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The Waterlogic Case

How we build a global digital marketing infrastructure

Development of a digital eco-system for a B2B player

Waterlogic – Worldwide manufacturer & distributor of water solutions for B2B businesses

Since its founding in 1992 in the UK, Waterlogic has been a leading innovator, manufacturer and global distributor of point-of-use (POU) water purification systems to business enterprises including offices, factories, hospitals, hotels, schools and restaurants in over 50 countries around the world. With offices and service centres in Europe, America, and Oceania and a network of distribution partners, the company generates a yearly revenue of ~ $435m. 

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A global company with a limited business model set up

In 2015, digital services represented a part of the company activities, with new client acquisitions mostly originating from offline channels. This was partly due to the 10 websites in place with little conversion orientation and a frequent change in country portfolio with different e-commerce strategies.

When OMMAX started to collaborate with Waterlogic in 2015, our goal was to set-up a clear and coherent digital strategy across the company portfolio. This translated in the progressive integration of new markets and digital channels to fully scale digital activities. The strategy resulted in a strong and steady increase in business growth and a shift of revenue stream from offline to online.

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The Creation of a digital Eco-system

Over the past 4 years, OMMAX worked together with Waterlogic to build a worldwide centralized digital marketing infrastructure. OMMAX expertise, in combination with our BI and analytics structure, allows for operational efficiencies, daily monitoring of performance and constant optimization for lead generation maximization.

Various digital build ups and initiatives were rolled out including an integrated digital strategy covering marketing, sales, customer journey and user experience that led to strong business growth for 5 consecutive years for Waterlogic.

After an initial pilot in restricted EU markets (DACH and France) for SEO and SEA in 2015, OMMAX supervised the digital roll out of SEO, SEA, and Content across all European markets in 2016 including key initiatives such as conversion rate optimization and technical platform optimization.

The Creation of a digital Eco-system Continued

OMMAX continued the digital ramp up in 2017 with the integration of key markets (including the US and Australia).

In 2018 and 2019, full digital roll out was reached with the progressive integration of new markets (16 markets are currently operated in 2020). Focus was placed on the reinforcement of the holistic digital strategy with the creation of a digital eco-system with search (SEO and SEA), display, retargeting and social media along the full customer journey and development of offsite activities including Linkbuilding and PR.

In addition to marketing activities, OMMAX supported the global digital sales efficiency and marketing operations optimisation with a global data science and data mining project.

The goal of the project was to consolidate company-wide marketing and sales data to monitor worldwide output of marketing and sales activities (including the possibility to drill down from aggregated views into detailed levels for all company stakeholders) to increase global digital sales efficiency and optimize sales close rate .

A scalable and sustainable infrastructure was built with automated processes that allow real time data analysis and steering of marketing and sales initiatives for each market.

What We Have Achieved

  • OMMAX supported the Waterlogic’s global digital transformation roll out to 16 markets between 2015 and 2019 

  • The setup and execution of the digital lead generation strategy resulted in 100k valuable leads generated throughout digital channels since 2016

  • Digital initiatives resulted in 10x ROI for Waterlogic and 75 million € customer lifetime value

  • The BI project conducted with OMMAX enabled optimization of the sales funnel and increased visibility on company sales data with 1.2 million data points included in the model.

  • As of 2018, OMMAX started to conduct worldwide digital strategy and execution for secondary companies, Purezza & Billi.

“Our unique strategy has helped Waterlogic to gain new ground in market visibility and customer value. They’ve continued time and time again to prove their strategical capabilities; it's a pleasure to be working with them.”