The client is a leading global asset management firm based in Los Angeles, California, with over $195 billion in assets under management and 5 decades of investment expertise. They serve a diverse clientele, including major corporate and public pension plans, financial institutions, endowments, foundations, foreign investors, and high-net-worth individuals. Their investment offerings span fixed income, equities, emerging markets, ETFs, and alternative assets. A case of how a global asset management company ensured consistent multilingual content across web pages.
The Client
The client is a leading global asset management firm based in Los Angeles, California, with over $195 billion in assets under management and 5 decades of investment expertise. They serve a diverse clientele, including major corporate and public pension plans, financial institutions, endowments, foundations, foreign investors, and high-net-worth individuals. Their investment offerings span fixed income, equities, emerging markets, ETFs, and alternative assets.
Challenges Faced by the Client
As the client expanded to new geographies, they required an online presence that could adapt to different markets. A well-designed website would help them reach different audiences by automatically translating content based on their location. This need for adaptability has its challenges. Writers found it difficult to manage multiple language versions since updating, maintaining, and auditing content across different regions was time-consuming.
To tackle this scenario, the client required 2 individual websites using Sitecore XP. This is a powerful Digital Experience Platform (DXP) that helps businesses manage content, track customer behavior, and personalize experience using AI, automation, and data analytics. In that context, the client needed 2 separate websites to manage both customer engagement and internal communication smoothly:
- A corporate website – This site should display different content depending on the user’s country and investment type. It also required automatic translation to make it easier for the content team to manage multiple languages.
- An internal employee website (intranet) – This site must share company news, products, compliance policies, training materials, HR information, and important documents to keep employees engaged and valued.
Solutions
Upon consultation, we helped the client build these websites effectively using Sitecore and added features and customizations that eased the content team’s manual efforts through:
- Faster Content Authorship: Sitecore made it easy to create and update web pages, so even non-technical users could make changes anytime. This saved time on manual updates and kept the website always up to date.
- Personalized Content Delivery: The website automatically showed the most relevant information based on where a user was located and what kind of investments they were interested in. This made it easier for users to get information based on their country and areas of interest.
- Marketing Automation: Automated workflows helped the company plan and send email campaigns more easily, attracting more qualified leads. They could also organize users based on their website visits and past interactions.
- Testing & Optimization: Sitecore allowed the company to test different web page versions (A/B testing) to see which one worked better. It also tested multiple elements like headlines, images, and buttons (Multivariate testing) simultaneously to find the optimal combination. For instance, if one page had a blue CTA button and another had a red one, Sitecore tracked which version users clicked on more, ensuring the best-performing design was implemented.
- Smart Data Insights: Using artificial intelligence (AI), the system generated reports on user activity, where visitors came from, and how many took an action (like signing up for newsletters, requesting a consultation, etc.).
- Intranet Development: We built an easy-to-use intranet platform that brought together all the key internal communication tools in one place. The system was designed to be simple and personalized, adapting to each employee’s designation within the company.
Solutions Benefits
- Reduction in Duplicate Content: A centralized Content Management System (CMS) eliminated redundancy by 70%, making updates easier and more consistent.
- Translation Capabilities: When a user requests a page in another language, the system auto-translates it instantly. This removes the need for human translation, making content accessible and consistent across regions.
- Faster Content Update: Our pre-built templates and a drag-and-drop editor made it effortless for authors to update information without technical skills.
- Improved Marketing Performance: Automation provided key metrics like email open rates and Click-through Rates (CTRs – the percentage of users who click a link after seeing it). This reduced manual work and helped the client reach the right audience with the right message.
- AI and ML-based Data: Sitecore’s AI & ML capabilities analyze user browsing patterns to display the most relevant content, making navigation intuitive and engaging.
- Improved Stakeholder Communication: Both employment-related information and broader company updates were retrievable from the intranet. Upon entering their login credentials, staff can access travel desk services, payroll details, L&D schemes, performance tracking, emergency procedures, recent publications, new training courses, and more.
Conclusion
By using Sitecore to automate content distribution and translation, the client reduced costs, saved hours, and sped up content delivery. This not only strengthened its digital presence but also enhanced the experience for both customers and employees. UB Technology Innovations, Inc. equips asset management firms with intuitive digital tools that simplify website management while delivering personalized insights to boost investor engagement.
