Your AEs should be closing, not standing at a booth. Deploy vetted, native German-speaking sales specialists and stand managers to run your booth, handle discovery with DACH buyers and book qualified demos into your calendar.
For B2B tech teams exhibiting at OMR Festival •HANNOVER MESSE •LogiMAT •transport logistic •DMEXCO •it-sa •and many more
Every day your AEs spend at a booth is a day your pipeline stands still.
Why Mad Events
Most booth staffing agencies send hosts who scan badges. We send people who know how to qualify a B2B buyer, run discovery and hand your sales team a meeting worth taking.
Every specialist on our bench has B2B sales or SDR experience. They qualify, they don't just collect leads.
Native German speakers who understand how German, Austrian and Swiss enterprise buyers evaluate vendors.
We work from your ICP, your messaging and your CRM, with daily syncs so no conversation gets lost.
Why local teams
The old way
The Mad Events way
True cost calculator
Every day at a booth is a day your reps aren't closing or prospecting.
Days spent getting to and from the event
Briefings, booth setup and admin before the event
Edit to match your team
The pipeline value each SDR is expected to source per year
Closing capacity away from desk
€10,909
Bookings your AEs would normally close
Pipeline generation away from desk
€43,636
Pipeline your SDRs would normally source
Days away from selling
12
Days your sales team spends away from selling
12 days
With Mad Events, your team keeps closing and prospecting while we generate pipeline at your booth.
Estimates only. Based on 220 selling days per year. Closing capacity and pipeline generation are shown separately, as bookings and pipeline are different measures.
Built for peak season
Trade show season and quarter-end land in the same weeks. That's exactly when your sales team can least afford to be on the expo floor.
Spring and autumn bring several relevant trade shows in the same month. Be at all of them, without splitting your team or skipping events.
Peak season overlaps with quarter-end. Your AEs keep negotiating and closing, your SDRs keep prospecting, while we work the booth.
Our team learns your ICP, product and messaging once. From the second event on, they're ready to go after a short refresh.
Your sales team stays on quota. Your booth still delivers pipeline.
How it works
We extract your ideal customer profile, top 3 persona pain points, competitive battlecards, and CRM booking workflows. This happens once. For every following event, a short refresh is all it takes.
Your assigned native German-speaking sales team completes custom audio briefings and a mandatory live objection-handling dry run before doors open.
Our sales specialists qualify every visitor, book demos directly into your AEs' calendars and sync notes to your CRM daily. Need someone to run the booth itself? Add a Stand Manager to handle floor logistics, staffing and on-site coordination.
Stand Manager available as add-onOur team
Every specialist is a native German speaker, fluent in English, with a proven B2B sales background. Each one passes a five-step selection process, including a live sales interview with a senior sales expert.
Background
SDR / BDR background, 2+ years in B2BSales Development Representatives are trained to start conversations, qualify prospects and book meetings. That's exactly what a booth needs.
What they do at your booth
Best for
High-traffic booths where volume of qualified meetings matters most
Background
AE / closing background, 3+ years in B2B techAccount Executives own deals from discovery to close. At your booth, they handle senior decision makers and complex conversations with confidence.
What they do at your booth
Best for
Enterprise audiences, complex products and high deal values
Background
Experienced in running B2B trade show booths and teamsYour single point of contact on site. The Stand Manager keeps the booth running so the sales team can focus entirely on conversations.
What they do at your booth
Best for
Companies without their own event team on site
We are onboarding 3 founding B2B tech partners for Spring 2027 trade shows in Germany, Austria and Switzerland. Receive 2 vetted, native German-speaking sales specialists plus an on-site Stand Manager at an introductory pilot rate, in exchange for a post-event pipeline case study.
What's included
Stand design, build and logistics are not included.
About Mad Events
To make trade shows in the German-speaking market a reliable source of pipeline for B2B tech companies, without pulling their sales teams off quota.
To be the go-to field sales partner for international tech companies entering and growing in DACH.
Mad Events was founded by Madeleine Schulze, a DACH field marketer with 13+ years of experience at companies like Stripe, Zendesk and Bloomreach. She started her career in pre-sales as an SDR before moving into marketing, and has always worked closely alongside sales teams to turn events into real pipeline. Today she leads a bench of vetted freelance sales specialists and stand managers across Germany, Austria and Switzerland, each selected for their B2B sales experience and native German.
Connect with Madeleine on LinkedIn