Pitney Bowes brings B2B marketing into the digital era with Adobe Experience Cloud.
From mail services to ecommerce fulfilment, the global technology leader personalizes its digital customer experience around the world.
Achieved 198$ ROI
in just 18 months
Objectives
Build a foundation for digital innovation and growth to better serve customers
Connect data points and siloed systems to scale and refine campaigns across markets
Automate workflows around web analytics, reporting, and other mission-critical functions
Results
198% boost in ROI achieved just 18 months after deploying Adobe
50% faster when running web analytics and analyst reports
100K reduction in operating costs thanks to automation
Pushing the Envelope with Digital Customer Experiences
With customers ranging from Wipro, the Indian consulting giant, to the Minnesota Twins baseball organization, Pitney Bowes can safely say it keeps businesses running across every industry. The company serves more than 750,000 companies worldwide, including 90% of the Fortune 500, with services ranging from shipping and mailing, to ecommerce fulfillment, delivery and returns, to financial services.
But while Pitney Bowes has been a household name since 1920, when its founder Arthur Pitney invented the postage meter, the company realized that the mailing industry was in secular decline. Hence, it underwent a digital transformation pivoting to shipping products and services while maintaining its mailing revenue streams.
“To know that we’re driving better business strategies and improving the customer experience, all while working faster and with a lower risk of human error, that’s a big win for us.”
Jose Rodriguez
Sr. Director, Marketing Technology, Operations and Digital Analytics, Pitney Bowes
“Over the years, we had built up a tangle of homegrown systems and manual processes to manage our sales, which made it impossible to scale and refine campaigns at the speed required for today’s digital customers,” says Jose Rodriguez, Sr. Director, Marketing Technology, Operations and Digital Analytics, Pitney Bowes.
With its eyes firmly set on digital transformation to create new value, Pitney Bowes invested in a suite of Adobe Experience Cloud solutions to break down operational siloes between markets, automate time-intensive processes, and connect data across its organization to deliver compelling digital campaigns and experiences at scale.
A foundation for digital growth
Pitney Bowes collects data on its contacts, leads, campaigns, market opportunities and customer quotes, but this information resided in separate systems around the world. Combined with inefficient manual workflows, this led to expensive IT management, slow turnaround times for analytics, and unreliable reporting.
As Rodriguez explains, Pitney Bowes had two full-time IT developers developing tracking codes for its reporting, a job which took them nearly 15 hours per week. What’s more, these manual processes could not keep up with the volume and speed of data being collected, leading to gaps in reporting and operational breakdowns. With an average of 30 anomalies like this occurring each day, a business analyst had to review and address each instance manually in order to support business decisions.
Pitney Bowes’ first order of business was therefore to replace manual IT processes with automated systems that would cut time and human error from its analytics and reporting. Combining Adobe Experience Manager, Adobe Target, and Adobe Analytics, the company built a foundation for digital growth.
“We personalized our digital experiences and democratized web analytics across our marketing organization. That led to a significant uptick in site visits and online revenue, not to mention improved customer relationships.”
Jose Rodriguez
Sr. Director, Marketing Technology, Operations and Digital Analytics, Pitney Bowes
Three solutions, one digital arsenal
Adobe Experience Manager helped Pitney Bowes to improve its web experiences. Faster content creation through streamlined authoring and reusable templates and more targeted delivery of digital assets resulted in more personalized digital services for customers, which drove increased user satisfaction and online revenue.
“We personalized our digital experiences and democratized web analytics across our marketing organization,” says Rodriguez. “That led to a significant uptick in site visits and online revenue, not to mention improved customer relationships”.
With Adobe Target, Pitney Bowes’ marketing founded and continues to maintain their web test and learn program, which entails running A/B and multivariate tests to optimize its online experiences. This program leverages Adobe Sensei, which applies real-time Artificial Intelligence and Machine Learning to Pitney Bowes’ test data to deliver powerful insights that would take significant resources to produce otherwise.
Additionally, Adobe Target helped find the best call-to-action language to help Pitney Bowes’ prospects subscribe to a key product through an online cart (Sendpro Online). The setup of this test included comparing 5 different call-to-action audiences using a feature of Adobe Target known as auto-allocate, powered by Adobe Sensei. The main objective was to find the best language in the shortest amount of time, which produced optimal end-to-end conversion rate results for the winning experience (+2% with statistical significance). Ultimately, this was rolled out permanently on the website driving incremental Sendpro Online subscriptions.
Finally, Adobe Analytics fuels these solutions, allowing Pitney Bowes to analyze large volumes of data, uncover patterns in its customers’ behavior, and use that knowledge to deliver more tailored and personalized digital services. “Robust data analysis is the lynchpin of our transformation, completing our digital arsenal and putting us in a position to refine our marketing in-line with what matters most to our customers,” says Rodriguez.
“Adobe’s solutions have made us faster and more efficient, but most importantly they’ve positioned us to continue innovating in an industry we helped to build.”
Jose Rodriguez
Sr. Director, Marketing Technology, Operations and Digital Analytics, Pitney Bowes
Just 18 months after transforming its digital marketing approach with the Adobe Solutions, Pitney Bowes saw a 198% return on investment. The company has reduced its costs by more than $100K annually, trimming $81,000 from its IT spend thanks to automated report coding and $27,000 from its IT administration budget.
As importantly, this has led to more accurate, up-to-date reports at the fingertips of Pitney Bowes’ business leaders. From 30 anomalies in its reporting per day, the company has reduced hits figure down to one per week, in addition to cutting the time required to create reports by 50%.
As a result, Pitney Bowes delivered valuable business intelligence in the hands of its strategic decision-makers. “To know that we’re driving better business strategies and improving the customer experience, all while working faster and with a lower risk of human error, that’s a big win for us,” says Rodriguez.
Shaping the future of ecommerce
For a company that made its name on innovation, this constant and ongoing digital transformation demonstrates Pitney Bowes’ commitment to maintaining its edge and leading the way forward with its new ecommerce value creation for today’s digital world.
With its flexible data management framework in place, the company is already earning accolades for its enhanced digital services. J.D. Power recently recognized Pitney Bowes’s Assisted Technical Support for providing “An Outstanding Customer Service Experience”, and Rodriguez is certain there is more to come.
“Adobe’s solutions have made us faster and more efficient, but most importantly they’ve positioned us to continue innovating in an industry we helped to build,” he says. “Everyone stands to benefit from this transformation, from the executives in our boardroom, to our marketing and product teams, to the hundreds of thousands of businesses that rely on us each day”.
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