PSA: I burned $12k on a trade show booth that brought zero real leads

Last spring my company paid $12,400 for a 10x10 booth at a big industry expo in Chicago. We handed out 600 branded power banks, ran a raffle for an iPad, and got maybe 80 business cards. After 3 months of follow up, exactly 2 of those turned into actual conversations and neither one closed. Meanwhile our competitor across the aisle was just doing demos on a laptop with no swag and they seemed to pull in way more serious buyers. So here is my debate: are trade shows dead for b2b lead gen, or did we just do it wrong? Has anyone else dumped cash into an event and walked away with nothing but tired feet and a box of leftover pens? Would you rather spend that money on targeted ads or a solid outbound campaign instead?

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