In the previous topic I covered how to estimate the return on a trade show, in order to determine whether or not to use a show in your marketing plan. If your company decides to exhibit at a trade show, your top priority is making certain that you get the most return on your investment (ROI).

Product Managers can play a pivotal role in maximizing this return, because of the nature of their position. When they man the booth, they approach the show from both a tactical and strategic standpoint. They help keep the sales reps honest - literally - when they describe the product and gather and qualify leads.

A Product Manager can be a focal point for such details as lead collection, presentations, and setting up meetings with partners, analysts, and the press.

Read on for some tips on how to get the most out of a trade show.