The Challenge
Amphenol TPC Wire & Cable manufactures industrial wire, cable, connectors, and assemblies built for harsh environments, serving buyers in steel, mining, oil and gas, utilities, automotive, and food processing.
The company’s website carried the weight of a demanding buyer journey, where procurement engineers and plant managers arrived needing to match precise specifications to extreme operating conditions before committing to a part.
With dozens of product categories spanning VFD cable, thermocouple wire, cordsets, Ethernet cables, and cable glands, each carrying application-specific jacket materials, voltage ratings, and temperature thresholds, static content and keyword search could not resolve the layered technical comparisons buyers needed in real time.
The Solution
ATPC deployed the Navu Sidebar, trained on its full integrated product catalog and equipped with custom skills to handle quote requests, part number lookups, and inventory questions directly within the browsing session.
The marketing team gained visibility into the exact questions visitors were asking, surfacing demand signals that the site’s previous search function had never captured.
Rollout speed mattered, and Joe Coughlin, Digital Marketing Manager, found the implementation simpler than expected. “The most surprising thing about Navu is how easy it is to get started. I’ve historically dreaded tech implementations that require several weeks of calls and gathering stakeholder buy-in. With Navu, getting into production was a breeze and getting internal feedback was easy because of how intuitive the backend testing is.”
The Navu Sidebar answering a visitor question on Amphenol TPC Wire & Cable site.
The Results
Visitors who once needed a phone call or email to work through specification comparisons now received product-level answers immediately, and the team identified categories of buyer intent that had been invisible before deployment.
Coughlin noted a capability gap the Sidebar closed. “One thing we’ve noticed is that we are able to answer questions that we couldn’t traditionally serve results for in our website search.”
This real exchange shows how that looks in practice:
“I need some high flex cable to replace #3 THHN in seal tite conduit”
“For replacing #3 THHN in Seal-Tite conduit, especially in environments involving moisture, chemicals, or high heat, we recommend our Chem-Gard® series.
While standard THHN wire is often used as an inexpensive building wire, its PVC insulation and nylon jacket are vulnerable to moisture and chemical breakdown. In contrast, Chem-Gard® features a fluoropolymer jacket and insulation that:
- Resists Chemicals: Withstands oils, acids, and solvents that cause THHN to swell or crack.
- Handles Extreme Heat: Rated for temperatures up to 200°C.
- Simplifies Installation: The low-friction fluoropolymer jacket makes it much easier to pull through conduit than standard nylon-coated wire.”
In the above case, a prospective buyer expressed a specific need and received not only a product recommendation for the Chem-Gard® series, but also a breakdown of why it is the best fit for their use case. Compare that to a traditional search function, which may surface the correct solution (among others) but leaves the lead to do all of their own research.
Unsurprisingly, that visitor immediately proceeded to the contact page and got in touch with sales.
What it Means
By resolving specification-level questions at the moment of intent, the Sidebar shortened the path from technical research to sales contact for buyers who would otherwise have left without engaging.
The assistant also became an internal tool, with employees across departments using it to look up product specs and compare part numbers faster than opening physical catalogs or individual spec sheets.
An unplanned benefit extended the assistant’s reach beyond the website itself. “A surprising side-effect of using Navu on our website was how quickly it because an internal resource for our employees. Across several departments, employees are using Navu to find product specs and compare part numbers than they would if they were opening a physical catalog or comparing spec sheets.”
Now, Amphenol TPC Wire & Cable’s team can:
- Match cable specs to application environment instantly
- Handle quote, part number, and inventory questions
- Surface visitor question patterns for the marketing team
ATPC now captures buyer intent that its previous search infrastructure missed entirely, converting specification research into sales pipeline with no added friction.
This case is one example of how Navu boosts lead conversion by helping B2B companies make their websites smarter and more responsive to visitor needs. Want to learn more? Read about how Sidebar users are 4.7x more likely to convert.
Learn more about Amphenol TPC on their website or on LinkedIn.
