Accelera by Cummins

The Client

Cummins, a global power leader, is a corporation of complementary business segments that design, manufacture, distribute, and service a broad portfolio of power solutions. The company's products range from diesel, natural gas, electric and hybrid powertrains, and powertrain-related components. 

Headquartered in Columbus, Indiana, since its founding in 1919, Cummins employs approximately 73,600 people committed to powering a more prosperous world through three global corporate responsibility priorities critical to healthy communities: education, environment, and equality of opportunity. Cummins serves its customers online through a network of company-owned and independent distributor locations and thousands of dealer locations worldwide. 

The Situation

A recognized global leader as the largest independent engine manufacturer, Cummins was ready to boldly showcase its leadership in a new domain: zero-emissions technologies.

In support of a strategic commitment toward a net-zero future, Destination Zero, Cummins needed a new digital presence. The Accelera by Cummins brand was conceived to power the world’s hardest-working industries with clean energy and reach net-zero emissions by 2050.

The Challenge

Three pillars stood as the bedrock of Accelera’s successful launch: Effectively sharing the brand's story, establishing credibility, and drawing in top-tier talent.

Whether prospective customers, prominent reporters, job seekers, investors, or influential legislators, all share a unified belief — the elimination of carbon emissions is an economic and environmental necessity. These audiences are looking for a genuine leader to guide them to a sustainable future.

With Accelera's complex technologies and applications, it was essential to unpack digital customer journeys to inform strategic content optimization opportunities. For example, transportation and energy decision-makers were most interested in getting into the specifics of Accelera technologies, how they work, and how they could be implemented within their organization. 

Motivating and inspiring potential employees was another hurdle to consider. Accelera needed a way to communicate the profound impact each individual could have within a company dedicated to combating climate change.

The Solution

Digital agency partner Third and Grove brought the Accelera by Cummins brand to life with a new digital experience platform (DXP), UX strategy and design, and SEO. Drupal and Acquia formed the digital canvas for Accelera’s brand story, seamlessly integrating with a marketing automation system that supports marketing campaigns and lead generation. 

The teams kept Accelera’s mission at the forefront of each aspect of the site, from strategy to design to build. Components, content, movement, and interactions digitally embodied and reinforced the net-zero target. 

Based on audience insights, Third and Grove developed an SEO content strategy to build the information architecture and content depth for pillar technologies, like hydrogen fuel cells and electrolyzers, gaining market share for qualified search intent. 

The Third and Grove team also prioritized a reimagining of the navigation to support this topic cluster approach and help key audiences quickly discover content relevant to their journey. A streamlined menu, smooth transitions, and a prominent CTA for customers made for effortless exploration.

To support the company in building top talent, it was important to first understand prospective employees' journey in seeking out companies like Accelera. Third and Grove found that this audience is passionate about contributing to a bigger purpose and wants to be in a role where they feel like they are making a true impact in their community. They desire a company culture where they feel heard and empowered to contribute ideas and innovation. To engage this audience, the team intentionally integrated Accelera culture and talent across the site versus just on a careers page. This led to more resolute, unwavering, and consistent messaging, making it easier for the company to attract the right talent profile.  

Additionally, the team added employee spotlights, testimonials, and video content throughout the site to showcase to current and prospective employees that they have a vital part to play in protecting the planet and can truly make a difference.

The Results

The platform delivers the speed, security, and flexibility for Cummins to face the carbon-free future. New platform metrics include:

• Conversions: 412% increase in conversions sitewide (for the period March 8 to April 27, compared to the previous site year-over-year)
• SEO: SEO efforts resulted in a noteworthy boost in lead generation ROI and overall site traffic:
  • 40% increase in lead conversion
  • 25% increase in conversion rate
  • Over 500 net-new rankings for key technologies