YB Fixings Accelerates Distribution Growth by 12–18 Months Using Lead Forensics

About YB Fixings

Founded in 1979, YB Fixings supplies tools, fixings, fasteners and rebar products across key construction markets, with a strong footprint in timber frame and civil engineering. With ambitious growth targets, the team wanted to expand beyond their historic core and build momentum in new B2B routes to market - especially distribution.

“We’re quite a small lean team… but we’re a really ambitious business, and we really want to grow.” - Shaun Lee, YB Fixings

The Challenge

Before Lead Forensics, YB Fixings could only measure what came through obvious inbound routes like contact forms - often from people who already knew the brand.

“We used to get leads that have come through our website… but it’s always difficult to quantify them because they’re people that traditionally already know about you.” - Shaun Lee

The team needed to answer some bigger commercial questions:

• Who is visiting our website (especially businesses we’ve never touched before)?


• What products are they researching?


• Are we attracting the right accounts for our growth strategy?


• How do we get sales to act faster - without creating admin overhead?

Our Solution

YB Fixings implemented Lead Forensics and evolved their approach over 12 months through regular Success Reviews. The team adopted regional routing, with each rep receiving their own daily lead alerts.

“They’re getting that information immediately… we’re still fresh within that customer’s mind.” - Shaun Lee

As confidence in the data grew, YB Fixings expanded how they used the platform. Lead Forensics quickly became more than just a new business tool.

For existing customers, the team could see when companies that typically purchased one product category were researching another. If a customer known for buying nails and staples began exploring rebar or alternative fixings, the sales rep could proactively introduce those solutions in their next meeting.

The same intelligence proved valuable for reactivating dormant accounts. When a lapsed customer returned to the website and viewed specific product pages, the team could approach the conversation with clarity and preparation, rather than starting cold.

“We’ve had a tangible win… we brought a customer back… and because we could drill down and see exactly what they were looking for… we were much more prepared.”
- Shaun Lee

The most strategically significant outcome, however, came from tracking activity at target distribution accounts. Repeated visits from a national distributor prompted YB Fixings to rethink their planned route to market. Instead of focusing solely on smaller independent merchants, they began engaging with the national account earlier than anticipated.

“We’re looking to bring them on board 12 to 18 months ahead of our original schedule.”
- Shaun Lee

The Result

“With Lead Forensics we can actually put a tangible return on investment against these leads.” - Shaun Lee

The outcomes were clear and concrete:

• Distribution strategy accelerated by 12–18 months based on real account intent signals


• Speed-to-lead improved by removing internal bottlenecks


• Lead quality increased through filtering and exclusions


• Cross-sell revenue unlocked using product-page intent from existing customers


• Lapsed customers reactivated with better-prepared sales conversations


• Stronger ROI visibility by connecting visitor intelligence to their internal opportunity pipeline