Turning a trade show booth into a pipeline engine

The Client

A global maritime data and analytics company providing real time visibility into vessel movements, terminal operations, and commodity flows.

The company regularly participates in major logistics and maritime trade shows to connect with enterprise prospects and strengthen brand presence across the global shipping and supply chain ecosystem.

For Intermodal South America, the goals were to:

  1. Increase qualified conversations with logistics and terminal operators

  2. Position Kpler as a leader in maritime data intelligence

  3. Support sales pipeline growth in Latin America

  4. Create a booth experience that stood out in a crowded exhibition hall

The Challenge

This client faced several common trade show challenges:

  • Booth traffic often included many non qualified visitors

  • Messaging needed to translate complex data products into clear value

  • Sales teams needed a structured way to capture and qualify leads

  • Trade shows historically focused on visibility rather than measurable pipeline

They needed structure, strategy, and execution.

THE STRATEGY

Sequence by Design partnered with this client to transform the booth from a passive presence into a conversation engine designed to drive pipeline.

The booth experience was designed to support:

  • Targeted lead acquistion

  • High quality product conversations

  • Strategic follow up after the show

  • Clear ROI measurement beyond badge scans

Rather than focusing only on booth design, the strategy aligned messaging, engagement tactics, and sales follow through.

THE SOLUTION: INTERMODAL SOUTH AMERICA BOOTH

A 20X30 booth designed to support structured sales conversations and product discovery.

KEY ENGAGEMENT ELEMENTS INCLUDED:

  • Interactive messaging around maritime intelligence and vessel visibility

  • Guided product walkthroughs with the sales team

  • Themed booth giveaways tied to maritime navigation and data insights

  • Structured lead capture tied to sales follow up

The goal was simple: Create meaningful conversations that could convert into opportunities.

what sequence by design led:

  • Booth engagement strategy

  • Messaging alignment between marketing and sales

  • Vendor and booth builder coordination

  • Sales team preparation and lead capture structure

  • Pre show promotional alignment

  • On site experience flow and booth operations

  • Post event follow up strategy and reporting framework

The Results

Engagement

  • 300—400 visitors per day across the 3 day event

  • 65+ live product demonstrations delivered by the sales team

  • 40+ qualified sales conversations with operators

  • 34 follow up meetings scheduled with decision makers

Pipeline Impact

  • 38% increase YoY in new enterprise prospects identified across the LATAM market

  • 42% increase YoY in opportunities added to active sales pipeline following the event

Brand Visibility

  • Strong booth presence within the maritime technology category

  • Increased recognition among shipping, terminal, and logistics professionals

  • Strategic positioning as a leader in maritime intelligence

The Takeaway

Trade shows should not just generate traffic.

They should generate pipeline.

With the right strategy, messaging, and sales alignment, a booth becomes more than a presence on the floor. It becomes a structured growth channel.

Sequence by Design helps companies turn trade shows into measurable business outcomes.

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