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The thing a B2B trade show exhibitor can provide attendees that has the highest correlation with purchase intent is new learning.
Key excerpt...
According to a study sponsored by Skyline Exhibits and Marketech 360, the number one reason attendees visited exhibits was to ‘obtain product information.’
As shown in the graphic below, when combining the results of ‘obtaining product information’ (32%), ‘product demo’ (11%) and ‘seeing a rep’ (10%), 53% come to learn about what the exhibitor has that is new.
Events are a personal way to deliver content. Are sales made on the trade show floor? Of course, but if the primary reason for the attendee is to learn, then deliver knowledge that positions you as the expert and drives further conversations and engagements. BTW: best B2B techniques that we've experienced? On show floor classes.