Earlier this month, I had the opportunity to speak at the ET BrandEquity Roundtable, hosted in collaboration with Oracle, focused on the theme: “Data-Driven Experiences: Driving Hyper-personalized Engagement Across the Customer Lifecycle.” This exclusive gathering brought together CMOs and marketing leaders from India’s top enterprises to explore the rapidly evolving landscape of customer engagement in a data-first world.
It was an excellent platform to share Digitide’s Martech capabilities, which sit at the intersection of strategy, technology, and execution — enabling brands to deliver intelligent, scalable, and outcome-driven marketing across both B2B and B2C environments.
Sharing below a summary of our comprehensive and forward-thinking Martech offerings for a wider audience.
Whether long-cycle B2B deals are being nurtured or real-time consumer engagement is being delivered at scale, growth that is both measurable and future-proof is being enabled through a Martech stack powered by platforms such as Adobe, Oracle, and Salesforce.
1. Marketing Automation with Enterprise Precision
Campaign execution is being streamlined and ROI is being driven through automation platforms that are globally recognized:
- Adobe Marketo Engage is being used for B2B lead nurturing, ABM orchestration, and complex automation logic.
- Oracle Eloqua is being deployed for enterprise-level B2B workflows, lead scoring, and CRM alignment.
- Salesforce Marketing Cloud is being leveraged for high-scale B2C journeys across email, SMS, social, and mobile platforms.
B2B Outcomes: MQL conversion, sales velocity, and pipeline visibility are being increased.
B2C Outcomes: Customer journeys are being automated through behavioral triggers and real-time engagement.
2. Unified Customer Intelligence Through CDP Integration
Customer data silos are being consolidated through advanced CDPs to enable hyper-targeted engagement:
- Adobe Real-Time CDP is being implemented for unified customer profiles and AI-powered segmentation.
- Salesforce Data Cloud (Genie) is being used for real-time identity resolution and multi-platform activation.
- Oracle Unity is being deployed to provide enterprise intelligence for omni-channel personalization.
B2B Use: 360° account views, intent-based targeting, and multi-stakeholder insights are being enabled.
B2C Use: Real-time behavioral tracking, dynamic segmentation, and predictive audiences are being activated.
3. Personalization Engines that Drive Performance
AI-driven personalization is being integrated to ensure experiences are delivered with precision and contextual relevance:
- Adobe Target with Sensei AI is being used for behavioral personalization across channels.
- Salesforce Einstein is being implemented for predictive content scoring and journey optimization.
- Oracle Responsys is being applied to drive contextual personalization at scale.
B2B Personalization: Dynamic content, persona-specific nurturing, and industry-focused messaging are being deployed.
B2C Personalization: Real-time product recommendations, limited-time offers, and location-based content are being served.
4. Data-Driven Analytics & Marketing Intelligence
Executive-level marketing visibility is being provided through performance intelligence platforms:
- Adobe Analytics is being utilized to gather funnel data, attribution metrics, and behavioral insights.
- Salesforce Marketing Cloud Intelligence (formerly Datorama) is being employed for cross-platform campaign analysis.
B2B Insight: Forecasting, content ROI, and lead scoring models are being generated.
B2C Insight: Channel performance, lifetime value, and campaign optimization are being tracked in real time.
5. Digital Experience Platforms (DXPs) Built for Scale
Connected, content-rich digital experiences are being designed to align with business goals and user expectations:
- Adobe Experience Manager (AEM) is being used for enterprise content delivery and modular architecture.
- Salesforce Experience Cloud is being employed to create self-service portals and branded communities.
- Oracle CX is being implemented to personalize cross-device experiences.
- Liferay DXP and Optimizely DXP are also being adopted for custom enterprise deployments.
B2B Focus: Resource hubs, role-based experiences, and personalized pages are being developed.
B2C Focus: Product discovery, content-commerce integration, and omni-channel experiences are being delivered.
6. Martech Stack Integration & Ecosystem Architecture
Seamless operation of the Martech ecosystem is being ensured through enterprise-grade integrations:
- Salesforce Sales and Marketing Cloud is being unified to enable end-to-end customer lifecycle management.
- Oracle CX Suite is being orchestrated for workflow automation across the full marketing funnel.
- Middleware such as MuleSoft, Boomi, Tibco, and custom APIs are being configured for robust system alignment.
Benefits: Campaigns are being launched faster, data governance is being improved, and full-funnel visibility is being established.
7. Content and Asset Management at Enterprise Speed
Global content production and distribution are being enabled through leading asset management platforms:
- Adobe AEM Assets is being implemented for digital asset management and creative team collaboration.
- Bynder and Widen are being used for smart tagging, asset libraries, and campaign material distribution.
- Integrated workflows are being set up for seamless collaboration between marketing and creative functions.
B2B Enablement: Content kits by persona, ABM asset management, and gated content strategies are being executed.
B2C Execution: Global content deployment, SEO-ready assets, and dynamic media libraries are being activated.
Digitide Martech Center of Excellence: Built to Power Business Impact
Digitide’s Martech Center of Excellence is positioned as more than just a technology provider; it is recognized as a Martech growth architect. The optimal technology stack is being defined, tools are being seamlessly integrated, and marketing ecosystems are being activated to achieve measurable, enterprise-grade results.
In B2B contexts, deeper account insights are being uncovered, buyer journeys are being enhanced, and sales cycles are being accelerated. In B2C environments, customer engagement is being elevated, retention rates are being improved, and lifetime value is being increased.
A new benchmark for marketing performance is being established—powered by advanced enterprise technology, driven by strategic vision, and executed with precise measurement.