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Discover how Saint-Gobain used Sproxil Ally to triple the number of retail influencers mapped over 7 years in just 7 months, netting a 12x boost in signups. Quick Facts Channel Intelligence and Sales Enablement Solutions “ Using Ally, we have been able to reach more contractors, provide new leads and better Saint-Gobain’s contact with contractors. • Saint-Gobain India spent over 7 years connecting directly with independent contractors essential to their sales process, reaching a few thousand • Saint-Gobain turned to Sproxil Ally® and gained several thousand more in just 7 months, a 12x boost • Ally is now used on dozens of Saint-Gobain products, and growing Opportunity The building materials industry relies heavily on purchase influencers – professionals who pick the brand of product installed for the ultimate customer: the consumer. When consumers remodel their home or buy a new apartment, they decide on design and function, and influencers select the winning building materials brand for the job. Without a direct channel with such influencers, brands not only lose out on sales. They miss a vital reverse feedback channel to gather market intelligence on changing consumer (and influencer) preferences. Recognizing this strategic opportunity, Saint-Gobain set out to create direct relationships with key influencers in the building materials industry: architects, carpenters, masons, electricians and other building contractors. Using an extensive manual process, contractors were enrolled across India over 7 years, producing a static (and rapidly outdated) database of contact information that required additional processing to use in marketing campaigns. Saint-Gobain was not able to scale up its channel marketing efforts and began losing its strategic advantage.
