Cell Signaling Technology

CST upgraded its existing martech stack with Bynder's composable architecture, creating an invaluable link with Stibo STEP, its PIM platform of choice. This functionality has made it easier than ever for CST to introduce new products to its portfolio and get the right information to market quickly. CST streamlines its product enrichment process by uploading assets to Bynder and having them, along with chosen metadata, matched to the right products in Stibo.

With Bynder’s rich taxonomy and tagging capabilities, assets are now easier to find in seconds and the team at CST is able to shorten its production processes. Requests are now able to be facilitated rapidly in-house rather than via a days-long wait through an external team.

The pre-Bynder way of working created significant feedback loops, with asset derivatives often needing multiple rounds of feedback through various individuals to get approved. Improving efficiencies and streamlining workflows was the organization's number one priority, with DAM appearing to be a vital but missing component.

CST initially brought a product information management (PIM) platform onboard to help increase the quality of product information, but this exposed a lack of central digital asset management. Each of CST’s complex scientific products would have five or six related images scattered across a range of devices and locations. This lack of content governance puts the brand’s image at risk, with incorrect or outdated assets finding their way into siloed workflows and creating inconsistent content experiences.

The asset creation, management, and distribution process lacked unity. Each image's lifecycle was disjointed, creating versioning issues that created significant feedback loops. Asset derivatives often needed multiple rounds of feedback through multiple individuals to get right. Outdated asset management meant the marketing team wasn’t able to effectively support product launches, with time spent having to duplicate assets they couldn’t find, creating longer turnaround times. This negatively impacted time-to-market and caused CST to miss valuable market opportunities.

The need for a DAM that could meet the demands of the highly technical business, and grow alongside it became paramount.

CST’s Bynder DAM stores 45,000 unique assets, with 850+ internal and external users taking advantage of its now unified martech stack. At its core, Bynder DAM eliminates the issues created by its previously decentralized storage solutions, acting as a system of record for all its product images. Instead of days, assets can now be found in seconds thanks to a rich and powerful taxonomy. CST has improved its content governance and control over its assets, ensuring only approved assets are available for distribution, increasing go-to-market speed while maintaining brand consistency.

By integrating Bynder with Salesforce, CST has created a self-service portal for partners to access the latest marketing materials.

Unifying these downstream workflows gives global sales and distribution partners a more streamlined, efficient user experience. As a result, local markets can use Studio and Print Brand Templates modules to best leverage the latest assets like sales flyers without needing to make lengthy requests or wait for a response from creative teams.

CST took Bynder DAM a step further by deploying its composable architecture to maximize its investments in technology, creating an invaluable link with Stibo STEP, its PIM platform of choice. This has built upon CST’s wider go-to-market motions globally, with both Salesforce and Stibo STEP integrations enabling it to thrive on the global stage.

With 12,000 products for sale, Bynder is also fully integrated into CST’s new product pipeline. As complex new scientific products are rolled out (around 1,000 every year), the information of each product along with the corresponding imagery in each product record is enriched and simultaneously synchronized between CST’s DAM and PIM platforms.

Bynder has become integral to new product launches, with a 50% increase MoM in asset views and a 150% increase in asset shares. Bynder’s Stibo STEP integration is helping CSTs get new products to market faster, with accurate data and more exposure than ever before.