B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing · Jeremy Shere

Transforming Trade Shows into Engaging Brand Experiences w/ Todd Gregory

·35 min·2 clips

A 20-by-50 booth became a black-curtain VIP room called Allure with 3,000 scans.

1. B2B Content Show focuses on Todd Gregory’s approach to transforming trade shows into brand experiences. 2. Jeremy Shear hosts Todd Gregory, Regional Director for the Americas at Fifth Ring, a global B2B marketing agency, and Todd explains how his team supports trade-show marketing. 3. The episode asks how B2B companies can prove trade-show ROI instead of relying on booth traffic or habit. 4. Todd says companies often treat trade shows as isolated yearly events instead of parts of an overarching strategy. 5. He argues that leadership questions like “why are we going back?” usually appear when teams cannot trace business growth back to show activity. 6. Todd says booth traffic is a weak measure because many attendees are there to sell, get jobs, or have no buying intent. 7. He explains that badge scans and short conversations do not provide enough data to make decisions about the people visiting a booth. 8. Todd describes a New Orleans show where one client scanned about 675 people over five days. 9. He says that event produced about 130 marketing qualified leads, which the team tracked through CRM stages. 10. Todd connects those stages to meetings, opportunities, and proposals, which he treats like any other marketing campaign. 11. He says teams get overwhelmed by hundreds of leads and then cherry-pick the ones they already wanted to meet. 12. Todd notes that people often forget the show almost immediately after leaving, along with the swag they collected. 13. He argues that a memorable booth should feel like an experience that is informative, educational, and impactful. 14. Todd tells the Allure story, where a company with a 20-by-50 booth, no brand assets, and a 20-day deadline used black curtains, a red carpet, velvet ropes, cigars, massage chairs, and music. 15. He says the Allure booth drew people in because they did not know what was inside and stayed about 45 minutes once they entered. 16. Todd also describes a house-siding booth built to look like a house exterior and an Oculus demo that put attendees underwater near offshore rigs. 17. The interview style is practical and example-heavy, with Jeremy pressing for concrete tactics and Todd answering with specific booth setups and follow-up sequences. 18. The tone stays conversational and tactical, with repeated examples from New Orleans, Las Vegas, London, and trade-show floors. 19. People running B2B trade shows, field marketing, or event campaigns would get the most from this episode. 20. Listeners seeking abstract branding theory or non-event marketing may skip it.

As heard by us

A grounded look at trade-show presence, memorable booth design, and the difficulty of proving ROI.

The episode treats trade shows as a hard ROI problem and stays close to the practical side of booth design. Todd Gregory argues for spaces that do more than fill a footprint, and the carnival-like tent and the house-shaped build stand out as the clearest examples of that idea.

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Why you'd press play

See how a trade-show booth becomes a reason to walk inside.

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