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About this event
Data sheet
SCANAUTOMATIC – Event Attendee & Buyer Profile Analysis
Event Date: 20–22 October 2026
Location: Gothenburg, Sweden
Event Status: Upcoming
Research Date: 2 July 2026
Event Overview
| Event Name | SCANAUTOMATIC |
| Event Date | 20–22 October 2026 |
| Event Status | Upcoming |
| Venue | Svenska Mässan i Göteborg / Swedish Exhibition & Congress Centre |
| City | Gothenburg |
| State / Region | Västra Götaland County |
| Country | Sweden |
| Organizer | Venue-hosted under Svenska Mässan / Swedish Exhibition & Congress Centre branding; organizer not explicitly stated in the provided official page text |
| Official Event Website | en.scanautomatic.se |
| Event Type | Industrial trade fair / exhibition / conference |
| Primary Category | Industrial Engineering |
| Secondary Applicable Categories | IT & Technology; Power & Energy; Security & Defense (for OT security use cases) |
| Audience Reach | Regional (Nordic/Scandinavian), with national and international buyer relevance |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. |
| Attendance Data Reliability | Medium for date/venue; low for attendance volume due to lack of public current-year figure |
| Main Purpose of Event | To connect industrial automation and digitalization stakeholders, showcase smart manufacturing technologies, and support networking, sourcing, and business development across the future industry value chain. |
About the Event
Scanautomatic is presented as the Nordic region’s premier meeting point for industrial automation and digital transformation. The official event messaging positions it as a hub for the future automation and digitalization of industry, with a strong emphasis on smart and sustainable production, energy-efficient systems, AI-enabled manufacturing, and industrial resilience.
The event matters because it brings together buyers, suppliers, integrators, technology providers, and industrial decision-makers in one highly relevant environment. For B2B outreach, the show is especially useful for lead generation in automation, OT security, machine safety, smart production, component supply, and digital manufacturing. It is also relevant for partnership development, technical education, sourcing conversations, and solution selling into industrial operations and manufacturing organizations.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Manufacturing leadership | Industrial manufacturers, discrete and process manufacturers, OEMs | Influences capital investment, factory modernization, automation roadmap | High relevance for automation platforms, robotics, controls, sensors, MES, and industrial software |
| Operations leaders | Plants, production sites, industrial sites, engineering operations | Owns process efficiency, uptime, throughput, and maintenance priorities | Strong audience for machine safety, reliability, energy optimization, and digital twin solutions |
| Procurement and sourcing teams | Manufacturers, industrial groups, technical buyers, purchasing departments | Evaluates suppliers, pricing, contracts, and preferred vendor relationships | Key for component suppliers, automation integrators, and long-cycle industrial sales |
| Engineering and automation teams | Automation engineers, controls engineers, process engineers, R&D groups | Defines technical requirements, product selection, and integration needs | Very high relevance for product demos, technical education, and specification-stage selling |
| IT / OT security leaders | CIO, CISO, OT security, industrial cyber teams, infrastructure teams | Influences cybersecurity, access control, resilience, and compliance decisions | Relevant for OT security, industrial network security, monitoring, and resilience services |
| Facility and maintenance leaders | Plant maintenance, reliability teams, site services, facilities managers | Influences uptime, asset care, retrofit, and lifecycle service buying | Strong fit for sensors, predictive maintenance, energy systems, and service contracts |
| Technology innovators and digital transformation teams | Digital transformation, innovation, Industry 4.0 teams | Explores AI, automation, digital twins, advanced analytics, and smart factory concepts | High relevance for software vendors, system integrators, and industrial AI providers |
| Executives and business unit leaders | CEO, COO, VP Manufacturing, business area leaders | Sets investment strategy, partnerships, and supplier prioritization | Important for strategic account selling and enterprise-level solution packages |
| System integrators and consultants | Automation consultancies, engineering firms, industrial advisors | Influence technology selection, implementation, and channel-led purchasing | Valuable for channel partnerships, referral networks, and project-based selling |
| Media, associations, and ecosystem partners | Trade media, industrial associations, innovation networks | Amplifies market awareness, education, and thought leadership | Useful for PR, content syndication, sponsorship, and ecosystem branding |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city | Gothenburg and surrounding metro area | High | Strong local industrial and engineering base; convenient for same-day buyer visits |
| Host region | Västra Götaland and western Sweden | High | Contains manufacturing, automotive, maritime, and industrial technology clusters |
| Nearby business hubs | Malmö, Helsingborg, Jönköping, Borås, Stockholm, Oslo, Copenhagen | Medium to high | Nordic travel patterns make this a practical regional buyer gathering point |
| National reach | Sweden-wide industrial buyers, engineers, and technology decision-makers | High | National relevance is supported by the event’s position as a leading industrial automation fair in Scandinavia |
| International reach | Nordic, European, and selected global industrial stakeholders | Medium | International relevance is likely for suppliers, OEMs, and technology vendors serving European industrial markets |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| Regional | Primary classification | The event is positioned as the Nordic region’s premier industrial automation and digital transformation meeting point. |
| National / Nordic expansion | Secondary reach | The show should attract Swedish buyers as well as industrial stakeholders from neighboring Nordic markets. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Block | Industrial technology / energy systems company | Official news item states Block will participate in Scanautomatic 2026. | blockgroup.com | VP Operations, Engineering Director, Product Manager, Procurement Manager | Confirmed Current-Year Participant |
| SKF | Industrial manufacturing / bearings / motion technology | Official news item names SKF executive Maria Stranne as a keynote speaker at Scanautomatic 2026. | skf.com | Head of Digital, R&D Director, Automation Manager, Manufacturing Director | Confirmed Speaker Organization |
| ABB | Industrial automation / electrification | Strong fit for automation, controls, robotics, electrification, and industrial digitalization buying needs. | abb.com | Automation Director, Procurement Lead, Product Manager, Plant Manager | Strong Market Fit, Attendance Not Confirmed |
| Volvo Group | Manufacturing / automotive / industrial systems | Large manufacturing footprint and strong need for automation, digitization, and plant efficiency. | volvogroup.com | Operations Director, Sourcing Manager, Manufacturing Engineer, CIO | Strong Market Fit, Attendance Not Confirmed |
| Atlas Copco | Industrial equipment / compressed air / vacuum / assembly | Relevant for smart manufacturing, factory automation, and industrial component ecosystems. | atlascopco.com | Category Manager, Engineering Director, Procurement Manager, Business Development Director | Strong Market Fit, Attendance Not Confirmed |
| Tetra Pak | Food processing / packaging systems | Uses advanced automation, digital factory systems, and OT security in global manufacturing. | tetrapak.com | Plant Director, Automation Engineer, Procurement Director, Digital Transformation Lead | Strong Market Fit, Attendance Not Confirmed |
| Ericsson | Telecommunications / industrial connectivity | Relevant for industrial connectivity, private networks, edge, and digital infrastructure use cases. | ericsson.com | Network Director, CIO, OT Security Lead, Solutions Architect | Strong Market Fit, Attendance Not Confirmed |
| Sandvik | Industrial manufacturing / tooling / mining and machining | Automation, digital manufacturing, and smart production are central to its operational model. | sandvik.com | Production Manager, Sourcing Lead, Automation Manager, Operations Director | Strong Market Fit, Attendance Not Confirmed |
| Saab | Defense / advanced manufacturing | Relevant for industrial automation, resilience, secure manufacturing, and advanced systems integration. | saab.com | Program Manager, Procurement Manager, Manufacturing Director, Security Lead | Strong Market Fit, Attendance Not Confirmed |
| Billerud | Paper / packaging / industrial production | Industrial production environments commonly invest in automation, energy efficiency, and OT security. | billerud.com | Plant Manager, Maintenance Director, Procurement Lead, Operations Manager | Strong Market Fit, Attendance Not Confirmed |
| AstraZeneca | Pharmaceutical manufacturing | Highly automation-intensive operations with strict quality, compliance, and digitalization requirements. | astrazeneca.com | Manufacturing Director, Validation Lead, Procurement Manager, Digital Manufacturing Lead | Strong Market Fit, Attendance Not Confirmed |
| LKAB | Mining / industrial operations | Industrial digitalization, automation, energy management, and resilience are core buying themes. | lkab.com | Operations Director, Procurement Director, Engineering Manager, OT Security Lead | Strong Market Fit, Attendance Not Confirmed |
| Husqvarna Group | Industrial / consumer product manufacturing | Manufacturing optimization, automation, and digital supply chain fit the event’s buyer profile. | husqvarnagroup.com | Supply Chain Director, Category Manager, Plant Manager, IT Director | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer / VP Procurement | Procurement | C-level / VP | Owns supplier strategy, sourcing priorities, and commercial approval for automation investments. |
| 2 | Director of Procurement / Strategic Sourcing Manager | Procurement | Director / Manager | Evaluates suppliers, RFQs, preferred vendor panels, and implementation partners. |
| 3 | Supply Chain Director / Logistics Manager | Supply Chain | Director / Manager | Influences resilience, inventory, throughput, and plant-to-market connectivity. |
| 4 | Operations Director / Plant Manager | Operations | Director / Senior Manager | Owns efficiency, uptime, and modernization decisions on the factory floor. |
| 5 | Automation Manager / Controls Engineer | Engineering / Automation | Manager / Specialist | Defines technical requirements and is often the internal evaluator for automation vendors. |
| 6 | CIO / IT Director / Head of Digital | IT / Digital | Director / Executive | Important for digital transformation, data integration, OT/IT convergence, and software platforms. |
| 7 | OT Security Lead / CISO | Security / Infrastructure | Manager / Executive | Relevant because OT security and industrial resilience are explicit focus areas of the event. |
| 8 | Maintenance Director / Reliability Manager | Maintenance / Facilities | Director / Manager | Buys condition monitoring, predictive maintenance, and asset performance solutions. |
| 9 | Business Development Director / Partnerships Director | Commercial / Partnerships | Director / VP | Looks for channel partners, integrators, and ecosystem relationships. |
| 10 | Product Manager / R&D Manager | Product / Innovation | Manager / Director | Interested in new technologies, component innovation, and time-to-market advantages. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Industrial Automation | Core theme of the event | Controls, robotics, motion, machine automation, and plant modernization |
| 2 | Mechanical or Industrial Engineering | Technical buyers and engineering teams are highly relevant | Engineering services, plant optimization, and integration projects |
| 3 | Information Technology & Services | Digital transformation and data integration are major themes | Industrial software, analytics, cloud, and systems integration |
| 4 | Computer Software | AI, smart production, digital twins, and connected manufacturing | MES, ERP integration, OT visibility, and AI-enabled production software |
| 5 | Computer Networking | Industrial connectivity and OT networking matter at this show | Factory networks, edge connectivity, and secure industrial communications |
| 6 | Computer & Network Security | OT security and industrial resilience are stated focus areas | OT security platforms, risk monitoring, access control, and compliance |
| 7 | Electrical/Electronic Manufacturing | Components and system solutions are a core event topic | Sensors, controls, drives, instrumentation, and industrial electronics |
| 8 | Machinery | Machine builders and equipment buyers are central to the audience | Machine OEM components, automation kits, and integration services |
| 9 | Oil & Energy | Energy-efficient systems are specifically highlighted | Energy optimization, monitoring, electrification, and plant utilities |
| 10 | Logistics & Supply Chain | Automation adoption is tightly linked to manufacturing logistics | Warehouse automation, intralogistics, and production flow solutions |
| 11 | Environmental Services | Sustainability and efficiency are central to modern industrial investment | Energy reduction, resource efficiency, emissions monitoring |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Confirmed unavailable | Official website content reviewed; no public attendance figure shown | Use organizer confirmation if a registration page later publishes totals |
| Exhibitor count | Not publicly confirmed in the supplied content | Unconfirmed | Official website excerpt reviewed | May be available in exhibitor directory or exhibitor brochure |
| Buyer count | Not publicly confirmed | Unconfirmed | No official buyer tally in supplied content | Best treated as a lead-generation and account-targeting event |
| Speaker count | Not publicly confirmed | Unconfirmed | Only partial speaker references visible in official news content | Check agenda/program page for current-year updates |
| Sponsor count | Not publicly confirmed | Unconfirmed | No sponsor tally in the supplied content | Could be available in partnership or media pages |
| Historical attendance | Not extracted from supplied content | Not used | No verified prior-year attendance figure available in the provided text | Avoid using unverified event-size claims in outreach |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Automation | Improve throughput, quality, and labor efficiency | Demo-based conversations with engineering and operations teams | PLC/SCADA, robotics, controls, motion, sensors |
| Digital transformation | Connect machines, data, and decision-making | Target CIO, digital, and operations leaders with ROI messaging | MES, analytics, dashboards, industrial software |
| AI & smart production | Use AI to optimize production and maintenance | Thought leadership and technical education are effective | AI analytics, predictive maintenance, digital twins |
| OT security & resilience | Protect production systems from cyber and operational disruption | Security-focused briefings for OT and infrastructure leaders | Industrial security monitoring, segmentation, vulnerability management |
| Machine safety & regulations | Meet compliance requirements and reduce risk | Compliance-oriented messaging for technical and operations buyers | Safety systems, guarding, certification support, audits |
| Energy efficiency | Lower energy costs and improve sustainability | Operational savings and ESG-linked ROI messaging | Energy management, electrification, monitoring systems |
| Components & system solutions | Source technical components and integrated subsystems | Procurement and engineering conversations around specs and supply continuity | Industrial components, assemblies, OEM supply |
| Skills development | Upskill technical teams and close capability gaps | Training, certification, and workforce development offers | Training programs, workshops, technical enablement |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The event is explicitly focused on industrial automation, digitalization, smart production, and industrial resilience. |
| Decision-maker availability | High | Likely to attract executives, operations leaders, procurement, engineering, and technology decision-makers. |
| Data collection potential | Medium | Current-year attendee totals are not publicly confirmed in the supplied text; exhibitor and agenda data may improve prospecting later. |
| Apollo targeting potential | Very High | Clear industrial, engineering, automation, IT, and procurement job-title clusters map well to Apollo filters. |
| Geographic targeting potential | High | Strong Nordic concentration with useful Sweden, Norway, Denmark, and broader European segmentation. |
| Best outreach approach | High-touch account-based outreach | Use industry-relevant personalization, technical pain points, and pre-event meeting booking offers. |
| Overall lead quality | High | Strong event fit for industrial suppliers, automation vendors, security providers, and digital manufacturing solution sellers. |
| Best use case | Attendee list sales, exhibitor prospecting, strategic account planning, and pipeline generation | Best suited for industrial B2B outreach and solution-selling campaigns. |
| Limitations / risks | Limited public current-year registration data | Attendance and participant counts should not be overstated without organizer confirmation. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Industrial Automation; Mechanical or Industrial Engineering; Information Technology & Services; Computer Software; Computer Networking; Computer & Network Security; Electrical/Electronic Manufacturing; Machinery; Oil & Energy; Logistics & Supply Chain | Align target companies to the event’s core audience and buying themes |
| Departments | Procurement; Operations; Engineering; IT; Security; Product; Supply Chain; Facilities; Manufacturing | Reach the functions most likely to influence event-relevant purchases |
| Seniority | Manager; Director; VP; CXO; Head of | Prioritize decision-makers and budget owners |
| Job titles | Chief Procurement Officer, VP Procurement, Procurement Manager, Strategic Sourcing Manager, Operations Director, Plant Manager, Automation Manager, Controls Engineer, CIO, IT Director, OT Security Lead, Maintenance Director, Digital Transformation Lead | Capture the highest-fit buyer and influencer titles |
| Geography | Sweden; Norway; Denmark; Finland; wider Nordics; selected Northern Europe | Match the show’s regional buyer base and travel footprint |
| Employee size | 201–500; 501–1,000; 1,001–5,000; 5,001+ | Industrial automation buying is often strongest in mid-market and enterprise accounts |
| Keywords | automation, industrial automation, smart manufacturing, digital twin, OT security, factory modernization, AI, machine safety, predictive maintenance, industrial IoT | Refine to event-aligned buying intent and technology interest |
| Company type | Manufacturers; OEMs; industrial groups; system integrators; engineering firms; utilities; energy companies; packaging companies; pharma manufacturing; defense manufacturing | Focus on buyer organizations most likely to purchase automation and digital solutions |
Suggested Apollo Search Logic:
(“automation” OR “industrial automation” OR “smart manufacturing” OR “OT security” OR “digital twin” OR “predictive maintenance”) AND
(Procurement OR Operations OR Engineering OR IT OR Security OR Manufacturing) AND
(Manager OR Director OR VP OR Head OR C-level) AND
(Sweden OR Norway OR Denmark OR Finland)
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Please share the client website or product/service details. I will review the client offering and identify the highest-fit buyer companies, Apollo industries, seniority levels, departments, and job titles from this event.
Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Scanautomatic official website | Official event source | Event name, dates, venue, location, positioning, focus areas, and 2026 references | Very High |
| Svenska Mässan / Swedish Exhibition & Congress Centre | Venue / host source | Venue naming consistency and Gothenburg location context | High |
| Scanautomatic official news content on event site | Official event news / agenda content | Block participation mention, SKF keynote reference, and current event themes | High |
| Official event navigation and program references on site | Official event structure | Exhibitor/activities/program context and practical event framing | 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 SCANAUTOMATIC — 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