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Zeiss Microscopy Overcomes the Challenge of Supporting Regional Marketing and Sales

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At Widen, we love sharing and learning from our customers’ success stories. That’s why we sat down with Alberto Orihuela, digital media specialist and digital asset management admin for Zeiss Microscopy. Alberto shared how he and the Zeiss team overcame their greatest content management challenge. Here is what he had to say!

The challenge  

Zeiss, a leading provider of microscopy products, is a global and diverse company. They have operations in over 50 countries with sales and marketing representatives serving various industries within each region. Alberto and team have their hands full. They must accommodate content needs in 14 different languages and across distinct cultures and business sectors. Plus, they must protect the Zeiss brand, ensuring that everyone has consistent materials and go-to-market messaging. As Alberto implies, the risk is high. “We make sure they’re using documentation that is released one day. The next day, it is all over the world.”

The solution

Zeiss relies on their DAM system, the Widen Collective®, to manage its brand and provide regional teams with the sales and marketing collateral they need. Alberto highlighted four key ways that they leverage the Collective to strike this delicate balance:

  • Central source of truth: Zeiss must remain on-brand, but also allow for flexibility. Working in regions with different languages and cultures increases the challenge of keeping materials on-brand and accurate. To address this, each region has access to templates of their marketing materials in the Collective and can localize them for their region’s language and culture.
  • Roles and permissions: DAM users from Germany may require different assets than users in the US. To control access levels by user or user group, Zeiss uses roles and permissions that are set up in the Collective to ensure that people have the right level of access to the right assets at the right time.
  • Metadata: Zeiss takes care to include keyword-rich metadata so users can find what they’re looking for. For example, their templates always include fields that define characteristics like industry, file type, and language for the piece of content.
  • Portals: Zeiss uses Portals to curate a set of assets for distribution to a targeted group of people. As a result, the teams can get a quick, visual snapshot of the available materials and download them for use in a matter of seconds.

The results

Zeiss keeps a close eye on performance Insights, tracking the popularity of materials and user-engagement levels. In fact, they’re proud to report that 100% of their regions are using the Collective. According to Alberto, the Collective helps the Zeiss team stay organized while saving them time and money.

But, above all else (and to our utmost delight), Zeiss has found a true partner in Widen. From transparent communication to collaborative problem solving, Zeiss values our service-first approach. In the words of Alberto, “It makes a difference, and we really appreciate that.”

Topics: Customer Stories, DAM

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