Case Study: C&H Distributors achieves direct access to qualified buyers and new project wins with SAP Ariba (Ariba Discovery)

Complementing Direct Marketing Strategy to Reach Qualified Buyers

C&H Distributors, a leading distributor of industrial supplies serving customers from Fortune 500 companies to individual buyers, sought more efficient ways to target qualified buyers and generate solid leads across the United States and Mexico. While direct marketing and inside sales drove interest and catalog requests, C&H wanted more opportunities to connect with buyers who were ready to purchase.

By adding the Ariba Discovery service to its existing use of the Ariba Network, C&H completed registration in minutes and within days received a university request to bid—winning the project three weeks after the initial inquiry. Since then C&H has consistently received relevant bid requests that put sales staff in direct contact with the right buyers, allowing online leads to effectively supplement trade shows, direct mail and other traditional marketing efforts.

C&H Distributors

Krista Espinoza

Assistant Manager