Winning before the doors open: RX digital powers pre-show success
The hum of a trade show floor - the busy aisles, the spotlights, the handshakes - is what most people imagine when they think of success at an RX event. But talk to the exhibitors who consistently outperform the rest, and they’ll tell you the truth: the real work, and the real wins, start weeks before the first badge is scanned.
Preparation has become the ultimate advantage in today’s data-driven world. And thanks to RX’s Business Builder suite of digital solutions, the most successful exhibitors have been raising brand awareness, connecting with potential buyers, analysing visitor behaviour, and shaping their strategies, long before the first crate is unpacked.
“Over the last three years, we’ve seen exhibitors using RX’s digital solutions and data analytics to transform how they prepare for shows,” said Megan Williams, RX’s Director of Digital Commercial Strategy and Enablement. “They’re generating leads up to 12 weeks out, testing what works, and making smarter decisions about everything from stand design to staffing. It’s completely changed the rhythm of event marketing.”
The power of the Profile
Take Menlo Security, for example. Ahead of Infosecurity Europe 2024, the company used RX’s enhanced online profiles to boost visibility among targeted prospects, generating 742 online profile and product interactions. “Having a ‘Priority Profile’ has really helped us to get our products in front of prospects,” said Tom McVey, Senior Sales Engineer. “I’ve been busy with meetings throughout the show and it’s great that people have come wanting to know more about specific products.”
That kind of pre-show engagement doesn’t happen by accident. RX research shows that 98% of attendees plan their visit in advance, using event websites to shortlist exhibitors. Yet many companies still leave their online profiles half-finished - missing out on what RX’s digital team calls the most basic but powerful step of all.
“Your exhibitor profile is your online showroom,” explained Milagros Gamero, RX Product Marketing Manager. “When it’s complete, you’re 17 times more likely to be viewed. It’s the simplest way to get noticed before the show even starts.”
In fact, RX data shows that 38% of visitors who download a brochure go on to become verified leads, demonstrating the power of high-quality digital content.
For those who want to stand out further, enhanced listings like Priority and Priority Plus Profiles amplify that visibility, placing exhibitors at the top of searches and on the event homepage. But the real power, Megan says, lies in what happens next: once exhibitors can see how people are engaging, they can adapt.
Real-time insights with Exhibitor Dashboard
That’s where the Exhibitor Dashboard comes in. Available to every RX exhibitor at no extra cost, Exhibitor Dashboard is a personalised platform that brings together all your key event metrics in one place.
From around 12 weeks out, you can see which products are trending, who’s downloading your brochures, and how your visibility compares with others in your category. “It moves you from guessing to knowing, helping you make smarter decisions about booth layout, staffing and product focus,” said Caroline Goes, RX’s Director of Data Products. “You can tell which products are drawing interest and adjust your strategy accordingly long before you arrive onsite.”
She recalls a Japanese space industry event where one exhibitor used dashboard data to reconfigure their stand layout and team mix based on early engagement insights. “They ended up being the third most viewed exhibitor at the show,” Caroline said. “That kind of agility can make a huge difference.”
Supercharging leads with Lead Booster
Some exhibitors take things even further with Lead Booster, a tool that promotes exclusive offers to registered attendees before the show. It’s a simple idea - give visitors a reason to connect early - but the results have been remarkable.
At Equitana 2025 in Germany, saddle maker Signum Sattelservice used Lead Booster to offer a 10% show discount. The result? A staggering 1,383 additional leads. “It not only strengthened our digital presence but brought customers directly to our stand for meaningful conversations,” said Marketing Manager Ronja Kay-Weber.
Similarly, 1Password, exhibiting at Infosecurity Europe for the first time, used Lead Booster to promote a free trial offer and upgraded their exhibitor profile to a Priority Plus listing. The combination generated 363 new leads and a visible surge in booth traffic. “Lead Booster supported our goals with high engagement and additional leads for us to follow up. The combination of Lead Booster with the Priority Plus Profile made a real impact to our show experience and booth traffic,” said Carrrie Fumari, Director of Events.
Let the show begin!
And once the doors open, that momentum continues. By allowing visitors to scan RX Colleqt QR codes for product information on their stands, exhibitors can capture additional leads instantly - even when stand staff are busy with other customers.
Meanwhile, Lead Manager App - used onsite by as many as 96% of exhibitors at major RX events - turns face-to-face conversations into measurable connections. At ISC West 2025 in the U.S., exhibitors collectively generated 157,000 leads through the app. In the UK, Big Data London 2025 saw over 50,000 leads captured, while Marketing Week Summer 2025 in Japan reported 130,000 leads from exhibitors using the tool. Seamlessly linked with each exhibitor’s digital profile, the app helps teams scan visitor badges, collect data, and see the immediate impact of their conversations.
Across continents and industries, the story is the same: exhibitors who engage early, track their data, and refine their approach are seeing tangible results. What was once a three-day sales sprint has evolved into a 12-week strategy - one powered by insight, not instinct.
“It’s about expanding the event mindset,” said Megan. “The show itself is just the crescendo. The real symphony starts much earlier - in how you use data, connect with prospects, and shape your success before the doors even open.”
