B&H Captures New Business Leads through Ariba
Leading retailer of imaging products leverages Ariba Discovery to find and
close more than $200,000 in additional revenue
SUNNYVALE, Calif. -- January 29, 2013
Like many companies looking to generate leads, B&H Photo, Video and Pro Audio,
a leading retailer of imaging products, relied heavily on direct marketing and
inside sales. While these efforts sparked some interest and requests for
catalogs, they generally failed to connect the company with buyers who were
ready to make purchases. Only a few percent of those targeted by B&H’s e-mail
campaigns, for instance, actually responded to them. So the company began
looking for new channels through which it could turn up more qualified leads,
and in the process, boost its sales and revenue. And it found one in Ariba®
Discovery™, the premier service for matching business buyers and sellers,
offered by Ariba, an SAP Company and the world’s business commerce network.
Delivered via the Ariba® Network, Ariba Discovery simplifies the process of
lead generation by instantly matching buyer requirements to supplier
capabilities. “With minimal investment, we have already acquired more than
$200,000 in new business and many additional leads,” said Barry Eisenberg,
Business Development – Contracts & e-Procurement, B&H Photo, Video, & Pro
And the company has done it in less time with fewer resources. “We receive
several qualified leads through Ariba Discovery every day and are able to
respond successfully within only 15 minutes,” Eisenberg says.
Compared to email campaigns, the conversion rate that B&H gets from buyers by
using Ariba Discovery is “phenomenal,” says Eisenberg. But the quantity of
leads isn’t the real value of the service in his mind. “The primary benefit is
that they are qualified,” he says.
In the past 12 months, more than $3 billion in new business opportunities were
offered through Ariba Discovery, over 15 million leads distributed, and more
than 15,000 matches between buyers and sellers made. And B&H stands poised to
capitalize on this powerful service.
“Many companies doubted the Internet would ever become a viable tool for
business. But B&H knew better,” said Tim Minahan Executive Vice President,
Network Strategy and Global Marketing, Ariba. “An early adopter of the Ariba
Network, B&H launched an online storefront through which it has been able to
more efficiently connect and collaborate with its customers around the world.
Using Ariba Discovery, B&H can gain fast access to thousands of targeted
buyers and expand its customer base, and ultimately, its revenue.”
B&H is the world’s largest source for all of your Creative Technology needs
including professional Photo, Video and Audio products. In addition we also
carry a vast selection of Security, IT, Multimedia, Optics and A/V
presentation equipment. We are a true “one stop shop” for Corporate, Education
and Government customers. For more information on our products and services,
About Ariba, an SAP Company
Ariba is the world’s business commerce network. Ariba combines
industry-leading cloud-based applications with the world's largest web-based
trading community to help companies discover and collaborate with a global
network of partners. Using the Ariba^® Network, businesses of all sizes can
connect to their trading partners anywhere, at any time from any application
or device to buy, sell and manage their cash more efficiently and effectively
than ever before. Companies around the world use the Ariba ^ Network to
simplify inter-enterprise commerce and enhance the results that they deliver.
Join them at: www.ariba.com
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