On today's episode of SmartBug on Tap I’m talking about how you can maximize your trade show marketing efforts by actually incorporating digital strategies. During an era where nearly every marketing innovation is digital, there is still one traditional mainstay I see in B2B marketing — the trade show. But live event marketing campaigns, such as trade shows, are expensive endeavors. How much of the money allocated to these events is wasted? How could marketers use cost-effective digital marketing campaigns to improve the overall ROI of these efforts? That’s what we’re talking about today. I’m going to give you 4 tactical tips to help you reduce budget waste, become more efficient, and successfully transition from scanning a live lead at a trade show to converting that lead into a sales opportunity.