How to transform an industrial giant into a digital leader

When Castik Capital acquired Waterlogic in late 2014, the company was primarily a product-focused business. It was proud of its innovative technology but struggled to effectively communicate its value proposition. The marketing approach was overly technical and lacked a clear USP (Unique Selling Proposition). Additionally, the sales model relied heavily on traditional, labor-intensive methods like cold calling and door-to-door sales, which were not scalable or efficient.

Castik Capital's vision

Castik Capital's investment thesis aimed to transform Waterlogic from a capital sales business into a platform with high recurring revenue. This model promised stable, recession-proof income and appealed to the growing emphasis on ESG (Environmental, Social, and Governance) criteria. The goal was to create a more efficient, digital-driven lead generation system to replace the outdated and labor-intensive sales methods.

Digital Transformation Begins

In 2015, Castik Capital introduced Waterlogic to OMMAX, with the initial objective to generate leads digitally. This marked the beginning of a transformative journey that would see Waterlogic evolve into a digital marketing powerhouse.

Early Challenges and Strategy Development

OMMAX conducted a digital audit to assess Waterlogic's online presence and that of its top competitors. The findings were clear: the entire sector was digitally immature. Websites were essentially digital business cards, lacking user-friendliness and failing to capitalize on search engine queries.

OMMAX's strategy focused on building a robust digital presence, creating keyword sets to capture market demand, and developing high-quality content to attract and engage potential customers. The pilot project started in Germany, a smaller market, to minimize risk and demonstrate success before scaling.

Pilot Success and Expansion

The pilot project in Germany yielded promising results. Landing pages and targeted campaigns brought high-quality traffic, resulting in significant lead generation. This success validated the digital approach and paved the way for broader implementation. However, the journey was not without its challenges. The sales team initially struggled to manage the influx of digital leads, highlighting the need for a CRM system to track and nurture these leads effectively. Despite initial resistance, the evidence of digital success convinced the management to invest further in digital infrastructure and capabilities.

Scaling Up

With Mark Taylor's arrival as CCO in 2016, Waterlogic's digital transformation accelerated. The company invested in mobile optimization, ensuring fast-loading, user-friendly websites that improved conversion rates. The focus shifted from just generating leads to enhancing the entire customer journey, from awareness to purchase. Mark emphasized the importance of understanding different market needs. For instance, Americans preferred cold water, Germans liked sparkling water, and the British favored hot water for tea. This market-specific approach, combined with targeted digital campaigns, drove significant growth.

Results and Achievements

By 2021, Waterlogic's digital efforts had produced over 40,000 leads annually, contributing 20-30% of overall growth from digital channels. The business had transformed from a product sales company into a digital leader with a sophisticated, scalable, and efficient sales model.

The partnership with OMMAX evolved from basic lead generation to a strategic relationship encompassing SEO, PPC, CRM integration, and more. This comprehensive digital strategy allowed Waterlogic to stay ahead of competitors, continuously innovate, and maintain a strong market position.

Conclusion

Waterlogic's journey from a traditional product sales company to a digital marketing leader is a testament to the power of strategic digital transformation. By embracing digital marketing, investing in infrastructure, and continuously adapting to market needs, Waterlogic has secured its position as a forward-thinking, customer-centric business.

Key Takeaways for Businesses:

1. Digital Readiness: Assess your digital presence and that of your competitors to identify opportunities.
2. Pilot Projects: Start small to validate new strategies and minimize risk.
3. Customer Journey Focus: Optimize the entire customer journey, not just lead generation.
4. Market-Specific Strategies: Tailor your approach to the specific needs and preferences of different markets.
5. Continuous Innovation: Stay ahead by continuously evolving your digital strategy and capabilities.

Waterlogic's success story demonstrates that with the right vision, strategy, and partnerships, any business can thrive in the digital age.

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