Modernizing B2B engagement for the digital age.

Dow transforms digital engagement with Adobe, reducing manual work and driving growth across 160 countries.

50%

faster time to market for global digital content

117%

lift in homepage engagement

21%

audience growth in just 3 months

Featured products:

Adobe Experience Manager Sites

Adobe Experience Manager Assets

Adobe Experience Manager Forms

Adobe Real-Time CDP B2B Edition

Adobe Target

Adobe Workfront

Adobe Creative Cloud

Adobe Ultimate Support

Michelle Bannick
Global Director, Digital Experience, Dow

A new kind of challenge.

Dow is one of the most recognized names in materials science — a company whose innovations show up in everything from cars and homes to packaging and electronics. Over the course of more than a century, the company has built its reputation by evolving in tandem with its customers. Today, that evolution means meeting B2B buyers’ expectations for the same speed, convenience, and personalization they experience as consumers. However, legacy sales models, manual ordering, and fragmented websites hindered the delivery of that promise.

“Our B2B customers didn’t want to chase down answers anymore,” says Michelle Bannick, global director of digital experience. “They wanted proactive communication and digital interactions that felt as easy as consumer experiences.”

Bannick and Michael Gee, digital marketing fellow and global marketing transformation leader, were asked to create Dow’s first digital experience team and build the foundation for modern digital engagement across a business with 72,000 products and customers in more than 160 countries.

To stay true to their reputation as adaptable problem-solvers across generations, Dow turned to Adobe. With Adobe Experience Manager and Adobe Real-Time CDP B2B Edition, they unified customer data across regions, streamlined global content, automated workflows, and delivered personalized journeys for customers worldwide. The payoff: faster transactions, consistent digital experiences, and measurable improvements in customer satisfaction.

“I think of my role as a compass, a connector, and a catalyst,” Gee says. “We needed to set a direction, bring people and technology together, and spark the cultural change to make digital work at Dow.” With Adobe as a partner, they did just that.

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Charting the course.

Acting as a compass meant that Gee was scanning the horizon, identifying where customer expectations were headed, and figuring out how Dow could get there first. “I’m always trying to think about strategic trends, where new technologies are going, and what our roadmap should be,” he says.

All signs pointed toward a new kind of B2B journey. Customers no longer wanted to make phone calls for basic updates or wait weeks for product information. While they still wanted a personal touch, they also expected self-service portals, personalized recommendations, and digital interactions as seamless as those from consumer brands.

To start, Bannick and Gee focused on consolidating over 400 websites into a single multilingual platform using Adobe Experience Manager Sites, driving a 34% increase in page views. Adobe Experience Manager Assets, including Dynamic Media, provided a single library for documents, images, and video, eliminating duplicate uploads and giving teams a single source of truth for every region.

With the new digital updates, designers can now feed approved visuals directly into campaigns without re-creating work, thanks to the seamless connection between Adobe Creative Cloud and Experience Manager Assets. Global teams felt the impact too, launching work faster using shared templates and reusable content blocks that kept every region aligned with the classic Dow look and feel.

50% faster time to market for digital content

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 personalization 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, personalized 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 coordinate 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.

Michael Gee
Digital Marketing Fellow and Global Marketing Transformation Leader

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 organization, 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, inquiry 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 realized they can’t work in silos anymore,” 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 organization, a digital-first mindset is taking root, fueled 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, organization, and reuse, accelerating creation and making personalization 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.”