Sponsoring an event like a tradeshow or a conference is a big investment. Even the lowest tier of having a small booth at a worthwhile expo adds up into big costs when you take into account collateral and travel expenses. These types of marketing activities are still worth doing, but if you are going to one of these with the intention of generating leads, you need a better process. Here are some tips I’ve seen make the difference in my work and in the work of my clients.