54% More Leads at Trade Shows Without a Bigger Budget

How much of your B2B pipeline is human, and how much is bots and AI masquerading as prospects? In a world where nearly half of internet traffic is artificial and digital engagement data is more synthetic than ever, how can B2B leaders know when they're making real connections and when they’re just shouting into the void?

In this episode of Predictable B2B Success, we’re joined by Anders Boulanger, founder of Engagify and author of Engage First. Anders’ story is anything but predictable. From childhood magician to physics graduate to trade show “infotainer” for Microsoft and Siemens, he’s mastered the science and art of stopping strangers in their tracks and turning fleeting moments into trust and pipeline.

Anders argues that in an era drowning in AI-generated outreach, companies that create genuine, face-to-face human moments will command an unparalleled advantage, one no algorithm or chatbot can replicate. If you’re a CEO or marketing leader wondering whether your events budget is a legacy cost or your sharpest competitive weapon, this conversation is for you.

You’ll come away with a new framework for thinking about real engagement and why the most powerful business signals aren’t digital at all.

Some topics we explore in this episode include:

• Authentic Interactions vs. AI Outreach: Contrasting synthetic AI-driven engagement with genuine human connections at events
• Trust in In-Person Events: Why face-to-face interactions are becoming the most trusted B2B marketing channel
• Trade Show ROI and Measurement: The challenge of measuring ROI and the three-legged stool model for event success
• Booth Engagement Strategies: The role of engagement tactics and staff training in maximizing trade show outcomes
• Humanization of B2B Engagement: The enduring value of authentic relationship building amidst digital noise
• Event Metrics and Analytics: New ways to track physical engagement and crowd density at shows
• Economic and Geopolitical Challenges: How broader global issues impact event attendance and effectiveness
• Virtual vs. Physical Events: Lessons from the shift to virtual and why in-person leads to better engagement
• Engagify’s Attract-Connect-Convey Framework: Step-by-step approach to drawing, connecting, and informing booth visitors
• Scaling Engagement Beyond the Founder: Building and training a team to deliver consistent booth experiences