Get Better Leads at Your Conference | Bill Kenney
In this episode of LifeSci Continuum, I sit down with Bill Kenney, Founder of MEET (My Expo & Event Team), to unpack why most life science and med device trade show strategies fail—and how to fix them.
Bill works with international life science and medtech companies looking to break into the U.S. market and transform events—both regional and national.
We go deep on:
Why casting a wide net leads to “prospect creep” and diluted messaging
How to design your booth and message to attract only high-value prospects
The importance of problem-first communication (not product features)
Using smaller, local events as strategic proving grounds to test and optimize before big national shows.
How customer density drives repeatable sales models—and why most startups ignore this critical early move.
Bill brings a wealth of insight from years of helping companies sharpen their event strategy, align in-person sales and marketing around a shared goal, and stop wasting time chasing the wrong leads.
Some tips on standing out at your conference or show
For founders and commercial leads looking to stand out on a crowded trade show floor and drive the right traffic to their booth, the winning combo is: interactive engagement, AI-powered tools, and a splash of unexpected delight. Here are a few expert-level ideas that go beyond the usual tchotchkes and posterboards:
AI-Powered Persona Match Quiz
Set up a sleek iPad or touchscreen station at your booth where visitors can take a 1-minute interactive quiz:
"What kind of researcher/clinician/investor are you?"
Use AI to match their responses to different solutions you offer—then hand them a personalized takeaway (PDF, print card, link to demo) that speaks directly to their use case or pain point.
Why it works: People love content about themselves, and you gain valuable segmentation data in return.
Live ‘Problem Wall’ with Real-Time AI Ideation
Dedicate part of your booth to a writable wall or digital board where attendees can post their biggest pain points. Behind the scenes, use GPT-based AI to generate potential ideas or reframed problem statements in real time.
Offer to email them a tailored white paper or roadmap that addresses their input—crafted post-show using that data.
Why it works: It turns the booth into a feedback loop and positions you as a listener and collaborator, not just a seller.
Augmented Reality (AR) Demos with Immersive Layers
Rather than handing someone a data sheet or trying to explain your tech on a static banner, use AR (through a phone or tablet) to let visitors overlay your product or system into their environment.
Think:
Visualizing your device in a lab bench layout
Exploring how your AI algorithm plugs into their clinical workflow
Why it works: It personalizes the abstract and makes your solution tangible—even if it’s software.
Post-Event AI Concierge Follow-Up
Let booth visitors opt into a concierge-style AI follow-up. For example, after a scan or signup, they receive an email: "Hey, I saw you were interested in XYZ. Over the next 3 days, I’ll send you 3 short insights or case studies that might help."
Powered by AI, personalized by segment, and timed to maintain post-event momentum.
Why it works: Most leads go cold. This gives your brand a memory and a voice—without manual effort.
Mini “Voice of the Industry” Video Booth
Offer a quick video booth experience where attendees can record their thoughts on a specific industry challenge (30 sec max). Use AI transcription + summarization to compile a post-show “State of the Industry” montage or blog.
Why it works: They become the content, and you become the platform. Plus, you create valuable UGC for later.
Follow Bill: / founderandcdo
Contact Bill: https://meshagency.com/lets-connect/
Video Podcast: / @billschickfcmo
Audio Podcast: https://www.buzzsprout.com/2380430
Follow Bill Kenney: / bkenney