IFD Tradeshow GTM Strategy 

How it started

• IFD’s flagship product (internal fault detector sensor) had long sales cycles (2–15 years), slowing growth

• Digital channels (social, ads, website) proved ineffective for this conservative customer base

• Tasked with creating a new GTM channel to accelerate lead qualification and strengthen pipeline progress

Approach & Process

• Conducted analysis of buyer behavior: customers valued face-to-face trust over digital marketing

• Evaluated existing marketing efforts → scattered, not driving qualified opportunities

• Identified trade shows and industry events as the most influential channel for:

  • 1. Accessing decision-makers & influencers

    2. Building long-term trust relationships

    3. Educating customers on new digital product line

• Designed a structured GTM framework:

Tradeshow selection based on target audience fit

Clear lead qualification process

Strategy to identify & nurture internal champions within buying organizations

Execution

• Built a trade show calendar (2022–2025) aligned with flagship + digital product focus

• Developed SOPs for pre/during/post-event: lead capture, follow-up cadence, CRM tracking

• Orchestrated lunch & learn sessions + one-on-one meetings to strengthen trust

• Tailored messaging playbooks for influencers vs. decision-makers, ensuring each interaction pushed leads deeper into the pipeline

• Expanded presence beyond legacy shows → added digital innovation–focused industry events to introduce new offerings

Impact & Results

✅ Tradeshows became a primary GTM channel for IFD 

✅Improved lead qualification process → faster identification of decision-making champions   

✅ Increased pipeline velocity: more meaningful discussions earlier in the sales cycle 

✅Enabled sales to pursue digital transformation opportunities while reinforcing mechanical product trust

✅Positioned IFD as both a trusted legacy provider and a future-ready digital player