THE CHALLENGE
A major go-to-market shift exposed content and alignment gaps
Eloy Water had always operated through a network of distributors and specialized installers. In 2017, the company realized that to hit its growth targets, it needed to integrate its distribution channel and start reaching customers directly.
“This was a very big step for us,” says Pierre Bemelmans, Marketing Manager at Eloy Water. “It meant that we needed much better visibility into how our customers purchased and used our products, and a deeper understanding of the kinds of content and support they needed to be successful.”
The transition surfaced several problems. Sellers carried outdated binders with incomplete or inaccurate information — triggering costly errors and projecting the wrong image. The sales team only met once a year, leaving daily alignment nonexistent. And the company lacked a consistent brand identity across its internal reps and distributor network.
THE SOLUTION
A cloud-based platform built for small teams that need to move fast
Eloy Water chose Showpad for its simplicity, affordability, and mobile-first design. The team needed a platform that a small marketing department could set up quickly without requiring a steep learning curve from sellers in the field.
“Being able to use a tablet or smartphone was key for us, because we wanted our sales team out in the field instead of sitting at their desks,” says Bemelmans. “We also wanted them to have the ability to send or receive technical sheets or other content quickly and easily.”
With Showpad, both the internal sales team and distributors now access the same content — same logo, same images, same style guides, same messaging. The daily disconnect that came from annual meetings and scattered binders has been replaced by a platform that keeps everyone in sync.
“We are now giving our consumers professional material that is clear, updated, and makes a great impression.”
Pierre Bemelmans
Marketing Manager at Eloy Water
THE IMPACT
Shorter cycles, better content, and customers who want in
Since implementing Showpad, Eloy Water has shortened its average sales cycle and reduced the time sellers spend preparing for meetings. Content discovery is faster and more accurate, and video and multimedia support has improved how sellers engage customers.
Marketing now has analytics on what content gets used and what delivers value — intelligence the team never had when relying on printed binders. And the alignment between internal sellers and distributors has transformed the company’s professional image.
“We are now giving our consumers professional material that is clear, updated, and makes a great impression,” says Bemelmans.
WHAT’S NEXT
Onboarding customers onto the platform — because they asked
Eloy Water is continuing its global rollout and using analytics and customer feedback to create targeted content like videos, technical procedures, and tips.
The most telling sign of impact: some customers have been so impressed with the Showpad experience that they’ve asked to be added as users themselves.
“We also plan on integrating an interactive technical calculator to help our customers choose the right product and determine ROI,” says Bemelmans. “This will empower our customers even more and free up valuable time for our sales team. Everybody wins.”