Corilus turns buyer engagement data into stronger customer relationships

THE CHALLENGE

Outdated content and no insight into what buyers cared about

Before Showpad, Corilus’s sales reps were visiting healthcare professionals with documentation that wasn’t always up to date. Marketing struggled to keep materials current, and sellers had no way of knowing what information actually mattered to prospects and customers.

“Before you went to a prospect or a customer, you didn’t really know what was interesting to them,” says Koen Van de Gucht, Sales Manager at Corilus. “Is it a reference list? Is it a video? Is it product documentation itself?”

Without that visibility, every sales conversation was a guessing game.

THE SOLUTION

Always-current content with full visibility into buyer behavior

Showpad gave Corilus’s marketing team the ability to keep every document current in one centralized location — so sellers always have the right information at the right time.

“When we introduced Showpad, that was finished,” says Van de Gucht. “Marketing could always keep the documents up to date. They put all the content in Showpad, so they had always the right information at the right time with the customer.”

Collections became a key tool for two distinct workflows. For existing customers, reps use Collections to bundle contracts and supporting documentation — everything organized in one digital package. For prospecting, reps send curated Collections and then track exactly what each doctor or customer did with the materials.

“We have our prospection. After we do prospection, we send a Collection. We see what the doctor did with that Collection,” says Van de Gucht. “Then afterwards, we call back to the prospect to see if they’ve seen our Collection. Was it the right information? Was it interesting? Did they contact some of the references?”

THE IMPACT

From guessing to knowing — and building a reference-driven growth engine

After more than two years with Showpad, Corilus has gained clear insight into what drives buyer engagement. One major discovery: references are extremely important to their customers. Prospects actively use reference lists to contact peers and evaluate Corilus’s software firsthand.

“The biggest benefit of using Showpad is knowing what’s happening with the information our sales reps are giving to the prospect or to the customer,” says Van de Gucht.

That visibility has reinforced a virtuous cycle at Corilus — happy customers become strong references, which drive new business. The company now invests daily in customer satisfaction, knowing that every positive experience feeds the pipeline.

“When your customers are happy, they’re going to be a good reference to other customers,” says Van de Gucht. “That’s something we really work hard on every single day.”