How Pavilion Accelerates Sales Through Backchannel Conversations with Noble

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Company Overview

Pavilion is the world’s premier private community for revenue leaders in B2B technology. Its mission is to foster meaningful professional connections, provide career growth, and facilitate knowledge sharing among its members. Pavilion prides itself on community-driven growth, with trust and peer recommendations at its core.

Challenge

Josh Carter, Director of Demand Generation at Pavilion, was facing a significant challenge familiar to most demand generation marketers: prospects increasingly relied on backchannel conversations to validate purchasing decisions, resulting in Pavilion losing visibility and control over the buying process. Traditional marketing methods lacked transparency into these critical conversations, causing Pavilion to miss opportunities and prolonging sales cycles.

“We knew our best sales tool was our happy members,” said Josh Carter, Director of Demand Generation at Pavilion. “But connecting prospects with the right members at the right time was extremely manual and inefficient.”

Solution

Pavilion turned to Noble to transform this critical part of the buyer journey. Noble’s unique solution allowed Pavilion prospects to easily connect with existing, satisfied members they already knew and trusted, right on Pavilion’s website.

Implementing Noble was straightforward. Pavilion embedded the Noble widget strategically across their website—particularly below key logo sections showcasing notable members like Salesforce, Google, Gainsight, and Twilio. With just a couple of clicks, potential members could instantly discover and connect with happy Pavilion members from their own networks.

“Noble completely changed the way prospects experienced Pavilion,” said Josh. “Instead of manually searching for references, prospects could immediately connect with someone they trusted, creating instant credibility and comfort.”

Results

Since implementing Noble, Pavilion has seen outstanding results:

• 3% of Pavilion’s website visitors engaged directly through the Noble widget, significantly outperforming traditional on-site tools.

• 12% conversion rate: 12% of prospects who used Noble to connect with existing members converted into paying Pavilion members.

• Accelerated Sales Cycles: Pavilion found that the Noble widget notably sped up the buying process by quickly providing trusted references.

Additionally, Noble enabled Pavilion to track each prospect’s journey from widget interaction to becoming a member, providing critical visibility into the influence of member recommendations.

Impact and Future Outlook

The implementation of Noble at Pavilion not only increased conversions but fundamentally improved the buying experience by placing trust directly into the hands of prospects.

“We're creating authentic community connections even before someone joins Pavilion,” Josh explained. “That’s incredibly powerful.”

Looking ahead, Pavilion plans to expand Noble’s use across even more areas of their site and marketing strategy, further embedding trust into every step of their member acquisition process.

“Noble is a breakthrough for B2B marketing,” concluded Josh. “It’s ideal for any demand generation team selling high-consideration products, where trust is the key factor. We’re excited about our continued partnership.”