Showpad

TLDR

Showpad is a Ghent-founded sales enablement platform that helps B2B sales teams find, share, and track content throughout the buyer journey.

Overview

Founded by PJ Bouten and co-founder Louis Jonckheere in Ghent, Showpad became one of the early breakout SaaS companies in the Belgian ecosystem. The platform enables sales and marketing teams to align on content, equip reps with the right materials, and track engagement throughout the sales process.

Showpad raised substantial venture funding and expanded its US presence significantly, with dual headquarters in Ghent and Chicago. The company competes in the sales enablement category alongside Seismic and Highspot. Total lifetime funding reached $188M.

In August 2025, Vector Capital, a US private equity firm, acquired Showpad and merged it with Bigtincan, an Australian sales enablement platform. At the time of acquisition, Showpad reported EUR 160M in ARR and approximately 600 employees, with 120 based in Ghent.

Showpad is a key reference company in the Ghent ecosystem narrative and a proof point for B2B SaaS scaling out of Belgium.

Key People

• PJ Bouten - Co-founder

Funding History

• Showpad Acquisition 2025 - Acquired by Vector Capital, merged with Bigtincan (Aug 2025)

Connections

One of Ghent's anchor scale-ups. Often cited alongside TechWolf and Deliverect as proof of the city's tech output.