Innovative tools are reshaping how exhibitors engage and follow up with prospective clients they meet at trade shows. One such tool gaining traction is Backtrack, an AI meeting recorder specifically designed for exhibitors.  

At the International Association of Exhibitions and Events (IAEE) Expo! Expo! in December in Los Angeles, we sat down with Jordan Walker, co-founder of Backtrack, who shared the exclusive news about a partnership with the Association for Talent Development (ATD) for its 2025 ATD International Conference & EXPO, which will be held May 18-21 in Washington, DC. We also discussed how this technology is maximizing trade show engagements. 

Read highlights from our conversation below or watch the full interview here. 

Context 

Backtrack is an AI-powered tool that aids exhibitors in capturing and retaining crucial information gathered during trade show conversations. As Walker explained, "We hear a lot of times where exhibitors don’t remember who they talked to or what they talked about. It turns out 75% of information is lost within 24 hours." Backtrack ensures the most important details of each conversation are recorded and easily accessible, preventing information loss and streamlining follow-ups. 

Related: Tech News: New AI Booth Sales Assistant Poised to Upend Traditional Lead Capture 

New Partnership 

At ATD 2025, "Our technology will be there assisting all 300 exhibitors,” Walker said. “They're pumped. We're pumped." This collaboration marks a significant milestone for the company and showcases the growing interest in AI solutions within the events industry.  

 "Backtrack is an exhibitor's best friend—an AI-powered companion that enriches lead data and ensures every opportunity is nurtured. The result: Better follow-ups, stronger connections, and improved ROI," said Backtrack Co-founder and CEO Hunter McKinley.

User Experience 

The process is simple. After snapping a picture of a badge, Backtrack retroactively saves the last few minutes of the dialogue, enriches any missing contact information, provides a summary, and sends it all to the user's CRM. Walker highlights its utility, stating, "When you get home, you don't have to worry about adding notes in or anything like that. It's already there, ready to go for you." This feature can significantly reduce post-event workload and ensure team alignment, he said. 

Transparent Pricing Model 

Discussing pricing, Backtrack offers a straightforward plan. "The pricing for Backtrack is really transparent,” Walker said. “It's $250 per person per event. No hidden costs or anything like that." This model provides flexibility and ease for show organizers and exhibitors, ensuring there are no unexpected fees. Plus, with no need to carry additional equipment, users only need their smartphones, making it an intuitive choice for tech-savvy professionals, he added. 

Origin story 

Backtrack's journey started about a year ago, with founders testing their product in environments mimicking trade show conditions to ensure effectiveness. "Hunter [McKinley] and I were going to concerts, trying to recreate what a trade show situation is like," Walker explained. Their commitment to creating a reliable product is further underscored by the impressive $11 million raised, with backing from influential investors like Salesforce and Florida funders. 

Looking ahead 

Backtrack represents a significant leap forward in the way exhibitors collect and use data at trade shows. This tool does more than enhance efficiency—it ensures continuity and context in post-event sales processes, Walker said. "It helps exhibitors track their ROI at the show and smoothly continue that sales process when they get home," he said. 

Main image: ATD 2024 Credit: ATD