Dow Marketing Strategy 2024: A Case Study

Welcome to our in-depth case study on Dow Chemical Company’s marketing strategy in 2024. Dow has been at the forefront of innovative marketing tactics, driving business growth and customer satisfaction. In this article, we will explore how Dow leverages collaboration tools, such as Asana, to streamline campaign planning and execution. We will also delve into their customer-centric approach and digital transformation efforts. Let’s dive in and discover the key elements that have made Dow’s marketing strategy a success.

Key Takeaways:

  • Dow Chemical Company utilizes collaboration tools like Asana to streamline campaign planning and execution.
  • Their customer-centric approach and digital transformation efforts have led to significant improvements in customer satisfaction and business outcomes.
  • Dow’s marketing strategy focuses on creating a seamless digital experience for their customers, resulting in increased online sales and new leads.
  • By measuring and driving customer experience across all their global businesses, Dow has achieved remarkable improvements in all metrics.
  • The success of Dow’s marketing strategy sets them apart as a trendsetter in the industry, with other companies looking to emulate their approach.

Achieving Flexibility and Collaboration with Asana

When Chief Marketing Officer Rossa Shanks introduced Asana to the Dow Jones marketing team, it revolutionized their approach to campaign planning and collaboration. Asana, along with Slack and Google Drive, played a crucial role in facilitating a seamless transition to a fully remote workforce during the challenging times of the COVID-19 pandemic.

One of the standout features of Asana is its flexibility, which has allowed Dow’s marketing team to adapt to different working styles within the remote workforce. The tool seamlessly manages handoffs and creates visibility across projects, ensuring that everyone is on the same page and working towards a common goal.

Asana has also become an integral part of the onboarding process for new team members at Dow. They receive training on how to effectively use Asana as a central hub for all marketing work, allowing them to quickly understand project workflows and collaborate with their colleagues.

With the help of Asana, Dow Jones has been able to break down geographical barriers and foster a culture of collaboration and productivity within their marketing team. The tool has streamlined project management, improved communication, and enhanced overall efficiency, even in a remote work environment.

Benefits of Asana for Dow’s Remote Workforce:

  • Flexible project management and collaboration
  • Seamless handoffs and visibility across teams
  • Efficient onboarding process for new team members
  • Streamlined project management and communication

Asana has proven to be an invaluable tool for Dow Jones, enabling their marketing team to achieve flexibility and collaboration in a remote work environment. With its user-friendly interface and robust features, Asana continues to empower teams across industries to work together effectively, regardless of their physical location.

Benefits of Asana for Dow’s Marketing Team Key Features of Asana
Improved collaboration and communication Flexible project management
Efficient task allocation and tracking Seamless integration with other tools (Slack, Google Drive, etc.)
Effective onboarding of new team members Central hub for marketing work

The Power of Asana in Marketing Campaigns

Asana, the versatile project management tool, plays a central role in Dow’s marketing campaigns. With approximately 10 large-scale campaigns executed each year, Dow relies on Asana’s robust features for efficient campaign planning and seamless execution. The use of Asana templates acts as a valuable resource, streamlining the kickoff process for each campaign and ensuring consistency and standardization across the marketing team.

One of the key advantages of using Asana in Dow’s marketing campaigns is the ability to split tasks among different teams, including demand generation, content creation, and creative design. This approach simplifies workstreams and maximizes collaboration, allowing the teams to work in harmony towards a common goal. Asana’s project feature facilitates the separation of workflows while seamlessly connecting the teams’ work for a unified marketing campaign strategy.

The color-coding system within Asana adds further value to Dow’s marketing campaigns by visually designating tasks based on brand or product categories. This feature ensures clear organization and enables team members to quickly identify and prioritize their specific responsibilities. By providing a visual representation of the campaign workflow, Asana enhances coordination and collaboration among the teams.

Templates within Asana also contribute to foolproof content and creative production. By utilizing pre-defined structures, Dow’s marketing team can ensure consistency in branding, messaging, and design elements across their campaigns. This not only saves valuable time but also maintains a high level of quality and professionalism in Dow’s marketing materials.

The Benefits of Asana in Dow’s Marketing Campaigns:

  • Simplified campaign planning and execution
  • Enhanced collaboration and coordination among teams
  • Efficient task allocation and workstream management
  • Clear organization through color-coded task designations
  • Foolproof content and creative production through templates

In summary, Asana’s capabilities empower Dow to execute successful marketing campaigns by seamlessly integrating project management, collaboration, and organization. As a result, Dow’s marketing teams can focus on delivering impactful campaigns that resonate with their target audience and drive business growth.

The Impact of Asana on Time Savings

According to Chief Marketing Officer Rossa Shanks, Asana saves the Dow Jones marketing team members up to 10% of their time each day. This valuable time savings is a result of Asana’s powerful features and capabilities.

Administrative work can often become a time-consuming task for marketing professionals. The Anatomy of Work Index has shown that administrative work can take up more time than expected, leading to a drain on productivity. However, Asana helps reduce this burden by streamlining and automating various administrative tasks.

Asana’s intuitive interface and user-friendly functionalities allow the marketing team to easily capture project status, track completed tasks, and plan for future activities. By eliminating the need to search for information scattered across different platforms or emails, Asana significantly improves overall work efficiency.

With Asana, the Dow Jones marketing team can focus their time and energy on strategic and creative work, rather than getting bogged down by administrative tasks. By saving up to 10% of their time each day, Asana empowers the team to be more productive and achieve their goals more effectively.

Enhancing Customer Experience with Dow’s Marketing Strategy

Dow Chemical Company is committed to becoming the most customer-centric materials science company worldwide. To achieve this vision, Dow has prioritized measuring and driving customer experience across its global businesses. Partnering with Qualtrics International Inc., Dow captures customer sentiment at each stage of the buying process and leverages analytics for valuable insights. Through a centralized approach to listening and measuring customer feedback, Dow has witnessed significant improvements across all key metrics.

By focusing on customer-centricity, Dow recognizes the crucial role that customer experience plays in driving business success. Through a deep understanding of customer needs, preferences, and pain points, Dow is able to deliver solutions that meet and exceed customer expectations. This customer-centric approach ensures that Dow’s products and services are tailored to address customer challenges and provide maximum value.

Measuring and Driving Customer Experience

As part of its marketing strategy, Dow actively measures and drives customer experience by partnering with Qualtrics International Inc., a leading experience management platform. By capturing customer sentiment at various touchpoints throughout the buying process, Dow gains valuable insights into the effectiveness of its marketing efforts and identifies areas for improvement.

Dow’s centralized approach to listening and measuring customer feedback allows the company to assess customer satisfaction, loyalty, and overall experience. Through advanced analytics and data-driven insights, Dow can make informed decisions and prioritize initiatives that enhance customer satisfaction and drive positive business outcomes.

Fostering a Customer-Centric Culture

Dow understands that creating a customer-centric culture is vital for sustainable marketing success. By instilling a customer-centric mindset across the organization, Dow ensures that every employee is aligned with the goal of delivering exceptional customer experiences.

Through a culture of empathy, collaboration, and continuous improvement, Dow empowers its employees to anticipate and meet customer needs effectively. This customer-centric approach permeates every aspect of Dow’s marketing strategy and allows the company to build long-lasting relationships with its customers.


Enhanced Customer Experience – Key Benefits

Benefits Impact on Dow’s Business
Improved customer satisfaction Increased customer loyalty and repeat business
Enhanced customer trust Positive brand perception and increased market share
Higher customer retention Stable revenue streams and reduced customer churn
Increased customer advocacy Positive word-of-mouth referrals and new customer acquisition

Dow’s unwavering commitment to delivering exceptional customer experiences has resulted in significant business impact and positively influenced various key performance indicators. By embracing a customer-centric approach and prioritizing the measurement and enhancement of customer experience, Dow has secured its position as a leader in the materials science industry.

Creating a Culture of Customer-Centricity at Dow

Dow Chemical Company understands the significance of cultivating a customer-centric culture. To gain insights into employee needs and preferences, Dow conducted comprehensive companywide employee satisfaction surveys. By actively customizing strategies to thrive in local cultures, Dow not only strengthened its connection with customers but also witnessed a notable increase in program registered users and engagement in its formal recognition program.

Recognizing the pivotal role of employee experience in driving customer satisfaction, Dow focused on fostering an environment that made it easier for employees to satisfy customers. Prioritizing employee satisfaction and aligning it with customer-centric initiatives further reinforced Dow’s commitment to creating a seamless and unparalleled experience for its valued customers.

The Power of Customized Strategies

With a customer-centric approach in mind, Dow implemented tailored strategies that catered to the unique needs of diverse cultures and markets. This personalized approach allowed Dow to align its business objectives with local customer preferences and expectations, leading to enhanced customer experiences and strengthened relationships.

Benefits of Customized Strategies Results
1. Improved understanding of local cultures and customer needs Increased customer satisfaction and loyalty
2. Tailored marketing campaigns Higher engagement and conversion rates
3. Localization of products and services Better market penetration and competitive advantage
4. Adapting sales and support processes Efficient communication and higher customer retention rates

Through the implementation of customized strategies, Dow has further solidified its position as a customer-centric organization. By focusing on understanding local cultures, tailoring marketing campaigns, and adapting processes to meet customer expectations, Dow has experienced significant improvements in customer satisfaction, engagement, and overall business growth.

Measuring Customer Satisfaction in the B2B Realm

Assessing customer sentiment in the B2B realm can be a complex task. With multiple stakeholders involved and lengthy buying cycles, understanding and measuring customer satisfaction becomes crucial for companies like Dow Chemical Co. in their pursuit of becoming the most customer-centric materials science company.

In order to effectively assess customer sentiment at each stage of the buying process, Dow Chemical Co. partnered with Qualtrics International Inc. This collaboration allowed them to capture valuable insights and feedback from customers, enabling them to optimize their customer journeys. Additionally, they conducted deep dives into specific areas such as complaint handling and support, leveraging unstructured data and monitoring customer behavior to identify areas of improvement.

Through the use of advanced analytics and data-driven insights, Dow Chemical Co. was able to gain a comprehensive understanding of their customers’ needs and expectations. This enabled them to tailor their strategies and offerings to meet these specific requirements, resulting in increased customer satisfaction and loyalty.

Optimizing Customer Journeys for Complex Sales

One of the key challenges in the B2B realm is managing the complexity of sales processes. With longer sales cycles and involvement from multiple decision-makers, it is crucial to optimize the customer journey for maximum satisfaction.

Dow Chemical Co. utilized data from their partnership with Qualtrics International Inc. to gain insights into customer behavior and preferences at each stage of the buying process. This allowed them to identify potential bottlenecks or pain points and address them proactively, resulting in smoother sales experiences for their customers.

By leveraging these insights, Dow Chemical Co. was able to streamline their sales processes, improve communication and collaboration with customers, and ultimately enhance the overall customer experience. This customer-centric approach not only increased customer satisfaction but also contributed to improved sales performance and business outcomes.

Overall, by effectively measuring customer sentiment and optimizing customer journeys, Dow Chemical Co. has been able to strengthen its position as a customer-centric leader in the B2B realm, providing a seamless experience for its customers and driving positive business results.

Leveraging Data for a Customer-Centric Approach at Dow

Dow Chemical Company understands the power of data analysis and customer data insights in driving a successful digital and commerce strategy. By leveraging the Qualtrics customer experience platform, Dow has gained valuable data and insights into customer preferences and needs.

This data has been instrumental in establishing a unified approach to listening and measuring customer feedback across all business units. By understanding customer sentiments and preferences, Dow can tailor its marketing and sales strategies to meet their specific needs.

Dow has also recognized the importance of providing a seamless digital experience to enhance customer satisfaction. To achieve this, the company has adjusted its sales approach to focus on digital channels, ensuring a convenient and user-friendly customer journey.

This strategic shift has resulted in significant increases in online sales, repeat visitors, and the generation of new sales leads through digital channels. Dow’s commitment to leveraging data and enhancing the digital experience has proven to be a game-changer in driving customer-centricity and business growth.

Benefits of Leveraging Data for Customer-Centricity at Dow:

  • Improved understanding of customer preferences and needs
  • Enhanced ability to listen and measure customer feedback
  • Tailored marketing and sales strategies to meet customer expectations
  • Increased online sales, repeat visitors, and new sales leads through digital channels
Data Analysis Benefits Customer Data Insights Digital and Commerce Strategy
Improved decision-making based on data-driven insights Deeper understanding of customer preferences and behavior Optimized sales approach for digital channels
Identification of market trends and opportunities Personalized customer experiences based on data insights Enhanced customer satisfaction through seamless digital experiences
Efficient resource allocation through data-driven strategies Segmentation and targeting of customer segments Increased online sales and lead generation

The Role of Employee Experience in Customer Satisfaction

Employee experience plays a vital role in shaping customer satisfaction levels. Dow Chemical Co. recognized this correlation and made addressing employee pain points a central part of their customer experience overhaul. By prioritizing employee satisfaction and creating an environment that empowers them to easily satisfy customers, Dow has been able to deliver exceptional customer experiences and elevate overall performance.

In order to improve employee experience, Dow implemented several initiatives. They focused on enhancing communication channels, providing comprehensive training programs, and offering competitive benefits packages. These efforts have resulted in increased employee engagement and job satisfaction, ultimately leading to improved interactions with customers.

The Impact of Employee Experience on Customer Satisfaction

A positive employee experience directly translates to better customer experiences. When employees are satisfied, they are more motivated, productive, and engaged in their work. This, in turn, leads to increased levels of customer service, better problem-solving abilities, and a genuine desire to exceed customer expectations.

Dow Chemical Co. has observed a direct correlation between employee satisfaction and customer satisfaction. By investing in their employees’ well-being, Dow has cultivated a customer-centric culture where employees are empowered to go above and beyond for their customers. This has resulted in higher customer loyalty, increased repeat business, and positive word-of-mouth recommendations.

The Benefits of Improving Employee Experience

Besides the positive impact on customer satisfaction, improving employee experience also has several other benefits for the organization. It enhances employee retention rates, reduces turnover costs, and improves overall employee morale. A satisfied workforce becomes a strong brand advocate, attracting top talent and establishing Dow Chemical Co. as an employer of choice within the industry.

Furthermore, employee experience directly influences the company’s bottom line. According to a study by Gallup, organizations with highly engaged employees experience 10% higher customer satisfaction ratings and a 20% increase in sales compared to those with disengaged employees. This demonstrates the significant role that employee experience plays in driving business success.

Employee Experience Initiatives Benefits
Enhanced communication channels Improved collaboration and alignment
Comprehensive training programs Increase in employee skills and knowledge
Competitive benefits packages Enhanced employee satisfaction and retention

The Digital Transformation of Dow’s Marketing Strategy

Dow Chemical Company recognized the need to embrace digital channels in its marketing strategy to stay competitive in the ever-evolving business landscape. As a result, Dow made significant investments in its digital commerce platform, enabling customers to have a seamless online experience that revolutionized their interactions with the brand.

By leveraging digital technology, Dow aimed to enhance customer convenience, providing a user-friendly interface where customers can easily find products, place orders, and track shipments. This digital transformation has not only streamlined the purchasing process but also empowered customers with the flexibility and convenience they demand.

The impact of this digital transformation has been profound. Online sales have seen a remarkable increase, with more customers opting to make their purchases through digital channels. The ease of navigation, availability of information, and quick order processing have contributed to the rise in online sales for Dow.

Furthermore, the digital transformation has led to an increase in repeat visitors to Dow’s website. The seamless and convenient online experience has attracted customers to return and explore the range of offerings, resulting in higher customer engagement and loyalty.

Additionally, Dow has found that the digital transformation has generated new sales leads through digital channels. The accessibility and convenience of the online platform have attracted a broader audience, expanding Dow’s customer base and driving business growth.

All in all, the digital transformation of Dow’s marketing strategy has proven to be a game-changer, revolutionizing the way customers engage with the brand. By prioritizing customer convenience and leveraging digital channels, Dow has strengthened its position in the market and positioned itself for continued success in the future.

Benefits of Digital Transformation Statistics
Increased online sales 40% of Dow’s business
Repeat visitors Higher customer engagement and loyalty
New sales leads generated through digital channels 65% of new sales leads

The Success of Dow’s Marketing Strategy

Dow’s marketing strategy, centered around a customer-centric approach and digital transformation, has resulted in impressive outcomes for the company. By prioritizing the needs and preferences of their customers, Dow has achieved significant success in various aspects of their business.

Business Outcomes

One notable achievement is the substantial increase in online sales, which have grown from less than 10% to 40% of Dow’s overall business. This shift towards digital channels has allowed Dow to reach a wider customer base and capitalize on the convenience and accessibility they offer. Additionally, digital channels now generate 65% of new sales leads for the company, highlighting the effectiveness of their marketing strategy in attracting potential customers.

The success of Dow’s marketing approach is also reflected in improved inventory volume, indicating higher demand for their products. This increase in inventory turnover demonstrates the effectiveness of their customer-centric initiatives in driving business growth and optimizing supply chain management.

Increased Cash Flow

Another significant result of Dow’s marketing strategy is the positive impact on overall cash flow. By aligning their efforts with customer needs and preferences, Dow has strengthened customer loyalty and satisfaction. This has led to higher customer confidence in Dow’s products and services, resulting in increased sales and revenue. The boost in cash flow enables the company to invest in further growth opportunities and innovation.

To solidify the success of their marketing strategy and share their insights with the industry, Dow has initiated the AMCX Consortium. This consortium aims to establish standard customer experience benchmarks, allowing other companies to learn from Dow’s achievements and implement similar customer-centric practices.


Dow’s marketing strategy, centered around a customer-centric culture and digital transformation, has led to remarkable success. By embracing tools like Asana and Qualtrics, Dow has enhanced collaboration, efficiency, and customer satisfaction. The company’s commitment to providing a seamless digital experience and prioritizing the needs of its customers has resulted in significant business outcomes and increased customer loyalty.

By setting new industry standards, Dow has established itself as a trendsetter, with other companies taking note and emulating their approach. The strategic focus on customer-centricity has enabled Dow to deliver personalized experiences that resonate with their target audience. This has translated into improved customer retention, increased sales, and enhanced brand reputation.

As Dow continues to evolve its marketing strategy, the company remains dedicated to fostering a customer-centric culture that puts the needs and preferences of its customers at the forefront. The combination of innovative tools, data-driven insights, and a relentless commitment to customer satisfaction has positioned Dow as a leader in the industry. Through their successful marketing strategy, Dow has proven that prioritizing the customer is not only good for business but also essential for long-term success.


What tools does Dow Chemical Company use for marketing campaign planning and collaboration?

Dow Chemical Company uses Asana, Slack, and Google Drive for campaign planning and collaboration.

How has Asana improved efficiency for Dow’s marketing team?

Asana has saved the Dow marketing team up to 10% of their time each day by reducing administrative work and improving overall efficiency.

How does Dow measure and drive customer experience?

Dow measures and drives customer experience by using Qualtrics International Inc. to capture customer sentiment at each stage of the buying process and provide analytics for insights.

What role does employee experience play in Dow’s customer-centric strategy?

Employee experience is crucial in driving customer satisfaction for Dow. By addressing employee pain points and making it easier for employees to satisfy customers, Dow is able to deliver better customer experiences.

How has Dow embraced digital channels in its marketing strategy?

Dow has invested in its digital commerce platform, making it simple for customers to find products, place orders, and track shipments. This shift to digitization has resulted in significant increases in online sales and new sales leads generated through digital channels.

What has been the result of Dow’s marketing strategy?

Dow’s marketing strategy has resulted in a significant increase in online sales, repeat visitors, and new sales leads. It has also improved inventory volume, customer confidence, and overall cash flow for the company.

What is the key takeaway from Dow’s marketing success?

The key takeaway from Dow’s marketing success is the importance of a customer-centric culture, collaboration tools like Asana, and leveraging digital transformation to enhance the customer experience.
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Editorial Team