Essential Strategies to Maximize Sales Efficiency at Trade Shows and Conferences w/ Matt Hill [Episode 37]

In this episode, I talk with Matt Hill, founder and CEO of The Hill Group, about how companies can turn trade shows from expensive branding exercises into high-return sales events.

Matt has trained teams at some of the biggest names in tech, and here he shares the proven steps for building an effective sales strategy for trade shows. We break down how to prepare your team, craft your message, and deliver a better customer experience—from the first handshake at the booth to post-event follow-up.

If you’re focused on pipeline generation, Matt’s approach offers practical guidance for qualifying leads on the show floor and executing a process that drives results. For more on lead follow-up, take a look at our resource on fast inbound lead response, and for streamlining the process, our tools for sales automation can help you move faster from connection to conversion.

This episode is packed with value for both sales and marketing leaders looking to improve trade show ROI. Because when your plan starts with clear goals and ends with actionable follow-up, events stop being a gamble—and start becoming growth engines.