Informatica transforms web experiences from static to dynamic.
A sophisticated digital marketing framework has helped cloud data management firm Informatica connect with customers and redefine their website experiences and beyond.
Objectives
Move from static to dynamic website pages in order to drive deeper engagement and accelerate lead conversion.
Use analytics and machine learning to deliver relevant content based on customer characteristics, behaviours and stages in their journey.
Gain a centralised view of all marketing efforts across the organisation.
Transform manual, rules-based web publishing by making authoring, publishing and content delivery easier and faster.
Results
Their new entry page for their cloud data management platform saw a 75x traffic increase, a 45% higher engagement and cut bounce rates in half from 63% down to 32%.
Marketing executives have a holistic view of initiatives across the functions.
Marketing teams and IT staff save time and the organisation has reduced IT costs. Staff is able to focus on higher impact efforts.
It shouldn’t surprise anyone that even the world’s top data companies sometimes struggle to make sense of data. The sheer volume and velocity of data today are simply overwhelming. One company that understands this equation is Informatica, the Enterprise Cloud Data Management leader, empowering businesses with cloud data management solutions through a single platform, Informatica's Intelligent Data Management Cloud ™ (IDMC). A few years back, Informatica found itself struggling to harness website visitor data to deliver value from its insights across their corporate website.
Informatica, which has been recognised by market researcher Gartner® as a leader in multiple data management categories, offers a suite of solutions that address everything from cloud data integration, application integration, data cataloguing, data governance and privacy to master data management. Not surprisingly, the list of use cases continues to grow. This creates both challenges and opportunities. “We have customer personas who require information for their precise point in the buying cycle. But we have almost 2,000 pages of content on our website,” explains Carolyn Appleby, group vice president for corporate and digital marketing at Informatica.
In the past, delivering the right information at the right moment was very manual and time-consuming. “We lacked the tools to deliver the rich experiences we wanted for our website visitors,” Appleby says. The former technology framework used a blunt force approach that delivered the same pages to everyone, regardless of their industry, interests or needs, “We knew we had to build a technology platform that would support delivery of relevant and in-time orchestrated experiences across every channel, every time someone interacted with Informatica,” Appleby explains.
Overcoming Data Deficits
Digital transformation is a formidable challenge even for industry leaders like Informatica. Customers increasingly expect fast, responsive information at different stages in the buying cycle. They also want content on their terms and through their channel of choice. “Our content and site experience was static and rigid. We did not want visitors to be stuck in an experience that they weren’t interested in, or unable to discover the products or services they were looking to invest in.” Appleby says.
Personalising content for visitors was difficult because Informatica had to rely mostly on a set of manual rules, driven by spreadsheets. A lack of reusable components also had ramifications for Informatica. Adding new information and updating the site required substantial IT resources, slowing the process and adding to the cost of operating the site. “It was a very resource-intensive and expensive process. And it did not deliver the kind of immersive learning experience we and our site visitors wanted.” Appleby notes.
“The B2B world involves complex buying processes. There’s a need for a deep understanding of not only individual personas, but habits of entire buying centres within organisations - this requires a lot of sophistication.”
Carolyn Appleby
Group Vice President, Corporate and Digital Marketing for Informatica
Informatica recognised that it had to migrate to a more modern digital platform that would allow them to deliver dynamic content to better connect with potential buyers online. Says Appleby: “We had to stay a step ahead of customer interests and align with the unique journey they are on. The experiences we deliver to them couldn’t be based on our terms, they had to be based on their intent —along with growing cloud data management capabilities and the changing needs of the overall marketplace.”
Embracing Dynamic Data
Informatica embarked on its current website transformation beginning in October 2019. Although it had relied on a handful of Adobe solutions and plugins over the years, Informatica recognised a need for a holistic experience framework that would fully support their digital experience strategies. Today Informatica uses Adobe Experience Manager, Audience Manager, Adobe Target, Adobe Analytics, Marketo Engage, Adobe Workfront and Bizible.
Experience Manager provides a highly flexible platform that delivers high volume content without placing a heavy load on the company’s IT resources. Audience Manager, Marketo Engage and Target help personalise and deliver the right content to visitors. Adobe Analytics aids in understanding customer behaviour and consumption patterns at a deeper level so that Informatica can drive up engagement. They also use Workfront to enable the teams to manage workflows and track project delivery across marketing functions and co-ordinate operational processes.
Results Driven by Data
Informatica has now arrived at the leading edge of digital content delivery. For example, it can identify Chief Data Officers and others whose IDs reside in Marketo Engage. The Adobe IDs are hashed and sent to Adobe Audience Manager, so that these visitors receive a highly relevant experience at the website. Other site visitors travel their own path based on their roles, interests and behaviour. “It’s a much more audience-centric approach than we had in the past,” Appleby explains.
On the horizon, Informatica will be tapping into Adobe’s machine learning features to further enhance omnichannel experiences that self-learns and acts on the behavioural data so the site generates pages dynamically to display product recommendations, offers, customer stories or webinars that are most relevant to the visitor. In addition, “it provides immersive content that encourages them to binge-learn about those solutions,” Appleby says.
“We had to stay a step ahead of customer interests and align with the unique journey they are on. The experiences we deliver to them couldn’t be based on our terms, it had to be based on their intent.”
Carolyn Appleby
Group Vice President, Corporate and Digital Marketing for Informatica
Informatica has witnessed stellar results. The company has watched traffic grow by 75x to its Platform entry page, with visitors spending 45% more time on page, consuming content and assets about the company’s single cloud data management platform. At the same time, bounce rates decreased from 63% to 32%. As a result, more visitors consumed information about the company’s featured Intelligent Data Management Cloud. “This initiative has fundamentally changed how we engage site visitors,” Appleby explains. “We have evolved from a product-centric and asset-driven approach to audience-first, integrated digital experiences.”
Enhanced digital marketing capabilities have paid other dividends. For example, when COVID-19 struck and the pandemic shut down live in-person events, Informatica was able to quickly shift them to virtual live events, “Because we had the right tools in place, we were able to quickly pivot and reach the right audience. Driving registration and attendance was easy to execute, freeing us up to focus on delivering a great event experience,” says Jennifer Johnson, director, programme management at Informatica.
Yet, success revolves around more than numbers and metrics. Appleby says: “I’ve always been drawn to the idea of using data to inform decisions and deliver customer-centric experiences, led by B2C direct marketing. In today’s digital enterprise, the B2B world involves very complex buying processes. There’s a need for a deep understanding of not only individual personas, but habits of entire buying centres within organisations - this requires a lot of sophistication. At Informatica, we are creating a world where every organisation’s data is poised for greatness and that’s certainly true for developing rich and compelling digital experiences.”
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