Heating Up Global Marketing with a Streamlined Solution
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“Instead of going through time-consuming, labor-intensive steps to prepare, update and deploy translated content to the web, we can now focus on our English website and leave the translation and maintenance to MarketFully.”
—Lance Bielke, Manager, Marketing Communications, Thermon
Thermon, headquartered in Texas, is a publicly traded global company that designs and manufactures heat tracing equipment for temperature maintenance of pipes, tanks, and instrumentation. Its highly specialized products are used by companies in the petroleum, chemical processing, and electrical power generation industries.
As Thermon expanded internationally, the company needed to provide its website and technical documents in local languages to better serve a global customer base.
“Our content is highly technical,” said Lance Bielke, Manager, Marketing Communications at Thermon. “We needed a solution that could deliver highly accurate translations for both our online and offline technical materials. With a lean marketing team, we also needed an efficient approach to launch, operate, and maintain multilingual websites.”
During his search for a translation solution, Bielke discovered MarketFully and reviewed its work. He asked MarketFully to show examples of websites for customers in similar industries, which contained technical information and messaging similar to Thermon’s.
“The examples enabled our regional staff to evaluate the quality of MarketFully’s translations, which they rated as excellent,” Bielke said.
“Before working with MarketFully, I engaged several translation companies that claimed to provide quality services. However, it was difficult to get deliverables that accurately reflected our technical content and key messages. We decided to move forward with MarketFully largely because of the high-quality translation of our technical content, combined with their automated solution for launching and managing multilingual websites.”
“Our website translation process has been greatly streamlined with MarketFully.”
—Lance Bielke, Manager, Marketing Communications, Thermon
MarketFully accurately translated Thermon’s extensive technical documentation and used a systematic process and tools that allowed field teams to participate in the translation review easily. MarketFully launched the company’s website in four languages within 90 days. Following a phased approach requested by Thermon, MarketFully subsequently delivered websites in nine additional languages.
Thermon’s lean marketing team has achieved faster time-to-market for new multilingual websites while ensuring the sites remain fully and efficiently updated. These improvements support Thermon’s global business growth.
“Our website translation process has been greatly streamlined with MarketFully,” Bielke said. “Instead of going through time-consuming, labor-intensive steps to prepare, update, and deploy translated content to the web, we can now focus on our English website and leave translation and maintenance to them.”
When edits are made to Thermon’s English-language site, MarketFully’s platform automatically detects the changes and notifies linguists, who quickly translate, review, and publish the updates for the multilingual sites.
“The technical accuracy of our content is critical, because our customers worldwide rely on detailed technical documentation to understand our offerings,” Bielke concluded. “MarketFully’s high-quality translation of our technical information, combined with its technology, has allowed us to serve our customers more effectively. It has been an excellent fit for our business.”
