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Trade Show Revenue Made Measurable for the First Time

gme supply

Industry

Industrial Safety Equipment Distribution

Challenge

GME Supply exhibits at dozens of trade shows a year but couldn't prove any of it drove revenue. Data was split across their ERP, HubSpot, and spreadsheets, so reporting was a reconciliation exercise and budget calls ran on intuition.

Results

For the first time, GME can see exactly which trade shows drive revenue — with 98.2% source-verified attribution accuracy across every event contact, delivered in just 90 days from kickoff to live dashboard, spanning 60+ trade shows measured across the year. The data didn't just validate spend — it reframed GME's entire trade show strategy. Attribution revealed that 35% of event-influenced revenue came from expanding relationships with existing accounts, exposing trade shows as a powerful account-expansion engine, not just a lead-generation channel. This is a signal leadership never had the visibility to act on before.

Key Product

HubSpot Data Hub Pro + Trade Show Attribution Build

www.gmesupply.com/
98.2%
Attribution Accuracy
90d
To live dashboard
60+
Tradeshows Measured
35%
Revenue From Account Expansion

"If you've spent any time with trade shows as part of your marketing function, you know how cumbersome it can be to actually track your lead data in any meaningful way. Huify built out our trade show and email attribution in HubSpot from the ground up: multi-touch and first-touch logic, a 14-day attribution window, a Leadership Dashboard, and email attribution down to the order. What set them apart wasn't just the technical build. They helped us think through what attribution logic actually fits our business, surfaced insights we hadn't seen before (like the share of net-new contacts coming out of events), and tuned the reporting to how I actually consume data. Weekly communication was clear, iterations were fast, and the reporting is now something I use to make decisions. Highly recommend Huify for any team serious about measuring marketing performance."

John Medina

Senior Marketing Leader @ GME Supply

GME President Ryan Keogh photo

About GME Supply

GME Supply is a B2B industrial safety equipment distributor — fall protection, PPE, and tower/comms gear — operating a family of e-commerce brands including GME, Columbia Safety, and Far West. They run HubSpot for marketing and light sales, with P21 as their ERP source of truth, and grow through an active M&A strategy. Trade shows are a core part of their go-to-market, with lead scanning happening on the floor at events across the year.

The Challenge

GME invests heavily to exhibit at dozens of trade shows annually, several among its largest marketing line items — but had no defensible way to connect that spend to revenue. HubSpot's native event-revenue field was tied to a once-a-year tool and sat empty, so the marketing team mapped event value to invoices by hand. Reporting lived across the ERP, HubSpot, and spreadsheets, and each system answered the same question differently. In their own words, reporting had become "a reconciliation exercise instead of insight," where two people could pull the same metric and get different answers. Budget conversations ran on intuition, not numbers leadership could trust.

The Solution

Huify started by renegotiating GME's HubSpot renewal directly with HubSpot — packaging a Data Hub Pro upgrade and a separate team portal into the deal — then used that foundation to build a trade show attribution model from scratch.

The team classified every trade show contact using source-based logic (event imports, landing pages, registration dates) and validated company identities through business email domains. Applying first-touch and multi-touch attribution with a 14-day new-client window, they tied each contact back to real invoice revenue and surfaced it in a Leadership Dashboard covering trade show ROI, campaign performance, pipeline health, and email trends. Alongside the build, Huify cleared thousands of hard-bounce contacts to cut marketing-contact costs and improve deliverability, connected email attribution down to the order, and documented every step in SOPs so GME's team could own the system after handoff. Weekly standups plus async Slack kept the project moving with tight, visible communication.

The Results

For the first time, GME can see which trade shows actually drive revenue — at 98.2% source-verified attribution accuracy across every event contact. The data reframed their strategy: roughly a third of event-influenced revenue came from existing accounts re-engaged at shows, while under 1% came from truly net-new event contacts. Trade shows turned out to be an account-expansion engine, not just a lead-generation channel — a signal leadership had never been able to quantify. The result is marketing measurement GME didn't have before: reporting the team uses to make budget decisions instead of defending guesses.

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