Johnstone Supply Growing Business with Showpad

Johnstone Supply Growing Business with
Showpad
CASE STUDY
[Before Showpad, in regards to content]
it felt like you were looking to find a
paperclip in the Amazon jungle
Randall Hudspeth -VP of Marketing and sales at Johnstone Supply
Case Study
Johnstone Supply Growing Business
with Showpad
Johnstone Supply is a wholesale distributor recognized in the heating, air
conditioning, and refrigeration industry. With regional distribution centers
across the United States, the company has 390 independently owned stores
nationwide. These stores align their own marketing content with the main
corporate office. The corporate office creates and distributes both Johnstone
Supply specific content and also content provided by its 400+ suppliers to
their store representatives and outside sales reps.
About
THE CONTENT STRUGGLE
•
•
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Before Showpad, both supplier content and Johnstone Supply specific
content was stored on an internal server and not available on mobile devices.
Individual stores were expected to find the specific information they needed
among other content. VP of Marketing and Sales at Johnstone Supply, Randall
Hudspeth, explains, “If the sales team didn’t know exactly what to look for,
they wouldn’t be able to find what they needed quickly. In a sense, it felt like
you were looking to find a paperclip in the Amazon jungle”.
Without feedback from the sales team and visibility into collateral usage,
Johnstone Supply lacked insight into how each supplier’s marketing content
was performing. Lacking such insight restricted Johnstone Supply from
giving its suppliers constructive feedback to improve their content and
drive more sales.
MAKING CONTENT EFFECTIVE WITH SHOWPAD
Showpad was the perfect solution. With Showpad, Johnstone Supply is able
to organize content within specific contexts in an intuitive, easy-to-access
manner. The content is organized according to each store’s marketing focus.
The sales team is now equipped with organized content, anywhere,
[Before Showpad, in regards to content]
it felt like you were looking to find a
paperclip in the Amazon jungle
Randall Hudspeth -VP of Marketing and sales at Johnstone Supply
www.showpad.com
•
•
www.johnstonesupply.com
Wholesale Distributor
Goals
•
Organize content from both the
internal marketing team and
suppliers
Organize content by divisions
Make relevant content findable
Gain visibility into content
performance
Approach
•
Mobile driven sales enablement
strategy
Results
•
•
•
Easy and quick way to find relevant
content
Improved marketing content
effectiveness
Stronger relationships with suppliers
anytime, both online and offline. Now, the sales teams spend less time doing
preparation work and more time selling.
Organization
Showpad also provides Johnstone Supply with analytics that give insight into
how specific pieces of content are performing in sales interactions. This gives
both marketing and sales an understanding of what their top-performing
content looks like. With these insights Johnstone Supply and its suppliers
can identify how to improve their future content creation process to produce
better sales-driving content. Further, by sharing these insights with its 400+
suppliers, relationships and credibility have been strengthened, and sales
continue to increase.
Date founded
Johnstone Supply
1953
Location
Portland, Oregon, United States
Industry
Wholesale Distributor
Size
1,000-5,000
STRENGTHEN PARTNER RELATIONSHIP AND GROW
By providing and educating the sales team with all of the resources they
need to speak value and sell, sales reps can now provide their customers
with a more thorough product offering. Sales reps are now equipped to
close larger deals.
Johnstone Supply has engaged their top suppliers to partner on better content
and messaging. With Showpad, Johnstone Supply is continuously helping
to build their brand equity, highlight their values, and provide suppliers with
actionable insights to continuously improve their content.
Sales reps can now provide their customers
with a more thorough product offering. They
are now equipped to close larger deals.
www.showpad.com