Global marketing director, Yannic Laleeuwe understood that ClickShare was not the typical case study. The company largely sold through distributors, not end-customers. They needed a new approach that treated B2B differently.
That's exactly what LeadFabric did. We got to work with interviewing salespeople, marketing teams, customers, active prospects, and the deals they'd lost. Our approach left the vanity metrics of lead scoring behind and focused on how buying works within their industry – where the journey starts, how it moves, and what tells us an account has reached each stage.
We quickly discovered that Barco’s customers were making decisions on who to work with long before anyone even reached out to a potential partner. What’s more is that they were making decisions in groups with different objectives rather than relying on any single individual.
