costs your pipeline.

Remember that booth staffing is a skill. Reps need to be trained not just on the product, but on:

• How to qualify leads quickly
• Keeping conversations short and targeted
• Avoiding "sales fatigue" during multi-day events

While overall attendance is rebounding post-pandemic, not all sectors are thriving. Certain regional or legacy events are seeing declines. If your ideal buyer isn’t showing up, you’re marketing to empty air.

Event organizers may inflate expected attendance, but what really matters is your buyer density. Ask for past attendee demographics, company lists, and titles. If the event doesn’t align with your ICP, skip it.

Digital marketing gives you rich insights. With trade shows, less so. In fact, if you’re still collecting business cards or badge scans without tracking behaviors, follow-ups, or deal influence, you’re operating blind.

Without CRM integration, you won’t know which leads converted, when, or why. Worse, you can’t attribute trade show activity to revenue which makes budget justification a nightmare.

If you're investing in trade shows, you need integrated tools (like HubSpot, Salesforce, or Lead Liaison) that can:

• Tag contacts
• Track booth visits
• Log sales interactions 

When Are Trade Shows Worth It for B2B Companies?

Not all trade shows are created equal. Some deliver incredible returns. Others fall flat. So how do you know when trade shows are worth it? These are three things to consider when deciding if exhibiting at a particular trade show is a good investment of time and resources.

When your value prop shines in a hands-on setting, trade shows are gold. Whether it’s: 

• Heavy equipment
• Medical devices
• Immersive software tools

showcasing the product in a live environment can be the difference-maker.

That’s exactly what companies like Kubota did at CES. Their massive outdoor live demo space drew significant foot traffic, allowing hands-on trials of their tech. The result? Deeper engagement and accelerated partner conversations.

Trade shows compress timelines. What usually takes months—cold outreach, nurturing, qualifying—can happen in a single interaction. But only if your team is ready for it.

If your sales team excels at:

• Asking the right questions
• Overcoming objections
• Booking follow-ups on the spot

trade shows can become closing engines. This works particularly well in high-ticket sales where buyer readiness is key.

Many deals seeded at trade shows don’t close in 30 days—they mature over 6 to 12 months. If your company understands this and has the budget (and systems) to track long-term ROI, trade show generated-opportunities can act as top and mid-funnel power plays.

They’re especially effective when layered with account-based marketing (ABM) and follow-up campaigns to keep the momentum going.

When Trade Shows May Not Be Worth the Investment

If you’re pouring thousands into shows and getting little back, it may be time to step back. Here’s when trade shows tend to miss the mark for B2B businesses.

You Struggle to Measure ROI Post‑Show

If you can’t say with confidence which trade show leads turned into closed deals, you have a data problem. Without attribution, trade show performance becomes anecdotal, which makes budgeting feel like a gamble.

To overcome this you need CRM tagging, UTM codes, and automation to connect the dots. If your team lacks the tools or processes to track follow-through, investing in trade shows will likely disappoint.

Your Buyers Prefer Digital‑First Interactions

Many B2B buyers now research independently by:

• Consuming white papers
• Reading peer reviews
• Attending virtual webinars

You're in a Competitive Field with Poor Booth Visibility

Let’s be honest: booth real estate matters. If you’re tucked away in a back corner while competitors dominate the show floor with flashy builds and keynotes, it’s tough to win attention. If you can’t cut through the noise, your investment may underperform, no matter how good your product is.

Digital Alternatives to Trade Shows for B2B Lead Generation

If you’re not ready to commit to another year of trade shows, or want to supplement your event plan, digital channels offer scalable, trackable, and potentially more cost-efficient alternatives.

Virtual Events and Webinars

Virtual experiences surged during the pandemic, and they haven’t gone away. Platforms like ON24, Zoom Events, and Goldcast make it easy to host engaging webinars or product showcases.

Unlike physical events, you can capture registrants, attendance rates, and engagement metrics in real time. Also follow-up is easier, personalization is higher, and content can be repurposed for months.

As an example, Cisco hosted a multi-day, immersive virtual training using Webex Events (including Slido integration) aimed at over 1,600 pre-sales and systems engineers worldwide. The event featured:

• Multiple breakout rooms for focused technical sessions
• Real-time Q&A with voting and upvoting
• Live polls, knowledge checks, and interactive surveys during sessions

The structure enabled deeper engagement and allowed Cisco to track attention, session interaction, and respondent feedback which enabled highly targeted post-event follow-up.

LinkedIn Events and Digital Networking

For B2B companies, LinkedIn is a key networking hub. So it makes sense to use them as an event “partner.” Sponsored LinkedIn Events allow you to promote roundtables, invite decision-makers, and enable chat-based interactions. You also get visibility into who attended, clicked, or commented.

Tools like Slack communities or Circle.so also allow ongoing digital networking, especially in SaaS and marketing tech industries.

SEO & Content Marketing

While not as flashy as a trade show booth, content marketing brings compounding ROI. Strategic blog posts, downloadable guides, and educational videos can attract high-intent traffic over time.

If your company ranks on Google for critical buyer questions, you're building credibility and drawing in leads 24/7. Better yet, SEO is easier to scale and measure than trade shows and more affordable.

Email Campaigns + Lead Nurturing

Trade shows offer one-off engagement but email builds long-term relationships. Whether through newsletters, full campaigns, or triggered follow-ups, email can nurture leads through complex sales journeys.

ABM (Account-Based Marketing) Campaigns

ABM focuses on engaging high-value accounts through coordinated marketing and sales efforts. Instead of hoping the right people show up at your booth, ABM targets them with precision across multiple channels including LinkedIn, email, retargeting, and even direct mail.

Platforms like Demandbase and RollWorks offer account intent data that helps you know when to reach out—ensuring that your messaging lands at the right moment.

Tips for Maximizing ROI If You Do Attend a Trade Show

If you’re going to invest in trade shows, go all in. And make it count. Here’s how to increase your return and drive real pipeline.

Pre‑Show Outreach and Targeting

Don’t wait for foot traffic. Use attendee lists (if available), LinkedIn Sales Navigator, or past connections to schedule meetings ahead of the show. Your calendar should be packed before the doors open.

Even a short LinkedIn message—“Hey [Name], saw you’re attending [Event Name]. Would love to show you a quick product demo—available Tuesday at 2pm?”—can lead to a qualified meeting.

Set Clear KPIs for Success

Booth scans aren’t enough. Define meaningful metrics: how many Tier 1 leads did you capture? How many demos were booked? What’s your post-show opportunity pipeline?

Have sales and marketing agree on goals before the show. That alignment will guide messaging, booth staffing, and follow-up strategy.

Post‑Show Follow‑Up Strategy

The real work begins after the show. Send personalized follow-ups within 24–48 hours. Use lead scoring to prioritize accounts and route them appropriately.

You can even trigger campaigns based on badge scans, session attendance, or booth interactions using marketing automation tools.

Incorporate Digital Capture Tools

Instead of business cards, use digital lead capture apps (like iCapture, Cvent, or atEvent) that sync with your CRM. You’ll reduce manual entry, avoid errors, and speed up follow-up.

Many apps let you:

• Tag interest level
• Log notes
• Sync conversations to a specific opportunity

Are Trade Shows Worth It for Your B2B Marketing Strategy?

So, are trade shows worth it for B2B marketing in 2025?

The answer is…maybe? For many companies, trade shows can still yield impressive returns. They can drive major pipeline growth when:

• Your buyers are present
• Your booth stands out
• Your team executes flawlessly

But if you’re not tracking ROI, attending a show without a strategy, or chasing legacy habits, trade shows can slowly drain your budget.

In many cases, pairing selective in-person events with digital tactics—like ABM, webinars, and content—offers a smarter, more scalable mix. You’re no longer forced to choose one or the other. Hybrid marketing is the new frontier.

Don’t default to trade shows because you “always have.” Evaluate each one on strategic merit. Measure it like any other channel. And don’t be afraid to reinvest in what actually works.

Contact us today for a free consultation about your trade show plans.