Sarit Lamarovich, founder and CEO of SAGE Marketing, was featured in TheMarker’s Expert Zone explaining how high-tech companies can turn a multi-day trade show into a long-term engine for business growth. While a lot of business now happens over Zoom and digital campaigns, she notes that exhibitions remain the one venue offering direct, concentrated face time with potential customers, partners, investors, and journalists, compressing months of cold outreach into just a few days.
According to Lamarovich, real impact comes not from booth size or giveaways but from strategic planning: defining clear goals in advance, whether launching a product, building a sales pipeline, raising investment, or establishing market leadership. She emphasizes presenting complex technology through interactive, hands-on experiences, citing an unconventional ice cream-themed booth concept she proposed for an Israeli AI company at NRF, built around the message that one size doesn’t fit all.
She also stresses preparation before the event, including targeted outreach and VIP invitations to secure meetings in advance, and disciplined follow-up afterward, immediately feeding leads into a CRM and continuing engagement through segmented outreach and event content. Done right, she says, three days at a trade show can fuel up to 12 months of business activity, in leads, media coverage, and investor relationships.
For the complete article in Hebrew, see the original piece on TheMarker Expert Zone.
