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 * Informatica Transforms Web Experiences


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.

Established


1993

5,000+ employees worldwide

Redwood City, California.

www.informatica.com

Trusted by 84 of the Fortune 100 and customers in more than 100 countries to
drive their data-led digital transformations.

Products:

Adobe Analytics ›

Adobe Audience Manager ›

Adobe Experience Manager ›

Adobe Target ›

Adobe Workfront ›

Marketo Engage ›


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, behaviors and stages in their journey.

Gain a centralized view of all marketing efforts across the organization.

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 organization has reduced IT
costs. Staff is able to focus on higher impact efforts.

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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 recognized 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
cataloging, 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.

Personalizing 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
> CENTERS WITHIN ORGANIZATIONS – THIS REQUIRES A LOT OF SOPHISTICATION.”

Carolyn Appleby

Group Vice President, Corporate and Digital Marketing for Informatica

Informatica recognized 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 recognized 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 personalize and deliver the right
content to visitors. Adobe Analytics aids in understanding customer behavior 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 coordinate 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
behavior. “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 behavioral 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 rapidly 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, program 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 centers within organizations – this requires a lot of sophistication. At
Informatica, we are creating a world where every organization’s data is poised
for greatness and that’s certainly true for developing rich and compelling
digital experiences.”

iGartner Named Informatica a Leader in Four Magic Quadrant Reports -
https://www.informatica.com/lp/gartner-leadership.html

Gartner does not endorse any vendor, product or service depicted in its research
publications, and does not advise technology users to select only those vendors
with the highest ratings or other designation. Gartner research publications
consist of the opinions of Gartner's research organization and should not be
construed as statements of fact. Gartner disclaims all warranties, expressed or
implied, with respect to this research, including any warranties of
merchantability or fitness for a particular purpose.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its
affiliates in the U.S. and internationally, and is used herein with permission.
All rights reserved.


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