ABOUT SHOWPAD
Showpad is a global AI-native Revenue Effectiveness & Enablement Platform with Belgian roots and a strong engineering and product presence in Romania. When reaching out to How to Web, they had just opened a development center in Romania, as part of their effort to grow and establish a local team.
THE CHALLENGE
When Showpad decided to join How to Web Conference, its main priority was to build stronger brand awareness in the local market. At the time, the company was hiring for multiple roles within a relatively tight timeframe, which made visibility especially important. Showpad needed to become better known not only as an employer, but also for its culture, in order to attract strong talent and build meaningful connections in the startup ecosystem.
As the company expanded locally, three priorities stood out: strengthening its product-first employer brand, attracting high-quality talent with an ownership mindset, and building closer ties with the Romanian startup and tech ecosystem.
How to Web was a natural fit because it aligned closely with the values that define Showpad: a product mindset, a builder mentality, a strong community orientation, and a genuine desire to give back to the startup ecosystem.
THE SOLUTION
What made How to Web the right fit for Showpad’s growth objectives
How to Web supported Showpad’s local growth by combining brand visibility, talent connection, and ecosystem positioning in a single, coordinated effort.
Before the conference, they facilitated introductions to relevant tech talent in Romania and helped position Showpad as a product-led company with a strong engineering and product culture. They also promoted content about Showpad’s evolution and AI use cases, increasing visibility in the local tech ecosystem.
During the conference, How to Web provided a strong platform for employer branding, positioning Showpad as a technology leader in Romania and reinforcing its image around innovation and culture.
The collaboration also strengthened internal perception within Showpad, helping the Bucharest team gain visibility internally and reinforcing pride and cultural alignment. It supported Showpad’s positioning of Romania as a hub capable of delivering both engineering and strategic product roles.
Overall, How to Web acted as a bridge between Showpad’s global organization and the Romanian tech ecosystem, supporting hiring, visibility, and strategic hub development through a high-quality, low-friction collaboration.
What else beyond formal engagements made an impact
Beyond the core activations, the partnership delivered additional value across multiple areas. Executives were able to engage directly with the community, the brand was represented consistently across materials and conversations, and the team stayed close to discussions around product building, mentorship, and startup growth. Because How to Web quickly understood Showpad’s positioning, the company felt accurately represented without needing to closely manage every touchpoint.
The impact also extended well beyond event visibility: introductions through How to Web sparked conversations with startups and potential partners, while the broader community created opportunities for mentorship and long-term relationship building, allowing Showpad to contribute back to the ecosystem.
THE RESULTS
Employer brand · Talent attraction |
How to Web helped Showpad associate its name with product thinking and made it easier to open conversations with strong candidates, partners, and recruiting support. |
Executive trust · Local market validation |
By bringing global leaders into the conference context, Showpad created direct exposure to the Romanian ecosystem and reinforced internally that the local hub could carry strategic product ownership. |
Relevant candidates · Hiring momentum |
The event generated qualified candidates, including senior product conversations that advanced in the conference context and reduced the trust gap in late-stage hiring. |
Startup introductions · Partnerships |
The collaboration led to valuable conversations and early partnerships with startups such as DesignVerse and Genezio, extending the relationship well beyond event visibility. |
Community credibility · Long-term presence |
Showpad became part of a product-first community it genuinely wanted to support, strengthening both its external reputation and the pride of its internal team. |
WHY HOW TO WEB
For Showpad, How to Web stood out because it combined employer branding, product-community credibility, executive-level networking, and genuine long-term partnership. Rather than feeling like a one-off sponsorship, it became a practical way to strengthen the company’s local presence while also contributing to the ecosystem it wanted to grow alongside.
We received a lot of positive feedback about Showpad’s image in Bucharest. Culture is one of the company’s strongest assets, and it’s extremely valuable to have platforms where you can showcase it authentically. I believe How to Web helped position us as a technology leader that values both innovation and organizational culture.
Răzvan Căciulă, VP of Engineering, Showpad
Based on a conversation with Răzvan Căciulă, VP of Engineering, Showpad, May 2026.
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