Victrex is a global leader in high performance polymers – used extensively in the aerospace, automotive, electronics, energy and medical industries. From 15,000 aircraft to 1 billion smartphones, their polymers provide a lightweight and proven alternative to metal that offer new levels of cost savings, quality and performance.
15,000 aircraft & 1 billion smartphones
To help the Victrex marketing team communicate such a diverse range of product benefits to multiple audiences, in multiple industries and multiple languages, we implemented the Sitecore content management system and integrated it closely with Dynamics CRM. The resulting platform gives Victrex the ability to deliver a consistent message across all customer touch points.
The new site has enabled Victrex to generate higher quality leads and to strengthen relationships with existing customers. The marketing team are now able to run more complex campaigns, and have a much better understanding of who their visitors are and at what point they are in the sales cycle.
- 15% increase in visit duration
- 10% increase in returning visitors
- Significant increase in the number and quality of leads into CRM
The existing website had limited content management and no integration with email marketing or CRM. Creating effective campaigns across web, email and CRM and measuring their success was simply not possible.
More importantly, it was impossible for the marcom team to deliver an engaging and memorable digital experience that would encourage new and existing customers to learn more about Victrex’s solutions and understand the benefits of replacing metal and other polymers with Victrex’s lightweight and more durable products.
The vision was to create a unique and engaging digital experience which would encourage customers to learn more about Victrex’s solutions and understand the benefits of replacing metal and other polymers with Victrex lightweight and more durable products.
The website was developed to ensure high quality leads were correctly routed in CRM, and that CRM was fully joined to support their interaction with customers.
The marketing team requirement was to deliver a user-friendly and flexible platform which would integrate with CRM and allow Victrex to develop complex, targeted & personalized marketing campaigns and measure ROI.
The key business objectives were
- Increase traffic to the site
- Increase in returning visitors – encouraging users to signup for the My Victrex section (a personal information library on the Victrex website)
- Increase the number and quality of web leads flowing into CRM
- Significantly increase our capability to manage the website internally – along with related campaign landing pages, and email marketing
After an extensive platform selection exercise, the Sitecore platform was chosen because of its:
- Flexibility as a multi-lingual platform.
- Full layout control – with a number of complex page layouts, all pages are setup from components so that any combination of layout is possible
- Support for content reuse – across website pages / landing pages / microsites / email campaigns
- Highly effective content personalisation
- Integrated A/B testing
- Support for nurture email campaigns (engagement plans)
- Two - way Integration with Dynamics CRM
Benefits of the new platform
For the marketing team the site is a user-friendly and flexible platform that integrates closely with CRM. This allows targeted and personalized marketing campaigns to be created – with campaign ROI correctly attributed.
Improvements to the business
Better content management
What we made
To deliver on this strategy, we aligned their digital presence using Sitecore to provide a seamless customer experience. With this, we integrated the Dynamics CRM to help them better understand their customer, wherever they were in the sales cycle.
Increased customer engagement
To increase customer engagement, we structured the navigation to provide clear routes to all information for all audiences. We took a modular approach so they could build any form of layout and display complicated product information in a more comprehensive way.
We also eliminated complex and tricky contact forms and enabled global customers to interact with the site in their own language. Together, these features deliver an engaging user experience, encouraging new and existing customers to learn more about products and information relevant to them.
Increased global presence
To cater for and grow Victrex's international customers, we incorporated full translations of the site in German, Japanese, Korean and Mandarin. Lighter versions of the site also exist in French, Italian, Russian and Brazilian Portuguese.
Better customer data and insight
Our recommended new web platform, Sitecore, provides Victrex with better customer data. Sitecore tracks all visitor interaction across multiple devices to build up a complete profile of the customer, including their interests. This gives Victrex a detailed insight into each customer, which can then be used to drive content personalisation.
Tighter CRM integration
We transformed their lead-routing process by tightly integrating the Dynamics CRM with Sitecore, to support the global sales team. This provides complete visibility of all prospective leads and the ability to track all marketing activity and campaigns.
They can now set up personalised nurture campaigns to continue the conversation between sales meetings. For the marketing team, it enables them to develop targeted and personalised marketing campaigns.
With the new site, customer acquisition and conversion has successfully increased. Victrex has seen a 30% increase in CRM leads, a 9% increase in returning visitors and 15% increase in mobile sessions.
We have taken Victrex from a fragmented web presence, with no CRM integration, an inconsistent user experience and no technology to provide them with customer insight, to a digitally native organisation.
In leading their digital journey, we have provided the right strategy, technology, training and support to enact a lasting digital change, which has laid the foundations for future growth.
23%increase in organic traffic
30%increase in CRM leads
world classdigital capabilities