Case Studies / Victrex
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.
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:
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
With the new site, customer acquisition and conversion has successfully increased.
Tell us what you would do with a cohesive digital strategy, enhanced customer experience, and accelerated growth.
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