How Garrett captures more qualified event leads than ever before.

Garrett Metal Detectors attends more than 15 trade shows in a typical year, and shows are the company's number one source of marketing. But the way Garrett was capturing leads at those shows had not changed in years. Reps were collecting business cards, paying extra for show scanner licenses, taking notes on notepads, and snapping photos of badges on their phones. After each event, every contact had to be entered into HubSpot by hand. Some never made it in at all. Michael Womack, who runs HubSpot at Garrett, recently found contacts buried in his camera roll from events two years ago that had never been entered into the system. He assumed others on the team had the same problem. Of the leads that did get into HubSpot, less than half ever received more than a single follow-up. For a company whose pipeline depends on shows, that was a lot of money walking off the floor.

Garrett moved to Mobly for capture across all of its events and built two HubSpot workflows on top of it. The first fires the moment a contact is enriched, sending a thank-you email from the booth, usually inside 24 hours of the scan. The second round-robins any unowned contact to a sales rep five business days after the event so nothing sits ownerless. Mobly enriches the badge data, eliminates the manual entry, and lands a complete record in HubSpot the same way every time. Reps don't have to remember to do anything after the scan. The data is consistent enough that Michael can see who is scanning and who isn't, and that visibility has changed the culture on the show floor. After each event he sends an email showing the top scanners. At one event, two reps started competing to see who could capture the most. "I am sure they would go back to the old way," Michael says, "but we are going to try and prevent that. Mobly is giving us so much more data and value on the shows we attend that I can't see why the old way would even be considered."

After eight events on Mobly this year, Garrett has captured more contacts at every repeat show than they did the year before. At one event, the team gathered more contacts than they had in the past three years at that same show combined. Every contact now gets at least the booth thank-you email, and more than 80% receive an active sales follow-up. The volume and quality of contacts entering HubSpot is already higher than it has ever been. The bigger shift is in how Garrett plans events. Instead of showing up and hoping reps remember to scan, the team is now setting target contact counts per show and using Mobly's data to decide where event dollars go next year. "This was a huge shift for Garrett," Michael says. "Shows are our number one source of marketing, and it is critical that we maximize this effort."