Case Study: IBM achieves 45-minute page builds and 72% globalization cost savings with Adobe Target

IBM is changing the narrative on digital marketing

IBM faced fragmented marketing technology and content silos that prevented a unified customer view and slowed delivery of consistent experiences. Working with Adobe Target as part of Adobe Experience Cloud (including Adobe Experience Manager, Adobe Audience Manager and Marketo Engage, plus Adobe Consulting Services), IBM consolidated 40+ platforms, centralized 171,000+ assets, and reduced 10,500 templates into a reusable set to rebuild customer journeys and fix poor email engagement.

Adobe Target was used alongside Marketo Engage, Experience Manager and Audience Manager to personalize, test and orchestrate account-based marketing at scale. The integrated solution cut page creation from 3 days to 45 minutes, sped translation from 14 days to 3–5 days, saved 72% on globalization costs, increased email click response by 112%, reduced follow-up time to two hours, and helped eliminate over $120 million in costs. Adobe Target continues to support testing and personalized experiences across IBM’s new, streamlined platforms.

IBM

Ari Sheinkin

Vice President of Marketing Analytics