Case Study
OSAKA 2025: Enabling Cross-Government Digital Collaboration and Massive Lead Capture
Digitally Scaling Multi-National Trade Promotion and Managing Over a Million Leads at Expo 2025.
Headquarters
Latvia & Lithuania
Company Size
Not Applicable
Industry
Government
Introduction
The Investment and Development Agency of Latvia (LIAA), in strategic partnership with the Lithuanian government, spearheaded a joint national presence at Expo 2025 in Osaka, Kansai, Japan. This high-profile, six-month international exhibition served as a critical platform to promote national businesses, culture, and secure new B2B partnerships between Latvian/Lithuanian enterprises and global entities. Our engagement was focused on digitizing and scaling the entire lifecycle of this complex undertaking, from partner acquisition to real-time lead management at the exhibition site.
The Challenge
LIAA and the Lithuanian government approached us with a dual imperative requiring robust digital infrastructure. First, they needed a systematic way to manage the pre-expo organizational workflow. This involved contacting hundreds of domestic companies, offering them a presence in the exhibition catalog, tracking their decision-making status (participation/payment), and collecting necessary assets (photos, descriptions, or “listings”).
Second, the core challenge lay in high-volume lead capture and management during the six-month event. The stand utilized various attractions and engagement points, generating tens to hundreds of thousands of leads in a very short timeframe. This scale demanded a near-zero manual interaction approach, requiring an automated system to immediately categorize and route both corporate (B2B partnership interest) and individual (B2C cultural/catalog interest) contacts.
Ready to Elevate Your Business?
Solution
We implemented the Salesforce Sales Cloud, Enterprise Edition, as the centralized data and workflow hub for both the preparatory phase and the exhibition itself. This project was distinguished by its focus on extreme automation and workflow segmentation:
Organizational Management: We configured a dedicated workflow within Salesforce enabling government staff to manage the preparatory outreach to companies. This included tracking communication history, documenting decision stages (participating, non-participating), and overseeing the collection of catalog-listing materials and associated payments. This ensured a smooth, traceable, and collaborative preparation process.
Automated Lead Management: We designed and deployed two distinct, highly automated lead-management processes to handle the expected volume:
Corporate Track (B2B): Leads interested in partnerships were instantly identified, enriched, and routed for priority follow-up by trade diplomats.
Individual Track (B2C): Leads interested in culture, specific catalog purchases, or general attractions were segmented for targeted, automated digital engagement post-event.
The system’s design ensured that regardless of the incoming volume, every lead was instantly qualified and placed into an appropriate follow-up journey, dramatically reducing the burden on physical staff.
The Results
The deployment of the unified digital platform proved critical to the successful execution of the joint national stand.
The preparatory work was streamlined, ensuring the catalog of participating companies was finalized efficiently and on time. Most significantly, over the six months of the expo, the centralized Salesforce system successfully captured and processed more than one million records.
This strategic realignment successfully eliminated bottlenecks, enabling both governments to:
Maintain comprehensive, real-time visibility into the status of every lead and participating company.
Ensure scalability by handling massive influxes of data without system failure or manual processing delays.
Maximize the return on investment from the Expo by delivering automated, timely, and segmented follow-up communications, leading to strong conversion pathways for both corporate and individual contacts.