In 2018, Dura-Line launched a digital transformation initiative within the marketing department to decrease time-consuming admin tasks and implement an efficient Go-to-Market solution across platforms. Decision makers began looking for platforms that would bridge the gap between product, marketing and sales functions. 

Now, with KeyShot Dock as the foundation of the Dura-Line marketing ecosystem, marketers can consistently reach prospects, customers, and their own sales teams with the exact product information and content that sales representatives need.

Established in 1971, Dura-Line is a global manufacturer of telecommunications solutions like fiber optic cables and conduits. They provide a wide spectrum of products that go into creating communication networks for telecommunications, enterprise networking, transportation, and electrical markets. 

With 1300+ employees and $300 million revenue, Dure-Line serves customers throughout North- and South America, Europe, Middle East and India.

Dura-Line has a small marketing team of less than ten people. Still, these marketers are expected to meet the expectations of a growing, global organization whose sales force significantly outnumbers of their own team. 

Before Dura-Line’s digital transformation, the marketing department was not able to focus much time and effort on their big goals – to enable sales teams to shorten sales cycles, and to increase brand awareness around the world. They were wasting a lot of time on the minutiae, and they didn’t have an easy way to access the material they needed to properly represent the products and demonstrate their value.  

“There were multiple CMSs and sets of technology for every different geographic website we had,” Dura-Line Senior Marketing Manager Tanya Kanczuzewski said. “Sometimes I would have to upload a file 150 times. That was the impetus… I wanted the tools that were going to provide an easier way to manage all our digital channels.” 

Decision-makers landed on a trio of new solutions – DAM platform, PIM solution, and a CMS. In 2020, Dura-Line implemented KeyShot Dock (DAM) and integrated the solution with inriver PIM, and Optimizely CMS. 

KeyShot Dock is built to seamlessly integrate with inriver and Optimizely – the three solutions act as one to provide marketers with all the functionalities required to optimize the end-to-end process of creating and delivering content.  

With KeyShot’s DAM solution, Dura-Line’s marketing team has been able to perform at the level of a much bigger department. 

First, the integration of all three solutions in Dura-Line’s environment has simplified website management. The Dura-Line website has a product configurator that relies on digital assets, so connecting their CMS, PIM, and DAM has allowed marketers to provide up-to-date, accurate, and even personalized product information and digital experiences to every website visitor. 

The DAM solution has also functioned as a brand guidelines source for the entire Dura-Line organization. 

“Whenever we update brand guidelines, we give our employees access to key areas so that they are always correctly using the Dura-Line brand,” Tanya Kanczuzewski said. “They know they always have access to presentations, logos, product images, and approved photography – so that they are only sharing what we are comfortable exposing to a broader audience. It’s bringing our level of internal branding and brand awareness to a new level.” 

KeyShot Dock has also given sales teams the exact material they need to swiftly close more deals. With easy access to DAM, sales teams always have powerful visual tools for conveying the unique value of Dura-Line’s products. 

“The best tools for selling in our case are pictures and videos,” Kanczuzewski said. “Our products are shipped on large reels that are taller than I am, so it’s not like anyone can carry them around in their back pocket. We rely heavily on photos and videos of how our products are installed. They are what drive customer experiences and how we share actual use cases.”