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Build a Claude app that scores trade show exhibitor lists against your ICP and splits the floor between BDRs
Picked and checked by Olga Pearson, SalesUpLevel
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Reported by Sequel.io's VP of Marketing: the BDR who built the app had a 46% conversation-to-demo booking rate last quarter (46% of calls where he reached someone became a booked demo), against a 10-12% cold outbound benchmark their dialer vendor cited.
At Sequel.io, a BDR built his own Claude app that enriches trade show exhibitor lists against the company's ICP, divides the floor between him and the other BDRs, and tracks who each one has pitched. A second BDR built "Radar", an app that shows how hot each prospect is by how close it sits to the center of a radar screen. Their VP credits list quality, not better cold calling, for the result.
By Kathleen Booth, VP of Marketing at Sequel.io (her BDR team built the apps) · LinkedIn post ↗ · Jul 31, 2026
If you sell: build the list tool before the next event
- Export the exhibitor list for the next trade show you or your buyers attend.
- Have Claude enrich each company and score it against your written ICP, with a one-line reason per score.
- Drop the poor fits and rank the rest from hot to cold.
- Split the ranked list between the BDRs working the event so no one doubles up.
- Track who has pitched which booth, and call the top accounts first before and after the show.
- Compare conversation-to-meeting rates for this list with your usual cold lists.
You are helping our BDR team work a trade show. Our ICP: [industry, company size, tech stack, buyer titles, disqualifiers]. Here is the exhibitor list: [paste company names and websites]. 1) For each company, give a fit score of 1-5 against the ICP, with a one-line reason. Say 'unknown' when you can't verify something; don't guess. 2) Drop anything scored 1-2. 3) Sort the rest from hottest to coldest and split them evenly between these BDRs: [names], so each gets a mix of hot and warm accounts. 4) Output a table with these columns: company, booth number, score, reason, owner BDR, pitched (Y/N).
If you lead a team: roll it out
- Give BDRs Claude access and one real list problem to solve.
- Have whoever builds something demo it, then track conversation-to-meeting rate on those lists against your cold lists.
Watch out for
- The 46% comes from one BDR over one quarter, and the benchmark came from their dialer vendor's account manager.
- She credits list quality. The app helps because it gets rid of bad fits, so you still need a written ICP.
- It's built for trade shows. Event lists can perform differently from normal cold lists.
Source: Kathleen Booth, LinkedIn post, Jul 31, 2026. Results are as reported by the source; we did not measure them.
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