--- title: WAGO automates trade show leads in 18 countries | snapAddy url: https://snapaddy.com/en/resources/success-stories/wago lang: en description: How WAGO uses snapAddy VisitReport and DataAgents to capture 30,000 trade show leads in 18 countries and transfer them automatically to SAP Sales Cloud. Read the story. keywords: [wago, digitizes, automates, trade, show] category: success-story last_modified: 2026-10-08T11:58:48.396Z --- WAGO # WAGO digitizes and automates trade show lead processing in 18 countries. [All success stories](https://snapaddy.com/en/resources/success-stories.md) 30,000 leads, 18 countries, one standardized process: with snapAddy VisitReport and DataAgents, WAGO has fully digitized how it captures and processes trade show leads. What used to involve paper forms, manual data entry and hours of follow-up work now runs automatically, all the way into SAP Sales Cloud. Felix Tiemann of WAGO **Felix Tiemann**, Sales Process Analyst, WAGO Office Building of WAGO WAGO headquarters in Minden, Germany ## From paper forms to an automated process. Like many exhibitors, WAGO captured trade show contacts the traditional way for years: on paper. A first step toward digitization was scanning the collected business cards in a back room at the show itself. But the handwritten notes still had to be typed into a custom-built trade show editor before they could be transferred to the on-premise SAP CRM system WAGO used at the time. Retyping everything remained slow and error-prone. The move to SAP Sales Cloud at the end of 2023 was a chance to rethink the entire process. Implementation partner 4BRANDS REPLY, which had supported WAGO's Sales Cloud rollout, recommended snapAddy. Together with snapAddy, WAGO developed a solution that captures trade show conversations right at the booth and transfers them to the CRM without any manual re-entry. “After our very first meeting with snapAddy, we knew this was in a whole different league from anything we'd seen before.” **Felix Tiemann**Sales Process AnalystWAGO ## Digital trade show lead capture with VisitReport. Today, WAGO's sales teams capture their trade show conversations directly in snapAddy's VisitReport app. Contact details, conversation notes and other information are documented digitally and can be sent to SAP Sales Cloud in just a few clicks. Since the 2023 rollout, WAGO has been using VisitReport in 18 countries, including Germany, Poland, Switzerland, Spain, the USA and Canada. Around 30,000 trade show leads have been captured with the app so far. What WAGO values most is that the solution is intuitive and focused on the essentials. The teams adopted it quickly. “It takes just three clicks to get a trade show report into Sales Cloud and assigned to the right customer.” **Felix Tiemann**Sales Process AnalystWAGO WAGO also uses VisitReport's automatic thank-you emails to follow up with leads right after the conversation. Exhbition Booth of WAGO ## From digitization to automation with DataAgents. Since early 2026, WAGO has also been using DataAgents workflows, so digitization no longer stops at data capture. The collected leads are automatically checked, matched against existing CRM data and then created in Sales Cloud, complete with contact and company information. Country-specific exceptions that fall outside the regular sales process are also detected and handled automatically. After every trade show, each lead used to be opened, assessed and exported one by one. For a show like SPS, with around 1,500 leads, that added up to roughly 50 hours of clicking, even with a partly digital solution already in place. Today, most of that manual follow-up work is gone. The automatic duplicate check also improves CRM data quality. For example, it recognizes that a company name written with “AG” and the same name written with “Aktiengesellschaft” are duplicates, something the CRM's built-in checks don't catch. “When snapAddy showed us DataAgents workflows, I immediately had ideas for how we could use them. They give you a lot of flexibility, and there's almost no limit to what you can do.” **Felix Tiemann**Sales Process AnalystWAGO There's another advantage: some trade shows, such as Light + Building, open on a Sunday, when no one is working in the back office. Even then, the workflow can process the leads automatically. ## What's next. Now that the process is established in Germany, WAGO is planning to roll out the DataAgents workflows to more countries. There is also growing interest in using the solution beyond major trade shows, for example at small customer events with only a few contacts. Day-to-day use in field sales is playing a bigger role as well. The result: WAGO has not only **digitized** trade show lead processing but largely **automated** it, creating a scalable, globally standardized process. * * * Find out how snapAddy [VisitReport](https://snapaddy.com/en/products/visitreport.md) and [DataAgents](https://snapaddy.com/en/products/dataagents.md) can work for your company. [Book a Demo](https://snapaddy.com/booking) ### WAGO at a glance. WAGO is a family-owned company founded in 1951 and headquartered in Minden, in the East Westphalia region of Germany. It develops and manufactures electrical interconnection technology and electronic components for automation, and is considered the global market leader in spring pressure connection technology. WAGO employs around 9,000 people and exhibits at trade shows and customer events around the world. **Industry:** Electrical interconnection technology / automation technology **Employees:** Around 9,000 worldwide **Headquarters:** Minden, North Rhine-Westphalia, Germany **CRM:** SAP Sales Cloud **VisitReport in use since:** 2023 **DataAgents in use since:** 2026