Mastering B2B Digital Experiences With Composable DXP

A staggering 52% of marketing professionals cite martech stack integration as their top challenge. - Ascend Marketing Technology trend survey

Martech is complex, especially for enterprise organizations; this can be for several reasons ranging from incorrect investment in tech stack setup that was poorly planned to overinvestment in tools to team knowledge and more.

On the one hand, bandaid solutions that are loosely integrated for B2B create chaos, while on the other, your customers' expectations are sky-high. Your B2B Digital Experience (DX) and commerce strategy needs more than content management systems.

DXPs can declutter your MarTech stack:

With multiple digital touchpoints, today's tech-savvy marketer needs an integrated, all-encompassing platform for digital asset management across channels, including websites, mobile apps, customer portals, IoT devices, and social media. This is where a digital experience platform (DXP) comes into the picture.?

DXPs interact readily with other software solutions, enabling businesses to create a 360-degree picture of the customer by combining ecommerce data with analytics from CRM, commerce systems, call center software, and any other sources. This integrated multifunctionality and the personalization that DXPs offer make it your best bet for offering elevated digital experiences that best serve your clientele.?

What can a DXP do for your business??

Better touchpoints: The omnichannel customer experience aims to enhance the overall quality of customer interactions across all channels. DXPs streamline customer interactions and eliminate data silos.

Data shows that delivering omnichannel experiences can increase customer retention by 90%. - Omnisend

For instance, beauty retailer Sephora lets customers book makeover appointments on Facebook Messenger. When the customer logs into their account on the desktop website, they'll see details of their appointment, and when they arrive at Sephora on the day of, retail associates can view the customer's information on the store's POS.?

AI Capabilities: DXPs gather customer data from various channels, including browsing habits, purchases, and marketing campaigns. The platform's built-in AI can extract insights from high-volume data, such as customer sentiment, referral incentives, and gated content conversions. These insights help optimize the user experience at every touchpoint.

Personalization: Customers want and expect personalization is now old news.

71% of consumers expect companies to deliver personalized interactions. - Mckinsey?

With more content clutter getting generated due to Generative AI, your B2B organization needs to leverage AI in your brand's favor with content personalization that is not reduced to just first-name greetings, but that is hyper-personalized to individual user journeys.

The DXP of your dreams helps you deliver a hyper-personalized digital experience to your customers using pre-configured recommendation models; AI organizes content delivery based on individual customer journeys (e.g., links clicked, websites visited, and other browsing habits). This enables businesses to personalize content creation and product recommendations specific to a user.

The list of the benefits the DXPs bring to the table is a long one; this blog gives you a quick snapshot of the top DXPs from different enterprise software partners and their capabilities. You're going to want to bookmark this!

Up your DX ante with Composable DXP:?

How is a Composable DXP different from the traditional DXP??

A Composable DXP stands apart from a traditional DXP due to its modular, flexible architecture. Unlike traditional DXPs that offer a suite of pre-built applications, a Composable DXP enables businesses to assemble and integrate best-of-breed tools, services, and applications seamlessly.

Think of it like this:?A traditional DXP is a pre-packaged meal with set ingredients, where you have limited control over what goes into your dish. On the other hand, Composable DXP is like a buffet where you can handpick your ingredients and create a customized meal that suits your taste (and, in this case, your business needs)!?

Why is a composable DXP the right choice for your B2B organization?

Interest in adopting the intelligent composable approach to creating digital experiences is in, and for all the right reasons, i.e., faster time to market.

60% of the companies will adopt a composable business as a strategic objective and will utilize it more often. - Gartner

Using a DXP can be very helpful for any organization. One of the main benefits is increased agility, which lets businesses quickly adapt to changing market trends and customer needs. A DXP is also flexible, so organizations can adjust how they use it to fit their needs. This customization can help increase efficiency and make sure resources are used effectively.

Apart from being the latest solution for a well-integrated martech stack, upgrading from an exisiting DXP version to a composable DXP is undisruptive and can be done progressively. We have laid down further how you can go about it the right way.

Building Your Composable B2B Strategy

In today's business landscape, customer journeys are increasingly becoming convoluted and time-consuming; as businesses expand their digital presence and engage with customers across various platforms, the potential for a convoluted and time-consuming customer journey increases. This can lead to confusion, frustration, and a less-than-ideal customer experience.

This is when our Composable DX Strategy Blueprint offers an effective solution. It provides a structured approach to untangle complexities, streamline touchpoints, and create a more cohesive and seamless journey for customers.

However, getting it right is crucial. Creating your own composable strategy comes with its own trade-offs; learn what it means for your business with Icreon's handy composable strategy blueprint:

If you have questions about strategizing the composable strategy unique to your business challenges or are looking to partner with an expert to make it happen, swing by the Icreon booth at the upcoming Sitecore DX event in Minneapolis.