Today’s B2B customers complete up to 70% of their journey without contacting a vendor with most of the interactions in digital channels. Marketing, technical documentation, support and various other teams create and provide product-related content, often based on different strategies and in different digital properties. Learn how a unified, customer-centric UX approach to product pages, spanning marketing and technical content, significantly improved the digital content experience on SAP.com and contributed to improved business results.
Join this session to hear about the lessons learned from establishing and implementing a unified UX and content strategy to product pages at SAP, the world’s largest provider of enterprise application software serving more than 365,000 customers in 180 countries. The strategy and implementation spanned marketing and technical content silos for an improved customer experience. Explore results with before-and-after comparison and get actionable tips you can consider and implement in your organization.
- What’s the role of UX and content strategy in the digital customer experience for products?
- How to translate customer insights and business goals into compelling product pages with relevant and consistent content through an integrated UX approach?
- How to reflect constantly changing customer preferences and business transformation in your content?
- Collaboration, change management, enablement: why and how? Best practices for bringing a front-end content strategy spanning marcomm and techcomm to life.