GOM GmbH · a ZEISS company
Industrial 3D metrology meets targeted B2B communication.
GOM specializes in industrial 3D metrology and sets international standards with its solutions. The company supports customers worldwide in improving product quality, optimizing processes, and producing more efficiently. GOM's customers include well-known companies and research institutions from the automotive industry, aerospace, energy, and consumer goods industries.
The project
GOM sets international standards in optical 3D metrology. The company based in Braunschweig is part of the ZEISS Group - a globally leading technology company in the optical and optoelectronic industry.
As precise as the industrial measuring solutions from GOM, so high are the demands for target group-oriented digital communication. We supported GOM in creating the new corporate website based on the Sitecore Experience Platform and rolling out the first country websites.
- Industry
- Mechanical Engineering Industry
- Technology
- Sitecore Experience Platform
- Services
- Corporate Website
- Digital Marketing
The goal
Highest visibility
With the relaunch, the corporate website should be more aligned with the user needs of the target audiences and create a consistent digital brand experience. GOM aims to increase its global visibility and further develop the website as a digital hub.
Our challenge
Meeting the needs of the target audience
As a B2B company, GOM addresses multiple target groups in the sales process: This is referred to as the Buying Center - a group of individuals with partially different information needs who are involved in the purchasing decision. Supporting this decision-making process optimally, providing the right information to each of the involved individuals at the right phase of procurement, was a core concern of the project. Our shared project vision: The relaunch should establish the technical foundation to optimally support future sales activities.
Our solution
Structured, targeted digital marketing
The kick-off was formed by Persona workshops with the international sales team of GOM and detailed Customer Journey analyses. The website goals were derived from this. As the technological basis for the implementation, we opted for the Sitecore Experience Platform, as it not only brings highly effective Content Management functionalities, but also includes features such as Email Marketing, Marketing Automation, and eCommerce. The great thing about it: all tools draw on the same user interactions and can thus precisely display the information that the user needs in the phase of the Customer Journey. This allows GOM to operate its corporate website even more effectively, evaluate it, and personalize it for users with different interests. With integrated Lead Management tools, GOM is able to focus more on potential leads and target content more specifically. All interaction data of the website visitors converge on the platform and allow conclusions for further optimization of the content. Together with GOM, we developed a new content structure for the website, new product entries, and an event section. Content from different categories is cross-linked automatically via a tag system. As a result, target groups can quickly find the information in the right depth of content today and also receive relevant content for further reading. Thanks to responsive implementation, the new website shines on all digital end devices of the users. The new corporate website serves as a blueprint for all country websites, which are now being rolled out one by one. The launch will start with country websites for Germany, France, the Netherlands, Italy, Poland, and China.
Torben Kolbe
Digital Marketing Manager
That's what our customer says
With Sitecore, we have introduced a powerful digital experience platform that we can use not only for content management but also for personalized customer communication. We can advance with targeted lead management and connect even more closely with our customers.
The success
GOM-Case impressed at the Sitecore Experience Awards 2021.
The Sitecore Experience Awards recognize leading Sitecore projects worldwide once a year. We are proud to have received an "Honorable Mention" for the Corporate Website for GOM. GOM focuses on targeted user engagement, lead generation, marketing automation, and personalized email communication with Sitecore. Shortly after the launch, we were able to increase conversions by 5% and organic traffic by up to 60%. As a Sitecore Gold Partner, we support GOM in global digital communication and are thrilled about this recognition!
Contact
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