Marketing events are supposed to be lead-generation engines. They’re designed to make customers know you, like you, and trust you enough to do business with you. Yet, for many companies, these events end up being expensive networking sessions with little ROI. Why? Because they forget the fundamentals.

That wasn’t the case with Thiran Technologies at their recent MENAMUG 2025 event on December 4th at the Grand Hyatt, Riyadh. If you want to understand how to turn an event into a lead magnet, here’s the blueprint.

The Secret Sauce: Trust Through Testimonials

One sentence sums it up: Top clients giving testimonials to other top clients. Think about it—major companies rarely share public endorsements unless they’re genuinely satisfied. Thiran didn’t just showcase solutions; they showcased results. That level of credibility is priceless.

Flawless Execution: From Speakers to Collateral

The event wasn’t just well-organized—it was electrifying. The speakers weren’t ordinary presenters; they were charismatic public speakers who owned the stage. Their energy turned sessions into experiences.

Even the flyers were extraordinary. They didn’t just list features—they told a story. One flyer revealed hardware assets you never imagined could be integrated into your system, all managed seamlessly through IBM Maximo. A simple QR code gave attendees instant access to live demos—bridging curiosity with action. Mentioning also it's recognition by MaximoWorld .

Sustainability at the Core

In an era where sustainability is non-negotiable, Thiran made sure it wasn’t an afterthought. Every session tied back to sustainable practices, reinforcing their commitment to future-ready operations.

Power-Packed Sessions That Delivered Value

Here’s a glimpse of what made MENAMUG 2025 unforgettable:

1. AI-Powered Asset Management

Peter Augustin CMgr, FCMI, MIAM, MAPM delivered a phenomenal session on how AI is revolutionizing planning, predictive insights, and automated scheduling—unlocking cost savings, reducing downtime, and optimizing resources. Key Insight: AI isn’t coming—it’s here, redefining asset lifecycle management.

2. Maximo in Urban Spaces

Mohannad Abu-Ghosh , PMP ® showcased Maximo as the backbone of modern cities—managing everything from HVAC to security systems for smarter, safer operations. Takeaway: Connected asset intelligence transforms urban environments into responsive, efficient ecosystems.

3. MAS Migration Essentials

Mahammad Usman Shaik explained why migrating to MAS is more than an upgrade—it’s a strategic leap. Real-world case studies and actionable timelines turned complexity into clarity.

4. Intelligent Rail Maintenance

Shivaa Rajesh explored predictive maintenance in railways, proving that data-driven strategies cut costs and eliminate downtime. Closing Thought: Intelligent assets are the backbone of resilient rail operations.

5. Real Estate & Facilities Excellence

Priti PS demonstrated how Maximo transforms real estate portfolios, driving efficiency and sustainability across lifecycles.

6. AI for Smarter Sustainability

Khawlah Al Shanqiti walked through Maximo’s evolution and IBM’s AI capabilities—from Watsonx to MAS—ushering in intelligence-led operations.

7. Engineering the Thrill

Nathiq Syed shared insights from theme parks, where Maximo ensures rides stay safe, reliable, and guest-ready through predictive maintenance.

8. Live Demo: AI Meets Mobility

Varun Sureka brought innovation to life with a hands-on demo showing how AI empowers on-the-go decision-making.

The Big Lesson

Events fail when they focus on showcasing products instead of creating experiences. Thiran Technologies nailed the formula:

• Credibility through client testimonials
• Charismatic speakers who inspire action
• Interactive demos that convert curiosity into commitment
• A narrative that ties technology to sustainability and real-world impact

If your last event didn’t generate leads, it’s time to rethink your approach. Don’t just host an event—engineer an experience that builds trust, delivers value, and sparks conversations that lead to conversions.

For more insightful discussion, please register and do not miss a chance for fruitful discussion:

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Olga Parra

IBM

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Ingram Micro Saudi Arabia

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