Biamp Website
Improving Marketing Agility while Ensuring Biamp's CMS was Ready for Future Business Growth
Biamp engaged Smooth Fusion to enhance its Sitefinity CMS implementation, enabling marketing teams to rapidly create and update campaign and product pages independently, particularly during periods of acquisitions and brand consolidation.
Challenge
- The existing Sitefinity implementation used hard coded pages and monolithic widgets, leaving little flexibility for content editors.
- A flawed CRM integration limited the site’s ability to support dynamic content and lead capture.
- At the time of our engagement, Biamp was going through multiple acquisitions (Crowd Mics, Neets) and needed a digital strategy that could absorb new brands, migrate content, or retire acquired sites without losing domain authority or SEO equity.
- They faced the need to consolidate websites across brands, handle redirects, share templates, and maintain unified navigation and branding.
Solution
- We audited the existing setup, broke apart rigid widgets, and rebuilt a library of modular, composable widgets to give editors flexibility with brand consistency.
- We established a deployment pipeline (Azure, AppVeyor, Octopus) for safer and more reliable updates.
- We leveraged Sitefinity’s multisite capabilities so new or acquired brands could spin up separate sites that shared templates, assets, and logic.
- For deprecated sites, we built a redirect module to map old URLs to new ones and preserve SEO value.
- Navigation was refactored into an editable widget structure that could adapt as new product lines were introduced.
Results
- More than 30 campaign and site pages were launched with minimal developer intervention.
- Editors gained control over layouts, forms, hero sections, and content sections through the modular widget system.
- Biamp consolidated brand sites such as Crowd Mics using shared CMS infrastructure in a way that preserved brand identity during transition.
- The redirect module enabled smooth deprecation of older domains such as Neets without losing search equity.
Impact
Biamp now operates with agility. Marketing can roll out campaigns faster, absorb new brands or retire sites with minimal friction, and preserve SEO and domain authority throughout transitions. The site architecture supports growth, consolidation, and evolution while reducing reliance on developers for day to day content work.
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