How Poly shifted gears to reach new audiences with Adobe Experience Cloud.

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As the senior director of marketing operations and enablement at Poly, Jenifer Salzwedel has an expansive remit to say the least. Formed following the merger of Plantronics and Polycom, Poly boasts one of the world’s most comprehensive portfolios of business communications and audio-video collaboration tools, putting it at the center of the global shift to remote working.

“At Poly, we’ve always said that work isn’t somewhere you go, it’s something you do. The COVID-19 pandemic has made that abundantly clear for businesses and their employees alike, and our company is ideally placed to help them transition to a new way of working,” says Salzwedel.

But with new opportunities also come new challenges, especially for a relatively small marketing team that suddenly finds itself speaking to a bigger and broader audience. The first step for Salzwedel was to reset her team’s priorities to make sure their work was aligned to the opportunity and focused on delivering efficiently and quickly. Thanks to Poly’s award-winning martech stack, built around a core of Adobe solutions and Workfront, the marketing workflow solution Adobe acquired in December 2020, not only was Poly able to pivot quickly, they were able to engage and deliver on the new initiatives — at a scope and pace the marketing team had never seen before.

 

New audience, new opportunities

For the first two months of 2020, Poly’s marketers had been rolling out campaigns around the company’s conference room solutions. Then COVID-19 hit, and they had to shift gears immediately…

 

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