Many marketers are already familiar with the term Digital Experience Platform (DXP), especially in the context of digital transformation. There is a lot of potential behind these three big letters, so there is some explaining to do. How can B2B companies benefit from a DXP? Why do customers need a DXP in 2021 and beyond? Which tools are particularly suitable to get going with a DXP? We wanted to shine a light on the topic and spoke with two experts.
In a data-driven world, B2B companies need an experience platform that helps to guide users through their journey. Of course, a pragmatic step-by-step introduction of such a technological structure requires the right experts. And this is where the big challenge lies, according to Marco Luciano, executive at wob AG.
"The main task of a traditional website content management system (CMS) is to control the content. For us as a B2B agency, however, a digital experience platform goes further than just content administration because it also functions as a central hub for a wide variety of data sets, for instance, customer data, company data or product data,” says Luciano right at the start as he summarizes the difference between CMS and DXP.
Christian Kierdorf, Director of Marketing Technology at wob AG, confirms this point of view. For him, a DXP is primarily an important interface for and in-between different departments: "Regarding the database that Marco mentioned, a DXP offers personalization and creates a network between the most diverse touchpoints – linking the website to the app, to e-mail, to the trade fair, and back again."
"Of course, it also controls what kind of content and functionalities a user has at the disposal at each of these touchpoints. All this makes a DXP one of the most important platforms for a wide variety of departments in the company – first and foremost, marketing, sales, product management, service, and IT."
"For us as a B2B agency, a digital experience platform is the central hub for content and a wide variety of data, such as customer data, company data, or product data."
The primary purpose of a Digital Experience Platform is to improve the customer experience. And with the inherent possibilities of compiling, managing, and optimizing the overall customer journey, a DXP is a suitable solution to accomplish this
Our two experts share a similar view – for them, it's evident that DXP and B2B are a good match! And they are sure that this interconnection will become even more relevant and intense in the future.
"We are convinced that gradually all B2B websites will evolve into DXP," states Luciano and adds: "There are different use cases, but, for the most part, a consistent user or employee experience can only be provided with a capable infrastructure. Not to mention the factors of security, efficiency, and speed."
In B2B, a productive DXP comes along with many new opportunities and benefits According to Luciano and Kierdorf, two aspects stand out in particular: "On the one hand, we notice very strong effects with platforms that help customers through faster and more intensive tracking. And, on the other hand, by providing the sales departments with the relevant signals for establishing a direct contact – or even prepare this contact with the help of automated processes.
But let's cut to the chase:
"What is one of the biggest benefits of a DXP for B2B companies?"
For the technology and marketing expert Kierdorf the answer has to be "order" above all. Sounds simple and straightforward? But it’s often easier said than done.
"We see a development in marketing where many siloed tools increasingly collide with other business tools such as CRM systems or asset management technologies. This actually leads to subsequent data chaos, which can only be arranged properly by a central Digital Experience Platform. Christian makes a loose reference to Pimcore and explains with a smile: ‛Seamless Platforms' that allow a ‛Seamless Journey' by providing us with 'Seamless Data'".
Pimcore? That's the keyword to lead over to the topic of tools.
"For the most part, we rely on a combination of tried-and-tested enterprise solutions such as Adobe Experience Cloud and, above all, Pimcore in combination with Evalanche and a self-developed tracking system based on Google Analytics," says Luciano.
Hence, Pimcore plays a very important role. What does that mean in detail?
In our presentation at Pimcore Inspire 2021 (from November 18th 2021), we used various insights into customer projects to show how a well-chosen combination of these tools can be used to build a scalable platform with almost no limitations.
Event platform: FRESH WORLD by ebm-papst | B2B cases (wob.ag)