I'd plan your booth in the following criteria:
In regards to People, I wouldn't have only marketing people in the booth, especially if you want to close deals during this conference. Hence, have your experts from different functions and/or industries actively engaging with the attendees throughout the conference at all times.
For content, have a clear message. Keep simple at your differentiation factors and services provided. The content should be interesting enough so that attendees will be eager to approach your booth to continue the conversation.
In design, first of all, think that you are on the other side of the booth and imagine what you'd like to see and hear from your company.
Some tips include to have plenty of business cards, small and medium displays with clear colors and font types that translate your brand. You can also be more innovative and have some VR game or something to keep people engaged for longer times.
To have a great booth can take time and money. So plan ahead accordingly with your priorities, goals & budget