Due to these changing behaviors and trends, B2B companies are prioritizing digital transformation. This has involved migrating from traditional content management systems (CMS) to modern, composable digital experience platforms (DXP).
Integrating data from external sources is easy, often with simple drag-and-drop functionality, meaning data feeds can be set up from existing CRM systems or other sources where lead information is stored via an application programming interface (API), eliminating the need for technical support.
Businesses can leverage this data and insights to personalize communications based on interests, create omnichannel campaigns with an unlimited number of touchpoints, and deliver messages at the right time for optimal engagement.
Workflows can be automated and triggered by specific actions based on lead behavior. For example, if a lead submits a form to download an eBook, an automated workflow can be triggered to send a follow-up email with more relevant content three days later.
With a DXP, businesses can perform A/B testing, and the progression of leads can be tracked through nurturing campaigns, so you can analyze the performance of each campaign, and make data-driven adjustments to optimize results.
