Drowning in low-quality leads, this supply chain technology company realized their problem: they were capturing demand, not creating it. In a 200+ day sales cycle, they were showing up 180 days too late.
From Capture to Creation They shifted from gated content and form fills to building demand throughout the entire journey. Education replaced interruption.
From Leads to Accounts Individual lead scoring gave way to account engagement tracking. They measured momentum, not just activity.
From Blind to Visible Full attribution revealed what actually influenced deals. Every touchpoint tracked, every influence measured.
What transformed:
Today, they create demand systematically throughout the buying journey. They know which accounts are progressing, which content accelerates deals, and which channels drive revenue. The guessing is over.
