Case Study: GCP achieves clearer buyer understanding with POPcomms interactive sales tool

GCP - Customer Case Study

GCP Applied Technologies, a global manufacturer of advanced construction materials, faced the challenge of clearly communicating the complex value of its products to a diverse range of customers, from architects to contractors. They partnered with POPcomms to create an interactive sales tool that would adapt to different audiences and support more consultative, value-led conversations without oversimplifying their technical expertise.

POPcomms implemented an interactive visual experience featuring an illustrated city cross-section that buyers could explore. This solution allowed sales teams to dynamically show where products are applied, the risks at each construction stage, and how GCP's solutions address challenges. The tool helped GCP position itself as a trusted thought leader, enabling clearer decision-making and differentiating the company through its expertise. A marketing leader at GCP confirmed that POPcomms successfully decoded their complex products into a flowing, impactful interactive story.

GCP