Building a Foundation for B2B Transformation with Web and Commerce
PerkinElmer is a global leader in providing analytical testing products and services. Their mission is to transform from a product centric business to a customer-focused, digitally-empowered, insight-driven solution portfolio partner spanning instruments, consumables, reagents, services and education. Bounteous partnered with the global PerkinElmer team to transform their business and accelerate growth. The team quickly launched a new website in just three months to set the foundation for brand modernization and innovation. This drove improved accessibility, SEO, content management, as well as a modern, flexible, and efficient platform that enhances customer engagement and supports future growth initiatives. We are now in the process of evolving the digital experience to mirror the innovation PerkinElmer provides its customers.
- Content Management & Experience Platforms
- Digital Experience Analytics
By The Numbers
- 1,600PAGES MIGRATED FROM TRIDION TO DRUPAL
- Over 80ACHIEVED IN SEO SCORE IMPROVEMENT
- 3 MonthTIMELINE WITH A SUCCESSFUL LAUNCH
Business Issue
PerkinElmer is driven by innovation, dedication, and an unwavering commitment to those they serve – all in an effort to create a positive impact and a more inclusive world. However, their customer experience did not deliver on this promise and was actively impacting their brand. B2B buyers expect a hybrid model – and expect companies to show up where they are in their journey. Buyers expect personalized, relevant, immediately available content, right at their fingertips.
PerkinElmer needed to evolve and mature their business in order to differentiate from competitors and demonstrate their commitment and impact. This was a cultural shift that would require connectedness between sales, marketing, and customer service to maximize their effectiveness and generate qualified leads. It would also require PerkinElmer to understand the needs, pain points, and behaviors of their buyers and customers – to meet them where they are, with the experience, content, and information they need, when they need it. They would need to put their unique users at the center of their efforts and deliver an omni-channel experience to meet their unique needs.
The first step towards this digital transformation evolution would be addressing platform challenges to establish a foundation for innovation.
Solution
The opportunity existed to turn the PerkinElmer website into a powerful tool to support their business. By first focusing on the website, we were able to establish a foundation for data capture and engagement that will extend to insights across various channels and enable the experience to evolve.
Our team partnered with the global PerkinElmer team to stand up a new website in just three months, recreating PerkinElmer’s existing website and migrating about 1,600 pages from Tridion to Drupal. Leveraging the power of the Acquia Digital Experience Platform (DXP), we improved the content creation process, accessibility, best practices, and SEO of the website. The use of Acquia technology will also enable us to facilitate the optimal commerce solution moving forward.
As part of the website replatform, we assessed PerkinElmer.com against six of their competitors, highlighting opportunities to improve the digital experience across a variety of categories. We integrated an existing API to provide product search suggestions and third-party platforms such as HubSpot for gated content, GTM, and OneTrust. We also implemented Acquia DAM to centralize assets and establish connectivity with Drupal web pages.
Our team also identified workflow enhancements to drive greater value and efficiency. From a dynamic homepage to improved wayfinding and elevated offerings, the Bounteous team made recommendations that would enable omni-channel support, drive more qualified leads, capture relevant customer data that will inform future site visits and provide valuable information to the sales team, and drive more qualified leads.
The team built several accelerators for PerkinElmer to specifically enable speed-to-market for their website implementation. This included content accelerators – such as a component library accelerator, a PDF conversion accelerator to support content migration efforts, an AI accelerator to support search functionality and content authoring within Drupal and Acquia, a custom commerce integration accelerator, as well as an accelerator to optimize features within the DAM.
Our efforts supported the marketing and sales organization by fueling insights needed to better track and engage with qualified leads. Bounteous will continue to work with the PerkinElmer team to support the solutions in the future.
Outcomes
The new website architecture focuses on a flexible, scalable, and secure platform for growth, while recognizing cost savings today. Our technical recommendations paved the way for a more flexible publishing experience and streamlined content authoring while keeping security at the forefront, simplifying the architecture, and laying the foundation for future enhancements.
This differentiated digital experience creates immediate impact for PerkinElmer. It delivers a more modern, elevated and personal brand experience, increases engagement, drives qualified leads, and improves commerce sales, improves CSAT scores, and removes the burden from teams servicing customers today, as well as accelerates time to market (especially important for new releases) and reduces the effort on content authors.
With the successful migration from Tridion to Drupal, a number of growth opportunities have been uncovered at PerkinElmer, including additional website enhancements and ongoing support, commerce strategy, platform selection, and migration improvements, enterprise data warehouse strategy and implementation, as well as generative AI use cases to increase operational efficiency.
PerkinElmer’s marketing team now has control over its website and all content, vastly improving the content creation process. Marketers are now able to create, edit, and manage digital content quickly and efficiently. With Drupal, an edit can be made to one piece of content, and that edit is applied globally across all occurrences of that content. Our solution improved the content creation process, accessibility, best practices, and significantly strengthened the site’s SEO score.
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