IBM Leans on Adobe Experience Cloud as it looks to accelerate business growth

For over 110 years, IBM has been a driving force behind innovation in every industry. From the magnetic card strip and product barcodes, to advances in artificial intelligence and quantum computing, the company has helped organizations transform and keep pace with a changing consumer. Now as the digital economy expands, brands are relying on IBM’s hybrid cloud computing capabilities to deliver more impactful new products and customer experiences. It is driving momentum in the business, with the IBM software unit growing 8.2 percent in the fourth quarter of 2021.

As IBM looks to accelerate growth, it is leaning on Adobe Experience Cloud to reshape how the company engages customers across industries from financial services and consumer goods, to government and healthcare. Adobe’s enterprise applications will enable IBM to further unify content and data across the organization, while activating insights through account-based marketing. The company will also adopt Adobe Workfront, as it looks to unleash the potential of IBM’ers with a work management platform that drives collaboration and operational efficiency.

Expanded partnership

The collaboration builds on an existing Adobe partnership that focused on rallying the organization around digital. IBM understood that at its core, the key to customer-centricity and great digital experiences was built on a foundation of content and data. The company has made great progress in streamlining on how content is stored, accessed, and reused across the organization. A landing page that used to take 3 days to develop, could now be done in under an hour.

The approach builds upon the hundreds of millions of interactions that IBM has with its customer base, which then feeds into Marketo Engage. As the brains of the marketing team, it drives an account-based approach that enables the company to engage entire teams as opposed to individual contributors. IBM is working with Adobe to further activate data-driven customer engagements. By unifying insights across functions, including support, sales, and marketing, real-time signals will enable the company to trigger interactions that have the most impact — from custom landing pages to hyper personalized email campaigns. For customers, it means more relevant and engaging experiences across every digital touchpoint, and direct interactions that feel more intuitive.

IBM is also adding Adobe Workfront to its stack of enterprise applications within Adobe Experience Cloud. The platform empowers IBM’ers to work more efficiently together, and meet the rapidly changing demands of customers and the market. Workfront offers a single destination to collaborate and execute on campaigns, while automating workflows around approvals and requests. It also drives greater visibility across an organization, helping ensure that teams are delivering content and experiences that are consistent and optimized.

“Every industry is reimagining their role within the digital economy, and looking to IBM for cloud and AI technologies that will give their transformation journey greater speed and efficiency,” said Ari Sheinkin, vice president of Experience Engine, IBM. “Customers expect more of our organization, and delivering a great omnichannel experience will help us build trust in our brand and technology offerings. Adobe Experience Cloud is an important partner in this journey, with applications that provide deep insights and an ability to orchestrate personalized experiences at broad scale.”