Transformational turning point
When Paz Macdonald got the call suggesting she interview for Chief Marketing Officer at Software AG, she wasn’t quite sure what to make of it. Faced with curiosity, she went online. “The first thing I did when approached for the position was to go to the company’s website,” Paz says, “I thought, I am unclear what this company does.” She found herself clicking through a collage of disjointed webpages and realised that buried deep in the site was evidence this company had industry recognised, market leading solutions. While the webpages didn’t quite tell a cohesive story, Paz saw an opportunity.
Software AG has been driving connections through technology since 1969. The company is the second largest software vendor in Germany with a large international footprint. The company helps ensure airline schedules get traveller to the terminal on time, deliveries make it to shop fronts safely and cities manage traffic flows effectively. Paz wanted to deliver that ‘connectedness’ from a customer’s first click.
“The website is the first thing people are going to see. I want them to do a double take for the right reasons,” says Paz, “The vision is to showcase the very best of who we are culturally product-wise and have it reflected people-wise.”
Cool, calm and connected
Now acting as CMO, Paz has cultivated that vision. And for good reason. “If we didn’t make the change, this would have halted our growth ambitions,” says Paz, “so the consequences were that we needed to make that change and fast.” Software AG set sights on becoming a leading SaaS business focused on data-driven, digital-first lead generation.
Using Adobe Experience Manager, Software AG has been able to think differently about the customer experience. “This goes beyond just getting pages up,” says Paz, “We want someone to have a great experience that anticipates how they are going to interact after they land on this page.”
Acquisitions had left Software AG with multiple websites for different parts of the business. After just 7 months, 250 webpages are now all housed on one platform that unifies the Software AG customer experience journey. Better yet, the platform is also now scalable for digital marketing worldwide.
“There are many websites from acquisitions over the years. To highlight the scale of the issue, one product line had three websites! This is a nightmare for SEO optimisation. But it was a hang up from not wanting to be on the main .com site. Each acquisition lived in an extension they had built and maintained. I’ve started to round up and close down these extensions and get them all under one roof,” says Paz.