The Challenge for Ubbink

In the competitive B2B landscape, especially within specialised sectors like building technology, the challenge for Marketing Managers often lies in translating general website traffic into concrete, high-quality leads that their Sales Teams can effectively action. This was the exact scenario facing Ubbink, a leader in the distribution of components and systems for building and residential technology.

We sat down with Kjell Teerink and Raymond Bolder from Ubbink to understand how they have fundamentally reshaped their digital lead generation strategy, and significantly improved their Sales pipeline efficiency.

The Challenge of Connecting with Specific Individuals

Ubbink’s website was primarily designed to generate interest through enquiry forms, not to serve as a transactional e-commerce platform. This structure created a common hurdle. They could generate broad enquiries, but lacked the ability to connect directly with specific, influential individuals or companies who were considered ICP.

“We started using Leadoo to solve problems related to lead interactions, especially to connect with specific individuals we considered interesting within the Dutch market,” Kjell explained. The goal was simple but crucial. Make the website an easier, more direct channel to engage with their B2B audience.

Leveraging conversational marketing tools like in-page bots and chatbots, provided an immediate and easy way to achieve these necessary lead interactions without requiring development or change to the site’s core design. It was about creating proactive engagement opportunities right where visitors were consuming content.

Clear Conversion Uplift with Conversational Marketing Tools

The deployment of these conversational marketing tools quickly became apparent, extending far beyond anecdotal improvements. Kjell confirmed a definite improvement in the quantity and quality of the leads generated through the website. This improvement was supported by impressive engagement and conversion metrics across their interactive bots.

The overall engagement generated by their interactive tools showed a dramatic surge.

Over the past year, the Global Chatbot generated an impressive engagement rate of 31.5%. This metric alone points towards a dramatic improvement in capturing visitor attention and initiating a conversation, showing a whopping year-on-year increase of 688% in engagement.

Beyond just engagement, the Chatbot drove conversions. It delivered a 6.4% conversation rate. This represented an uplift of 233% in conversions over the past 12 months.

Furthermore, the dedicated Visual Bot, used strategically on key pages, generated an even higher level of interaction, achieving a 65% engagement rate. This performance underscores the power of tailored, context-specific interactions in prompting user response.

Identifying and Prioritising High-Potential Leads

Another feature used extensively by Ubbink is company tracking. 

This, combined with high-potential lead identification, allows the team to track specific persona activities and gain in-depth views of their website journeys.

“Leadoo has helped in lead identification, allowing us to assign higher priority to high-potential leads within certain contact forms, ensuring our internal sales department focuses their time and resources effectively,” Kjell noted. This strategic prioritisation leads to more effective outbound calls and emails, and a direct and measurable impact on Sales productivity.

Leveraging Key Features and Future Development

The consistency and reliability of the identification features have made them indispensable. Kjell identified company tracking as their current favorite and most consistently used feature. They are currently increasing its use to confirm, for example, whether companies in the installation sector are engaging with content focused on product regulations, which indicates immediate project relevance, rather than just general educational services.

The conversational marketing tools are driving significant lead volume. The In-Page bot on their ventilation advice page, which offers in-depth product information, drove 32% of all leads over the past 12 months.

The team has also started exploring advanced features like the Leadoo AI tool. Despite initial skepticism, internal testing yielded positive feedback, with Kjell noting they “found its accuracy pleasantly surprising.”

From Contact to Conversion

Ubbink’s case study provides clear evidence for Marketing Managers that significant lead generation improvement doesn’t always require tearing down the existing website architecture, or committing to conversion rate optimisation tactics that can take months to gain any statistical significance.

By strategically adding interactive, conversational marketing tools, Ubbink has solved their lead interaction problems, moved beyond general contact forms, and successfully connected with specific individuals and high-intent companies in the Dutch market. 

The result is not just more leads, but a clearly defined, prioritised, and highly actionable Sales pipeline, backed by impressive metrics like the 233% conversion uplift. 

Transforming Lead Generation and Driving More Personalised Customer Experience

This case study is entirely made up of direct interview quotes with Henri Koskinen – Senior Manager, Digital Marketing – at Lindström.

Collaborating with Leadoo has brought significant value to Lindström. Over the first year of our partnership, we’ve seen substantial improvements in our customer engagement and lead generation processes. We have also been able to see the positive results in sales.

Integrating Leadoo’s interactive and engaging tools into our key pages has given us deeper insights into our lead generation process and buyers’ journey. This enables our progress towards more personalized online customer experience.

This change has been well-received by our local teams in the Baltics, where we first started the collaboration. Our teams have adopted the new platform and tools, ensuring that our website visitors are supported.
The optimisation phase has already also begun based on the first results.

The results speak for themselves: we’ve seen a substantial increase in the quality and quantity of our leads. In one of the pilot countries we’ve witnessed 64% of all leads being readily ‘sales qualified’ and integrated directly into our CRM.

In Baltics, we’ve successfully even doubled (+100 %) the number of leads compared to previous figures, thanks to our collaboration.

Our marketing managers and marketing teams have been trained, enabling them to also explore and utilize the Leadoo platform independently, while still receiving all the possible support from the Leadoo team. This hands-on support has been important in helping us understand and optimize our sales and marketing efforts.

This has been a positive change in our martech landscape also, we are working and learning together with Leadoo. 


Leadoo’s Conversion Insights can provide valuable data, such as company identification, visitor tracking and buying journey insights, which in future enables Lindström to enhance their understanding of customer behavior and the effectiveness of marketing campaigns.

Country teams now also have better access than before also to the future business potential.

The feedback from our teams reflects this success, rating the onboarding process and the  solutions with top score 5/5. Overall, Leadoo has not only met but even exceeded our joined goals and expectations, making a real impact on our digital marketing and sales efforts. 



We initially divided our country websites into two different tiers of maturity, resources and requirements, as well as the scope of Leadoo’s services. We started with a smaller scale pilot of three countries. We have gradually expanded our partnership according to our preliminary plans and based on the evaluation of the measurable results received during the pilot phase.

We look forward to further optimizing our customer journey, lead generation and qualification with the help of Leadoo’s innovative solutions and expertise.”


Introducing UR

Universal Robots (UR) are a global manufacturer of collaborative robots (or cobots), which enable companies of all sizes to take advantage of robotic automation. So high-tech, high-value, and highly effective products. But as you can imagine, they are a very considered purchase for many businesses. 

We sat down with Sabine Vidrike, Global Lead Management Strategist at UR, to discuss how Leadoo has helped drive more of those considered purchases. And how within a year, it has become a global tool in Sabine’s Lead Acquisition strategy. 

Why did Universal Robots need a Conversational Marketing platform?

With a purchase as considered and potentially complex as a robot, Sabine realised that conversational chatbots – particularly on key URLs like product pages – could achieve two core benefits:

1. Give a helping hand to potential customers to find information for themselves, and help them through their buying journeys
2. Qualify potential customers and pass key info about them to UR’s sales & support teams, ensuring leads through the site are legitimate MQLs

Sabine explains that “I looked at many different chatbot and conversational marketing options. Established providers like Drift or Intercom were more impersonal, and I knew I would struggle to get the onboarding support I needed. What drew me to Leadoo was the clear customer support and success plans laid out within the sales process.”

“As someone who was going to be responsible for creating new bots and dynamic content internally, that level of guaranteed onboarding was almost as important as the platform’s unique features that we’ve made such wide use of – like the Inpage Bots”.

How are UR using Leadoo bots one year later?

All that early onboarding and support clearly paid off, because Sabine became a Leadoo AI power-user within Universal Robots extremely quickly.

With Leadoo’s help, she developed interactive chatbots on high-traffic top-nav pages like the Home or About pages, with the goal of immediately sign-posting as many users as possible. But the real stroke of genius was in the chatbot branding. The wonderfully named ‘ArthUR’ now assists you with any question you have. Whether it’s technical support, talking to a salesperson, or even applying for a job at UR!

With ArthUR on all high-traffic pages, Sabine and UR were aiming for a discussion-to-lead rate of 10% from all Leadoo bots. But in 2023, they have averaged close to double this. A discussion-to-lead conversion rate of 17% across all bots.

This has been aided by very good use of Inpage bots on product pages. As you scroll through any UR product page, underneath the technical specs and immediate CTAs, you’ll be greeted organically by an in-page version of ArthUR. This instantly allows you to see the product in action, check if it’s the right product for you, or ask technical questions that support & sales teams will proactively know is specifically about that product.

As Sabine explains: “the in-page bots have been a major factor in lead generation. From Leadoo’s Analytics and Attribution models, we know that 84 cobots have been sold to date – where the bots were the last pre-sale touchpoint.”

“For such high-value items, the bots have become an important sales tool in and of themselves. And they have the added benefit of providing our sales team with key information about customers. We pass info such as user name, company, country, contact details and bot responses directly into our CRM from Leadoo via integration.”

Over time, the bots have also become an integral part of UX on the site. In 2023 to date, the bots have received 69% more discussions than the corresponding period in 2022. That came despite an 11% decrease in overall site users. 

Meaning the rate at which users engage with the bots is up 92% year-on-year. And overall conversion rate through the bots has increased 21% year-on-year. 

This widespread adoption of the bots by users shows that while they are helping drive sales and efficiencies, they are also a key factor in Sabine’s goal of delivering enhanced customer experience onsite.

Going Universal

All these bot success stories have meant that Leadoo is now going global within Universal Robots. Having initially started on UR’s English language websites, Sabine has recently finished rolling localised and translated versions of the bots across 11 different languages!

As Gavin Greer, UR’s Customer Success Manager explains: “we pride ourselves on making our bots and insights as easy to use as possible. But even so, Sabine and Universal Robots have really run with the platform to an impressive level.”

“ArthUR is just ingenious. Both in its branding and in how UR have used it onsite. It shows not just how effective signposting tools like this can be on conversion rate. But also how creative and effective implementation is key to maximising conversion rates – even with conversion tools in play.”

“Sabine has been an absolute pleasure to work with, and her roll-out of the bot across 11 other languages is a testament to how determined she is to continuous improvement. And how quickly she has become a Leadoo power-user. We can’t wait to help get the most of 12 ArthURs all around the world!”