Marmomac 2026
Verona.

What Marmomac is, in two lines

Marmomac is the world-leading trade fair for the entire natural stone supply chain: quarrying, material processing, cutting machinery and technology, tools, and stone design. It is organised by Veronafiere in Verona, runs annually, and in 2026 reaches its 60th edition, after surpassing 1,400 exhibitors and 50,000 professional visitors in 2025.

It is not a fair for the general public: it is where architects, processors, distributors, and developers choose suppliers and materials for projects that take shape in the following months. That is why lead management matters as much as the on-site presence.

What to exhibit, where to exhibit

In 2025 the venue spanned 12 indoor halls and 8 outdoor areas, over 76,000 m². The layout is product-driven and visitors arrive with a precise objective:

• Natural stone and materials: blocks, slabs, marble, granite, ornamental stone, semi-finished products
• Machinery, technology and tools: cutting, polishing, CNC, nesting software, abrasives
• Stone design and architecture: surfaces, finishes, furniture applications, bespoke projects
• The Italian Stone Theatre (Halls 11-12 in 2025): the curated section that brings architects, designers, and specifiers into the fair

If you sell both material and processing technology, consider a position in transit between indoor halls and outdoor areas: the flow of technical buyers toward the large machines outdoors is significant, and intercepting it both ways doubles your contact opportunities.

Note: the full 2026 hall layout and the 2026 Italian Stone Theatre theme have not yet been published. The references above are based on the 2025 edition’s setup.

Visitor profile, who actually enters the booth

Marmomac is one of the most international fairs on the Italian calendar: in 2025 visitors came from 140 countries, with 66% international attendance. The booth does not see a generic visitor, but supply-chain operators with a project in hand:

• Architects and interior designers: specifying materials and finishes for residential, hospitality, retail projects
• Processors, quarry operators and producers: looking for machinery, tools, and new materials to add to their range
• Importers, distributors and traders: evaluating foreign suppliers and production capacity
• Technology buyers and specifiers: specifiers of machines and processing lines
• Developers and furniture brands: sourcing stone for large contracts and collections

The top source markets in 2025 were Germany, Spain, USA, France, the UK, and India. Translation: at the booth you will hear more English than Italian, and a large share of your most interesting leads will be discussing projects outside Italy. Being ready to qualify in multiple languages, and to handle different time zones in follow-up, makes the difference.

How to prepare in the 4 weeks before the event

Week -4, messaging audit

Verify that your value proposition answers the three questions every Marmomac visitor asks within the first 30 seconds at the booth:

1. What you do, in one sentence (material? machinery? design? contract processing?)
2. Who it is for, precise ICP segment (e.g. “granite for ventilated façades, projects > 2,000 m²”)
3. What changes, concrete benefit (yield per block, scrap rate, lead times, certifications)

No generic brochure. One clear sentence, repeated by every team member, in both Italian and English.

Week -3, booth operations playbook

Define who does what across the four days:

• Who is on the front line at the booth
• Who handles samples and technical demos on the machines
• Who is in the back office (HQ) running live follow-up during the event (yes, this is a game changer, see below)
• Who is the point of contact for architects, design studios, and major international buyers

With four days of long opening hours, shift rotations by time slot are not optional: nine hours straight at the booth degrades conversation quality by mid-afternoon.

Week -2, qualification form

Every contact collected at the fair must be qualified on the spot, not “later”. For the stone supply chain the critical questions are few and precise:

1. Project/application: what are they building, and with which material?
2. Volume and timing: m² or tonnes, and when is supply needed?
3. Decision: who specifies, who buys, how many people are involved?

Everything else (company size, revenue, markets served, certifications) can be found in the 30+ public data sources that good automated enrichment covers without you needing to ask in person.

Week -1, CRM integrations

The classic mistake: contacts collected on paper, business cards in a drawer, scans in the fair app, and then no one moves them into the CRM. Follow-up starts weeks after the event, by which time the prospect has already spoken with other suppliers (often foreign ones).

Configure the system so that every scan, at the fair, lands directly in the company CRM, with event tag, qualification answers, and a voice note from the sales rep. Not in an Excel, not in a proprietary fair app, not in a Google sheet “we’ll tidy up next week”.

Is the official Marmomac app worth it?

The Marmomac App (iOS/Android) is good as a fair navigation tool: exhibitor catalogue searchable by product, country, and hall; event and appointment schedule; useful info (timetables, floor plan, tickets, travel); and the B-Card feature for exchanging contacts with exhibitors and operators.

What it does NOT do, and the reason few sales teams use it as a real lead capture tool:

• It does not integrate with your company CRM (HubSpot, Salesforce, Pipedrive). Contacts stay inside the app.
• It does not automatically enrich data. If the card only has name and company, that is all you keep.
• It does not send follow-up to prospects. Follow-up is on you, manually, afterwards.
• It does not generate executive reports. At best you get an export.
• It changes with every fair you attend, so you end up with different apps on your phone, one per event.

The Marmomac App is an excellent informational companion for visitors (what to see, where to go, whom to book an appointment with). As a commercial lead capture tool, it falls short. For that, you need systems built for the fair to CRM to follow-up workflow. See how Linkly works.

What to do during the 4 days of the fair

Day 1 (Tuesday), opening

• Team briefing at the start of the day: review the 3 messages and the roles, in both Italian and English
• Calibration: the first 10 leads of the day are for fine-tuning the qualification questions
• At end of day, first debrief: what works, what to fix tomorrow

Days 2-3 (Wednesday-Thursday), the decisional days

The heart of the fair. Expect the heaviest traffic of architects, international buyers, and purchasing directors walking the halls with a list of suppliers to meet. Keep a senior person always on the floor: your most strategic prospects, often international, pass through on these two days. The outdoor areas with machines running attract technical buyers, keep them staffed.

Day 4 (Friday), closing

Natural drop in traffic. It is the moment for:

• Closing meetings with hot leads from the previous days
• Deeper conversations (less rush, calmer booths)
• Competitor walk-round: see who came, which materials and technologies are on show, take notes for the next edition

What to do in the days after the fair

At a fair this international, the number one risk is dispersion: 50,000 visitors from 140 countries means business cards in your suitcase, contacts in three languages, follow-up postponed because “let’s handle the local ones first”. That is exactly how the most valuable international leads get lost.

The winning follow-up playbook:

1. Within 24-48h: personalised email to every qualified lead, in their language, referencing the project or material discussed at the booth. No templates.
2. Within 7 days: assign 1 sales contact per qualified lead. Schedule a specific touchpoint (call, sample shipment, site visit), no batch email.
3. Within 14 days: deliver on the promises made at the booth (samples, datasheets, quotes). Automatically extractable from the sales rep’s voice notes if the system recorded them.
4. Within 30 days: executive report on performance vs target, distribution by sales rep, market, material, estimated pipeline. Use it to request next year’s event budget renewal from management.

Practical FAQ

How much does it cost to exhibit at Marmomac 2026?

Costs vary by position (indoor hall or outdoor area, frontage), square footage, and build-out. As an indication, for an entry-level 16-25 sqm indoor booth in a standard position: €20,000 to €35,000 bare space + €10,000 to €20,000 build-out and services + €6,000 to €14,000 staff, travel, samples. Realistic total range: €40,000 to €80,000 for a respectable four-day presence. Outdoor areas for large machines and positions in the most sought-after halls cost considerably more. For official price lists refer to marmomac.com.

Is a small shared booth or a full island better?

Depends on the goal. Shared booth or national pavilion = visibility and volume lead capture. Island = operational closing with senior buyers and architects. Below 16 sqm the risk is no space to display materials and samples, which at this fair are the main sales tool: you touch them, compare them, and decide.

When does visitor registration open?

Typically in the months before the event, on the official site. Online pre-registration is the standard channel for professional operators. Check the site for the 2026 edition’s windows and conditions.

Is it true the last day is quiet?

Yes, Friday sees the natural drop typical of B2B fairs. But the average quality of remaining buyers is high: they are specifiers and decision-makers who did their walk-throughs in the previous days and return to dig deeper or close. Do not dismantle the booth before closing time.

What alternative is there to paper for collecting contacts?

Paper is a poor option, especially here where many contacts are international (digitisation time, transcription errors on foreign names, lost leads). Three practical alternatives:

1. Official fair app (B-Card): works for exchanging contacts, but disconnected from your CRM (see section above).
2. CRM with native mobile scanning (HubSpot and Salesforce have dedicated features): works if the team knows how to use them. Often they don’t, in a fair context.
3. Dedicated lead capture system + AI agents for enrichment, qualification, follow-up: the pattern Linkly executes. See how it works.

Page updated ahead of the 2026 edition. For official information and exhibitor/visitor registration please refer to marmomac.com and veronafiere.it.