Sector(s)
Team Members
Project Team
Michaela Matichecchia – Project & Marketing Strategist, Information Architect
Silvia Ricci – Graphic Design
Daniele Sibaud – Drupal Frontend & Backend developer, Data migration
Steroglass, a 60+ year Italian scientific instrumentation manufacturer, implemented Drupal 9 as a comprehensive lead generation platform to compete in international markets.
The solution transformed their digital marketing capabilities, enabling sophisticated product catalog management, multilingual B2B customer acquisition, and marketing automation workflows.
The platform handles thousands of technical products with complex specifications while delivering professional presentation that matches their Italian design heritage.
Key results include enhanced global market readiness, streamlined operations and a scalable foundation for continued international growth in the competitive scientific equipment industry.
About the project
Goals
Steroglass needed to transform from a traditional Italian manufacturer into a digitally-enabled global competitor in the scientific equipment market. Primary objectives included building a sophisticated lead generation system with direct CRM integration, establishing credible international market presence, and creating scalable digital marketing capabilities with seamless data flow between web platform and existing business management systems to compete against larger multinational manufacturers.
Requirements
The project demanded a robust content management system capable of handling thousands of technical products with complex specifications, certifications, and compatibility data. Essential requirements included:
- Multilingual content management (Italian/English)
- Advanced product categorization systems
- Lead capture forms with direct CRM integration
- Real-time synchronization with existing management systems
- Content migration framework for transferring thousands of existing product records and technical specifications from legacy database systems
- SEO optimization for technical B2B searches
- Custom API development enabling seamless data flow between Drupal and business applications
- Mobile-responsive design meeting enterprise presentation standards
Outcome
The Drupal 9 implementation delivered a comprehensive lead generation platform that positioned Steroglass competitively in international markets. The solution provides sophisticated product catalog management, streamlined content workflows, and seamless integration with existing CRM and management systems. Key achievements include enhanced professional credibility matching global competitor standards, operational efficiency gains through structured content management and automated data synchronization, expanded market reach through multilingual capabilities, and a scalable foundation supporting continued international growth. The platform successfully balances technical complexity with user-friendly management, enabling staff to maintain comprehensive product documentation without requiring technical expertise while supporting advanced digital marketing campaigns and direct CRM integration for optimal lead management.
Why Drupal was chosen
TourTools provides enterprise solutions with Drupal, and we knew the versatility of Drupal was the perfect match for this implementation because of its unique combination of enterprise-grade capabilities and marketing automation features.
Advanced content architecture for complex B2B requirements:
- Flexible content types supporting thousands of technical products with detailed specifications
- Custom fields for scientific certifications, compatibility matrices, and regulatory compliance data
- Taxonomy systems enabling sophisticated product categorization and filtering
- Structured data capabilities essential for technical equipment databases
Built-in lead generation and marketing capabilities:
- Native and contrib exceptional form building with advanced lead capture and qualification workflows
- Real-time integration with existing CRM and management systems through custom API development
- Automated product data synchronization ensuring consistent information across all business systems
- Search Engine Optimization tools optimized for technical B2B search queries
- Analytics and conversion tracking for measuring marketing campaign effectiveness
Enterprise scalability with cost efficiency:
- Open-source licensing providing long-term cost predictability compared to proprietary platforms
- Proven scalability supporting future international expansion and product line growth
- Extensive API capabilities enabling integration with existing business systems
- Strong security framework meeting enterprise and regulatory requirements
Developer and agency ecosystem:
- TourTools' deep Drupal expertise enabled rapid, sophisticated implementation
- Large Italian Drupal community providing ongoing support and development resources
- Extensive module ecosystem reducing custom development requirements
- Future-proof architecture supporting emerging technologies and integrations
Technical Specifications
Drupal version:
