B2B GTM Case Studies: Insights from
Global Payments, Harbinger, and ModumUp
Global Payments, Harbinger, and ModumUp
What does a real B2B go-to-market motion look like in practice?
Speakers from Global Payments, Harbinger, and ModumUp shared case studies at our April 8 event.
Two very different stories, one shared theme:
In B2B, trust is built before the conversation starts - through content, education, and intentional design.
We are pleased with the response to the event: 585 registrations from 49 countries and 142 peak live viewers. Thank you to everyone who joined us live!
Below are the key takeaways from each session.
Dmitry Suvorov, Senior Marketing Manager at Harbinger
Polina Kazmina, Project Director at ModumUp
From outreach to revenue: 215 B2B leads and 2 deals via Social Selling
Harbinger builds commercial electric vehicles - a traditional industry where fleet directors rarely fill out forms or click ads. Cold email didn't fit. LinkedIn did.
Over 7 months, the team ran Social Selling across multiple profiles targeting enterprise fleet operators and leasing partners. Personal stories and authentic photos consistently outperformed technical posts - 22 posts went viral, with the best reaching 50,000+ views and 300+ reactions. One post was featured organically in an industry newsletter without any promotion. The key insight: human content wins even in the most traditional B2B categories.
Alongside content, the team ran outreach to target accounts via direct messages. The result: 3,977 connections with decision-makers, 158 MQLs, 57 SQLs, and 2 enterprise deals worth ~$1.25M closed.
Jennifer Mendez, Director of Product Marketing & GTM, Integrated & Platforms at Global Payments Inc.
Executing a 5-week product launch: aligning teams and accelerating go-to-market
When a fraud prevention product needed to go to market in five weeks - with a new auto-enablement motion and a pricing shift from flat fee to usage-based - product marketing became the layer connecting nearly every function: legal, billing, support, pricing, corporate comms, and leadership.
Jennifer structured the work around five phases: clarity, education, alignment, launch, and stabilization. Education wasn't a safety net. It was the go-to-market strategy. By the time customers noticed something new, internal teams were already ready.
The core lesson: product marketing's real value isn't in launching once - it's in building repeatable systems. Momentum beats waiting for perfect clarity. And pricing changes are never just pricing changes. They're perception changes that require sequencing, not broadcasting.
The full recording is available here: https://youtu.be/6rU1RXSXTLM?si=J12T0xKH9QVb8_qt
Speakers from Global Payments, Harbinger, and ModumUp shared case studies at our April 8 event.
Two very different stories, one shared theme:
In B2B, trust is built before the conversation starts - through content, education, and intentional design.
We are pleased with the response to the event: 585 registrations from 49 countries and 142 peak live viewers. Thank you to everyone who joined us live!
Below are the key takeaways from each session.
Dmitry Suvorov, Senior Marketing Manager at Harbinger
Polina Kazmina, Project Director at ModumUp
From outreach to revenue: 215 B2B leads and 2 deals via Social Selling
Harbinger builds commercial electric vehicles - a traditional industry where fleet directors rarely fill out forms or click ads. Cold email didn't fit. LinkedIn did.
Over 7 months, the team ran Social Selling across multiple profiles targeting enterprise fleet operators and leasing partners. Personal stories and authentic photos consistently outperformed technical posts - 22 posts went viral, with the best reaching 50,000+ views and 300+ reactions. One post was featured organically in an industry newsletter without any promotion. The key insight: human content wins even in the most traditional B2B categories.
Alongside content, the team ran outreach to target accounts via direct messages. The result: 3,977 connections with decision-makers, 158 MQLs, 57 SQLs, and 2 enterprise deals worth ~$1.25M closed.
Jennifer Mendez, Director of Product Marketing & GTM, Integrated & Platforms at Global Payments Inc.
Executing a 5-week product launch: aligning teams and accelerating go-to-market
When a fraud prevention product needed to go to market in five weeks - with a new auto-enablement motion and a pricing shift from flat fee to usage-based - product marketing became the layer connecting nearly every function: legal, billing, support, pricing, corporate comms, and leadership.
Jennifer structured the work around five phases: clarity, education, alignment, launch, and stabilization. Education wasn't a safety net. It was the go-to-market strategy. By the time customers noticed something new, internal teams were already ready.
The core lesson: product marketing's real value isn't in launching once - it's in building repeatable systems. Momentum beats waiting for perfect clarity. And pricing changes are never just pricing changes. They're perception changes that require sequencing, not broadcasting.
The full recording is available here: https://youtu.be/6rU1RXSXTLM?si=J12T0xKH9QVb8_qt