B2B marketers are going big on in-person experiences again after years of online-only interactions.
In 2024, experiential marketing budgets surpassed pre-pandemic highs, with in-person events returning as a central piece of the demand gen playbook. However, even as those events return, expectations have changed.
Hosting a well-attended activation is no longer enough. Marketers want tangible results, such as new leads, deeper buyer insights, and a stronger pipeline. Enter QR codes, which have emerged as a high-performing tool for bridging physical engagement and digital strategy.
From Passive Traffic to Active Signals
QR codes have gone from a convenience to a signal of intent.
When people choose to open up their device and scan one, they are making a conscious decision. In a trusted space, such as an industry event, that interaction is packed with meaning.
Fully 9 in 10 users engage with QR codes weekly, according to the 2024 State of QR Codes report. And, most important, they do it on their own terms. Event attendees use QR codes to access content, book meetings, download resources, or share contact info.
Each scan constitutes a moment of interest, and B2B marketers are finally starting to treat it that way.
The same study found that 84% of users are more likely to scan a QR code when the content is clearly aligned with their immediate needs. Yet many companies still link to generic pages or underwhelming experiences. The gap between expectation and delivery is where conversion gets lost and where smart strategies can make the biggest impact.
Why It Works for B2B
For marketers trying to measure impact beyond booth traffic, QR codes deliver. They create opt-in touchpoints that reveal who scanned, and they show the behavior behind the interest, such as which content they engaged with, when it occurred, and how they chose to interact.
That data can then be integrated into CRM and MAP platforms to support lead scoring, segmentation, and follow-up.
That approach appears to be working and generating impressive results:
- 89% of B2B marketers report that capturing and using event data has positively influenced their marketing strategies.
- 95% of businesses using QR codes say they've improved their ability to collect first-party data.
- 98% have noted a broader positive impact on marketing operations.
- 58% have reported measurable growth from adding QR codes to customer touchpoints.
In an environment where 61% of marketers say lead generation remains their biggest challenge, QR offers something few other tools do: high-intent engagement, permission-based data, and the ability to act on the information in near real-time.
Executing With Purpose
The right QR strategy isn't about dropping codes on banners and hoping for scans. The best-performing strategies treat QR as part of the complete campaign journey.
- Start with placement. QR codes should live where attention is natural, such as demo areas, lounges, and session-entry points. Avoid areas with rushing crowds and transitional spaces where scanning just doesn't make sense.
- Design is equally important. A QR code framed in your brand colors with a clear call-to-action performs better and feels more trustworthy. Make sure the value is clear. Tell people exactly what they'll get: "Download the 2025 Trend Report," not "Scan Me."
- Dynamic QR codes also give marketers more flexibility. You can update destinations on the fly, align offers with session schedules or speaker content, and even vary experiences by time or location. Marketing teams can also personalize content and optimize performance without reprinting signage.
Scaling the Follow-Through
The real advantage of QR codes is what they unlock after the event. For example, scans from a product demo can send tailored content based on what was viewed. Or, a digital business card scan can trigger an intro email from a rep.
Interactions can be scored and sorted, helping prioritize hot leads for Sales and automate nurture for everyone else.
When QR data flows into your systems, it adds a layer of insight that supports more strategic follow-up. For example, it shows what happened, who engaged, and what caught their attention so sales and marketing teams can tailor their outreach with precision. That's a powerful asset for both Marketing and Sales.
It also helps with event planning. Engagement trends, such as which assets were most scanned or when foot traffic peaked, can guide which booths or activations to repeat, rework, or retire next quarter.
The Bigger Opportunity
QR codes are changing the economics of engagement by delivering higher connection rates at lower cost while feeding better data into your demand engine.
The teams succeeding most aren't using QR codes as a novelty; they're building them into the core of their event strategy, using them to bridge the gap between live interest and pipeline action.
At the end of the day, effective marketing is about being seen, knowing who's ready to talk, and having the tools to respond.
More Resources on QR Codes and Events & Tradeshows
Six QR Code Do's and Don'ts for Events
Use QR Codes so You Don't Get Thrown Away After Tradeshows
Five Tips for Implementing a Successful QR Code Campaign
How to Use Visual QR Codes to Increase Customer Engagement 25%
