Successful trade show campaign

In hardly any other situation does a company make more interesting business contacts than at a trade show. This is why it is astonishing that these opportunities are often not truly exploited. Not so at Heller -- for the leading trade show AMB, this machine builder digitalized and professionalized the entire trade show preparation and follow-up. 


All measures were attuned to one another and linked to one another. For this, Heller used the cloud-based solution SAP Hybris Cloud for Customer.

Before the trade show:
•    Personalized invitation campaign
•    Automatic lead generation in the cloud system with registration via the landing page
•    Sending of confirmation e-mails and ticket codes

At the trade show:
•    Mobile lead recording in the trade show booth with business card scanning function
•    Direct transfer to inside sales
•    Automatic thank-you e-mails 

After the trade show:
•    Automated trade show follow-up with document sending
•    Classification of the leads and transformation into sales opportunities
•    Follow-up of the sales opportunities
•    Trade show evaluation

Overall, 700 leads were recorded and forwarded automatically on the two trade show days. Through digital lead management, the trade show follow-up was done much faster and the time gained was used purposefully to optimally assist new customers.



Posted on December 19, 2016 .