About Waterlogic, a Culligan International Company
In November 2022, Culligan International and Waterlogic International announced their global merger, creating a leader in sustainable drinking water solutions and services. Together, Culligan and Waterlogic will serve over 100 million consumers and save more than 40 billion plastic bottles annually through sustainable water filtration, purification, and treatment solutions.
Waterlogic (revenue ~$400m) is a leading global workplace hydration solutions company that primarily rents out mains-fed point-of-use (“POU”) water systems to a broad range of B2B customers. Since Castik Funds completed its acquisition of Waterlogic in 2015, the company has been acquiring >40 add-on acquisitions globally and entered >10 new direct markets, creating a need for centralization of its marketing campaigns and integration into existing digital infrastructure
Since 2014, our team has supported Waterlogic with a holistic digital strategy, including the development of a leading digital infrastructure and marketing ecosystem which successfully integrates MarTech tools and processes, e-commerce functionalities, and a comprehensive data stack.
What We Have Achieved
+40% digital lead growth
+30% total contract value
10x ROI
25,000 Leads acquired in 2021
75m€ Customer lifetime value
A Global Company With a Limited Business Model Setup
We supported Waterlogic in the roll-out of a new lead and sales platform, allowing for improved overall usability and increased new user acquisition, with ongoing digital improvements including a full e-commerce marketing technology platform.
By introducing a unified database, we supported Waterlogic in tracking and collecting all data sources, allowing for data connectivity to ensure full transparency in the analysis of customer journeys, lead and cost development. Through the rollout of the worldwide digital marketing ecosystem, digital solutions are offered across the entire lead-to-sale process, improving key KPIs throughout the digital funnel and ultimately contributing to higher overall sales.
"OMMAX has transformed Waterlogic into a high-performing B2B digital marketing and sales organization. Its unique strategy has helped Waterlogic to gain new ground in market visibility and profitable business growth."
Our Digital Transformation Approach
Through the wide-ranging digital transformation program, we offer digital solutions across the entire lead-to-sale process, improving key KPIs throughout the digital funnel and ultimately contributing to higher overall sales. For Waterlogic, we executed the following:
1. Global Lead & Sales Platform Development
- Sales platform optimization, with vast technical improvements including competitive page, speeds in line with Google guidelines
- 240+ URLs built per site, leveraging existing content for SEO legacy, coupled with fresh content pieces
- Conversion-optimized SEA landing pages
2. Integration of Web, Marketing and Sales Data
- Development of structured customer economics data analytics and cohort reports
- Integration of marketing and sales data across all digital channels for unified data analysis
- Creation of a unified reporting suite allowing for live data analysis and real-time data interrogation
3. Multi-Touchpoint Customer Journey Approach
- Digital campaign ecosystem leverages the full marketing mix to target the right audience segment across various tools and channels
- Higher invest in upper-funnel activities creates spillover-effects driving branded search
- Global data collection, tracking and behavioral learning for optimized campaign strategy
4. Platform 4.0 & Marketing Automation
- The transformation program includes solutions to digitalize and automize the sales journey for recurring revenue contracts
- Global e-commerce shop for cross-selling of bundles and product consumables
- Automated processes to trigger anti-churn initiatives and up-selling opportunities
“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.”
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