GCP Applied Technologies. Enabling Clear Understanding of Technically Complex Materials

GCP Applied Technologies is a global manufacturer of advanced construction materials and solutions, trusted by architects, builders and contractors on some of the world’s most demanding projects.

Operating in a technically complex category, GCP’s challenge was not product capability, but how clearly that value could be understood by a diverse range of customers — each with different requirements, risks and decision-making priorities.

GCP’s sales teams engage with a wide spectrum of stakeholders, from architects and specifiers to contractors and engineers. Each audience brings a different perspective, level of technical understanding and set of concerns.

To support more effective conversations, GCP needed a way to:

• make complex material performance easier to understand

• adapt discussions to different roles and priorities

• communicate value succinctly without oversimplifying

At the same time, the experience needed to reinforce GCP’s position as a trusted, knowledgeable partner — not just a product supplier.

POPcomms supports GCP with an interactive sales experience that uses visual storytelling to help buyers explore where and how GCP’s products deliver value.

At the centre of the experience is an illustrated cross-section of a city and construction site. Buyers can expand and explore different areas of the build, revealing:

• where specific waterproofing solutions are applied

• the risks and considerations at each stage of construction

• how GCP’s products address real-world challenges

This visual approach helps buyers understand complex performance benefits in context, rather than through technical documentation alone.

The interactive experience allows GCP’s sales teams to guide conversations dynamically, focusing on the issues most relevant to each customer and project.

By exploring scenarios together, conversations become more consultative — helping customers understand not just what the products do, but why they matter to their specific build.

By clearly articulating risk, performance and value across different construction contexts, the experience helps position GCP as a thought leader within its field.

Rather than relying on static presentations, the interactive format supports informed discussion, builds trust and reinforces GCP’s expertise at key moments in the buying journey.