After a trade show, leads compete with every other exhibitor's follow-up. The ones that get replies are specific: they mention the conversation at the booth, answer the question the visitor asked, and offer one clear next step. These templates cover the main kinds of booth conversations.
Short answer
Follow up with your hottest trade show leads within one business day, referencing what they asked about at the booth. Then work through the rest of your list within a week, grouping visitors by interest so each email speaks to what they actually need.
Visitors who asked for pricing, a demo, or a proposal should hear from you within one business day, ideally while you are still at the show.
Group the remaining visitors by interest and send each group a relevant follow-up before the show fades.
One short, helpful nudge to anyone who did not reply, then move them to a longer-term nurture.
Use when: A visitor asked for pricing, a demo, or a proposal at the booth.
Subject: [Their company] + [your company]: next step from [show name]
Hi [first name], Thanks for spending time at our booth at [show name]. You asked about [specific need], so I have attached [pricing outline or relevant case]. Could we set up a 30-minute call to walk through it with your team? I have [day] at [time] or [day] at [time] open. Best, [Your name]
Use when: They were curious but did not ask for a next step.
Subject: The [topic] you asked about at [show name]
Hi [first name], Good to meet you at [show name]. You mentioned [their challenge], and it is something we help teams like yours with often. Here is a two-minute overview of how it works: [link]. If it looks relevant, reply and I will set up a short call. Best, [Your name]
Use when: You saw a demo at the booth and promised a deeper one.
Subject: Your full demo after [show name]
Hi [first name], Thanks for watching the demo at [show name]. As promised, here is a link to book the full version tailored to [their use case]: [booking link]. If it helps, invite [colleague they mentioned] too. Best, [Your name]
Use when: You met another exhibitor or a possible channel partner.
Subject: Exploring a partnership after [show name]
Hi [first name], It was great meeting you at [show name]. It sounds like your customers often need [what you provide], and ours often need [what they provide]. Would you be open to a call to see whether there is a way to work together? Best, [Your name]
Use when: A visitor has not replied to your first follow-up.
Subject: One more resource from [show name]
Hi [first name], I know the weeks after [show name] are busy. I thought [resource] might be useful given what you said about [their challenge]. If the timing is not right, no problem. I will check back in a few months. Best, [Your name]
Within one business day for hot leads and within a week for everyone else. Buyers compare many vendors after a show, and fast, specific follow-up stands out.
Add a one-line note to each lead right after the conversation. In Genify you scan the badge or card and record a quick voice note, so the detail is attached to the contact.
Email first for most leads, with a specific next step. Call hot leads who asked for pricing or a demo, especially if they shared a phone number for that reason.
Mention the show and their topic, such as "The inventory question you asked at the Retail Expo". Generic subjects like "Great meeting you" get lost among other exhibitors' emails.
Two or three times over a few weeks, each adding something useful. After that, move the lead to a slower nurture and reconnect when there is a reason.
Scan cards, save what you talked about by voice, and get a follow-up draft that references the conversation, so these templates write themselves.
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