According to a report by Adobe, 88% of industrial manufacturing leaders say they’re being asked to become more efficient and accountable in their marketing efforts. Surprisingly, only a staggering 1% have fully integrated and accessible customer data while none are organized by customer journey. From my experience, I quickly learned that the manufacturing industry as a whole is slow to adopt change, and this often results in a lack of digital growth.

Industrial Manufacturing Client Use Case

During a digital transformation project with a large-scale global manufacturing client, Infosys x Blue Acorn iCi helped deliver over $500k in newly generated revenue in the first two weeks of launch. By selecting the right technology to align with the organization's use cases and long-term vision, the manufacturer not only met its revenue goals but exceeded them. And having a central digital ecosystem that integrated CMS, commerce, and data made it possible. Connecting all Adobe products into a single, cohesive environment also accelerated their time-to-market by more than 50%, driving both efficiency and growth.

How Industrial Manufacturers Can Adapt for Future Success

Adopting a new technology can be challenging for industrial manufacturing clients, and knowing how to use the right tools can often be just as stressful. Data unification and strategy are key steps to getting in the right direction. From my experience, if an industrial manufacturer has data across multiple data sources, from third-party vendors to internal systems to multiple integrations, they face a problem of siloed data.

The true power of Adobe Experience Platform enables multiple systems to communicate in real time and establish a central source of data. With a central source of data, siloes are eliminated, marketers can trust the data’s quality, and better business decisions can be made. Now, teams can create marketing campaigns and user journeys based on facts rather than speculation and assumptions. For the same manufacturing client mentioned earlier, once the data was centralized in Adobe Experience Platform, the organization could start creating smarter marketing campaigns, resulting in an increase in new users and a 62.4% boost in web traffic engagement since launch.

Conclusion

For many clients, a new technology and platform represent not only a learning curve but a shift in how they work. The research in Adobe’s report revealed some key insights into the importance of data unification, personalization, and how operating models must adapt to a hybrid future. The leaders in the manufacturing space will work to blend data and infrastructure together, and Adobe is there at the forefront to help assist.

To learn more about the latest trends industrial manufacturers should know about, read Adobe’s report, State of Customer Experience in Industrial Manufacturing in an AI-Driven World.