8 Alternatives to Trade Shows for Networking and Lead Generation

To explore effective alternatives to trade shows for networking and lead generation, we asked founders and CEOs this question for their expert opinions. From hosting your own networking event to creating social media challenges and campaigns, here are the top eight strategies these leaders recommend.

Want to get quoted in MarketerInterview.com content just like this? Apply to become a contributor today!

Host Your Own Networking Event

One can attend a dozen trade shows to build their network and hopefully close sales, but the true value of networking and lead generation is relationships. A specific alternative to attending trade shows is to create your own networking event. Being known as a connector who hosts fun, inclusive, and well-attended events will attract people wishing to work with you. Ditch the trade show. Become known as a networking professional to increase lead generation!

Jarrod Goldsmith, Founder, eSAX (The Entrepreneur Social Advantage Experience)

Utilize Virtual Conferences

As the CEO of an IT services company, I’ve found virtual conferences and webinars to be an excellent alternative to trade shows. They allow us to reach a much wider audience and generate high-quality leads. For example, last year we hosted a webinar on “The Future of AI in Business,” which attracted over 500 registrants. The leads from that one event resulted in several new clients and over $200,000 in revenue. 

Virtual events also provide more opportunities for interaction and relationship-building. Using features like live Q&A, polling, and breakout rooms, we’re able to connect directly with attendees and demonstrate our expertise. And because there’s no travel required, we can host more events at a lower cost. Overall, virtual conferences have proven to be a powerful tool for networking, lead generation, and building our brand.

Given the massive shift to online events due to COVID-19, virtual conferences are more important than ever. Any company looking to generate new leads and raise brand awareness should consider hosting webinars, webcasts, virtual roundtables, or full-scale virtual conferences. With the right platform, content, and promotion, these digital events can drive real business impact.

Umair Majeed, CEO, Datics AI

Adopt Email Marketing Strategies

One specific alternative to trade shows for networking and lead generation is email marketing. It allows businesses to target personalized messages to potential clients, nurturing leads and building connections. 

By using email marketing techniques such as offering incentives, sending valuable content, and personalizing emails, businesses can effectively generate leads and establish relationships with potential clients. In contrast to trade shows, where you interact with the audience face-to-face, email marketing can reach a broader audience and enables businesses to follow up on leads more effectively in a timely and cost-effective manner. 

Make sure email marketing success depends on maintaining a good email list, ensuring the delivery of high-quality content, and following best practices like segmenting the audience and tracking campaign metrics. Thus, email marketing is a great alternative to trade shows that generate more leads, target a broader audience, and build more connections.

Fahad Khan, Digital Marketing Manager, Ubuy Nigeria

Organize Monthly Webinars

Virtual events have been a game-changer for our company. Instead of attending trade shows, we now host monthly webinars on topics like “Choosing the Right Trailer for Your Needs” and “Financing Options for Commercial Trucks.” These webinars allow us to establish our expertise, generate high-quality leads, and build relationships with hundreds of potential customers at once. 

For example, a webinar we held on truck leasing options had over 700 registrants and resulted in 12 new long-term leasing clients worth over $500K in revenue. Webinars provide an easy, low-cost way for us to connect with clients across Massachusetts and New England. Using live Q&A and chat features, I’m able to address attendees’ specific questions and concerns. This personal interaction is key to demonstrating our commitment to customer service. 

Overall, virtual events have been crucial to growing our business. Any company in the transportation industry looking for an alternative to trade shows should consider webinars and online seminars. With the right presentation of relevant, valuable content, they can be extremely effective for lead generation and relationship-building.

Michael Sensano, Sales Manager, Apple Truck and Trailer

Leverage LinkedIn

One effective alternative to trade shows for networking and lead generation is leveraging online communities. Platforms like LinkedIn, industry-specific forums, and virtual networking events offer valuable opportunities to connect with potential clients and industry peers. 

For instance, by actively participating in LinkedIn groups related to my industry, I’ve engaged in meaningful discussions, shared insights, and built relationships that have led to new business opportunities. These online interactions often result in leads that are just as valuable, if not more so, than those generated at trade shows, and they provide the flexibility to network from anywhere at any time.

Chris Yang, Co-founder, Coins Value

Engage in Niche Online Communities

It can be hard to match the excitement and serendipitous meetings that trade shows create. But trade shows have their downsides, specifically the financial and time commitment of being there. I’ve found that the most important aspect of trade shows is that they have a large number of relevant people in one place. (This is one of their main reasons for being.) That’s why I’ve found that niche online communities can act as a useful alternative to trade shows.

In my industry, that often means interacting with people on LinkedIn and also Facebook. The important difference with these online spaces is that they are not as obviously sales-oriented as trade shows. That means my online presence needs to be more focused on providing value to others via my insights and experiences. It’s harder to build trust online than it is in person, but if you can demonstrate leadership and domain expertise, it can turn into a real lead generator.

Temmo Kinoshita, Co-Founder, Lindenwood Marketing

Explore Virtual Reality Platforms

Working in tech, I’ve come to realize the potential of virtual reality for networking and lead-gen. With VR, you can host immersive product demos or informative sessions from anywhere in the world. I’ve found these to be engaging, interactive, and ultimately effective at fostering connections with potential leads. Plus, VR platforms give you a chance to showcase cutting-edge tech, highlighting your company’s innovation.

Abid Salahi, Co-founder & CEO, FinlyWealth

Create Social Media Challenges and Campaigns

Thoughtful, brand-aligned social media challenges and campaigns that leverage the platforms where your audience is most active (e.g., TikTok, IG, etc.) and capture the zeitgeist are a sure-fire alternative to traditional trade show networking for lead gen. The key: creativity and interactive content—and even user-generated content (UGC). 

We are in an era where simple participation is no longer enough. Conversions happen when people feel brand-aligned, sparking loyalty, and in turn, a type of co-creation and ownership. This authentic connection sparks something meaningful beyond just creating a ‘sticky’ campaign that can go viral. Co-creation is ripe for high engagement and conversion. In addition, this alternative goes beyond IRL (in-real-life). The ability to reach audiences beyond the physical brick-and-mortar of trade shows is an incredible opportunity for brands and companies to engage with a global audience without geographic limitations. 

A digital reach increases the potential for leads but also provides more creative and diverse ways to connect with your future audience. This alone makes it an incredible alternative to traditional trade show networking and lead gen.

Autumn Reece, Head of Accounts, Brainstorm MKTG

Want to get quoted in MarketerInterview.com content just like this? Apply to become a contributor today!