On 14 April 2025, REALIZER held a webinar, “From Booth to Business: Mastering Lead Generation and Follow-up for Trade Show Success” with the main theme focusing on how to maximize the return of investment (ROI) when attending trade shows.

The attendees came from Singapore, Korea, and Japan, with Sushitech as the official partner for the event.

Led by moderator, Brenda Lee, the speakers, Alex Ando Michaelson and Marta Allina are also the catalysts in their own industries and regions.

Alex, the community and partnership manager of APAC from Kinsta, runs and participates in events twice a month. During the webinar, he shared some critical insights about the importance of providing collateral and building meaningful relationships with the purpose of serving what is most important for potential customers.

Marta, the program director in Korea for Start2 Group, has created a strong impact in the startup scene for foreigners in Seoul. As the founder of “Seoul Startups”, the biggest international startup group in Korea, she emphasizes on the importance of cultural awareness whilst interacting with investors and customer alike.

The moderator, Brenda Lee, is the global market developer at REALIZER who has led the team for trade shows in Singapore and Silicon Valley also shared her experiences and practices when attending high foot-traffic events. Brenda has also provided the demo for their new product, REALIZER, a new lead nurturing solution that can become a game changer at events.

Topic 1: Lead Collection Strategies for High-Traffic Events

The importance of matching the approach to the type of event: marketing language, swag, and staff members has been discussed. Such efforts include:

• stand out at casual events with brightly coloured clothing,

• the importance of having good flyers,

• the use of QR codes to direct people to sign-up forms.

• co-branding with partners and the importance of considering the customer's perspective.

Other important values include pre-screening attendees and setting up meetings before the event to ensure quality over quantity, as well as having a system where small teams can walk around, interact, and connect with people.

“Pre-screen who attends the events and try to set up meetings, especially for startups who are not accustomed to the local startup ecosystem. It's hard for them to judge if it's a good contact.” — Marta

“REALIZER provides a QR code where the participants can scan to input their work email. It can get so hectic that you might miss out on information or connections. With a helpful lead-saving solution, that's all it takes to reduce the fear of losing or forgetting important connections.” — Brenda

Topic 2: Event Strategy and Follow-Up Discussion

The keyword for event strategies is: preparation.

Marta, Alex, and Brenda repeated emphasize the importance of prepping execution, the ways to provide value to attendees, and understanding the cultural differences in Korea and many other APAC countries.

Effective event preparations include:

• Having a clear, concise pitch

• Designing a visually appealing booth, even if it's small.

• Business match matching: effective if well-organized with clear agendas and pre-event information.

  
  

“(About creating swag and collaterals) Think about why the customer or potential customer would care about what you do. That means. What value did you provide? What value do they feel from you? I always will want to keep the customer perspective in mind.”— Alex

Topic 3: Asia-Focused Trade Show Strategy

In our last topic, the speakers dived into the topic of Asia-focused trade show strategies, which interactions with both customers and investors.

The most important takeaways include:

• plan and routine when dealing with multiple tasks and follow-ups after events.

• financials and technology information ready for different types of attendees such an investors vs customers.

“It's a special act of giving and receiving a business card. It's not only about getting and receiving someone's contact information. But it's also about connecting with the other person by physically giving and receiving a business card.” — Marta

“What you need is you need to have a clear, concise answer. When someone asks what you do, because that's always everyone's 1st question at events, is, “what do you do? What's your company about? What is your USP?” — Alex

REALIZER intends to host a series of webinars and offline seminars catering to B2B sales teams and tradeshow exhibitors.

With their new solution, REALIZER hopes to solve the pain faced during lead nurturing caused by inaccurate data and extensive sales processes caused by poor follow-ups or lack or research.

To get the full recording of the webinar, please email brenda@cobalt.run for more information.