Johnstone Supply Growing Business with Showpad

[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

www.showpad.com

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 o� ice. The corporate o� ice creates and distributes both Johnstone Supply specific content and also content provided by its 400+ suppliers to their store representatives and outside sales reps.

THE CONTENT STRUGGLEBefore 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 SHOWPADShowpad 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,

Case StudyJohnstone Supply Growing Business with Showpad

About• 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

e� ectiveness • Stronger relationships with suppliers

[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

anytime, both online and o� line. Now, the sales teams spend less time doing preparation work and more time selling.

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.

STRENGTHEN PARTNER RELATIONSHIP AND GROWBy 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 o� ering. 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 o� ering. They

are now equipped to close larger deals.

OrganizationJohnstone Supply

Date founded 1953

LocationPortland, Oregon, United States

IndustryWholesale Distributor

Size1,000-5,000