Company brings in Progress technology to help increase leads by personalising online customer experience
Wartsila, a provider of smart technologies for marine and energy markets, is relaunching Web properties across 50 locations as it works to deliver more personalised experiences.
The company has selected Web content management and personalisation platform, Progress Sitefinity and Progress Sitefinity Digital Experience Cloud (DEC), in order to enable marketers to simultaneously update 200 product Web pages and create a seamless brand experience across all devices without the need for IT support.
The solutions not only enable Wartsila’s marketers to create a seamless brand experience across all devices - without the need for IT support - but also help it dramatically increase leads by personalising the online customer experience, the company said.
“For Wartsila, the user-friendly interface of Progress Sitefinity platform was a big selling point - it’s just easy for anyone to pick up and learn without spending hours in the backend to obtain a level of mastery. With so many different departments and people creating and modifying content, it was very important for us to have a content management system that was easy to use,” Wartsila digital marketing specialist, Maud Bernard, said in a statement.
“The Sitefinity DEC solution is the future of digital marketing at Wärtsilä. The B2B world needs more personalised experiences and the solution enables us to create them.”
Wartsila is operating across A/NZ through Wartsila Australia, the Australian subsidiary of Wartsila Corporation, with extensive workshop facilities in Sydney, Perth as well as a presence in Melbourne, Adelaide and Auckland. It is a Finnish company that manufactures and services power sources and other equipment in the marine and energy markets.
Since launching Sitefinity DEC solution, the company said it has significantly increased the number of highly qualified leads, which has led to increased quotes and customer engagements. And as Wartsila strives to reach an international customer base, the company said its website plays a pivotal role in the company’s digital marketing efforts.
With unique content pages for each of Wartsila's three business units and regional sites for more than 50 different locations and languages, its website had become a complex ecosystem of digital content over the years, the company noted.
“Progress Sitefinity platform ensures dynamic audience segmentation and personalisation work together, as a team. Moreover, companies can drive business growth by understanding and optimising every customer’s journey, from anonymous behaviour to a long-term relationship,” Progress senior vice-president, core products, John Ainsworth, said in a statement.
“Watsila is a great example of an organisation that sheds the ‘one message for all’ approach and delivers highly tailored experiences for each prospect.”
On the personalisation front, the company will look to further personalise the user experience by serving tailored content recommendations and consistently promote interesting content to boost visitor engagement and enhance conversion.
Customers once had to navigate a complicated ecosystem of digital ecosystems to find the information they needed, but now Wartsila can effectively score visitors for each action they take, optimising audience segmentation, the company noted.
Read more about brands overhauling their digital experience:
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For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.
When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.
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