Hot leads go cold fast. The window between a great booth conversation and a booked meeting is shorter than most teams think. In this Pavilion Demo Day session, Tom Banton from LeanData’s solutions team walks through a live example of routing, scheduling, and campaign attribution. All of it is triggered by a single QR code on the trade show floor. And the bonus: setup time is under 10 minutes.
What You’ll Learn
- How a single QR code triggers routing, scheduling, and campaign attribution in Salesforce.
- How LeanData matches a new lead to an existing account and surfaces the right rep’s calendar instantly.
- How to capture leads who show interest but do not book, and automatically notify the account owner.
- Why the same flow works for demo requests, event registrations, and webinar follow-ups.
The Problem: Leads That Never Become Meetings
Every field marketer and sales rep has been there: You have a strong conversation at the booth. The prospect is interested. You take notes, connect on LinkedIn, and flag the lead as hot. Then you wait for it to travel from the event to marketing, to the SDR, to the account executive.
That handoff takes time. Time kills deals.
Research on speed to lead consistently shows that response time is one of the strongest predictors of conversion. At a trade show, the problem is compounded. Your prospect is walking the floor, talking to competitors, and losing context with every passing hour.
The traditional event workflow creates three specific gaps:
- Routing delay: The lead has to be manually assigned after the show.
- Attribution gaps: Form submissions rarely connect back to the right Salesforce campaign without manual tagging.
- Fallback failure: Leads who show interest but do not book a meeting often fall through the cracks entirely.
Tom Banton and LeanData’s marketing team built a playbook: the Trade Show FastPass, to eliminate all three.
How It Works: Four Simple Steps
The workflow uses two LeanData products together: BookIt for scheduling and LeanData Orchestration. A prospect scans a QR code at the booth. That single action triggers a four-step sequence that routes the lead, books the meeting, and captures attribution in Salesforce.
Step 1:
Lead Capture via BookIt
Step 2:
Routing Logic
Step 3:
Campaign attribution
Step 4:
Fallback capture
The core flow takes less than 10 minutes to build in LeanData. Then, the LeanData MOps team spent roughly an hour connecting it to the production Salesforce instance. Four components total: the BookIt link, the routing flow, the campaign attribution step, and the fallback capture node.
Beyond the Trade Show Booth
The same four-step flow applies to any scenario where a form submission should result in a booked meeting. Operations teams can deploy it across multiple GTM motions without rebuilding from scratch.
The underlying logic is the same in each case: capture the signal, match to the account, route to the right rep, book the meeting, and attribute the submission. That consistency is what makes this a reusable GTM orchestration pattern rather than a one-off event hack.
For teams running post-event follow-up workflows, this flow removes the manual steps that typically slow down pipeline creation after a show.
About the Presenter
Tom Banton leads the solutions consulting team at LeanData. He deployed this flow across multiple field events, including Forrester B2B Summit in Phoenix. He built it alongside LeanData’s own marketing team to solve a problem they were experiencing at the booth. The Trade Show FastPass is now running at three shows, with two more planned.
Webinar Transcript
Greetings. My name is Tom Banton. I run the Solutions team here at LeanData, and today I wanted to introduce you to something that we’re calling the LeanData Trade Show Fast Pass. It uses both our routing tool and our scheduling tool. So this picture over here is us at the Forrester B2B Summit event in Phoenix, Arizona. It happened the last week of April, so it was last week. That’s Ashley from our marketing team. Some of you might know James Crane from our sales team, and that’s one of our customers, and we’re working the trade show. And then you know this is actually us in the booth. And some of you might know this gentleman right here, that’s Rob. He actually built this flow based on an idea that we had. And if any of you have worked a trade show, if you’re an SC you know, you have that really excellent meeting with somebody, and you want to follow up with that customer or prospect immediately. And so you know, you try and mark the lead as a hot lead. You try and take notes. You try and connect with the customer as a LinkedIn, and I train my SCs, go find them in Salesforce, and find the sales person, and try and connect. And ultimately, what you’re hoping for is for that hot lead to make its way from the event to your marketing team, to the SDR, to the AE, and again, we have a saying that sort of time kills deals. So what we came up with was this idea of booking meetings right from the trade show floor. So this is me actually demoing to a prospect at that same show. You’re welcome to scan this code, but just know this is going to actually book a real meeting, and it’s going to come up with a demo day’s event that we just did Pavilion. So I really just want you to see that this is going to bring up a form, and probably you don’t want to actually book a meeting. This is more just so you can see how it works. But the idea here is that your prospect from the trade show floor would book a meeting, and what LeanData would do is it’s going to go find who the account owner is. It’s going to use our matching to see if that prospect or account already exists, and if it does, it’s going to schedule time with the person that you’re talking to. In this case, it would be me and the account owner and surface their combined calendar right from the trade show floor. Now the most important part is we’re also going to hit the event campaign. So at Forrester, we’re hitting the Forrester campaign. In the case of this QR code, we’re going to hit the Pavillion Demo Day campaign, because we want to make sure we’re getting, you know, credit to the event attribution and hitting that campaign and then again. And if, for some reason, you’re a prospect and you aren’t assigned, then we could go to a round robin pool. In the case of LeanData, we’ll go to an enterprise round robin pool or a mid market but as you all know, if you’re using LeanData, it could be based on territory, it could be based on industry. And to set this up, Rob, it took Rob about five minutes to build in LeanData, in about an hour for our marketing team to tie it all together. So I want to show you the four screens that tie this all together. So the first thing you have is you have our BookIt Link, all right, our booking link. And so if you did scan that code, you saw that asked you for your first name, your last name, your email and your company. And just know that there are ways that we could even default this information. The second thing we had to do is we had to go in and build out the routing link. And so this is where, when we, you know you, you filled out that information. We said, Hey, this is where we’re going to build that new lead. And then we look, does that lead already exist? If so, just schedule time with me and that owner, and know that this is built specifically for me, but if you had a big team, we could figure out who actually was the person they were talking to you. This doesn’t have to be Tom-specific alright. Now, again, if we didn’t find the person, we can use our matching to figure out who are we talking to. And again, if we can’t match to an existing prospect or record, and that’s when we might drop into a round robin pool. All right, so that’s how we scheduled the time and figured out which two calendars or which team calendars to pull. The third thing we needed to do was this is where we again, we took that lead, that activity of a new lead, and we added them to in this case of that QR code, the Pavillion Demo Days campaign. Again, this is a demo, so we built it out specifically. But you don’t have to have, you know, everything built per campaign, all right? And then again, one of the key things is somebody might actually. Look at the form and go, Oh, you know what? I’m not ready to commit to actually selecting a time now, so if they drop out of the loop, at least, we’ll capture that lead, and we’ll record that activity. And now we can notify the owner that says, hey, you know somebody met you at this trade show or attended the Pavillion Demo Days, and they, you know, they didn’t actually record a meeting, but that, you know, you can now reach out to and said, Hey, we noticed that you had this interest. Are you still interested? And they can follow up on it. And then again, you know, best of all, you know, LeanData is going to actually track all of those meetings. So here’s the meetings that, again, came from Pavilion and Forrester, and as my marketing team quickly pointed out to me, they probably wouldn’t actually use the reporting in LeanData. They would actually go to the campaign reporting in Salesforce. So again, four screens to set this up. It took us less than 10 minutes to build this and about an hour to deploy it in our production instance and again. You know, as we like to say here, you know, time kills deals, meetings are greater than leads. Yes, leads are a wonderful thing, but you know, what’s more powerful than a lead is a meeting. So with that, I really thank you for your time. If you have any questions, my name is Tom Banton, you can reach out to anybody at LeanData. We’d love to talk about this idea more with you. We’re really excited about it. We’ve rolled it out now at three shows. We’re going to roll out at two more and again, thank you for your time.
