Transforming a Global Marine Electronics Leader into a Digital-First Brand, and Building the Blueprint for an Entire Group

The Potential:

Raymarine designs and manufactures navigation instruments, sonar, radar, thermal imaging, and communication solutions for leisure boating, commercial vessels, and first-responder markets.

With a 100-year legacy, offices in 12 countries, and a partner network of 7,500 dealers and installers across 110 countries, the brand is a true global player in marine electronics. However, Raymarine is also a complex B2B and manufacturing organisation, and the kind of business not typically associated with a strong consumer-grade digital proposition.

Acquired by FLIR in 2010 and subsequently becoming part of the Teledyne group in 2021, the brand's web estate had grown into a patchwork of standalone, static HTML country sites that were costly to maintain, difficult to update, and poorly aligned with modern customer journeys.

Content updates took three to five days, translations were managed manually by region, and critical support journeys such as warranty, software downloads, manuals, were siloed from product content.

Meanwhile, competitors such as Garmin and Navico were investing heavily in mobile-optimised platforms and integrated e-commerce, steadily capturing online mind-share and SEO dominance on high-value product terms.

It was clear that Raymarine needed more than a new website. It needed a digital transformation programme that could reposition a heritage engineering brand as a digital-first business and, critically, establish a scalable platform foundation that the wider Teledyne group could build on.

For complex B2B and manufacturing organisations, digital transformation isn't about replacing a website, it is about reimagining how the brand connects with customers, dealers, and markets at every stage of the sales lifecycle.

Marine electronics buyers increasingly expect direct research, comparison, and purchase paths online, complemented by robust after-sales support. Yet Raymarine's digital estate was forcing customers through fragmented, disconnected experiences – from discovery through to post-sale care, while marketing teams remained reliant on IT or agencies for even basic content publishing, hampering agility and brand consistency across regions.

We recognised that the challenge was threefold: first, to support the complete sales process from pre-sale research through product sell to post-sale support. Second, to empower global and local marketing teams with the tools to create, edit, and optimise content directly. And thirdly, to build a content architecture so well-structured and reusable that it could serve not just Raymarine, but any newly acquired Teledyne brand.

The most powerful move was to design for scale from the outset by investing in a reusable content model, component library, and design system that would turn the initial 18-month Raymarine programme into a repeatable blueprint for the entire group.

The Idea:

Build a global, headless content platform for Raymarine, and make it the reusable foundation for every Teledyne brand that follows.

Raymarine partnered with Brand Potential on a transformation programme to:

• Replace the legacy HTML estate with a single, scalable headless CMS on Kontent.ai and Microsoft Azure, delivering a mobile-first, responsive experience that reflects the industry-leading innovation Raymarine puts into its products.
• Architect a reusable content model and component library designed for multi-brand, multi-market scale, with structured content types, taxonomies, and governance workflows that empower editors while maintaining global brand consistency.
• Integrate an automated translation pipeline across 11 languages, with in-context editor review by country teams, cutting localisation costs by an estimated 40% year-on-year.
• Connect core business systems such as Canto DAM for centralised asset management, HubSpot for data capture and CRM segmentation, Mapbox for dealer location, and Box.com for support documentation – into coherent, end-to-end customer journeys.
• Create immersive Showcase pages and Ambassador content that blend storytelling with task-driven commerce and support flows, simplifying navigation into clear Discover, Products, Support, Learning, and About journeys.

The vision was to deliver a platform that could not only transform Raymarine's digital presence, but be cloned and customised rapidly for other Teledyne businesses, proving that smart architecture and a content-first approach can turn a single project into a scalable group-wide capability.

The Technology:

A composable, headless digital experience platform on Kontent.ai designed for global performance, editorial autonomy, and multi-brand reuse.

At the heart of the solution is Kontent.ai, an API-first, headless CMS that gives Raymarine complete control over content globally and locally, while enabling omni-channel delivery and future-proof composability.

Key elements of the technology stack included:

• Kontent.ai headless CMS with reusable content types, structured taxonomies, and a modular component library – giving editors flexibility without sacrificing consistency, and enabling AI-assisted editorial workflows for content creation, refinement, and translation.
• Microsoft Azure App Services for global performance, auto-scaling, and security compliance, including OWASP Top-10 hardening to meet Teledyne corporate IT governance requirements.
• Event-driven translation integrated directly into the CMS, enabling machine pre-translation with in-context editor review across 11 languages, all without causing extra work for content editors.
• Canto DAM for centralised digital asset management with image CDN, integrated with Box.com to serve support documentation such as manuals and software downloads.
• HubSpot webhooks for customer data collection across the full sales cycle – not just for lead generation and conversion, but for post-sale support and future personalisation.
• Mapbox integration powering a global dealer locator with geospatial content, maintaining the critical connection between brand and dealer network.
• A core Figma design system enabling rapid brand alignment for new sites. Global changes to fonts, logos, and colours can be applied quickly, supporting an agile approach to UX/UI design for each newTeledyne brand.

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The Impact:

The re-imagined Raymarine digital platform delivered immediate, measurable performance gains across engagement, operational efficiency, and strategic positioning:

• 31.3% increase in page views, driven by improved navigation, SEO, and mobile-first design.
• 365% increase in average time on site, with session duration rising to approximately 6 minutes, reflecting deeper, more meaningful engagement with product and support content.
• Bounce rate reduced from 41% to 24%, demonstrating that visitors are finding relevant content faster and exploring further.
• 22% increase in support manual downloads, indicating improved self-service journeys and reduced pressure on customer support channels.
• Global content-publishing cycle reduced from 3–5 days to under 8 hours, empowering marketing teams to respond to market opportunities in near real-time.
• 40% estimated reduction in localisation costs year-on-year through the automated translation pipeline.

Beyond the metrics, the transformation has had a profound strategic impact. The platform is now recognised internally as the blueprint for future Teledyne business units exploring headless CMS.

The reusable content model, component library, and design system have already proven their value. When Teledyne's newly acquired business Transponder Tech needed a new website, the team was able to spin up a fully functional, brand-aligned site in just 19 days – from first briefing to launch. By leveraging the same robust Kontent.ai foundation, pre-configured integrations, and agile delivery approach, the focus was on design and experience rather than setup and infrastructure.

What began as an 18-month transformation programme for a single brand has become an ongoing partnership and a scalable group-wide capability. Brand Potential continues to work with Raymarine and the wider Teledyne group, with a roadmap that includes Raymarine Commercial, Chartworld, SevenCs, Geospatial, FLIR, and Seapilot.

This demonstrates that when you invest in the right architecture, content model, and partnership from the start, you can turn a single digital transformation into a platform for continuous, rapid growth across an entire organisation.

"This project has rejuvenated the business and has been a catalyst for digital transformation in the wider business."
David Oswald, Digital Marketing Manager, Raymarine.