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Case study

Webtec

A solution meeting a highly technical brief that has transformed sales revenue and customer insights and intelligence.

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Background

This is a solution that warrants a deeper discussion - since it covers so many bases and delivers so much. Not least, one of the most complex but powerful Marketing Automation solutions delivered to date.

Marketing activities drive tag-based, lead-scoring users through multiple sales funnels - oriented towards each vertical and horizontal that the business supports. Dedicated journeys guide users through access to detailed product information, applications, case studies, forms and technical downloads towards a marketing qualified lead status.

Leads are then routed through our AI MA Sales Dashboard based on territory and trend in lead score so that the correct sales team can then follow the sales process through.

The Solution

The Webtec solution delivers:

  • Multi-lingual content managed web solutions, with non-transactional e-commerce capabilities that generates automated quote requests
  • All product and customer data are integrated with Webtec's Epicor ERP solution
  • Significant numbers of additional product-related assets are linked to the product database autimatically, including images, datasheets, literature and case studies
  • An Interactive product finder offers a 3D graphing tool, allowing customers to identify Webtec's products that meet their performance requirements via the entry of standard industry measures
  • The China version of the Webtec site is hosted locally in Asia, whereas the remaining sites are hosted in Europe. As a consequence we wrote addiitonal tools within our AI CMS to edit Chinese content from Europe (for speed) and a new 'Update Method' allows authors to simply send content to the China server and automatically refresh the site
  • Pages may contain full-screen video splash banners and many other layouts based on our AI Container technology
  • Full blogging system with automated e-newsletter generation
  • Fully content managed Mega Menus offer feature panels for promotions and announcements
  • Many other features have been created for Webtec, follow the site link at the top of this page to see for yourself...

Marketing Automation

Our MA Platform is a key differentiator for Webtec and provides significant competitive advantage.

Although a sizable business, Webtec like many other businesses do not have a team of marketers in every territory to chase every interest. Instead, the MA system delivers Hot Prospects (qualified leads) directly based on lead scores and  online behaviours by known users across their entire web presence - six language versions (including Chinese), email marketing campaigns, online forms, SEO and pay per click.

 

Thank you for all the work and help last year making the website project a joy to work on. I’m looking forward to the features coming through next year. I had a few thoughts over Christmas and I think we should make the website fully voice controlled in any language and also a Russian, Arabic and ancient Egyptian version all up and running by February, I’ll leave that one with you!!

 

Sam Thompson, Graphics & Communications Manager
Webtec