€400k
additional revenue attributed to chat
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BE Group · Customer story
BE Group gained €400,000 in additional revenue.
BE Group distributes steel and aluminium across the Nordics and Baltics — high-value B2B sales with technical product specs. They wanted to give business buyers an instant, knowledgeable point of contact on the website.
+31%
sales-qualified leads
<5min
response time to enquiries
— The challenge
What wasn't working.
B2B steel buyers ask very specific questions: grade, finish, tolerances, lead times. The previous web experience either over-simplified or buried the answers in a PDF.
Sales teams answered the same technical questions on calls, eating into time better spent closing deals.
— The solution
What we deployed.
Serviceform deployed an AI agent trained on BE Group’s technical product catalogue — grades, specs, finishes, lead times. Buyers get answers in chat with links to the right product pages.
Sales-qualified leads go straight to the regional sales manager with full conversation context.
- AI agent Knowledge base Lead routing CRM integration
— The result
What changed.
BE Group attributed €400,000 in additional revenue to the chat-driven sales motion in the first year. Sales-qualified leads grew 31%. Average response time to a B2B inquiry dropped from hours to under five minutes.
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