Modernising B2B engagement for the digital age.

Making connections across teams.

If the compass set the direction, the next challenge was making the pieces work together. For Bannick, that meant breaking down barriers between people, processes and data so teams could act as one. She focused on implementing the right technology to support global processes, ensuring data flowed seamlessly across systems and establishing a digital foundation strong enough to support future growth.

That vision came to life with Real-Time CDP B2B Edition and Adobe Target, which linked customer data across 160 countries and enabled personalisation in real time. Instead of one-size-fits-all outreach, a visitor browsing a product detail page could later receive tailored communications, whether through LinkedIn campaigns, personalised emails or other connected channels. The shift paid off quickly, with email campaign performance improving by up to 300%.

Behind the scenes, Gee noticed that scattered spreadsheets, emails and chat threads were slowing projects down. Bringing everything into Adobe Workfront gave teams a single place to plan, track and approve work. “We’ve really reduced the number of meetings we used to have just to co-ordinate status,” says Gee. “Now it’s all connected in Workfront.” Combined with Experience Manager Sites, the streamlined workflow cut time to market for digital content by 50%.

Making the ecosystem run as intended meant having the right partners alongside them. Adobe Support and Services helped onboard teams, fine-tune configurations and ensure the new systems truly worked for the people using them. “The Ultimate Support Team helped us build a new way of working, connecting Adobe technology with our people and processes so the system worked seamlessly,” Bannick says.

A catalyst for change.

For Bannick and Gee, digital transformation wasn’t just about new platforms — it was about shifting a mindset. Teams needed to see that digital could remove friction, not add to it. “The reason we have a digital experience team,” Bannick explains, “is because adoption and change really needed focus. To be that catalyst for the organisation, we had to show how digital could free people up to focus on growth.”

The turning point came when the first wins started rolling in. With Adobe Experience Manager Forms, enquiry submissions that once required manual data entry became automatically populated with customer and product information. Response times accelerated. Submission rates climbed 38%. And suddenly, the value of digital became undeniable.

That shift opened the door to reimagining the customer journey itself. By using Real-Time CDP B2B Edition and Adobe Target to automate follow-up, online ordering and self-service, Dow removed entire layers of operational overhead. Customers found what they needed faster. Digital sales grew. And results like 21% audience growth in three months and a 117% rise in homepage engagement proved that the change wasn’t incremental — it was transformational.

“With Adobe, our teams realised they can’t work in silos any more,” Gee says. “When people see the bigger picture, they understand how their piece contributes to the overall customer journey and that makes the work easier and more effective for everyone.”

Across the organisation, a digital-first mindset is taking root, fuelled by shared results and renewed confidence in what data-driven problem-solving can achieve.

The way forward.

Dow’s digital transformation is far from finished. Bannick and Gee are exploring Adobe’s AI innovations to automate content tagging, organisation and reuse, accelerating creation and making personalisation even more efficient. For Dow’s digital teams, AI is the next step on a larger journey of problem-solving — one where breakthroughs emerge from the collaboration between people and technology.

“The Adobe tools act like the conductor of our digital orchestra,” Bannick says. “They tell you when to start, when to pause and how to move together. And ultimately, it’s that harmony between people, process, data and technology that will continue paving the way forward.”