THE CHALLENGE
Marketing materials scattered across hard drives and local computers
Sandvik is a high-tech global engineering group with 40,000+ employees across industrial metal cutting, mining and construction, and industrial heating. Content distribution was the company’s core challenge.
“One of our main reasons to go with Showpad was the distribution of all the marketing communication material,” says Daniel Lindström, Marketing Communications Manager at Sandvik. “That was spread out all over the hard disks and local computers.”
Without a centralized system, marketing had no way to track what sellers were using — and no data to inform what content to create next.
THE SOLUTION
A 12-month pilot that expanded to the full organization
Sandvik took a measured approach to implementation. The team started with a small pilot group, navigated some early IT challenges, and spent roughly 12 months validating the platform before rolling it out to the broader organization.
“We had a small pilot to start with, a small team that tried it out, and then, after about 12 months, we rolled it out onto the rest of the organization,” says Lindström.
Once live, Showpad gave the marketing team a more flexible way to distribute materials — and for the first time, visibility into which content sellers were actually accessing and sharing.
“I would definitely recommend Showpad to other companies. The flexibility and distribution of content is great, and it’s an easy tool to adapt to.”
Daniel Lindström
Marketing Communications Manager at Sandvik
THE IMPACT
Easier customer interactions and smarter content decisions
The changes showed up on both sides of the organization. Sellers now have content always available and find it much easier to engage customers. Marketing can track usage and use those insights to shape future content strategy.
“From a content creation perspective, it’s much easier now to see what content is actually being used,” says Lindström. “It gives us a lot more input for what content to produce in the future and to be more spot-on on what the customer might like to see.”
The combination of always-available content and real usage data has created a feedback loop that didn’t exist before. Marketing produces what sellers need, and sellers share what customers want.