Not long ago, trade shows were the B2B equivalent of an annual shopping mall—where buyers and sellers met, shook hands, and struck deals. But in a world where technology and new product research happen online, do we still need trade shows?
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The short answer: yes, but for different reasons.
What Trade Shows Used to Be
In the past, companies unveiled their latest innovations at trade shows because there was no better way to reach the right audience at scale. If you wanted to see the newest tech, check out innovations, evaluate a new supplier, or compare multiple vendors, attending an annual industry event was your best bet.
But the world spins faster now. No one waits a year for the next big event. If we need a new solution, we search online, request a demo, and make a purchase decision—sometimes without ever meeting the vendor in person.
Why Trade Shows Still Matter
If trade shows are no longer the primary discovery and sales channel, why should companies still invest in them? The value has shifted from transactional to relational.
1. Reassurance & Trust
Websites and sales calls can paint a perfect picture, but nothing replaces meeting people face-to-face. Seeing a company’s booth (or lack thereof) speaks volumes about its investment and knowledge of the industry, do they actually understand the industry. Meeting leadership in person provides confidence that the company is real, reliable, and worth doing business with.
2. Other Conversations
Some discussions are best left out of emails and support tickets. At trade shows, partners and vendors have real, unfiltered conversations about challenges, opportunities, and industry shifts, things that help build a real relationship. Nobody is perfect, but where are those flaws and can we work with them?
3. Commitment, Brand Presence & Visibility
How is the stand, how are the people. Are they committed to the industry and do they understand it? Even if few deals are closed at the event, being seen in the right place at the right time has value. Competitors take note, customers are reassured, and prospects remember who showed up and “how much” they showed up.
Is the Investment Justified?
Here’s the real challenge: trade shows often represent the single biggest line item in a B2B marketing budget, yet they’re notoriously difficult to track for direct ROI.
Anecdotal evidence suggests that after attending a trade show, pipeline activity increases—but in ways that are hard to attribute. Someone might remember your company when making a purchasing decision months later. An existing client might solidify their loyalty because of a great in-person meeting. These interactions rarely show up in direct attribution models but have undeniable value.
The Future of Trade Shows
As B2B interactions become more remote, the human element of trade shows becomes even more critical. While we may see smaller, more targeted events, or hybrid digital-physical experiences, the need for face-to-face trust-building isn’t going away. There’s a saying somewhere that humans are social animals.
Trade shows might not be the B2B shopping malls they once were, but they still serve a purpose: reinforcing relationships, validating brands, and bringing back the human side of business.
Is that enough to justify the budget? That depends on how much your industry values relationships. In B2B, where contracts are complex and stakes are high, the answer might still be yes. My take is – pick the right events and pour your budget in making those amazing. Rather than spreading twice the money on a lot of events and have a mediocre presence.
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About me: I’m a fractional CMO for large travel technology companies helping turn them into industry leaders. I’m also the co-founder of 10minutes.news a hotel news media that is unsensational, factual and keeps hoteliers updated on the industry.
Below, some of the casual meetings of ex-collegues and friends from different careers at different times.
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