The document provides 3 reasons why tradeshow marketing programs may be failing: 1) Little or no pre-show and post-show marketing to effectively promote the booth and what attendees can learn. A multi-channel approach with personalized outreach is recommended. 2) Poor follow-up on leads as many are never contacted after the show. Quick and thorough follow-up is important. 3) Exhibiting at the wrong shows, meaning in front of the wrong target audience. Constant evaluation of interactions and closed business from each show is needed to assess performance.