--- title: Blum digitalizes trade shows and field sales | snapAddy url: https://snapaddy.com/en/resources/success-stories/julius-blum lang: en description: How Julius Blum GmbH digitalizes visit reports and keeps CRM data current with snapAddy VisitReport and DataAgents. Read the success story now. keywords: [blum, digitalizes, trade, shows, field] category: success-story last_modified: 2026-07-17T14:10:58.888Z --- # Blum digitalizes trade shows and field sales worldwide with snapAddy. [All success stories](https://snapaddy.com/en/resources/success-stories.md) 400 people at a trade show, 600 field reps worldwide, up to 1,200 accounts per sales rep in the CRM: to keep pace with these volumes of data, Julius Blum GmbH has relied on snapAddy for several years. success-story-blum Blum at its trade show booth Mathias Schreier **Mathias Schreier**, Process Designer CRM, Julius Blum GmbH Nancy Fink **Nancy Sarah Fink**, Process Expert CRM Asia Pacific, Julius Blum GmbH ## The results for Blum: - 3,300 digital visit reports with VisitReport at the Interzum 2025 trade show - 60% more visit reports from field sales in England - 50% more tasks created in the CRM system - CRM data maintenance with DataAgents - planned rollout to 600 field sales reps ## Hundreds of reports, weeks until follow-up. Every two years at Interzum in Cologne, the world's leading trade show for the furniture industry, around 400 Blum staff from across the globe man the booth. For decades that meant pre-printed A4 forms for visit reports, business cards stapled on, handwritten notes. After the show, the stacks of paper travelled from Cologne to headquarters in Höchst, Austria, where they were sorted by country and forwarded internally. Sales teams in the US, England or Australia received the reports for their territory only weeks later, and potential opportunities and follow-up activities went unaddressed. The problem was well known, and there had already been early attempts at a fix. Blum had worked with competitors' tools that improved the paper process but never really replaced it. When Nancy Sarah Fink was tasked with rebuilding the trade show process, her research led her to snapAddy. “The scanner worked the very first time we tried it, and we can manage the various events, users and custom questionnaires ourselves through snapAddy's intuitive web interface. So the decision came quickly,” Nancy Sarah Fink recalls. ## 2,900 visit reports on the first outing. In 2023, Blum used snapAddy VisitReport for the first time at Interzum. 400 staff from around the world captured their conversation notes digitally, right at the booth. By the end of the show, 2,900 visit reports were available in the SAP Sales Cloud, ready for immediate follow-up. The first positive feedback from the sales team came in while the show was still on: “Colleagues from sales came up to me and said they only wanted to do the next show with snapAddy. They didn't want to go back to the old paper visit reports.” What used to be mandatory suddenly became a matter of personal initiative. Mathias Schreier sums it up: “Before, it was 'we have to.' After, it was 'we want to.'” ## What works at the trade show works in field sales too. After Interzum, internal demand grew quickly. Selected pilot markets got snapAddy for their local trade shows, and it went down well there too. At some point the field reps asked the obvious question: why only at trade shows? Rather than starting with all 600 field staff at once, Blum picked the sales teams in England and Austria for a pilot. The approach was deliberately low-threshold: whoever wanted snapAddy got it. The questionnaires in VisitReport were tailored to each market and customer segment, different ones for retailers than for carpenters. Thanks to VisitReport, 60% more visit reports land in the SAP Sales Cloud, and 50% more follow-up tasks were created compared with the previous year. Customers notice the difference too, and appreciate getting answers at record speed. Office Blum ## No sales rep can keep thousands of accounts up to date. Having structured visit reports in the SAP Sales Cloud is a big step forward. But as the volume of CRM data grew, the next challenge came up for Blum: how do you keep thousands of contacts current? “One of our field colleagues told me he looks after 1,200 accounts in our SAP Sales Cloud. It's simply impossible to keep all that master data up to date at all times. He's a salesperson, not a data manager.” **Mathias Schreier** That's why, after the successful rollout of VisitReport, Blum decided to implement snapAddy DataAgents as well. The key feature for Blum: connecting personal and shared mailboxes with DataAgents and the SAP Sales Cloud. When an email comes in, DataAgents reads the signature, spots new contacts and proposes the necessary changes to existing data in the CRM. For now the changes are confirmed manually, but the goal is to automate as far as possible. Nancy Sarah Fink on the effect: “The field rep doesn't have to do a thing. Their data in the CRM is simply up to date.” ## Blum rolls out VisitReport worldwide. In each of the five international regions – Americas, Europe West, Europe East, Middle East & Africa and Asia Pacific – Blum is currently building up its own snapAddy expert. The goal is for every region to set up, administer and adapt events autonomously, without involving headquarters. In parallel, a direct integration between snapAddy and the SAP Marketing Cloud is being implemented, so that trade show contacts will flow automatically into marketing automation via workflow and follow-up emails go out the same day. And in field sales, the potential isn't exhausted either: Blum wants to roll out VisitReport step by step to all 600 field reps worldwide. On top of that comes Kiosk mode: at training centers and showrooms worldwide, visitors will be able to enter their data themselves on a tablet, without a Blum employee having to step in. “Every single person in Blum's sales organization knows snapAddy by now. And when we look at usage again a year from now, I'm sure we'll have done plenty of new things with snapAddy all over again.” **Nancy Sarah Fink** See how snapAddy [VisitReport](https://snapaddy.com/en/products/visitreport.md) and [DataAgents](https://snapaddy.com/en/products/dataagents.md) work in your company. [Book a Demo](https://snapaddy.com/booking) ### Julius Blum GmbH at a glance. Julius Blum GmbH is an Austrian family business headquartered in Vorarlberg. Around 10,000 people work in Austria and across more than 35 subsidiaries worldwide. The company is one of the world's leading manufacturers of furniture fittings and is active in over 120 countries. Despite its industrial scale, Blum deliberately relies on personal customer contact and a wide-reaching field sales force. **Industry:** Furniture fittings / Industrial manufacturing **Employees**: 10,000 worldwide **Headquarters**: Höchst, Vorarlberg, Austria **CRM**: SAP Sales Cloud **Other systems**: SAP Marketing Cloud VisitReport in use since: 2023 **Other snapAddy products:** DataAgents