B2B omnichannel campaign at the Agritechnica for Kubota

The Agritechnica is the leading global trade show for agricultural machinery. For manufacturers, it is the most important platform for qualifying trade visitors — but the goal does not end at the stand. The investment in a leading-show appearance is only justified to sales when the physical handshake is extended digitally. Kubota commissioned UpReach with a complete omnichannel set-up: CUBE gamification to generate traffic, the UpReach Pro V1 for lead capture, and automated email follow-up that lands the lead in the CRM while the show is still on.

More than 200 B2B brands from across Europe trust UpReach — from agencies to enterprise corporations.

The initial situation

The walking distances at the Agritechnica are long, and the attention span of farmers and buyers is short. The manufacturer had to not only stop visitors but move them into a continuous digital qualification process that is GDPR-compliant.

The central problem was the media break: visitors take part at the stand but leave no data. Or they hand over business cards that are only typed into the CRM manually weeks after the show. By then the lead has cooled down.

The technical requirement: the quiz (gamification), the photo (AI photo booth) and the follow-up email had to be combined in an error-free, GDPR-compliant IT flow. No media break, no manual export, no latency between interaction and CRM entry.

The UpReach solution

UpReach implemented a connected three-touchpoint system.

Touchpoint 1 — gamification (traffic): QR codes on the stand team's flyers and business cards led visitors to a CUBE specialist quiz with industry-specific agricultural-machinery questions. The quiz qualified the B2B target group and generated initial interaction data.

Touchpoint 2 — AI photo booth (lead capture): an UpReach Pro V1 terminal stood at the stand. The AI engine processed the background removal in real time and integrated visitors into agricultural-machinery brand worlds — GDPR-compliant with consent at the terminal. To receive the image and the quiz result, users went through the data gate: name, company, email, GDPR opt-in.

Touchpoint 3 — automation (sales push): the captured data flowed into the CRM in real time via REST API. While still at the show, visitors received an automated email with their image, the quiz result and in-depth product information — time-to-lead under one minute.

Setup & Logistics

Lead time six weeks: three weeks for software configuration (CUBE quiz with subject-specific questions, UI design in the manufacturer's corporate design, REST API mapping to the CRM, email template design), two weeks for hardware configuration and camera calibration to the light conditions of the Agritechnica halls, one week for compliance review and GDPR sign-off by the manufacturer's data protection officer.

Transport in a flight case. Set-up by an UpReach technician on the set-up day. On-site support for the entire show: campaign status, lead figures and quiz performance were visible to the manufacturer's marketing team in real time in the cloud CMS.

Dismantling and return transport on the final show day. The REST API connection to the CRM stayed active for the post-event follow-up.

Results by the numbers

connected touchpoints

< 1 min

time-to-lead

manual data exports

The omnichannel architecture removed the classic trade-show follow-up failure: no lead cooled down waiting in a pile of slips or a CSV file. The automated email with the image and product information reached the visitor while they were still standing in the hall.

The subject-specific CUBE quiz qualified the B2B target group measurably: visitors who completed an agricultural quiz on machinery topics are a different lead class from general email addresses off the lead scanner. The sales team received a pre-sorted dataset — not a bulk list.

The central GDPR compliance chain ran through the same cloud CMS for all three touchpoints — legally sound documentation for every interaction at the stand.

Key takeaways from this setup

No media break is the most important requirement: when gamification, photo and CRM run on separate systems, every touchpoint loses data. A shared API architecture prevents that.

Speed in the follow-up is decisive: email follow-up that starts after the show is too late. Time-to-lead under one minute keeps the conversation warm while the visitor is still in the brand context.

Subject-specific gamification qualifies: a generic prize wheel is entertainment. A quiz with industry-specific agricultural-machinery questions is pre-qualification. The sales team gains insights into the contact's level of knowledge — before the first conversation even takes place.

GDPR as a central chain: whether quiz or AI photo booth — all touchpoints ran through the same cloud CMS. That guarantees central, audit-safe data management with no compliance gaps between the systems.