A qualified lead is what you hope to get from attending a trade show. That’s what comes from all those who have been lured to your booth with the promise of free pens/squeeze toys/bottle openers and other silly swag you hope to not have to ship back to the office, and hundreds of pleas of “Can I scan your badge?” You throw out all the names of those who don’t have decision making status, are students, obvious freeloaders, your competition, etc. The name you are left with are your qualified leads.
Marketers often underestimate the cost of trade shows. It may surprise them to learn the real cost of even a small booth they signed up for “only” $5,000 may have cost their company a total of $50,000.
To walk around a trade show floor these days is to know what dinosaurs were thinking during their decline. Where is everybody?