Crafting conversions: how Camber’s marketing makeover drove record results

Apr 17, 2025
  • sales, marketing and service

When custom cabinet maker Camber set out to refine its digital marketing, they were looking for a partner as precise and dedicated as their own craftsmen. Led by Camille Peckstadt, Camber’s marketing team needed strategic allies who could challenge assumptions, shape raw data into actionable insights, and turn a clear vision into measurable growth. delaware’s Performance Marketing experts ticked all the boxes. (7 minute read)

Record online lead generation

2024 was a record year for Camber, with a steady flow of high-quality leads generated across 21 showrooms in Belgium and Luxembourg. 

Booming online revenue 

Strategic campaign optimizations and channel mix drove a major  uplift in online revenue, making this one of Camber’s strongest years yet

High-quality leads 

Razor-sharp targeting increased the lead-to-sale conversion rate which added directly to Camber’s revenue generation. 

Challenge

Camber’s marketing team wasn’t never short on ambition or data. But with online competition intensifying after the pandemic, standing out required more than just visibility. Rivals were offering fully digital sales flows, while Camber stayed true to its showroom-first approach. The challenge was to drive not just more, but better leads: prospects ready to convert. “At Camber, we’ve always believed in the power of personal contact. Our showrooms are where customers truly connect with our product,” says Camille. “We needed to attract people who were ready to take that step, not just browse online.” 

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  • High expectations, ambitious targets: With strong results in 2021 and 2022, Camber set ambitious growth targets. Filling the pipeline across 21 showrooms with the right prospects demanded local precision and smarter use of the wealth of data at their disposal. 
  • Outdated marketing tools: Their existing automation tool was end-of-life, limiting flexibility and growth. They needed a modern, scalable solution that would support their evolution from quantity-focused lead generation to quality-driven conversion strategy.


Solution

To help Camber move away from volume-based marketing, delaware stepped in as a strategic partner. Our work focused on three key areas: 

  • Tools and data architecture: We implemented the right mix of marketing tools that would give Camber's team clear insights into their campaign performance and customer behavior. 
  • Regional targeting: By developing market-specific advertising campaigns based on detailed customer personas, we helped Camber connect more effectively with customers in each target region. 
  • Content and conversion: Our SEO recommendations and improvements  drove more organic traffic to Camber's digital channels, while new marketing automation tools allowed us to optimize  the customer journey and improve sales conversion rates. 
Camber had already laid solid groundwork. Our role was to sharpen the focus, increase impact, and make sure their efforts were backed by the right tools, data and insights.
 Laurence Vandelanotte, Lead Digital Strategist at delaware

What did
we do?

Connected insights  

Instead of just tracking clicks, we mapped how customers move through their buying journey. By connecting these data points, we helped Camber understand exactly which marketing efforts were driving revenue and where to invest for the best returns.  

Smart segmentation 

We had already defined our customer personas back in 2021, but with marketing automation, we’ve taken segmentation a step further by fine-tuning our lists to match specific needs and behaviors. This allowed us to create targeted campaigns that reached the right people with the right message at the right time.

Team empowerment 

Rather than just implementing tools, we worked closely with Camber's team to build their confidence and capabilities. This meant they could take ownership of the new marketing approach and continue evolving it independently.

Empowering Camber with effective marketing automation 

A game-changing moment came when we moved Camber to HubSpot as their marketing platform. Rather than just handling the technical setup, we made sure the platform supported their shift toward quality-focused leads. By connecting HubSpot with Salesforce, the team could now see exactly how leads moved through their sales process, while custom reporting helped them make smarter decisions based on real data.

“We didn’t just improve our marketing. We also became confident, independent, and ready to scale smarter,” says Camille. With HubSpot, Camber gained smoother workflows, better insights, and the ability to act quickly on data. The platform became the backbone of their quality-first marketing. 

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One of the most impactful initiatives was scaling our lead generation: as volume grew, we ensured that quality remained uncompromised. It laid the foundation we’re still building on today.
Camille Peckstadt, Marketing Manager at Camber

Results

In 2024, Camber’s efforts truly paid off. Online revenue grew by nearly a quart, and the lead-to-sale ratio rose significantly, clear proof that smarter targeting and better tools were bringing the right people into their showrooms. Improved channel management and ongoing campaign optimization also led to a noticeable increase in online leads compared to last year’s results. Even more importantly, these were high-quality leads: prospects already engaged through meaningful online interactions and ready to convert.

Behind these results was a marketing approach built on data, precision and empowerment. With delaware’s support, Camber’s team gained full control of their campaigns, laying the foundation for sustained showroom growth. “2024 was a record year, but it’s just the beginning. Now we have everything in place to grow smarter and aim higher,” Camille concludes.

Camber & delaware

Camber is a Belgian company with three decades of expertise in creating high-quality, sustainable custom made cupboards. The team of interior architects, measurers, delivery team, carpenters and other experts to create bespoke solutions tailored to each customer's needs.

“The strength of this project was the clarity of Camber’s vision,” says Niels Vanderstraeten, senior digital marketer at delaware. “They knew where they wanted to go, and we helped shape the path to get there, both strategically and technically.” 

Camille Peckstadt, marketing manager at Camber, agrees: “We weren’t just looking for a supplier. We needed a partner who could challenge us, support us, and grow with us. That’s exactly what we found in delaware.” 

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