1 system, six campaigns

Hypothesis

Global Mobility and HR leaders plan relocations months ahead and research long before they talk to sales. If one shared system handled message, capture, scoring and routing, sales time would go to the highest-volume accounts first and nurture would carry the rest.

Method

One demand system, built in the order a lead moves through it.

• Message. A B2B message map for Workplace Solutions: buyer pain points, segments, value propositions and proof points. The World Cup 2026 campaign put it to work with four creative angles, backed by a 24-post organic calendar from May to July.
• Capture. LinkedIn Lead Gen Forms offering a benchmarking report, so the ask was useful research, not a sales call. For the Suddath Nav launch: four LinkedIn ads, a landing page and a form.
• Qualify. A dual HubSpot score: contact fit (who they are) plus contact engagement (what they've done).
• Route. Leads reporting 20+ relocations a year go straight to a scheduling link with the head of sales. Everyone else enters nurture.
• Nurture. HubSpot sequences for B2B leads, plus a redesigned B2C qualification and nurture program.
• Ops. Power Automate workflows that run event campaigns and case study production across business units.

The routing

Thought leadership supported the campaign too: What the 2026 World Cup Will Teach HR Leaders About Cross-Border Execution, ghostwritten for a Suddath SVP.

Result

20% → 24%

• Separately, B2C lead-to-appointment conversion increased from 20% to 24% between April and July 2026, during the qualification and nurture redesign. This is an observed result, not proof of sole causation.
• Six integrated B2B campaigns launched on one shared system for messaging, capture, scoring and routing.
• Sales time now goes to the accounts with the most relocation volume first.

Next

Tie the score to revenue. Compare deal-stage conversion by score band, reset the routing thresholds, then move LinkedIn budget toward the segments that actually close.