You spend tens of thousands on exhibition stands and cannot trace a single contract back

MedTech companies often exhibit at conferences without a structured pre-show outreach, on-stand engagement, or post-show follow-up process. Stands generate badge scans but not qualified conversations. Without a clear ICP and a reason for the right people to stop, events become expensive brand exercises.

• The primary root cause is a lack of integrated strategy, treating events as isolated marketing activities rather than critical touchpoints in the sales funnel.
• This often stems from a disconnect between marketing and sales objectives, insufficient pre-event planning for targeted engagement, and a failure to implement robust post-event follow-up processes.
• Additionally, a lack of clear ideal customer profiles (ICPs) means event presence is often untargeted, leading to high volumes of unqualified interactions.

A typical UK exhibition stand can cost from £500 for basic displays to over £50,000 for large custom builds. For B2B sales-qualified leads in the UK, the cost per lead can range from £250 to £700. (T3 Systems, 2026; ProInteractive, 2026)

• Inefficient allocation of marketing and sales resources
• Increased workload for sales teams chasing unqualified leads
• Significant wasted marketing budget on unproductive events
• High cost per qualified lead (CPL) impacting profitability
• Perception of the company as disorganised or untargeted by potential clients and partners
• Reduced brand credibility due to generic engagement

What it looks like in practice

• Exhibition stands are busy with generic conversations but few meaningful data captures
• Sales teams receive large lists of unprioritised badge scans post-event
• High event spend with no clear return on investment (ROI) metrics
• Lack of pre-scheduled meetings with key decision-makers at events