Here's my advice regarding conferences and events in general, out of experience running a enterprise software startup with a decent marketing budget:

- Most of large conferences and shows are not worthy it, especially the expensive ones that "everyone goes to". People are too overwhelmed, busy and disperse. So both branding and lead generation is ineffective.

- Mid-sized ones are better, I mean, the more targeted ones, which focus on a special professional-groups with only a few booths and a cozy space you can network like crazy.

- Always try/pay to get a speaker spot. Negotiate a deal so it's "included" in the price. That's what gives you most visibility, draws people to your booth and kicks off lots of conversations.

- Don't grab speaking slots right after meals (lunch usually), otherwise you'll get a drowsy audience.

- The opposite is true too. If you have a speaker slot, try to get a booth so attendees can find you to extend the conversation.

- Put up the largest screen you can get in your booth or stand, close to the edge, so that passers-by can stop without fear of being harassed.

- Try to get a booth close to the speaker/conference area so that you can quickly draw people into your booth. Here's a trick: have different slide decks, focused on each of the talks being given (prepared in advance) relating your tech with that subject matter. Then run your decks in synch with the talks. After listening to a talk (ie "Mobile app churn"), many people want to stay in the momentum, they'll be immediately interested if they see "Churn Management Strategies" in big letters on your booth's screen.

- Focus on demoing the technology continuously instead of approaching people asking if they'd like a demo. People stop by when they see you demoing to someone (even if it's an accomplice). They want to listen in, but they don't want to be sold to.

- Don't spend money on swag. People that come for swag just want swag (or food). But have something handy (ie. a simple card-seized mini brochure that's not bulky) so people that stop by to see your tech but don't want to interact have something to grab on to that has your website on.

- Alcohol, if the conference allows it, at the end of the day is actually a great weapon for hearing out your (potential) users. Offer beer at the booth or sponsor a happy-hour. Don't expect to get leads or do serious branding. And don't over do it! (like building a whole Vodka bar with DJ music at the booth). This is more about doing F2F and socializing with people that want to share a drink with you after you take off your salesperson/marketing mask.

- Have your local reseller/partner (or salesperson) in the booth with you, as co-sponsor. Not just for costs, but they can do a follow up locally much better than your marketing team.

- Rent the badge reader option, so you don't have to clumsy exchange emails or biz cards. Also works great with antisocial attendees that are just watching your deck from afar. That's an instant email distribution list for doing a great follow up.

- And don't forget about the follow up email. To all attendees, offer a post-conference webinar where the same content is discussed again so they can share the link with their colleagues saying "you should hear this talk".

Measure everything (cost vs. leads). Make sure you repeat at the good conferences and don't insist with the bad ones. Good marketing is all about consistency.