B2B GTM Case Studies: Insights from 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!
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.
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.