Use Cases

B2B sales enablement platform Emlen partners with to achieve product-led growth

Yves Delongie
Yves Delongie
October 10, 2021
B2B sales enablement platform Emlen partners with to achieve product-led growth
Industrie: B2B cloud platform
350+ Customers and Resellers
Teams using
* Sales (Buying Signals)
* Customer Success (Product Adoption Scores, Health Scores, Churn Risk Signals)


Germany-based Emlen GmbH is a leading sales engagement platform that enables B2B customers to instantly create 'digital deal rooms', empowering them to communicate and share sales and support content in a great unique 'Netflix-like' way.

Max Klein, co-founder Emlen GmbH introduces his company as follows: “If we look at traditional B2B sales processes today, leads typically ask for quotes, white papers, use cases, getting-started and other guides...and they all receive this information in a scattered way, through tons of emails. Finding the right material often translates into needing to search emails, hoping they got the latest versions to begin with... At best, some get shared webdrives, which is still pretty much an uuuugly customer experience.”

“Enter Emlen.”, Max continues: “We allow B2B sellers to create deal rooms in seconds, and provide granular access to the right people. They can securely access always-updated latest versions in a click. Moreover, the information is presented to them in great ‘Netflix-like’ screens, which makes it actually pleasant to look at. This bottom-line increases the effectiveness of sales and support content, resulting in much higher content consumption, higher deal closures, and better customer retention.”

Max Klein, Co-founder Emlen

Goals and challenges.

"Just as we want to disrupt the way buyers consume content in traditional B2B sales environments, we also were looking for a disrupting way to conduct our own sales and customer success.” Klein goes on to explain. "As a SaaS company, we wanted to start using the information we held within our platform to our advantage in better serving our onboarding customers. In other words, we wanted to drive a product-led growth strategy.

In initially wanting to build such solution ourselves, we quickly find out that the identity resolution part of having users accessing our platform from different devices and browsers, wasn’t going to be an easy development. Moreover, the tool had to be operated by non-technical non-SQL peers from marketing, which made it even harder.”

“We eventually choose for” Klein concludes “as we found them to be the perfect fit in technology, B2B support, and pricing. The tool was made to be easily set up with rule definitions on pretty much any data point — even including on data and events from other apps than our own platform — and could easily connect to any of our existing martech tools and CRM.” could easily be set up, and was truly build to serve our needs, both in terms of technologie as B2B support. provided. first analysed real leads, buying customers and churning accounts, so to find out which marketing, sales and CS elements contributed to their respective journeys. Based on that data, segment rules and signals were created and sent to HubSpot and Intercom.


“With the introduction of, workflows and efficiency have drastically improved, as have bottom-line business results. Sales and customer success teams now have better customer insights and intelligence at hand, that helps them create more-personal experiences that our customers love. They achieve their KPIs and goals way faster; some with about half the effort previously needed. Also human errors are quickly detected by which no important lead or customer interaction goes unnoticed.”

Or as Max Klein summarises: “ provides us the data that serves as fuel for our new sales and customer success workflows, yet within the same tools they used before..."

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