Case Study: B&H Photo achieves 15% buyer response rate with SAP Ariba

B&H Photo Achieving 15% Buyer Response on Lead-Generation Campaigns

B&H Photo, a New York–based retailer and the largest independent photo and video equipment store in the U.S., faced inefficient, resource-heavy lead generation that failed to produce enough qualified buyers and expand account relationships. The company needed better alignment between direct marketing and inside sales to connect with prospects who were ready to buy.

B&H deployed SAP Ariba solutions—including Ariba Discovery, the Ariba Network, and the Ariba Ready Platinum/AdvantagePlus program—and increased visibility through Ariba events. The effort delivered several qualified leads daily, a 15% buyer response rate, the ability to respond to leads in about 15 minutes, and more than $200,000 in new business while improving brand recognition and access to previously unavailable accounts.

B&H Photo

Barry Eisenberg

Business Development Contracts & e-Procurement