Does a booth at a B2B event bring leads or just photos? The capture kit we use

In B2B event marketing, a booth only generates leads when the capture kit is ready before the trade show opens: a landing page with a QR code and a prize draw, a WhatsApp card, an email and a post to announce it, and a post-event follow-up with a deadline. Without it, the team comes back with photos, a stack of business cards and a spreadsheet nobody opens.

It's the kit we used with a credit union, one of our clients, in more than ten event campaigns in 2024 and 2025. Below is each piece of it, how the QR code becomes an identified lead, what to watch with prize draws and the three-phase promotion calendar we used with Matific.

The capture kit for B2B event marketing

The kit is ready before the booth goes up, because it's what turns a visit into a contact. The pieces, all produced before the event:

• An event landing page, with a short form, the prize draw and the entry rules;
• A QR code leading to the landing page, on the booth, on printed materials and on the team's badges;
• A WhatsApp card that sales and partners forward to their contacts to announce your presence;
• An email and a post saying where and when to find the brand;
• The post-event follow-up, already written: the thank-you email and the follow-up messages, ready to go.

Reusing the same kit from one event to the next helps the team learn the process and keeps each edition's data comparable. That's how it worked with the credit union, in every event campaign we ran together.

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How the QR code becomes an identified lead

A QR code is only worth it if every scan reaches the CRM with a name, a company and the event as the source. The path:

1. the QR code opens the landing page with event-specific UTMs, such as utm_source=event and the trade show name in the campaign;
2. the form asks for the minimum: name, email, company, role and one interest field;
3. the conversion lands in your automation tool with the event recorded as the source;
4. a segment separates people who asked to talk from people who came for the draw.

Test the printed QR code before the event, on different phones and with the connection available on site, and check that the conversion arrives with the right source. The interest field is what pays off most after the event. A closed question, such as “would you like a proposal?” or “which product interests you?”, already separates a hot lead from a curious one.

Prize draws as an incentive, with the rules in order

A prize draw gives people a reason to scan the QR code, as long as the rules are clear and legal. In Brazil, Law No. 5,768 of 1971 requires prior authorization from the Ministry of Finance to give away prizes by draw for promotional purposes, and other countries have their own rules. Talk to your legal team before announcing it.

On the landing page, make these visible:

• who can enter and until when;
• what the prize is;
• how and when the result will be announced;
• consent for the use of personal data, in line with privacy law.

When a draw isn't viable, a quick assessment, exclusive content or a lead generation quiz plays the same incentive role.

During the event

At the booth, the job is to qualify the conversation, beyond collecting contacts. Whoever is staffing it asks people to scan the QR code instead of handing over a card, notes the topic of the conversation in the form or the CRM and flags who asked to be contacted. At the end of each day, someone checks that conversions are arriving with the right source.

Decide in advance who talks to new visitors, who talks to current customers and who handles the draw. That way the booth is never left without someone qualifying the conversation.

After the event: follow up within 48 hours

Event leads go cold fast, so the first contact goes out within 48 hours. With the segments in place, the post-event follow-up runs on three tracks:

• people who asked to talk get a call or message from sales, mentioning what was discussed at the booth;
• people who showed interest in a topic get content about it and enter a nurture flow;
• everyone gets a thank-you and, if there was a draw, the result on the promised date.

Late follow-up is one of the most common sources of lead leakage, and at events the effect is bigger, because the memory of the conversation fades within days.

The three-phase promotion calendar

Annual events call for promotion in three phases: it's time, reinforcement and urgency. It's the approach we used with Matific for its annual event, with a cadence of posts, emails and media in each phase.

These phases go into the year's calendar of industry dates, with production starting weeks ahead. For online events, the same logic works for a webinar from topic to follow-up. Planning this sequence is part of our launch campaigns.

Frequently asked questions

How do you measure the results of B2B event marketing?

By the leads identified with the event as their source, the meetings booked in the following weeks and the opportunities opened in the CRM. Booth visits and photos don't tell you whether the investment paid off.

Does every event need a prize draw?

No. A draw is one incentive among many, and in Brazil it requires prior authorization. An assessment, a scheduled demo or exclusive content also motivate people to scan the QR code.

When should promotion for an annual event start?

As soon as participation is confirmed, with the first phase. Reinforcement and urgency follow in the next weeks, with the post-event follow-up written before the trade show opens.