Hannover Messe 2025: Canada in the spotlight

The Hannover Messe Fair, a major global event for industrial technology, welcomed more than 125,000 visitors from 150 countries and 4,000 exhibiting companies. Even more, Canada was put forward as a partner country. This 2025 edition was an exceptional opportunity for Lakhos to participate and present its innovations alongside many other Canadian companies.

For Lakhos, participating in the event this year was an important milestone. In fact, after two years of rewarding participation as visitors, the company participated for the first time as an exhibitor. In other words, even though the configuration was similar to that of other years, our experience could not have been more different, as Canada's presence was greater. Here is a short article about the highlights of the event.

What is Hannover Messe?

Every spring in Hanover, Germany, the biggest trade fair in the world takes place. It brings together decision-makers from around the world who present trends in artificial intelligence (AI), automation and process digitization.

During the Hannover Messe fair, companies show the world trends and new discoveries in their respective fields. It reveals digital advancements, industrial transformation, clean technology, and resilient supply chains. Governments, academic institutions, and businesses are coming together to share their ongoing innovations with a global audience. From startups to large multinationals, all converge on this place of exchange. The aim? Stimulate international investment, strengthen relationships between partners, develop, stay informed, build international relationships or simply be inspired by the best in your industry.

This year, Canada was the partner country, so a delegation of over 200 Canadian companies was chosen to present at the fair and over 500 delegates were present.

Opening Ceremony and Quebec Presence

The opening ceremony kicked off the event. The German Chancellor, a testament to the global importance of the fair, and Canadian ministers were also present, underlining the close ties between Canada and Germany. In particular, the Prime Minister of Quebec, François Legault, joined this important event, delivering a powerful message on Quebec's commitment to promoting economic collaboration with Europe. The ceremony set the tone for a week of dynamic exchanges and forward-looking discussions.

Lakhos presence and personalized demonstrations

From day one, Lakhos presented its booth in Pavilion 17, under the theme of digital ecosystems. My colleague, Anthony Lacoste, and I were on site to offer personalized and in-depth demonstrations of the HubSpot platform and its specific functionalities. These weren't just standard product presentations; we tailored each session to the specific needs and challenges of the businesses we encountered, experiencing the versatility of HubSpot and its ability to generate tangible results.

Conference on RevOps and AI in CRM

I had the honor of taking the stage at the Canadian Pavilion to give a talk on a topic that is close to my heart: the crucial role of Revenue Operations (RevOps) in the current business landscape, and the indispensable contribution of AI-supported CRM systems. My presentation went beyond theoretical concepts. I explored practical and concrete use cases, illustrating how Hubspot's AI tools can be used to optimize marketing campaigns, accelerate business development initiatives, and revolutionize customer service delivery. The audience was particularly interested in discussions about how AI can automate workflows, personalize customer interactions, and provide data-based insights for strategic decision making.

Interest in the Buyer Intent and Sales & Operations Planning

During our numerous demonstrations of the HubSpot CRM, two key observations particularly caught the attention of the participants. First, the shopping intent feature built into HubSpot (Buyer Intent) proved to be a major draw. Its simplicity and power have resonated with businesses seeking to identify and prioritize high-potential prospects. The ability to understand a prospect's online behavior and adapt communication was recognized as a determining factor. Second, the importance of robust Sales & Operations Planning (S&OP) processes emerged as a central theme. Many businesses emphasized the need for better alignment between their sales forecasts, production planning, and inventory management, stressing S&OP as a top priority to achieve operational efficiency and maximize profitability.

AI and Robotics at the Heart of Discussions

Although Artificial Intelligence and Robotics were dominant themes throughout Hannover Messe, the most engaging discussions focused on the practical aspects of implementing them. Participants weren't just interested in the “what” of these technologies; they were grappling with the “how.”

In this area, high-level conferences, such as that of the CEO of Siemens, have emphasized the importance of a gradual and strategic approach to the adoption of AI and robotics. Emphasis was placed on solving challenges related to integration, data management, and workforce adaptation.

Inspiring discussions and the famous Partner Country Night

The week was rich in inspiring discussions with our partners and customers, paving the way for future projects. Partner Country Night, a lively reception celebrating Canada, was a highlight. The evening culminated with a performance by talented Quebec singer-songwriter Charlotte Cardin.

Thanks and collaborations

I would like to thank my colleagues for their enriching discussions: Thierry Marcoux, Charles Ste-Marie and Martin Coulombe (OSEDEA), Éric Tessier and Nicolas Gouin (Granby Industrial), Frédéric Dadure and Franck Boulbes (Saint-Laurent Industrial Excellence), Richard Blanchet (STIQ), Jean Magny and Dominic Vézina (Genius ERP), Patrick Perreault and Jefferey Bégin (Métal Marquis), and Yannick Beaulé (EPIQ Machinery). A big thank you also to NGEN for the organization of this delegation.

Canada's participation in Hannover Messe 2025 was undeniably a resounding success. Lakhos is extremely proud to have played a role in this historic representation, showcasing the dynamism and innovation of Canadian industry on the global stage. The event served as a powerful reminder of Canada's potential to lead the way in shaping the future of manufacturing and technology.