Monica Caraway
If you’re like a lot of our clients, when it comes to conferences, with limited resources you’re expected to plan the whole show, capture leads, execute flawless follow-up, and somehow make it all look effortless.
The good news? With a few HubSpot tricks, and a killer checklist, you can automate the messy parts, scale your follow-up, and actually enjoy a few networking happy hours without worrying about what slipped through the cracks.
Let’s walk through how to use HubSpot to make your trade show life smarter, and much, MUCH easier.
QR Codes + HubSpot Forms = Instant, Trackable Follow-Up
Skip the badge scanners and fishbowls. This is the modern way to handle presentation requests and booth downloads:
Workflow Summary:
QR Code → HubSpot Form → Email Sequence → Active Contact List
Set it up once, and you’ve got a fully automated content distribution system that:
- Delivers slides or brochures on-demand
- Tags each contact with the event name
- Triggers a personalized email sequence
- Routes leads to your sales team without lifting a finger
The next steps help you manage everything without manual follow-up. We wrote about this in a recent blog post, How to Automate Presentation Follow-Up With Hubspot (10 easy steps with a video!), but here’s the gist:
- Create an “Event Tag” property
- Clone your branded HubSpot form
- Generate a QR code that links to it
- Upload your documents to HubSpot
- Set up an automated sequence and contact owner assignment
No more “Who was that guy from Boston who wanted the slide deck?” You’ll know. Because HubSpot knows.
Pro Tip: Use a hidden field in your form to auto-tag submissions with your event name. No one forgets to check a box. No one slips through the cracks.
Let Sequences Handle the First Follow-Up
If follow-up doesn’t happen within 48 hours, you’re gonna lose that lead.
That’s why you should build a follow-up sequence before you even hit the show floor. A solid sequence might include:
- Instant “Thanks for stopping by!” email
- Slide deck or resource link
- Meet-the-rep intro
- CTA to book a meeting
Assign contacts via a workflow using your Event Tag, and boom, everyone gets what they need, right on time, without waiting on someone to upload business cards or remember what was promised.
Bonus Tip: Test your entire flow the day before the event. Scan the QR code, submit the form, check the sequence trigger, and make sure you land on the right contact list. Don’t wait until you’re at the booth running on hotel coffee and conference Wi-Fi.
Fix theiiPad Fail: Add a Reset Link to Your Entry Forms
Ever seen someone try to enter your giveaway on a booth iPad, only to be greeted with your VP of Sales’ autofilled contact info?
Yeah, HubSpot cookies are a little too helpful sometimes.
Here’s how to fix that: Add a Reset Link to your HubSpot form so it clears after every submission. This is perfect for:
- Enter-to-Win contests
- Demo signups
- Staffed data entry kiosks
Watch our video on how to do it using the Legacy Form Editor. (Yes, legacy. Don’t shoot the messenger.)
Pro Tip: Test your form in private browsing mode before launch. Make sure it resets cleanly and doesn’t hang onto the last visitor’s info.
Here's a helpful video that lays it all out!
Prove ROI (So You Can Go to the Next Conference Without a Fight)
Let’s not forget, trade shows are expensive. And if you want to keep going, you need to prove they’re working.
Here’s how to do that inside HubSpot:
- Create reports based on your “Event Tag” property
- Track new contacts by event
- Monitor sequence open and click rates
- Attribute new deals or meetings to the show
Pro Tip: Want to show real revenue impact? Build a report that shows deals associated with contacts tagged from the show. It’s the fastest way to connect the dots between booth visits and bottom-line results.
Survival Tool: Our Trade Show Checklist Gift for You!
Booth design. AV equipment. Hotel blocks. Interns asking you what a drayage form is.
It’s easy to miss a dozen little things that turn into huge headaches later.
That’s why we put together the Ultimate Trade Show Checklist, and yes, it’s actually useful. It’s broken down into:
☐ Pre-Show: Flights, promos, campaign setup, booth materials, QR codes
☐ During the Show: Daily lead capture routines, on-site networking tips, social posts
☐ Post-Show: Follow-up campaigns, contact cleanup, ROI tracking
It’s perfect for lean teams, new hires, or that poor intern you just asked to ship the booth pop-up across the country.
Grab our Ultimate Trade Show Checklist and forget nothing! You’ll thank us when you’re not stuck printing last-minute handouts at the hotel business center.
