Evam Xclusive Baku Dilara Acar & Kamran Ismayilov Marketing Innovation

In this interview, International Bank of Azerbaijan shares how they accelerated their digital transformation journey by shifting from batch-based marketing to real-time, event-driven communication. By adopting a real-time customer engagement platform, ABB was able to deliver more relevant and timely messages, improving both customer satisfaction and internal efficiency.

The conversation highlights how ABB leveraged automation and orchestration to eliminate delays and silos between teams. With faster time to market and fewer dependencies on IT, the bank empowered business users to run smarter campaigns — enhancing personalization without compromising speed.

A key moment in the discussion:

“Now we don’t need to wait for IT. We just plan, build, and go live — in real time.”

This quote reflects ABB’s shift to a more agile, customer-centric approach — where customer journey orchestration, marketing agility, and banking innovation come together to create more meaningful interactions.