Xylem

Background

Xylem is an international industrial group specializing in water technology. The group designs and manufactures solutions to move, treat, analyze and save water for industry, utilities and buildings.

Among its brands, Lowara offers a wide range of water pumps made in Europe:

• pumps for industry and processes
• booster sets and pumps for buildings and heating, ventilation and air conditioning (HVAC)
• pumps for irrigation and agriculture
• pumps built into equipment by manufacturers (OEMs).

More than 100 application engineers support customers' technical teams across Europe, the Middle East and Africa to choose and configure the right pump.

In this context, Xylem wanted to open new industrial accounts in several European countries, alongside its sales network and distributors.

Objective

The goal of the partnership with Oliverlist was to book meetings with the buyers and technical decision-makers who source and specify water pumps, across several countries and languages.

The priorities were to:

• book meetings with buyers, engineering teams and technical directors
• target manufacturers whose pumps are at the heart of their production or installations
• position Xylem as a pump supplier that is reliable on lead times and spare parts availability

{{cta}}

Target audience

The prospecting strategy focused on the profiles who choose and buy pumps:

• Buyers and purchasing managers
• Engineers and design offices at equipment manufacturers (OEMs)
• Technical directors and maintenance managers
• Production and operations directors
• Facility management managers

Target organizations included:

• manufacturers of heating, HVAC and water treatment equipment
• steel and metal producers
• industrial plant builders
• agriculture and irrigation companies
• exhibitors at industry trade shows

The campaigns covered France, Italy, Spain, Portugal, the United Kingdom, Ireland, Germany, Austria, Switzerland and Sweden, each in the local language.

What we put in place

Segmentation by country, role and sector

Oliverlist built separate audiences for each country and each function (purchasing, engineering, operations), then by sector, to tailor the message to each contact.

Targeting look-alikes of existing customers

Audiences were built from companies similar to Xylem's current customers, to focus the effort on the accounts most likely to buy.

Multichannel, multilingual prospecting

We rolled out campaigns combining:

• outbound email
• cold calling
• automated follow-up sequences

to multiply touchpoints with decision-makers, in their own language.

Messaging focused on supply reliability

The messages highlighted:

• actual pump delivery lead times
• spare parts availability once the pump is installed
• support from application engineers to choose the right configuration.

Continuous optimization

The campaigns were continuously fine-tuned to improve:

• response rates
• the quality of the leads generated
• conversion into qualified sales meetings.