The Challenge
This global B2B manufacturer, operating in more than 150 countries, set a strategic objective to improve how it supports its worldwide customer base and global field team online. However, its corporate website was mostly in English and lacked the functionality to provide region-specific and country-specific content, which created a major barrier.
Following numerous acquisitions, the company was also left with more than 60 disconnected websites that competed with one another, caused confusion, and increased operational costs. Some local markets were addressed, but the existing local language content was outdated and did not reflect current branding or messaging.
The corporate website highlighted several major company brands. As the site expanded into new markets and languages, the localized versions needed to offer essential information and a strong brand experience.
The company’s lean digital marketing team needed to rapidly and affordably launch the new corporate website in 30 important markets without requiring additional internal staffing. They also required a solution that would integrate smoothly with their Sitecore Content Management System (CMS).
“MarketFully has become more than a vendor to us. They’re a trusted partner that we consult with on everything related to web translation.”
—Senior Manager, Interactive Marketing
The digital marketing team carried out a thorough and detailed analysis of possible approaches. These included expanding internal marketing resources to oversee and translate website content, relying on in-region resources to manage translations within Sitecore, and using cloud-based translation technology and services, such as MarketFully. Based on this evaluation, the company chose MarketFully as the strategic partner for this major undertaking.
MarketFully earned the partnership by demonstrating that it was the fastest and most cost-effective option. It also required very limited internal involvement and delivered local-market website enhancements that competing providers did not offer. One example was EasyLink, a MarketFully technology that identifies user preferences like language, country, and currency and welcomes first-time visitors with their preferred settings in order to improve the on-site experience. No other provider was capable of scaling to the required number of markets as quickly or as cost effectively as the MarketFully solution.
Outcome
The initiative launched with the goal of deploying the company’s website across 30 key global markets, including China, Korea, Japan, Germany, Italy, France, Spain, Switzerland, Austria, Mexico, and Brazil.
The MarketFully globalization platform integrated smoothly with the manufacturer’s Sitecore CMS to oversee a translation memory and an in-context translation workflow. MarketFully also added search engine optimization and analytics capabilities to help attract, engage, and convert website visitors in each market. This complete solution ensures that the company delivers a globally unified yet locally meaningful online experience.
With MarketFully, the company now has a turnkey platform supported by straightforward processes that make it possible to launch websites in new markets both quickly and cost effectively. The company also gains a long-term strategic partner that remains actively involved in helping it support its global field teams and its large worldwide customer base.
Key Benefits
• Globally consistent and locally relevant content that elevates user experience (30 sites)
• Faster time-to-market and lower costs for launching new country sites
• Translation memory system that reduces translation spending
• Smooth compatibility with Sitecore CMS, improving translation workflows
• Search engine optimization and analytics tools that help attract, engage, and convert visitors
• Straightforward ongoing maintenance and a strong foundation for future expansion
