DXC Technology Elevates the B2B Marketing Experience
Consumers have a fairly high bar when it comes to brand experiences. Innovation across industries has made it so that companies are no longer competing with one other—but instead are up against best-in-class experiences from top hotels, retailers, financial services, and the like. No matter what a consumer is purchasing however, they expect the brand to understand them and engage in a meaningful way; this extends from clothing and hotel rooms, to services people purchase for their workplace. It means that for any business that sells to another business (B2B), teams are having to approach marketing in new and unique ways.
DXC Technology, a leading independent, end-to-end IT services company, has been driving innovation in the way they engage clients and prospects. The team there has leveraged many of the same technologies and disciplines used by business-to-consumer (B2C) companies but has tailored them to address specific needs and expectations of corporate decision-makers. As an Adobe Experience Platform user, they are building real-time, comprehensive views of customers and accounts, while leveraging these insights to drive decision-making. It has allowed DXC to lead in the category of Customer Experience Management (CXM) and deepen the connection they have with their audience.
First impressions are critical
DXC recently re-vamped its public website, with a refreshed look and feel. For anyone considering the company’s services, this is often the first touchpoint for the brand. It is critical to make a good first impression and deliver the best user experience possible. The digital marketing team needed a way to make the website engaging for users, while reducing the bounce rate. In order to make the right decisions here, they had to build a foundation of data insights to draw from. DXC worked to pull together data sets from across the company, spanning behavioral insights to their CRM system and third-party user segments.
By layering predictive models on top of this data set, they could begin to identify specific reasons that drove people to leave the website. This was then correlated with specific user traits and behaviors, so that the team could determine specific groups of people that were likely to bounce—and look for ways to keep them engaged. Over time, they began to see the importance personalized content and the emotional impact had in driving engagement. It allowed them to emphasize imagery and design aspects that performed the best. Taken a step further, they were also able to produce highly informative content customized to specific industries and geographies.
Initiatives in the works
In a B2B setting, one of the most important inflection points is when a prospect makes an inquiry for more information. For DXC, this can be done through a response form on the website. In the past, when a submission was received, it was a fairly manual process to connect the inquiry with a specific subject matter expert. It slowed down response rates and became an arduous, mundane process for the team. DXC realized that this pain point was something that a centralized data model could address. Through machine learning algorithms, they were able to make it so the system automatically assesses user traits and can align them with the appropriate resource.
DXC strongly believes that every step in the customer journey should be informed by data. According to Christopher Marin, director of digital marketing: “Our use of the Adobe Experience Platform puts us on a path where all signals around client behaviors and preferences can be centralized in one place, for every team to tap into as a decisioning engine. It goes beyond traditional CRM systems, and gives us an added layer of behavioral insights that provides a true view into what our clients need and want. This can help inform all outbound marketing activities in the future, across owned, earned and paid media.”
B2B marketers have unique challenges when it comes to customer engagement. It is a very different environment when the service requires new investment in both time and budget resources. For a brand to be successful here, they require a more intimate understanding of where prospects and customers are in their journey with the company—and how to pull the proper trigger events. DXC has been a great example of a company that embraced data and marketing technology early on, leveraging it aggressively to produce better business outcomes.
DXC Technology uses Adobe Experience Cloud and Adobe Experience Platform, along with its analytics, data management platform (DMP), content management system ( CMS), personalization and advertising solutions to become a true Customer Experience Management company. Learn more here.