In this webinar, co-hosted with our customer Solvay and partner Mirum, we provide a vision for meeting the new marketing mandates and winning with customer experience. In this digital-first world, organizations must be customer-first. No matter the brand or enterprise, the new rules require you to engage individuals and deliver personalized experiences at every point in their journey. Furthermore, the complexity is only growing as CMOs, CX pros and tech leaders grapple with sprawl — wrestling with greater marketing demands, higher customer expectations, and rising complexity across martech, data and touchpoints.

24. THE CURE
TO SPRAWL

30. Mirum & Solvay for
ACSF Webinar

31. 1. In a nutshell
2. Business Goals & Digital
Challenges
3. Our Approach
4. Building a new experience on
Solvay.com
5. Key results & Achievements
6. Contacts
Excellence in Digital
Marketing

32. In a nutshell
Solvay is a large multinational company with special needs for its global,
local and brands websites.
32

33. 33
Needs
● A main corporate website
● Access to e-commerce platforms
● Websites for each countries
● Websites for each products and
brands
Requirements
● Multi-language
● Good user and permission
management system
● Integration with internal information
services
● Advanced search capabilities
● Great design possibilities
● Basics capabilities such as
Responsive Design and SEO
optimization

34. 34
Business Goals
1. Expand dramatically the brand awareness of Solvay Group to target the
relevant audiences
2. Enable lead generation for all entities on any platforms, easier and quicker

35. Digital Challenges
● Customers audiences are
poorly reached
● Complex system
● Long time to market
BEFORE MID-JULY 2018 with the
old platform (previous Solvay.com
flagship)
- Poor conversion, few
webforms filled
- No qualification, high bounce
rate, erratic contact forms
- Product pages difficult to
access, lacking marketing
content
- Few views/article (high cost
per content creation)
- Few local websites are
effective
- Brand websites generating
little conversion
35

36. Our Approach: Building a
new experience on
Solvay.com/Best Partners
1/ Selection of the most suitable
CMS platform on the market –
Drupal, an open source (vs
proprietary one such as Tridion)
2/ Powered by Acquia
Professional Services
3/ Developed in near-shoring
model by a Drupal Preferred
Partner in Spain via Drupal 8
ACSF solution
36

37. Our Approach: Building a new experience on Solvay.com/Agile mode
37
4/ A built in agile
mode composed by 7
sprints of 2 or 4 weeks
each
5/ The v0 of the new
solvay.com has been
built in 6 months
without any delay
and within the initial
budget envelope

38. Our Approach: Building a
new experience on
Solvay.com/Site Factory
38
1/ Main country sites improving local
presence and impact, strengthening
local business promotion
First countries to migrate: France,
China, Brazil
2/ Light country sites introducing
Solvay and offering local content &
contacts
3/ Country pages on solvay.com for
other countries

39. Our Approach: Building a new experience on Solvay.com/Site
Factory
39
Common technical platform: Drupal
technology based on Acquia ACSF platform
• An important focus on the search
capabilities
• Better CRM & Salesforce portals
integration
• A clear Search Engine Optimization
strategy
• Personalized content creation, quick
duplication capabilities
• Better time-to-market, agility
• Continuous improvements
Common features & templates
introducing a new brand experience
• A clearer, simpler and more modern
design, optimized for mobile devices,
with faster load
• Quick and adaptable landing pages
• Sharing module on group Social Media
channels
• Simple and clear contact information
• Available, ready to use & customizable
modules

40. Our Approach: Building a new
experience on
Solvay.com/Personalization
40
For the v0 (from mid-July 2018)
A pre-defined double-entry of the new
website via “I am” section to ease
navigation and support
personalization for our 6 main
personas
-
For the v1 (from Q1 2019)
Implementation of
● to give score to each visitor of the
website
● to push specific content based on
previous visits and propose
contextual call-to-actions

41. Our Approach: Building a
new experience on
Solvay.com/New website
41
1. A clearer, simpler and more modern
design
2. A strong search tool
Feature validated through an A/B
testing that triggered a 300%
conversion improvement
3. A strong push on Products &
Solutions
4. 4/ A highlight on e-services

42. Our Approach: Building a
new experience on
Solvay.com/New website
42
The new solvay.com has been built
on Drupal with templates, blocs
and modules to allow quick and
adaptable landing pages for each
category
The goal is to enable the capacity
to create landing pages such as
solvay.com/keyword with clear
conversion and best SEO
positioning purpose.

43. Our Approach: Building a new experience on Solvay.com/New
website
43
More than 10 different
templates and more
than 20 blocs and
modules
… Available
… Ready to use
… Customizable
Directly from the new
user-friendly CMS!

44. Our Approach: Building a new experience on Solvay.com/New
website
44

45. Our Approach: Building a new experience on Solvay.com/New
website
45

46. Key results (so far)
Since the launch of the new solvay.com on 23rd
July 2018, we’ve seen a very good
trend on the main KPIs
- Salesforce connected webforms increased by 85%
- Bounce rate reduced by 37%
- Number of pages per session increased by 10%
- Average session duration increased by 34%
- Loading time on 3G reduced by 50%
46

47. Achievements
47
● Customer-oriented content creation
● Simple interfaces
● Improve conversion and contact capabilities

48. Contacts
• Mirum
• Sébastien Debon
• Business Director
• sebastien.debon@mirumagency.com
• +33670610115
• Solvay
• Vincent Colegrave
• Head of Digital & Social, Solvay Group
• vincent.colegrave@solvay.com
• +3222643525
48

49. Let’s make great things happen!