How global leader Victrex transformed the customer journey
We helped Victrex transform their digital marketing strategy, enhance their global digital presence and deliver a streamlined customer journey.
Every day, millions of people across the world rely on products which
contain Victrex polymers – from 20,000 aircraft, to 500 million vehicles,
15 million medical devices and over 4 billion mobile devices.
Victrex is an innovative world leader in high-performance polymer
solutions, focused on strategic markets in aerospace, automotive,
electronics, energy and medical.
As well as continuing to build the market for high-performance PEEK and
PAEK polymers, the company is also moving downstream into new added-value
products and operating much closer to customers.
Challenge
To facilitate the company’s growth strategy, we were asked by Victrex to
rethink their digital presence. The objective was to improve the customer
experience, improve lead generation, streamline the customer journey, and
to modernise the marketing platforms.
The main challenge was to help the company consolidate and streamline
their entire digital estate, encompassing 4 distinct brands operating in 6
industries, and content in 11 languages, managed by a marketing team
spread across the globe. A further consideration was the group-wide
migration to Dynamics CRM running alongside this.
The new marketing platform had to support:
An increasingly global customer base
A diverse audience – with customers at different levels of the value
chain
A growing network of OEMs and partners
A “polymer to parts” strategy – including semi-finished and finished
components, and supporting services including design, manufacture and
regulatory support
A move closer to customers – with more recognisable brands
Improved communication across multiple touchpoints, long customer
journeys and fragmented customer segments
A complex sales cycle that operates in highly regulated environments
A group-wide migration to Dynamics CRM
Elevating the digital experience for a diverse global audience
Working with senior business stakeholders across the global team, we
developed the new digital strategy to support the business strategy,
enabling growth in the core brands as well as supporting the
diversification into new markets, new applications, and the move
downstream into semi-finished and finished components.
A core objective was to improve the experience across the entire customer
cycle, building deeper engagement with multiple audiences in different
industries, and at different levels in the value chain. We started by
mapping out the customer journey across the sales cycle, establishing a
series of micro-conversions that would increase customer engagement and
interaction, and keep the conversation flowing.
Our next task was to modernise the marketing platform, consolidating the
site management across each of the brands. We transitioned the sites to
the Sitecore CMS platform and implemented a flexible component-based
design system which could evolve over time. This approach has enabled
marketing teams to combine content, literature, whitepapers, technical
datasheets, videos and case studies, to communicate product benefits and
technical information in a more engaging manner.
To support an increasingly global customer base, we incorporated full
translations for German, Korean, Chinese and Japanese, with lighter
versions of the site in French, Italian, Russian and Brazilian Portuguese.
All content is delivered through a global CDN, providing every visitor
with an excellent response time, no matter where they are based.
We rationalised and streamlined complex forms to improve conversation,
adding additional opportunities for data capture and micro interactions.
These drive content personalisation and nurture campaigns. We also
introduced a secure “My Victrex” customer portal to allow sales teams to
share collateral with customers.
We delivered the digital programme in parallel with a group-wide migration
to Dynamics CRM. We developed an extensive two-way integration to sync
customer data and interactions between Sitecore and Dynamics. This has
integrated online and offline channels, and improved lead-routing and
reporting.
The new platform provides a clear picture of customer behaviour. We
extended Sitecore to aggregate analytics data across all customer
touchpoints including CRM data, and developed a series of dashboards using
Microsoft Power BI. The marketing teams can now leverage this data to
drive engagement with increased personalisation and nurture campaigns,
while the sales teams have a clear picture of customer interests globally,
helping them stay ahead and uncover new niches.
“For the marketing team, this has been a game-changer. We've brought
everything together on one platform, delivering streamlined campaigns and
better measurement and reporting.”
Liat Egel
Global Digital Marketing Manager, Victrex
Results
With the new site, customer acquisition and conversion has successfully
increased.
