Planning, partnering, being spotted and stealing the show. That's what conferences are all about.
The benefit of attending conferences with a booth is usually heavily debated within companies. Arguments are predominantly based on gut feelings instead of data and who can really blame someone for it; it is almost impossible to keep track of ROI for exhibits. You never really know how well people remember your brand and even though you might not get any leads at the conference itself maybe, they want to do business with you a year later.
However, if done well conferences are still huge lead generators.
Conference strategy support consists of:
Creation of content calendar
Outsourcing pre-show outreach (making appointments through partnering program)
Exhibiton wall design
Conference playbook creation
Booth traffic attraction tactics