--- title: How Manufacturers Are Shifting Lead Generation From Trade Shows to Digital Marketing description: Manufacturers are shifting lead generation from trade shows to digital marketing. Learn 5 lessons for working with media partners. image: https://mezzaninegrowth.com/hubfs/tradeshowtodigitalmarketing.png --- [Skip to content](https://mezzaninegrowth.com/blog/how-manufacturers-are-shifting-lead-generation-from-trade-shows-to-digital-marketing-5-lessons-for-working-with-media-partners#main-content) [![mezzanine-logo-2026-light-orange-tagline (1)](https://mezzaninegrowth.com/hs-fs/hubfs/mezzanine-logo-2026-light-orange-tagline%20(1).webp?width=2075&height=441&name=mezzanine-logo-2026-light-orange-tagline%20(1).webp) ![mezzanine-logo-2026-light-orange-tagline (1)](https://mezzaninegrowth.com/hs-fs/hubfs/mezzanine-logo-2026-light-orange-tagline%20(1).webp?width=2075&height=441&name=mezzanine-logo-2026-light-orange-tagline%20(1).webp)](https://468176.hs-sites.com/) - [What we do](https://mezzaninegrowth.com/b2b-growth-marketing-solutions) Show submenu for What we do - [Solutions overview](https://mezzaninegrowth.com/b2b-growth-marketing-solutions) - [• Growth engine programs](https://mezzaninegrowth.com/b2b-growth-engine-solutions) - 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[Marketing leaders](https://mezzaninegrowth.com/b2b-marketing-agency-solutions-marketing-leaders) - [Clients](https://mezzaninegrowth.com/mezzanine-growth-clients-list) Show submenu for Clients - [Client list](https://mezzaninegrowth.com/mezzanine-growth-clients-list) - [Testimonials](https://mezzaninegrowth.com/b2b-growth-agency-client-testimonials) - [Resources](https://mezzaninegrowth.com/b2b-growth-marketing-resources) Show submenu for Resources - [Blog](https://mezzaninegrowth.com/blog) - [News](https://info.mezzaninegrowth.com/blog/topic/news) - [Books](https://mezzaninegrowth.com/b2b-growth-marketing-resources?tag=tag__Books) - [Case studies](https://mezzaninegrowth.com/b2b-growth-marketing-resources?tag=tag__CaseStudies) - [Guides](https://mezzaninegrowth.com/b2b-growth-marketing-resources?tag=tag__Guides) - [About](https://mezzaninegrowth.com/mezzanine-b2b-growth-marketing-agency) Show submenu for About - [About Mezzanine](https://mezzaninegrowth.com/mezzanine-b2b-growth-marketing-agency) - [Team](https://mezzaninegrowth.com/b2b-marketing-team-b2b-marketing-agency) - [Careers](https://mezzaninegrowth.com/b2b-growth-marketing-agency-careers) - [Partners](https://mezzaninegrowth.com/partners-mezzanine-growth-outsourced-marketing) - [Contact](https://mezzaninegrowth.com/contact-b2b-growth-marketing-agency-toronto) Open main navigation Close main navigation Open search Close search [Tradeshows](https://mezzaninegrowth.com/blog/topic/tradeshows), [Lead Generation](https://mezzaninegrowth.com/blog/topic/lead-generation), [Digital Marketing](https://mezzaninegrowth.com/blog/topic/digital-marketing) # How Manufacturers Are Shifting Lead Generation From Trade Shows to Digital Marketing Digital lead generation offers far greater reach and cost efficiency than more traditional marketing tactics. So how do you move from trade shows to digital? Read about the guidelines we used to help a Global 500 manufacturer shift their lead generation to digital, an initiative that included a $1M investment with media partners. ![tradeshowtodigitalmarketing](https://mezzaninegrowth.com/hs-fs/hubfs/tradeshowtodigitalmarketing.png?width=1024&name=tradeshowtodigitalmarketing.png) Here’s what you’ll learn about organizing the process, aligning stakeholders and ensuring success:  1. Understanding your numbers: using data to determine how many leads you need, how much each one will cost and how many campaigns will enable you to hit your goal. 2. Staying organized: why putting systems in place to keep track of every component is vital.  3. Winning over stakeholders: proving your ROI with cold hard numbers (which are much easier to attain with digital than with traditional marketing tactics).  4. Increasing your negotiating power with scale: bulk buying can save you a lot of money.  5. Asking the right questions upfront: tips for understanding the nuances of working with different publications.    Get the whole story: read [5 Lessons For Working With Media Partners](https://landingpages.mezzaninegrowth.com/how-manufacturers-are-shifting-lead-generation-from-trade-shows-to-digital-marketing). If you have any questions or think this is an approach that could work for you, we’re happy to help - [just give us a call](https://www.mezzaninegrowth.com/site/contact)!  [![Download Whitepaper](https://no-cache.hubspot.com/cta/default/468176/08664f71-8b4c-467e-8f18-8a72e6c7cea1.png)](https://cta-redirect.hubspot.com/cta/redirect/468176/08664f71-8b4c-467e-8f18-8a72e6c7cea1) [![Tradeshows to DM](https://mezzaninegrowth.com/hs-fs/hubfs/Tradeshows%20to%20DM.png?width=278&name=Tradeshows%20to%20DM.png)](https://landingpages.mezzaninegrowth.com/how-manufacturers-are-shifting-lead-generation-from-trade-shows-to-digital-marketing) ##### Popular content - [The Difference Between Business Strategy and Marketing Strategy](https://mezzaninegrowth.com/blog/the-difference-between-business-strategy-and-marketing-strategy-and-why-its-important-to-know-this) - [How Many Times Should You 'Touch' Your Prospect, Without Harassing Them?](https://mezzaninegrowth.com/blog/number-of-touch-points-needed-for-b2b-marketing) - [Whitepaper vs. Article – The Differences and When to Use Each?](https://mezzaninegrowth.com/blog/whitepaper_vs_article_whats_the_difference_and_when_should_you_use_each) - [What Does 'B2B' Mean?](https://mezzaninegrowth.com/blog/what-does-b2b-mean) - [B2B buying trends in 2025: What businesses need to focus on](https://mezzaninegrowth.com/blog/b2b-buying-trends-in-2025-what-businesses-need-to-focus-on) ![mezzanine-logo-2026-light-orange-tagline](https://mezzaninegrowth.com/hs-fs/hubfs/mezzanine-logo-2026-light-orange-tagline.webp?width=200&height=41&name=mezzanine-logo-2026-light-orange-tagline.webp "mezzanine-logo-2026-light-orange-tagline") 416-583-5831 [linkedin-in icon](https://www.linkedin.com/company/mezzgrowth/) © Copyright. 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