Baxter streamlines lead scoring across siloed teams
Baxter’s HST segment was generating plenty of leads—but without a clear system to qualify or route them, opportunities were slipping through the cracks. Already managing campaigns for the team, RAB2B spotted the gap and introduced a lead scoring solution aimed at boosting efficiency and streamlining lead management across fragmented care categories.
Approach
RAB2B built a scalable lead scoring system tailored to Baxter’s structure:
Created 7 care-specific scoring models using first- and third-party data
Audited sales workflows and interviewed SMEs to define ideal customer profiles
Integrated models into Pardot for real-time scoring
Partnered with Baxter’s DCOE to align stakeholders and drive adoption
Results
custom lead scoring models activated
strategic playbook delivered
Smarter
Lead
routing and sales prioritization
Stronger cross-team
alignment
Foundation Set
for nurture and sales enablement strategies
Now it's your turn
Discover human-first ideas and purposeful precision that move your organization forward.
