The challenge
SEEBURGER has spent 40 years becoming one of the world's leading B2B integration providers. The family-owned German company connects the systems of 14,000+ customers, from EDI and APIs to managed file transfer, with 1,200+ employees across the globe.
Selling enterprise integration software is a long game. Deals start with a conversation, and those conversations start with getting noticed by the right IT and supply-chain decision makers. For SEEBURGER's business development reps, that meant hours of manual prospecting on LinkedIn: searching, inviting, following up, and keeping dozens of threads warm; per rep, per region, every day.
The solution
SEEBURGER's Dutch team was the first to put Famelab to work. Reps run always-on campaigns that invite a steady stream of carefully targeted prospects every day, with automated follow-ups and AI that keeps replies moving until a meeting lands on the calendar.
The details matter in a market where everyone knows everyone. SEEBURGER's team uses Famelab's exclusion lists to make sure existing accounts and competitors stay out of scope, down to making sure the AI never likes a competitor's post.
Famelab also became SEEBURGER's event-outreach engine. Ahead of a Gartner conference, the team used it to connect with 176 target attendees in the week before the event, so the booth conversations started warm.
Growing region by region
The best proof that a sales tool works? Salespeople recommending it to other salespeople.
What started with a handful of Dutch reps spread through SEEBURGER on internal referrals: the Netherlands team brought in the Nordics, the Nordics brought in UK & Ireland, and then an email from Atlanta arrived:
"I was referred to you by my colleagues in the Nordics. The purpose of this email is to request a demonstration of Famelab," wrote the head of the US BDR team.
Today SEEBURGER runs 10 Famelab seats across 4 regions, coordinated by one team but tuned to each market.
Why it sticks
- Scale without the grind: every rep gets a steady stream of new, well-targeted connections without spending their day on LinkedIn
- Full control: exclusion lists for named accounts and competitors keep the automation on-brand and on-strategy
- A team, not just tools: limits raised before a big event, new colleagues onboarded within the hour; the Famelab team moves at sales speed
- It travels well: the same playbook now runs in four regions, and each new team was sold by the previous one
Looking ahead
SEEBURGER is connecting Famelab to the rest of its sales stack, with a planned integration into its sequencing platform, and continues to add seats as new regions come on board, the US being the latest.
When your own BDR teams start requesting demos of a tool their colleagues use, you know it's earning its seat.