Qualcomm selects Adobe to deepen customer relationships with real-time personalization

With a focus on fueling its digital strategy, Qualcomm is adopting Adobe Experience Platform applications to deepen customer relationships and accelerate growth through highly personalized business-to-business (B2B) marketing. Adobe Commerce will also enable Qualcomm and its affiliated companies to reimagine the customer experience for its developer community, allowing individuals to complete digital transactions directly with the company. This collaboration with Adobe will enable Qualcomm to reach new audiences, supporting its growth across segments including mobile, automotive, and the internet of things (IoT), while solidifying its position as the world's leading wireless technology innovator.

Connecting customer data across channels and experiences

Within Adobe Experience Platform, Qualcomm will leverage a suite of applications including Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, and Customer Journey Analytics. Together, these apps empower Qualcomm to connect data across all channels — from CRM and lead generation to website visits and emails — with best-in-class governance and security. Teams can orchestrate content experiences across buyer journeys that may begin on a website and end at a trade show, while developing a feedback loop where insights are broadly shared across the organization.

Delivering content and services to the most relevant audiences

The new applications also amplify Qualcomm’s existing investments in Adobe Creative Cloud and Document Cloud, which teams leverage for digital content creation. Adobe Experience Platform uses data to ensure content and new services are delivered to the right audiences, at the right times. Qualcomm is also expanding use of Marketo Engage to support these efforts, with new measurement capabilities that provide deeper insights on sales and marketing performance. This provides an additional layer of data to inform broad personalization campaigns.

“Whether a customer is buying a connected device or the cutting-edge chips inside, everyone now expects to have a brand experience that is captivating, connected and relevant,” said Don McGuire, SVP and CMO of Qualcomm Technologies, Inc. “Adobe Experience Platform empowers us to reimagine the way we engage customers when they embrace our transformative technologies by integrating real-time personalization into our omni-channel approach.”

Personalizing B2B e-commerce to drive sales

As B2B customers embrace new channels to engage their technology partners, the industry is also moving towards a self-service model for certain use cases. Adobe Commerce, which leverages AI and advanced data sharing capabilities for end-to-end personalization, will empower Qualcomm to create custom content personalized for specific customer segments, including mobile, auto, and IoT developers. Teams can quickly update pages and manage multiple businesses from a single platform.

Building brand engagement among developers, a key focus for Qualcomm businesses, was another driver for this expanded collaboration. AEP enables teams to quickly verify drone developers who visit the company’s website, offer access to relevant IoT development kits, and use automated, self-servicing workflows to uncover insights. AEP also supports seamless transactions, which are critical for customers looking to make online purchases, such as automotive manufacturers looking to buy advanced driver assistance system (ADAS) solutions. Customers expect effortless digital journeys, which means best-in-case e-commerce capabilities must be in place to drive new sales.

“By adopting a suite of Adobe Experience Platform applications, Qualcomm has an end-to-end solution that will enhance omnichannel experiences for business customers and improve marketing performance,” said Anil Chakravarthy, president, digital experience business, Adobe. “The collaboration with Adobe will help Qualcomm take its own digital transformation to the next level and deliver new ways to showcase the transformative technologies it is delivering to our world.”