GF: “Make it simple”: Here’s How GF Uses VisitReport to Bring Trade Show Leads into the CRM Twice as Fast

An Overview: Why GF Chose VisitReport and the Results It’s Delivering

• Direct integration and synchronization with the CRM system (Dynamics and Salesforce)
• Ensures consistent, high-quality data within the CRM
• Significantly faster lead processing times
• Independence from IT for importing and exporting data
• Reliable offline functionality resulting in no more lost data
• Global overview and centralized management
• Adaptable to varying sales structures and processes
• Enhanced control and transparency through a comprehensive dashboard
• Increased CRM adoption due to user-friendly, intuitive processes

Since implementing VisitReport, GF has been able to cut lead processing time by around 50%. Instead of the previous 3 to 5 days, trade show leads now enter the CRM within just 1 to 2 days.

A Toolbox for the World: VisitReport in Global Use

VisitReport is deployed worldwide and centrally managed by Global Customer Experience Manager Marina Lopes for the Industry & Infrastructure Flow Solutions division, as well as by Digital Marketing Manager Jens Schüll for the Building Flow Solutions division. Adjustments to local needs are handled by assigned country administrators, who equip their sales teams with customized forms. What users appreciate most is the solution’s flexibility, making it function sort of like a “toolbox.” From the simple scanning of business cards and trade show badges to detailed documentation of full conversation notes and triggering sales follow-ups, VisitReport adapts easily to the specific processes and needs at hand.

This level of flexibility is a major advantage for the international company. While the program is centrally managed, it still allows for a significant amount of customization at both the country and user levels. Its intuitive, multilingual interface helps global teams get up to speed quickly and collaborate more efficiently.

“We want to make our lives easier. My goal is to reduce unnecessary clicks —every efficiency gain is a win. Make it simple!” says Marina Lopes, reflecting on what made snapAddy VisitReport the right fit for GF. 

Finally Independent from IT –– A Sales Advantage Before and After the Trade Show

This independence is already paying off during the trade show preparation phase. In the past, setting up lead capture forms was a cumbersome task that required IT support. Now, each unit can quickly and easily create their own lead capture forms with just a few clicks.

Before VisitReport, the IT team had to step in after each event to correctly import all lead data from Excel lists into the CRM system. That’s no longer necessary: the app connects directly to Microsoft Dynamics or Salesforce, allowing data to be exported seamlessly and without any detours.

Both the sales and marketing teams can now work autonomously — in real time, without interface issues or media disruptions. “We no longer rely on a centralized import process. Today, we manage everything ourselves, right after the trade show,” says Marina Lopes, highlighting the sales team’s newfound independence.

Considering Regional Differences

The rollout of VisitReport at GF went smoothly not only from a technical standpoint but also as an example of cultural adaptability in practice. After all, “global” also implies dealing with different habits, and therefore, different perspectives. In some countries, using a smartphone as an input device was initially met with skepticism — seen as being too informal, even unprofessional during face-to-face customer interactions. Many preferred to stick to traditional business card scanners and paper notes.

Marina Lopes responded to this feedback with a practical solution: In those locations, VisitReport is now used on tablets and laptops. The flexible licensing model proved especially helpful here: so-called terminal licenses can be assigned to central devices independently of personal user accounts, allowing an easy implementation of available hardware.

This way, VisitReport can alternatively be accessed via a tablet or PC at the info terminal, offering a larger screen, a more professional appearance, and greater acceptance of the tool within the team. “When interacting with customers in certain cultural contexts, things like this make all the difference,” Lopes explains.

Flexibility and Feedback: GF’S Recipe for Success

This is Lopes’ advice for a successful tool rollout and lasting success: "Always gather feedback and actively engage with users, because effortlessly implementing a tool like this isn’t a given. We spend a lot of time at trade shows, observing how people work, and from that hands-on experience, we develop the best solution. The flexibility of VisitReport is a perfect fit for our diverse sales structures. Combined with outstanding customer support, it has enabled us to build the ideal lead capture solution tailored to our needs. “Everything is much simpler today, and that naturally translates into faster follow-up after the trade shows.”

The snapAddy Customer Success team is equally impressed by Lopes’ international lead capture setup. “Working with GF is a real pleasure. We get to collaborate as equals and explore new approaches and ways of improving the solution together. "What stands out most is the team's creative yet pragmatic application of our solution across international contexts, enabling them to address their needs with speed and efficiency," says Philipp Bryant, Team Lead in the Customer Succes division at snapAddy.