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Poly drives business forward with marketing system of record

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The results

  • Pivoted work toward new business opportunities in a matter of business days by leveraging marketing system of record.
  • Increased the pace and scope of work dramatically, bringing targeted campaigns to market faster than ever, with less resources.
  • Used scoring models and engagement metrics to manage a dynamic database of millions of active contacts.
  • Housed the Poly collection of source files, photography, video, media, and approved marketing copy using centralized asset management.

The story

When the world shifts to working from home, how does a business built on office communications answer the call? Poly’s team kicked off 2020 targeting their usual IT customers with conference-room solution campaigns. But those became nearly irrelevant as most companies went from in-office to home office due to COVID-19.

Fortunately, Poly Marketing Operations was prepared for the unexpected because they had established a “system of record” approach for their content operation, bringing together an award-winning, connected marketing tech stack to enable efficient content development and publishing, globally. This gave the team the flexibility to put their original plans on hold and quickly pivot their content operation in a new direction. 

Poly MOPS realigned and refocused their teams to the new opportunity in a matter of business days. They delivered new materials, updating marketing messages to emphasize collaboration and productivity from home. And as employers shifted expense budgets to support remote work, Poly began engaging directly with end-users in addition to IT decision-makers. They leveraged data to target creative and communication to this new audience and built integrated customer journeys. With the operational tools in place to weather the unexpected, Poly MOPS delivered with confidence.

the solutions

Adobe Analytics
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Adobe Target
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Adobe Experience Manager
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Adobe Workfront
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Adobe Marketo Engage
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