Marketing Technology / SaaS
TouchBasePro, TouchBasePro got two months of leads in two days at LeaderEx
TouchBasePro CEO Greg took the company to LeaderEx in 2025 and matched eight weeks of digital lead volume in two days. Here is what they learned about picking the right room.
- Client
- TouchBasePro
- Industry
- Marketing Technology / SaaS
- Services
- Trade show lead generation · B2B marketing strategy
to match 8 weeks of digital lead volume
Executive summary
TouchBasePro, a South African email and multi-channel marketing platform, exhibited at LeaderEx in 2025 and generated the same number of leads in two days that their digital channels typically produce in two months. The event drew over 3,000 CMOs and marketing decision-makers. CEO Greg interviewed Joanna from Progroup, an expo industry specialist with over 40 years of experience, who outlined why curated trade shows outperform broad digital campaigns for B2B companies. TouchBasePro concluded that attending the right expo, with preparation treated as a full campaign, produces faster and higher-quality pipeline than any digital channel they have run.
The challenge
TouchBasePro had strong digital marketing operations, covering LinkedIn ads, Google Ads, and outbound email. The problem was pace and quality. Building a pipeline of qualified decision-makers through digital channels took roughly eight weeks per cycle. The team needed a faster route to senior buyers with real budget and a genuine interest in email marketing solutions.
The approach
- Selected LeaderEx specifically because its audience is curated for CMOs and marketing decision-makers, not a broad consumer or mixed-industry crowd.
- Treated the exhibition like a campaign rather than a one-off event, preparing messaging and booth experience in advance rather than arriving with a banner and hoping for foot traffic.
- Drew on Progroup's 40-plus years of expo industry experience, working with Joanna to understand what separates high-performing exhibitors from those who leave with a bag of business cards and no follow-up pipeline.
The results
- Generated in two days the same number of leads that digital channels typically deliver in eight weeks.
- Reached over 3,000 CMOs and marketing decision-makers in a single event, with Joanna noting that 81% of trade show attendees have buying authority and 92% attend to see new products.
- Validated the channel strongly enough that TouchBasePro committed to attending at least 12 expos over the following 16 months.
“Winners know their numbers. They know that 81% of trade show attendees have buying authority, and 92% come to see new products. Losers just show up with a banner and hope someone cares. Winners create an experience that makes people remember them on Monday morning.”