Revenue conversations don’t get sharper by staying inside your own organization. They get sharper when you compare your numbers, your pitches and your close rates against the rest of the industry. Expo! Expo! IAEE’s Annual Meeting & Exhibition is the ONE EPIC EVENT where sales and sponsorship leaders from across exhibitions and events gather to trade the strategies that are driving revenue right now. Join them on 16-18 November in Milwaukee to learn how the sharpest minds in the industry are turning time on the show floor into measurable revenue growth.
Why Sponsorship & Sales Strategies is Worth the Investment
Sponsorship packages built around logos, lanyards and booth space are losing their power, and every sales leader in this industry knows it, even if they haven’t fully rebuilt their approach yet. The Sponsorship & Sales Strategies: Unlocking Hidden Revenue Opportunities learning track at Expo! Expo! 2026 is built for that exact moment of reckoning. It treats revenue growth not as a matter of selling harder, but selling smarter via better discovery conversations, sharper pipeline discipline, more strategic package design and a clear-eyed read on where untapped inventory is hiding in plain sight. Brought to you by T3 expo, this track is for the sales professionals who want their numbers to prove their strategy worked.
Sessions to Add to Your Schedule
From Conversation to Closed: Consultative Selling & Pipeline Discipline for the Show Floor
This session is built for sellers who already know the fundamentals but keep losing deals in the messy middle of the pipeline. Learn to run high-value discovery conversations under exhibition floor pressure, bring real discipline to stalled “maybe” deals and convert post-show conversations into qualified opportunities within a critical 72-hour window. Every attendee leaves with a one-page toolkit ready to use at their very next show.
Show Your Work: A Live Benchmarking Workshop
This session puts findings from a survey of more than 500 B2B exhibitors on the table and asks you to work through them live, identifying exactly where organizers are losing revenue across onboarding, lead generation and sponsorship activation. Evaluate your own event portfolio against the research and leave with a prioritized, specific list of where to focus next. This is analysis built for organizers who are ready to act.
Events Are Evolving for the Next Gen: Your Sponsorship Strategy Should Too
Explore what next-gen attendees actually expect, why festivalization is emerging as the industry’s response and why your sponsors are essential partners in that shift. Learn how to identify what your specific audience wants and translate that into a redesigned sponsorship strategy, complete with new activation ideas. Leave ready to reposition your sponsors as co-creators, not just checks.
Fill the Floor & Keep It Full
This session will break down how InfoComm approaches booth and sponsorship sales – from on-site sales strategy and selling by space versus by booth, to building tiered packages that drive upsell. Learn how platform data identifies retention risks and new revenue opportunities before they slip away. Walk away thinking of your show floor as a revenue engine, not just a floor plan.
Your Revenue Footprint Should Match Your Conference Footprint
This session will challenge you to look at every touchpoint your attendees pass through – the shuttle, the badge, the coffee station – and ask how many you’re actually monetizing. Drawing on 2026 Center for Exhibition Industry Research data and the American Society of Landscape Architects’ Non-Exhibit Space program, you’ll learn how to systematically monetize high-value touchpoints while protecting your brand’s integrity.
Closing the Show Floor Deal: Advanced Sales Techniques for Exhibitions and Events
This fast-paced 45-minute session arms participants with advanced consultative selling tactics built for high-pressure, time-compressed environments, from rapid lead qualification to closing deals amid constant distraction. Packed with real-world scenarios and practical frameworks, you’ll leave with techniques to handle objections on the spot and a post-event follow-up strategy that converts booth conversations into closed pipeline.
From Inventory to Impact: Creating Sponsorships Exhibitors Want & That Actually Work
What does it take to grow sponsorship revenue 99% in six years? Leaders from Emerald’s Design Group reveal how the Healthcare Design Conference + Expo did exactly that by reimagining inventory, spotting venue-specific opportunities, and building integrated sponsorship products across education, networking, digital media, lead generation and activations. Walk away with a practical playbook for packaging, pricing, and evolving your sponsorship inventory to increase value and improve margins.
Make This the Track That Sets You Apart
Sales and sponsorship leadership in this industry now belongs to the people who can point to the data behind every deal, not just the relationship. Expo! Expo!’s Sponsorship & Sales Strategies learning track arms you with the frameworks, benchmarks and real-world case studies to build a revenue strategy that holds up under scrutiny – from your exhibitors and your leadership alike.
