This session features CrowdStrike’s case study and highlights how the organization used Adobe technology to power customized customer journeys. Listen to the entire session here.

Session Speakers:

• Mukund Palwankar, Sr. Director, Marketing IT, CrowdStrike
• Bindya S Raj, Vice President, Global Head Delivery - Digital Experience & WongDoody, Infosys

Starting Small, Scaling Smarter

“It’s all about data and data powering journeys,” Palwankar explained, emphasizing the importance of unified data in creating more connected customer experiences. When thinking about unified data, he pointed to two key elements: a single customer profile and a single segmentation engine. To begin CrowdStrike’s journey with Adobe, the team started small, focusing on one initial use case centered around completing buying groups through a single source and a single channel. This approach allowed them to learn and build confidence with the technology before expanding into broader personalization and journey orchestration efforts.

“As we implemented that, we really understood the full architecture around Adobe Experience Platform and Adobe Journey Optimizer B2B. And now what we are doing is expanding our footprint and starting to bring all of the data sources into Experience Platform,” Palwankar shared.

Connected Customer Experiences

Palwankar shifted the conversation to how a more connected view of customer and account data is transforming the customer lifecycle. Rather than focusing primarily on acquisition, CrowdStrike is taking a broader customer lifecycle approach that supports both pre-sales and post-sales engagement. This shift reflects a larger evolution in strategy, moving away from simply selling products and toward acting as a true problem solver for customers by delivering a more connected, personalized experience throughout the entire relationship.

“If you solve the problem for the customer, it almost always means he’s going to buy in the next cycle,” Palwankar remarked.

The session then transitioned to focus on the importance of ingesting and activating data across multiple channels. Palwankar emphasized that if channels are not functioning optimally, organizations will struggle to achieve their desired outcomes. He explained that teams must continuously enhance both their channels and their underlying data quality to ensure the customer experience is delivered correctly.

“Sometimes you get so lost in the data that you forget about the channels because I consider the experience and the data as two sides of the same coin,” Palwankar shared, highlighting the importance to balance strong data foundations with seamless customer experiences.

Building Structured Journeys

Having a connected view of the customer has changed the way the CrowdStrike team approaches engagement, shifting their focus to managing the entire customer lifecycle across both pre-sales and post-sales journeys. Rather than viewing interactions as isolated moments, the organization sees customers as continuously moving through a journey.

Using Adobe Journey Optimizer B2B, CrowdStrike is building structured journeys that align to the various stages customers move through over time. Palwankar shared that as customer interactions occur, individuals are automatically placed into the appropriate journey, and this creates a more seamless and personalized engagement strategy.

Contact Infosys x Blue Acorn iCi to learn more about creating more unified and personalized customer experiences. As a Platinum Adobe Partner, our team of experts has implemented the latest Adobe technology for various companies across industries.