CategoryBusiness Services
Sales & Marketing Expo
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About this event
Data sheet
Sales & Marketing Expo – Event Attendee & Buyer Profile Analysis
Event Date: 24–25 February 2027 |
Location: Kistamässan, Stockholm, Sweden |
Event Status: Upcoming |
Research Date: 2 July 2026
Event Overview
| Event Name | Sales & Marketing Expo |
| Event Date | 24–25 February 2027 |
| Event Status | Upcoming |
| Venue | Kistamässan |
| City | Stockholm |
| State / Region | Stockholm County |
| Country | Sweden |
| Organizer | Organizer not explicitly named in the provided official site excerpt; official event brand operated via salesmarketingexpo.se |
| Official Event Website | salesmarketingexpo.se |
| Event Type | Trade show, conference, and business networking expo |
| Primary Category | Business Services |
| Secondary Applicable Categories | IT & Technology, Education & Training, Telecommunication |
| Audience Reach | National with strong regional concentration in Sweden; international speaker and solution-provider appeal |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer for 2027. Historical official site evidence shows 2,918 visitors in a prior edition. |
| Attendance Data Reliability | Moderate: confirmed historical visitor figure from official site; 2027 attendance not yet confirmed |
| Main Purpose of Event | To connect sales and marketing leaders with tools, education, thought leadership, and solution providers focused on growth, lead generation, customer acquisition, automation, and commercial effectiveness |
About the Event
Sales & Marketing Expo is a Sweden-based business event focused on helping sales and marketing professionals improve performance through strategy, technology, insights, and peer learning. The official site positions the expo as a community for senior decision-makers seeking practical answers around ROI, digital tools, marketing automation, communication systems, and commercial growth.
The event matters because it brings together both buyers and solution providers in a high-intent environment where attendees are actively evaluating tools, vendors, and operating models. Its market position is especially relevant for B2B suppliers serving revenue teams, demand generation, sales enablement, customer communication, CRM-related workflows, and marketing technology adoption, with a clear emphasis on decision-makers and implementers.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Sales leadership | Mid-market and enterprise companies, growth-stage firms, agencies | Decision-maker for sales tools, enablement, training, and process improvement | High-value buyers for sales automation, coaching, forecasting, and CRM ecosystems |
| Marketing leadership | Brands, B2B firms, e-commerce operators, agencies | Budget owner or influencer for demand generation and martech | Core audience for automation, analytics, content, SEO, and personalization tools |
| Owners / founders / CEOs | SMEs, scale-ups, independent businesses | Final decision-maker on growth investments and vendor selection | Useful for high-ticket services, platforms, and advisory offers |
| Key account and business development teams | B2B service firms, software vendors, consultancies | Influencer on pipeline tools, outreach systems, and partnership opportunities | Relevant for prospecting, enrichment, sales engagement, and lead generation vendors |
| Communications / PR teams | Corporate communications, PR agencies, brand teams | Influencer for messaging, event promotion, and media tooling | Strong fit for media, communications tech, and brand engagement suppliers |
| Marketing operations / RevOps | Technology-enabled sales and marketing organizations | Technical buyer for martech stack, integrations, reporting, and attribution | Ideal for data, automation, analytics, and workflow vendors |
| Recruitment / HR leaders supporting revenue teams | Companies hiring sales and marketing talent | Influencer on talent acquisition and team capability improvements | Relevant for coaching, training, and recruiting-related services |
| Agencies and consultants | Marketing agencies, sales consultants, trainers, growth advisors | Solution evaluators and channel partners | Strong audience for partner programs, white-label tools, and service alliances |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Stockholm | High | Very high | Official site states Stockholm as the event location; local HQ concentration supports strong turnout |
| Host region: Stockholm County | High | Very high | Regional commercial center with dense headquarters and agency ecosystem |
| Nearby business hubs | Mälardalen, Uppsala, Gothenburg, Malmö | Medium to high | Likely domestic travel for sales and marketing leaders across major Swedish business centers |
| National reach | Strong | High | The event is positioned as a national meeting place for sales and marketing professionals in Sweden |
| International reach | Selective | Medium | Likely limited but meaningful attendance from Nordic vendors, speakers, and partner firms |
| Nordic region | Moderate | Medium | Relevant for suppliers serving Sweden, Denmark, Norway, and Finland |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| National | Primary classification | The official positioning and Stockholm location indicate broad Swedish commercial reach with decision-makers drawn from across the country. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Microsoft | Enterprise technology buyer | Official site excerpt references a Microsoft marketing leader as a speaker, indicating strong relevance to enterprise marketing/tech audiences. | microsoft.com | CMO, Marketing Director, Demand Generation Director, RevOps Leader | Confirmed Speaker Organization |
| Swedbank | Financial services buyer | Speaker presence suggests relevance for large-brand marketing, communications, and customer engagement procurement. | swedbank.com | Marketing Director, Communications Director, CRM Manager | Confirmed Speaker Organization |
| Handelsbanken | Financial services buyer | Senior economic and strategy participation signals relevance to commercial leadership audiences. | handelsbanken.com | Chief Marketing Officer, Head of Communications, Business Development Director | Confirmed Speaker Organization |
| SEB | Financial services buyer | Another major bank associated with speaker participation; strong fit for marketing technology and customer engagement vendors. | sebgroup.com | Marketing Director, Digital Director, Customer Experience Lead | Confirmed Speaker Organization |
| Combitech | Technology services buyer | Technology and transformation organization relevant to B2B marketing, lead generation, and enterprise solutions. | combitech.se | CEO, Business Development Director, Marketing Manager | Confirmed Speaker Organization |
| SWEDMA | Industry association | Marketing and data industry association; likely strong decision-maker and sponsor ecosystem overlap. | swedma.se | Executive Director, Partnerships Manager, Membership Director | Confirmed Speaker Organization |
| Athenas | Speaker bureau / content partner | Multiple speakers were listed in collaboration with Athenas, indicating event partnership relevance. | athenas.se | Partnership Manager, Sales Director, Business Development Manager | Confirmed Speaker Organization |
| Bright Mind Agency | Marketing agency | Agency-side participant relevant to buyers of marketing services, creative production, and lead generation support. | brightmindagency.com | Founder, Creative Director, Account Director | Confirmed Speaker Organization |
| Clean Eating | Consumer brand | Founder/CEO presence supports brand, growth, and consumer marketing interest among attendees. | cleaneating.se | CEO, Brand Manager, Marketing Manager | Confirmed Speaker Organization |
| Lexicon Support | IT / business support services | Support and business services company relevant to operational buying, enablement, and technology-adjacent solutions. | lexicon.se | Operations Director, Service Delivery Manager, Business Development Manager | Confirmed Speaker Organization |
| Association / SME owner segment | Buyer cohort | Official site states attendees include CEO/Owner/Board and senior managers from leading sales and marketing brands. | n/a | CEO, Owner, Managing Director, Board Member | Confirmed Government / Procurement Organization |
| Marketing leader cohort | Buyer cohort | Official site names marketing directors and managers among likely attendees. | n/a | Marketing Director, Head of Marketing, Marketing Manager | Confirmed Speaker Organization |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Marketing Officer / Marketing Director | Marketing | C-level / Director | Owns brand, demand generation, martech, and vendor budgets. |
| 2 | Sales Director / Head of Sales | Sales | Director / Senior Manager | Primary buyer for sales enablement, pipeline, CRM, and performance tools. |
| 3 | CEO / Owner / Managing Director | Executive Office | Executive | Approves growth investments and service partnerships. |
| 4 | Marketing Operations / Revenue Operations Manager | Marketing / Sales Ops | Manager / Senior Manager | Evaluates workflow, automation, reporting, and systems integration. |
| 5 | Demand Generation Manager | Marketing | Manager | Direct user of lead gen, paid media, automation, and analytics solutions. |
| 6 | CRM Manager / Customer Experience Manager | Customer / Marketing | Manager | Relevant for customer communication, personalization, and lifecycle tooling. |
| 7 | Sales Enablement Manager | Sales | Manager | Often purchases training, content, coaching, and enablement platforms. |
| 8 | Business Development Director | Commercial | Director | Interested in pipeline growth, partnerships, lead acquisition, and outreach tools. |
| 9 | Communications / PR Director | Communications | Director | Key buyer for messaging, media, reputation, and event promotion services. |
| 10 | Partnerships Manager / Sponsorship Manager | Business Development / Marketing | Manager | Relevant for cross-promotion, media, sponsor, and channel relationships. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Marketing & Advertising | Direct fit for the expo’s core audience and solution set. | Agencies, media buyers, demand gen teams, and brand marketers |
| 2 | Information Technology & Services | Strong overlap with martech, CRM, data, and workflow tools. | Technology buyers evaluating systems and integrations |
| 3 | Computer Software | Relevant for sales enablement, automation, analytics, and customer platforms. | SaaS procurement and enterprise software decision-makers |
| 4 | Management Consulting | Consultants often influence go-to-market strategy and vendor selection. | Advisory-led buyers and strategic partners |
| 5 | Events Services | Event marketing, sponsorship, and experiential activation relevance. | Sponsors, organizers, experiential agencies |
| 6 | Financial Services | Official speaker participation from major banks indicates strong sector relevance. | Large-brand marketing, communications, and CX teams |
| 7 | Telecommunications | Communication products and connectivity are listed as focus areas. | Communication tech vendors and enterprise network providers |
| 8 | Internet | Relevant to digital tools, content, SEO, and web-led growth. | Digital platform buyers and online growth teams |
| 9 | Professional Training & Coaching | Sales training and coaching are named focus areas on the site. | Training providers, coaching firms, L&D buyers |
| 10 | Retail | Retail brands often attend for customer acquisition, loyalty, and communications. | Commercial marketers and growth teams |
| 11 | Executive Office | CEO/Owner/Board audience is explicitly referenced by the event. | Executive decision-makers and small-business owners |
| 12 | Human Resources | Recruitment solutions are listed among the event’s focus areas. | Talent acquisition and workforce enablement buyers |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Approx. 2,500–3,500 | Estimated | Historical official site evidence shows 2,918 visitors in a prior edition | 2027 figure not yet confirmed by organizer |
| Exhibitor count | 120 | Historical / prior-year evidence | Official site excerpt | Prior edition metric, not a confirmed 2027 count |
| Buyer / visitor count | 2,918 | Historical / prior-year evidence | Official site excerpt | Useful for trend-based prospecting only |
| Speaker count | 100 | Historical / prior-year evidence | Official site excerpt | Current-year speaker count not confirmed |
| Sponsor count | Not publicly confirmed | Unavailable | Official site excerpt provided | No reliable sponsor count in provided text |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Sales Support Systems | Improve productivity, visibility, and sales execution | Demo workflows, integrations, and ROI proof points | CRM, sales enablement, pipeline tools |
| Marketing Automation | Scale campaigns and improve personalization | Show use cases for nurturing, scoring, and segmentation | Martech platforms, CDP, email automation |
| Data, Insight, and Lead Generation | Better targeting and higher-quality leads | Offer lead data, enrichment, and attribution insights | Apollo.io, data providers, intent tools |
| Sales Training and Coaching | Improve conversion and team performance | Position workshops, playbooks, and enablement services | Training, coaching, LMS, assessment tools |
| Communication Products | Reliable customer-facing communications | Highlight collaboration, conferencing, and content delivery | UCaaS, video conferencing, messaging tools |
| IT Infrastructure and Support | Secure and scalable systems for commercial teams | Discuss integration, uptime, security, and support model | IT services, support, cloud tools |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The event is built around sales and marketing decision-makers, which are directly aligned to common B2B supplier offerings. |
| Decision-maker availability | High | Official site explicitly references CEOs, directors, managers, and senior decision-makers. |
| Data collection potential | High | Suitable for attendee-list building, exhibitor prospecting, and account-based targeting. |
| Apollo targeting potential | Very High | Clear industry, department, title, and keyword signals support precise segmentation. |
| Geographic targeting potential | High | Stockholm and Swedish HQ concentration enable strong regional and national targeting. |
| Best outreach approach | Multi-touch ABM, pre-event email, LinkedIn, and sponsored invite campaigns | Best for high-intent, commercial teams evaluating growth tools and services. |
| Overall lead quality | Very High | Strong audience match, visible decision-maker mix, and clear B2B purchase intent. |
| Best use case | Lead generation, attendee profiling, exhibitor sales, and ABM account targeting | Useful for vendors in martech, sales tech, services, training, and communications. |
| Limitations / risks | Current-year attendee list not publicly confirmed | Use confirmed site evidence plus prior-year metrics; avoid claiming 2027 attendance before publication. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Marketing & Advertising; Computer Software; Information Technology & Services; Financial Services; Management Consulting; Professional Training & Coaching; Events Services; Telecommunications; Internet; Executive Office | Prioritize organizations most likely to buy sales/marketing solutions or attend as decision-makers |
| Departments | Marketing, Sales, Business Development, Operations, Communications, Executive | Capture core buyer teams and cross-functional influencers |
| Seniority | Owner, Partner, C-level, VP, Director, Head, Manager | Focus on decision-makers and budget holders |
| Job titles | CMO, Marketing Director, Head of Marketing, Sales Director, Head of Sales, Demand Generation Manager, Marketing Operations Manager, RevOps Manager, CRM Manager, Business Development Director, Communications Director, CEO, Founder | Match the event’s attendee profile and likely purchase authority |
| Geography | Sweden; Stockholm County; Greater Stockholm; Nordic region | Reflects event host market and likely domestic concentration |
| Employee size | 11–50, 51–200, 201–500, 501–1,000, 1,001+ | Covers SMEs, scale-ups, and enterprise buyers |
| Keywords | marketing automation, lead generation, sales enablement, CRM, demand generation, revenue operations, customer experience, personalization, content marketing, SEO, digital branding | Identify companies actively working on commercial growth and martech adoption |
| Company type | Private, public, agency, software vendor, B2B services firm, association | Build flexible prospecting pools across both buyers and channel partners |
| Revenue range | Prioritize mid-market and enterprise revenue bands where available | Targets organizations with budget and structured buying processes |
Suggested Apollo Search Logic: (industry: “Marketing & Advertising” OR “Computer Software” OR “Financial Services” OR “Information Technology & Services”) AND (title contains “CMO” OR “Marketing Director” OR “Sales Director” OR “Head of Marketing” OR “Revenue Operations” OR “Demand Generation” OR “Business Development”) AND geography: Sweden OR Stockholm County.
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Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Sales & Marketing Expo official website | Official organizer / event website | Event name, 24–25 Feb 2027 date, Kistamässan venue, Stockholm location, event theme, audience profile, focus areas, and historical visitor/exhibitor/speaker metrics | High |
| Provided official website excerpt | Primary source text | Confirmed visitor count (2,918), exhibitor count (120), speaker count (100), and named speaker organizations | High |
🎯 Selling to this event's audience? Get a free tailored buyer list
Tell us your work email and our AI instantly builds a buyer list matched to Sales & Marketing Expo — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
🔒 Get my buyer details Free · ~20 seconds