About New England Biolabs (NEB)

Founded in the mid-1970s by a collective of scientists, New England Biolabs (NEB) has become a global leader in the discovery and production of enzymes for molecular biology applications. NEB is committed to supporting the life sciences industry with innovative and high-quality products.

Challenge:  Fostering Stronger B2B Relationships

NEB sought to enhance engagement with their B2B customer base by providing educational resources and streamlining the launch of new products. The goal was to build a digital platform that could deliver a seamless experience across commerce, sales, service, and marketing.

Solution:  Empowering Scientists with On-Demand Resources

NEB partnered with XCentium to develop a comprehensive digital ecosystem powered by:
 

Sitecore CMS: Enabled content-rich public websites with dynamic personalization to educate and engage scientists.
 

Episerver (Optimizely) B2B Commerce Cloud: Delivered robust eCommerce capabilities, including product recommendations and online account management.
 

Salesforce Integration: Provided a 360-degree view of the customer to support real-time interactions.
 

Master Data Management (MDM): Centralized and synchronized data for efficient customer service and inventory management.
 

Key features include:
 

Rich B2B Commerce Functionality: Seamless purchasing experience with advanced product search, tailored recommendations, and account management.
 

Omnichannel Consistency: Unified experiences across commerce, marketing, and sales channels.
 

Streamlined Content Management: Allowed NEB’s content authors to update content and launch new products with minimal IT dependency.
 

Third-Party Integrations: Enhanced functionality with additional tools to reduce friction in the purchasing process.

Outcome:  Facilitating Global B2B Commerce

NEB’s integrated solution combines the capabilities of Sitecore, Insite Commerce (Optimizely), and Salesforce to deliver a robust and scalable B2B commerce platform.

Key results include:
 

Improved Customer Experience: Real-time engagement and personalized recommendations provide a consistent and frictionless experience across all channels.
 

Increased Operational Efficiency: Integration with Salesforce and MDM streamlined data management and customer service workflows.
 

Enhanced Agility: NEB’s content team can quickly update site content and launch new products, accelerating time-to-market.
 

Global Scalability: The platform supports NEB’s expanding international presence while meeting the diverse needs of their scientific customer base.
 

With this innovative solution, NEB is well-equipped to strengthen relationships with their B2B customers, supporting scientists worldwide with the resources and products they need.

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