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:

• 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:

• 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.