Trade shows are very important. In fact, trade shows are a big part of the reason why The Starr Conspiracy has such brand recognition in the HCM space. (And part of why we host InfluenceHR.)
Unfortunately, most exhibitors treat trade shows with an upside-down buyer’s journey funnel in mind. That’s fine if you’re a big player in the HCM space and already have brand awareness, but if that isn’t the case, your focus should be on brand awareness.