You may not have heard of Teknion, but you’ve almost certainly sat on the company’s furniture before.
Teknion specializes in designing, manufacturing, and installing office furnishings, systems, and architecture products all over the world.
Some of their better known clients include LinkedIn, SickKids, Trip Advisor, Samsung, Roots Canada, and Harley-Davidson.
But like a lot of enterprise companies, they had accumulated a lot of online content. So they turned to a new CMS, Sitefinity (which was installed and configured by our team), to help them better catalogue it all, making it more readily available for website users.
Upgrading to a top-tier CMS transformed Teknion’s business in six key ways. Here’s how:
1. Consolidation
First, the Sitefinity platform enabled the Teknion digital team to take stock of their digital properties and consolidate them into a few key websites. It meant that for both internal and external users, it was no longer a struggle to find what you were looking for.
This digital consolidation had benefits beyond an improved user experience, though. Teknion uses regional sales and marketing teams to expand their reach. With a few digital properties, it was easier to use the site to reinforce the company’s brand voice, thus building national brand value among semi-autonomous teams.
Plus, having fewer properties dramatically reduced the business’s maintenance costs, freeing up developer time and resources for other long-term projects.
2. Content personalization
Now, there is a downside to the sort of consolidation we mentioned above – reduced personalization. But in using Sitefinity as its CMS, Teknion is able to produce and launch personalized content specific to regional markets.
Basically, they get the best of both worlds – easy content management with a few digital properties, and personalized content for audiences in key markets that suits those unique market needs.
3. Improved customer experience
Traditionally, Teknion relied on printed marketing materials, catalogues and sales documents to drive leads and close deals. But this system had some obvious limitations:
- The breadth of their range of products and services made catalogues unnecessarily restrictive
- Many services (e.g. planning and visualization) need a computer anyways
Originally, the Teknion team tried to navigate these problems as best they could with a combination of excessive sales collateral creation and, at one point, actually mailing out CDs.
Now, all of those assets that had previously been printed are available via the updated website. Users can browse products, plan, visualize their space, and get much more useful information to help them make a decision.
Sitefinity makes all that possible, and allows Teknion to work with inbound and content-led marketing in a way that wasn’t previously possible.
4. Streamlined legacy asset management
Because of the sheer volume of content Teknion produces, including new products, content for inbound leads, guides, case studies, and other design and architecture resources, managing the asset lifecycle was critical to its team.
Sitefinity, through an integrated Digital Asset Management (DAM), makes it easy to track a piece of content, set expiry dates, and manage its removal. By enabling easy content pruning, the DAM improves the overall quality of what’s on the site while reducing content bloat.
5. Shift from a developer-focused to user-focused site
Before Sitefinity, Teknion was a pure HTML website that was built developer-first.
Making even small changes required a developer. Uploading, managing, and deleting content required development help. What’s more, the experience was dated and unpleasant – and users voted with their clicks, bouncing away rather than trying to dig through to find the information they wanted.
Now, their website is a core part of how Teknion presents its services to clients. Making changes on the fly is simple through Sitefinity’s interface, and the whole experience is responsive so it looks great across all devices.
6. Measurable results
The last major transformation that Sitefinity enabled for Teknion has to do with trackability. Remember those traditional marketing materials like brochures or direct mail drops? Well, divining any sort of meaningful data from those is extremely hard. After all, how do you know at which page in a catalogue people get bored at? Or which page makes them pick up the phone and call you?
Since going digital, Teknion is able to assign far more accountability to their sales and marketing activity, and more accurately attribute and measure ROI.
For example, following the redevelopment of the Teknion website with on the Sitefinity platform, unique visits have increased 25%, with total visits increasing by 19%. Those sorts of numbers can be easily assigned a dollar value based on conversion rates, and the Teknion team can start to weigh up digital improvements against other sales or marketing activity to optimize their marketing spend.
Essentially, Sitefinity has allowed Teknion to emerge as a truly data-driven organization.
Summary
The use of the Sitefinity CMS has totally transformed how the Teknion team approaches their website, content, marketing, and customers. It’s allowed them to position the website as the central node to everything they do, streamlining multiple different activity and sales funnel positions in one place.
And because of its ease of use and adaptability, Teknion can provide a level of support to regional offices and clients alike that would never have been possible without Sitefinity.
Sitefinity has allowed Teknion to transform themselves into a digital-first company, and they’ve been reaping the rewards ever since.
