SUE is a consultancy and academy, specialized in Behavioural Design. Through this method, they help clients worldwide to innovate by finding a solution to their challenges. By using creativity and science, they translate human understanding into prototyped solutions, to influence and shape individuals in a positive way. As an academy, SUE teach their clients how to apply this themselves.

About the client

SUE is an innovation agency providing training, consultancy, and research support. They are focussed on how to improve the customer experience based on behavioural psychology. They help you find a solution to your challenge in their design sprints and teach you about this method in their academy.


Founded in: 2011
Country: Netherlands
Area: Behavioural Change


  • Booking Qualified Appointments
  • Creating Webinars
  • Follow-ups on existing leads
  • Helping to close deals


For SUE, it was a logical step to start working with us. After all, as a start-up, they were mostly surrounded by people who were doing a good job in terms of content and knowledge. As they grew and developed into a scale-up, they needed a healthy and stable pipeline that we could provide them with.

"Sqales approached me in such a nice way. I immediately had a feeling that they would approach clients for me in the same way. This turned out to be the case!"

Tom de Bruyne-

Founder SUE Solution

The process

We tried different propositions on various target groups, which allowed us to gather a lot of market information. We created different buyer personas, for example with marketing managers, L&D managers, commercial directors, owners, product owners, and many more. We gathered all the results together to see who is most likely to work on their skill for behavioural change. Besides normal cold acquisition, we also aimed for some specific webinars and following up on people who have ever followed a training within SUE. We tried to find out why they have been attending and if there are current situations in their company, where we might be of additional value. 


All in all, we brought in many quality leads and gathered a lot of market information during this collaboration. It was a learning process on how to use marketing and sales in the most optimal way, reducing cold calling and working more with leads. It became clear to SUE that they still had some missing links and that they need to improve this in order to design a great lead funnel. We were very happy to provide them with these new insights.