HOW DURA-LINE USES DIGIZUITE TO DELIVER COHESIVE CONTENT EXPERIENCES
Summary
Established in 1971, Dura-Line is a global manufacturer of telecommunications solutions like fiber optic cables and conduits. The company provides a wide spectrum of products that go into creating communication networks for the telecommunications, enterprise networking, transportation, and electrical markets.
In 2018, Dura-Line launched a digital transformation initiative within the marketing department. Decision-makers began looking for platforms that would bridge the gap between sales and marketing functions.
Now, with the Digizuite DAM as the foundation of the Dura-Line marketing ecosystem, marketers are able to consistently reach prospects, customers, and their own sales teams with the exact product information and content that sellers need.
Who is Dura-Line?
Dura-Line is a global manufacturer of telecommunications solutions like fiber optic cables and conduits.
Enterprise Breakdown:
Established in 1971; Serves customers throughout North America, Europe, South America, Middle East, and India; ~1,300 employees.
Challenge:
Time-consuming administrative tasks took focus away from producing more content for marketers, who also had no efficient way to deliver in-demand content to website visitors or to the Dura-Line sales teams.
Revenue:
$300 Million US dollars.
Solution:
Implemented the Digizuite DAM in mid-2020 alongside a new PIM system and CMS.
Results:
Efficient, consistent delivery of personalized digital experiences website visitors.
Simplified process for guaranteeing brand compliance.
Easy collaboration between sales and marketing teams.
Empowered sales teams that now have a simple way to instantly access critical sales and marketing content.
The Challenge
“There were multiple CMSs and sets of technology for every different geographic website we had,” Dura-Line Senior Marketing Manager Tanya Kanczuzewski said. “Sometimes I would have to upload a file 150 times. That was the impetus...I wanted the tools that were going to provide an easier way to manage all of our digital channels.”
Also, sales teams didn’t have an easy way to access the material they needed to properly represent the Dura-Line offering and demonstrate its value.
Dura-Line has a small marketing team of less than ten people. Still, these marketers are expected to meet the expectations of a growing, global organization whose sales force significantly outnumbers of their own team.
Before Dura-Line’s digital transformation , the marketing department was not able to focus much time and effort on their big goals – to enable sellers to shorten sales cycles, and to increase brand awareness around the world. They were wasting a lot of time on the minutiae.
The Solution
Decision-makers landed on a trio of new solutions – a Digital Asset Management (DAM) platform, a Product Information Management (PIM) solution, and a content management system (CMS). Specifically, in the middle of 2020, Dura-Line implemented the Digizuite DAM, the inRiver PIM, and the Optimizely CMS.
The Digizuite DAM is built to seamlessly integrate with inRiver and Optimizely, so the three solutions act as one to provide marketers with all the functionalities required to optimize the end-to-end process of creating and delivering content.
“Everything lives in the DAM, which is connected to our PIM and the CMS. It makes things so simple because all of our editing is done in one place, and then it gets pushed to our website and CMS
for content production and distribution everywhere.”
The Results
With the DAM, Dura-Line’s marketing team has been able to perform at the level of a much bigger department.
First of all, the integration of all three solutions in Dura-Line's environment has simplified website management. The Dura-Line website has a product configurator that relies on digital assets, so connecting their CMS, PIM, and DAM has allowed marketers to provide up-to-date, accurate, and even personalized product information and digital experiences to every website visitor.
The DAM has also functioned as a brand guidelines source for the entire Dura-Line organization.
“Whenever we update brand guidelines, we give our employees access to key areas so that they are always correctly using the Dura-Line brand,” Kanczuzewski said. “They know they always have access to presentations, logos, product images, and approved photography – so that they are only sharing what we are comfortable exposing to a broader audience. It’s bringing our level of internal branding and brand awareness to a new level.”
The Digizuite DAM has also given sales teams the exact material they need to swiftly close more deals.
With easy access to the Digizuite DAM, sales teams always have powerful visual tools for conveying the unique value of Dura-Line’s offering.
“The best tools for selling in our case are pictures and videos,” Kanczuzewski said. “Our products are shipped on large reels that are taller than I am, so it’s not like anyone can carry them around in their back pocket. We rely heavily on photos and videos of how our products are installed. They are what drive customer experiences and how we share actual use cases.”
“One of my biggest asks was a
way for my sales team to take pictures and videos and put them all in one place for everyone’s easy access. Of all the three tools we procured, I was most excited about the DAM because it was the most important in empowering sales to be able to answer customer questions.”
Tanya Kanczuzewski
Senior Marketing Manager
Dura-Line
The key takeaway
With Digizuite, Dura-Line has the platform it needs to distribute the right content to the right channels and to the right people, at the right time.