Manifest 2025 Insights: How to Master Lead Generation & Data Enrichment for Conferences
Manifest 2025 has become a premier supply chain event for lead generation, but with rapid growth comes the challenge of identifying quality prospects—leading companies to adopt invite-only events, interactive booth strategies, and advanced lead enrichment tools while prioritizing multi-touch attribution and data accuracy to maximize ROI.
- Bigger events don’t always mean better leads—strategic filtering is essential.
- Private, invite-only gatherings often yield higher-quality connections than booth traffic.
- New lead enrichment tools are challenging traditional platforms like ZoomInfo and HubSpot.
- Multi-touch attribution is critical for long sales cycles.
- Human intelligence still plays a key role in data accuracy.
Why Manifest 2025 Matters for Lead Generation
The Manifest 2025 conference in Las Vegas has solidified its status as a must-attend event for supply chain and logistics professionals. Attendance has skyrocketed from 1,400 just three years ago to over 5,000 this year, offering unparalleled opportunities for networking, lead generation, and data enrichment. However, this growth presents new challenges in identifying and engaging the right prospects.
The Evolution of Manifest
Manifest has rapidly become a premier supply chain technology event, offering a mix of educational sessions, networking, and entertainment—including a standout performance by Flo Rida. While the growing attendance signals success, it also raises concerns about the quality of connections. Attendees found value in the event’s networking app but noted challenges in filtering for decision-makers.
How to Improve Lead Generation at Conferences
Traditional lead generation tactics are evolving, with companies adopting more strategic and creative approaches.
1. Private, Exclusive Events
Instead of relying solely on booth traffic, companies are hosting invite-only gatherings in hotel suites or top venues. These events foster deeper connections and often yield better-qualified leads than traditional booth interactions. The key is to create an exclusive feel while extending real-time invitations to high-potential prospects.
2. Booth Strategy Makeover
Gone are the days when swag and brochures were enough to attract attention. Companies are focusing on interactive elements to spark conversations. For instance, one exhibitor used Rubik’s cubes as conversation starters—an example of how a simple prop can drive engagement more effectively than traditional marketing materials.
Advancing Lead Enrichment Strategies
As companies look to maximize ROI, investing in the right data enrichment tools is crucial. While established platforms remain popular, newer solutions are emerging as cost-effective and accurate alternatives.
Emerging Lead Enrichment Tools
- Folk – A French CRM platform focused on social selling, with competitive pricing ($25-$50 per seat).
- Orbital – Gaining traction for its high accuracy, possibly due to human-verified data.
- Industry-Specific Databases – Resources like RigDig, FMCSA, and Brush Pass Research provide specialized data for transportation and logistics.
Traditional Platforms Under Review
- ZoomInfo – While comprehensive, concerns about cost and data accuracy persist.
- HubSpot – Recent pricing changes for enrichment tools have prompted some users to explore alternatives.
- Sales Intelligence Tools (e.g., Sales Loft) – While powerful, proper implementation is key to effectiveness.
How to Measure Event ROI Effectively
Tracking event ROI remains a challenge, but marketers are shifting toward more strategic attribution models.
Event ROI Measurement Best Practices
- Tracking the number of qualified leads from each show.
- Monitoring deals opened as a result of event interactions.
- Using multi-touch attribution to assess both first and last touchpoints.
- Implementing CRM tracking to tie revenue back to specific events.
Beyond Basic Metrics: Prioritizing Data Quality Over Quantity
Rather than focusing on sheer lead volume, companies are prioritizing:
- Unknown-to-known contact conversions.
- Lead qualification progressions.
- MQL-to-SQL conversion rates.
- Revenue attribution to specific marketing efforts.
Final Thoughts
As the supply chain technology space evolves, success in lead generation and enrichment will depend on a balanced mix of technology, human intelligence, and strategic relationship-building. Manifest 2025 made it clear: meaningful connections and data quality should remain top priorities for companies looking to optimize their sales and marketing efforts.
Next Steps: Boost Your Lead Gen Strategy
Want to join the conversation? Ask Jennie Malafarina about WILMA (Women in Logistics Marketing Alliance). We meet once per month and talk about hot industry topics to help one another out!
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