Overview
Lumen is a global communications services provider that ignites business growth by connecting people, data, and apps. Like other B2B organizations, they started facing stiffer competition for deals and growing expectations from buyers. It was time to evolve their traditional network service model.
-
64%
reduction in content creation time -
3x
faster to market for social campaigns -
105
distinct campaign variations
The challenge
To become a modern B2B tech solutions partner, Lumen needed to connect their marketing, workflows, and data to support personalization. Several challenges stood in their way:
- Disjointed customer data led to inconsistent messaging.
- Manual content workflows slowed down campaigns and marketing execution.
- Disconnected technology prevented real-time personalization.
- Customer journey blindspots hindered meaningful engagement.
- Channel-based marketing prevented journey-tailored content delivery.
The approach
Merkle developed a comprehensive digital transformation strategy spanning data modernization, content supply chain optimization, and technology architecture alignment. The team delivered:
- Streamlined content processes through Adobe GenStudio to get on-brand content variations and campaigns into market faster.
- Enterprise data strategy that unlocked advanced segmentation and personalized journey orchestration.
- End-to-end data architecture mapping that integrated Lumen’s technology systems for greater ROI and enhanced customer engagement.
- Unified measurement frameworks to support real-time campaign optimization and data-driven adjustments that directly improve revenue and customer satisfaction.
- Integrated CX planning to help turn Lumen’s data and technical foundation into personalized, journey-based customer experiences.
The outcome
With the right strategies, data integration, and implementation support, Lumen now has a clear pathway for advanced personalization and industry leadership. They’re ready to deliver the seamless, modern experiences B2B buyers now expect, with a solid foundation to innovate for B2B needs of the future.
