Waterlogic / Culligan

Global ecosystem through a multi-year digital and tech transformation

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Together we have achieved

Results worth seeing

+69% contracts signed (Y1-Y7)

+119% total contract value (Y1-Y7)

+$133m new-customer contract revenue generated (Y1-Y7)

Portrait child boy drinking water at home

About Waterlogic & Culligan

Waterlogic's path to becoming a global leader and successful acquisition by Culligan

Waterlogic was a leading global workplace hydration solutions company, primarily renting out mains-fed point-of-use (“POU”) water systems to B2B customers. In 2022, Waterlogic was sold to Culligan to create a world leader in sustainable drinking water solutions and services.

Since 2014, our team has supported Waterlogic in 18+ countries with a holistic digital strategy, including the development of a durable and leading digital infrastructure and marketing ecosystem that successfully integrates MarTech tools and processes, e-commerce functionalities, and a comprehensive data stack.

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OMMAX has transformed Waterlogic/Culligan 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.

Mark Taylor
CCO, BES Group

Our approach

Driving performance through OMMAX’s digital transformation and MarTech strategy

Global lead & sales platform development

State-of-the art global platform and tech stack with headless approach resulting in strong conversion rate uplift and powerful lead gen engine
Top-tier page-speed performance, with ongoing digital improvements based on industry developments and continuous A/B testing to maximize conversion rates

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 for efficient optimization & steering of customer journey, CAC, ROAS

Multi-touchpoint customer journey approach

Rollout of a digital campaign ecosystem leveraging 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
Sophisticated media buying and distribution strategy to leverage synergy potential and ensure best CACs across channels

Marketing/sales automation and e-commerce

The transformation program includes solutions to digitalize and automate the sales journey for new customers and recurring revenue contracts
Global e-commerce shop for cross-selling of bundles and product consumables
Automated processes for sales and services including lead nurturing and triggers for anti-churn initiatives and up-selling opportunities