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Companies around the globe invest invest in trade shows for lead generation—but how companies capture leads plays an even bigger role in their ROI. Through understanding the buyer’s journey, the different type of trade show leads, and lead segmentation, teams will find more success at events.

Companies around the globe invest invest in trade shows for lead generation—but how companies capture leads plays an even bigger role in their ROI. Through understanding the buyer’s journey, the different type of trade show leads, and lead segmentation, teams will find more success at events.

Companies around the globe invest invest in trade shows for lead generation—but how companies capture leads plays an even bigger role in their ROI. Through understanding the buyer’s journey, the different type of trade show leads, and lead segmentation, teams will find more success at events.

Trade shows and events are a target-rich environment, and in this digital age, trade shows matter more than ever. Let’s take a look at why there is so much value in trade shows and other driving factors in today’s event world.