Just Released: The Ultimate Lead Capture Playbook for Trade Shows & Events
The Ultimate Lead Capture Playbook for Trade Shows & Events
Avanos Medical is a leading healthcare company focused on improving patient outcomes through innovative medical devices. Within the organization, Trina serves as the Tradeshow & Event Manager for the National Tradeshow Program. She oversees the planning, execution, and lead capture strategies for Avanos’s major events across the U.S. When Trina stepped into her role, Leadature was already in place as part of Avanos’s event operations — a platform that has since become integral to how her team runs and measures success at trade shows.
“Leadature is built around your business needs, easy for teams to adopt, and backed by terrific customer service. It’s been a game-changer for us.”
Before adopting Leadature, the Avanos team faced a fragmented and inconsistent event workflow. Each trade show provided its own lead capture vendor or tool, leading to a lack of standardization across events. With no centralized process or unified reporting, tracking event ROI was an uphill battle.Leads were captured through various random systems, often manually, which delayed follow-ups and created room for data errors. Reporting was time-consuming, and visibility into what worked and what didn’t was limited. As Trina describes it, “Every event was different, and that made post-show reporting and follow-up really challenging.”
The main pain points were clear:
When evaluating solutions, Leadature stood out as the platform that could finally bring consistency, reliability, and scalability to Avanos’s event program. It offered a customizable system that could handle the complexity of multi-brand, multi-event operations — while remaining simple for booth teams to use on site.
Beyond the product, the team found Leadature’s customer support and partnership approach unmatched. “Leadature provided better integration, ease of use, and superior customer support compared to other platforms we evaluated,” Trina explains. The ability to standardize processes across dozens of shows, while integrating seamlessly with Avanos’s internal systems, made the decision clear.
Since partnering with Leadature, Avanos has used the platform to unify its lead capture and event data operations across hundreds of shows. From 2013 through today, Leadature has powered more than 600 events across both Halyard Health and Avanos.
When Avanos spun off from Halyard in 2019, Leadature continued to support the new brand’s growth — providing a single, integrated system for capturing, qualifying, and managing leads. Each event now uses consistent workflows, with real-time data flowing into Avanos’s centralized system.
The Leadature team, particularly John, has worked closely with Trina’s team to ensure every event runs smoothly. Whether supporting multi-brand activations or refining survey logic for more targeted qualification, the collaboration has remained proactive and flexible.
The impact of Leadature on Avanos’s event program has been transformative.
Leadature has allowed Avanos to streamline workflows, ensure cleaner data, and measure event ROI with greater confidence. Trina summarizes the partnership best: “Leadature has completely streamlined our tradeshow process. Now, all our event data flows into a centralized system, which makes it easier to track leads, measure success, and improve ROI.”
As Avanos continues to evolve its event strategy, the focus is on maximizing the value derived from Leadature. Trina and her team are exploring additional automation and integrations to make event reporting even faster and more dynamic. “Our goal is to make sure we’re using everything Leadature has to offer,” she says.
When asked what keeps her team coming back year after year, Trina is quick to credit the partnership: “The Leadature team, especially John, has been an incredible partner — always responsive, helpful, and proactive. Whether it’s phone, text, or weekends, they understand that events run 24/7 and they’re always there when we need them.”
For Avanos, Leadature isn’t just a vendor — it’s a trusted extension of their team. Customizable, easy to use, and reliable, the platform has become the backbone of how they capture, manage, and convert leads from every event. Or, as Trina puts it simply: “Leadature is built around your business needs, easy for teams to adopt, and backed by terrific customer service. It’s been a game-changer for us.”
