A leading North American B2B distributor unified its digital marketing platform and SAP-powered commerce environment on Adobe Experience Manager—creating coherent buyer journeys across thousands of SKUs and multiple industry verticals.

The Challenge

Marketing and commerce operated as separate digital worlds. A sprawling B2B catalog, inconsistent taxonomy, and limited vertical industry content made it difficult to guide enterprise buyers from solution awareness to purchase.

The Solution

An Experience-Led B2B Platform Built for Scale

Comwrap Reply built a unified, experience-led marketing platform on Adobe Experience Manager (AEM), designed to close the gap between brand storytelling and enterprise purchasing.

The foundation: a modular, reusable component architecture within AEM Sites that gave content teams the speed and flexibility to serve multiple industry verticals without rebuilding from scratch.

Industry-specific content hubs—covering manufacturing, healthcare, food & beverage, and retail—brought targeted solution narratives directly to buyers navigating complex procurement decisions.

Adobe Experience Manager Assets (DAM) gave marketing teams centralized control over enterprise-scale asset libraries, eliminating duplication and accelerating content production across business units.

The most strategic element was journey design. Comwrap Reply mapped the full B2B buyer path—from industry challenge discovery to product exploration—and aligned navigation, taxonomy, and UX patterns across both the AEM marketing environment and the existing SAP Commerce platform. The result: a coherent buyer experience that doesn't break when a visitor moves from marketing content into transactional territory.

Scalable governance workflows and publishing controls were embedded throughout, ensuring a complex, multi-business-unit organization could maintain consistency at scale without editorial bottlenecks. Every design decision was anchored to buyer role needs—recognizing that B2B procurement involves multiple stakeholders, each entering the journey from different angles.

How we did it

AEM, SAP Alignment, and Journey Architecture—Unified

The engagement combined platform implementation, content architecture, and UX strategy—delivered as an integrated program rather than parallel workstreams.

Adobe Experience Manager Sites served as the centralized CMS, replacing a fragmented content environment with a governed, scalable publishing platform. Component development followed a modular approach—reducing long-term build costs and enabling rapid page composition by marketing teams.

Adobe Experience Manager Assets was implemented as the single source of truth for marketing assets, supporting enterprise-scale reuse and version control across the full product portfolio.

On the integration side, Comwrap Reply designed the UX and navigation architecture to align directly with the SAP Commerce taxonomy—ensuring product categories, filters, and terminology remained consistent across marketing and transactional environments. This eliminated the jarring experience shifts that erode B2B buyer confidence at critical decision points.

Adobe Analytics was integrated to establish baseline behavioral visibility, creating the data foundation for future personalization and conversion optimization.

Vertical industry taxonomy was rearchitected to reflect how buyers actually think—by challenge and application, not internal SKU hierarchy. This restructuring significantly improved product discoverability from industry solution pages. Role-based journey mapping informed UX decisions throughout, distinguishing between procurement leads, technical evaluators, and operational buyers—each served with relevant entry points and contextual paths.

About the Client

The client is a leading North American distributor of packaging materials, facility solutions, paper products, and custom supply chain services. Serving enterprise customers across manufacturing, healthcare, food & beverage, retail, and public sector, the company manages one of the most complex B2B product portfolios in its category—spanning thousands of SKUs across multiple business divisions. Operations are headquartered in the United States, with distribution capabilities across North America.