Roadshows didn’t disappear, they just got smarter. 5 reasons our clients love them
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At Minnac, we believe roadshows remain one of the most powerful tools in the B2B marketer’s arsenal — especially in life sciences, where complexity, trust, and innovation intersect. And yet, many teams are still hesitant to embrace them.
We get it.
Roadshows can seem resource-heavy, hard to measure, and logistically overwhelming. But with the right strategy and support, they don’t just connect—they convert. They accelerate.
These are the five objections we hear most — and the five reasons our clients now swear by roadshows.
1. “They’re too expensive and resource-intensive”
Yes, roadshows require investment — but their return is often underestimated.
- One high-quality roadshow can generate months of pipeline activity
- In-person engagement builds trust that digital alone can’t replicate
- Our modular “event in a box” format makes it scalable, even for lean teams
Our take: We design turnkey, budget-aligned roadshows that deliver impact without overwhelming your team, or your wallet.
2. “It’s too hard to prove ROI”
Long sales cycles can blur the picture — but that’s why smart tracking matters.
What we measure:
- Lead quality and funnel progression
- Post-event engagement and follow-up velocity
- Influence on existing deals and upsell opportunities
Our take: We define success with you upfront and build measurement into the campaign from day one—so you can connect the dots between events and revenue.
3. “What if no one shows up?”
It’s a common fear. But low turnout usually stems from poor targeting, not the concept itself.
What drives attendance:
- Persona-led audience curation
- Credible, engaging KOLs who attract the right crowd
- Localised content and regional relevance
Our take: We co-create compelling agendas and engagement strategies that fill the room, and keep people there.
4. “It’s too complicated logistically”
Multiple cities. Logistic hurdles. Competing calendars. We hear you.
Our take: From venue sourcing and AV to travel, speakers, and on-site execution—we handle the logistics so your team can focus on showing up and shining.
5. “We’re digital-first now”
Digital isn’t going anywhere — but it’s not everything.
- A handshake beats an open rate
- A live demo outperforms a static deck
- A real-time panel creates energy that webinars can’t match
Our take: We design hybrid and in-person experiences that amplify your digital efforts — not compete with them.
Why clients run roadshows
Beyond funnel acceleration, roadshows are used to:
- Launch new products or approaches with KOL-led education
- Break into new markets or regions
- Refresh positioning after a pivot or rebrand
What they get in return
- Marketing: High-intent data and measurable ROI
- Sales: Faster conversations, warmer leads, quicker closes
- Leadership: Tangible pipeline movement
- Customers: A tailored, memorable, trust-building experience
Real campaigns.
Real conversion.
Learn how two life sciences teams used Minnac’s roadshow model to move the needle on pipeline and positioning.
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