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One platform, unlimited potential: How a unified Digital Experience Platform unlocks enterprise innovation

Escape the complexity of fragmented systems with a complete platform built to power every part of the digital experience, from CMS to AI-powered search experiences.

Anthony Nigro 22 Sep 2025

Banner titled "Key Takeaways" explaining that fragmented systems increase cost, complexity, and slow innovation, while a unified DXP consolidates CMS, search, personalization, analytics, and forms in one platform. Squiz DXP improves productivity with low-code tools, continuous upgrades, and centralized governance, resulting in faster time-to-market, consistent user experiences, and a future-proof digital strategy.

For many organizations, delivering digital experiences often requires juggling multiple systems: a core CMS for content, connected to multiple separate tools for personalization, search, forms, analytics, and customer data. Each has its own license, support team, contract cycle, and training requirements.

What starts as a well-meaning toolkit quickly becomes an operational tangle. Marketing teams lose momentum waiting for developer support. User experiences feel disjointed. And IT teams carry the mounting burden of maintenance, security patches, and fragile custom integrations just to keep all platforms talking to each other.

This complexity directly slows innovation. If, in order to execute new ideas, your organization has to juggle multiple disconnected systems, you likely won’t be able to respond quickly to user expectations or market change.

But this chaos is optional.

A unified Digital Experience Platform (DXP) removes these barriers. Rather than stitching together separate tools, a DXP brings everything your teams need to build, manage, and optimize digital experiences onto one complete platform, while still offering the flexibility to seamlessly integrate your existing enterprise systems.

Skip ahead:

What’s the hidden cost of running multiple complex systems?


Fragmented systems carry a high operational price, one that’s often hard to foresee until you realize you need additional tools to deliver the experiences you want users to have.

Each new tool adds to the complexity:

  • Custom integration development that drives up initial platform costs every year
  • Data synchronization failures that erode marketing ROI through incomplete or inaccurate insights
  • Security risks that multiply with each additional vendor
  • Training overhead as teams learn and maintain knowledge across multiple platforms

Over time, you’re not just paying more… You’re also moving slower. Siloed data stops teams from seeing the full user journey. UX becomes inconsistent across touchpoints, damaging user trust. And developers spend their time maintaining brittle connections instead of building new capabilities.

This is what martech nightmares are made of: overlapping tools, fragile integrations, and wasted budget.

Marketers stay blocked by IT bottlenecks instead of free to innovate.

Meanwhile, IT teams carry work that marketers could do themselves, if only they had the right tools.

How does a unified Digital Experience Platform change the game?

A DXP consolidates these scattered capabilities into one secure, scalable platform, removing the friction of managing multiple systems.

With Squiz, organizations get a complete foundation for digital experience delivery that includes:

  • Content management: A low-code, visual builder with pre-built components, reusable content, multi-channel publishing, built-in SEO and accessibility auditing, and GenAI copy prompts for fast editing.
  • Enterprise search: Funnelback search uses 70+ ranking signals and 25+ years of search innovation to deliver accurate answers fast.
  • Conversational AI search: Delivers instant AI-generated answers drawn strictly from approved content, complete with built-in auditing and governance.
  • Personalization: Consolidates customer data into unified profiles, with real-time segmentation and omni-channel targeting,
  • Advanced forms, analytics, and optimization tools: Drag-and-drop forms, A/B testing, journey mapping, and search analytics in one interface.

Underpinning these features is Squiz’s integration layer, which lets organizations connect their existing systems, like CRMs, marketing automation tools, or payment gateways, without custom development or risk.

This means you don’t need to rip out what you already use. Instead, you can unify everything on one platform, while keeping the flexibility to evolve your martech stack over time.

Alt text: Gradient banner with the text: “For more in-depth information on what the Squiz DXP is and how it works, check our guide ‘Squiz and the DXP’” with the guide title in blue hyperlink style.

How could this impact your digital strategy?

When all your digital capabilities live in one platform and work seamlessly together, innovation becomes your default operating mode.

  • Faster time-to-market: Launch new sites, pages, or campaigns without development bottlenecks in weeks, not months.
  • Reduced technical debt: No more juggling vendors, contracts, or manual upgrades. As a SaaS platform, Squiz delivers continuous upgrades with no content freezes or downtime.
  • Consistent user experiences: Centralized governance ensures cohesive branding, UX, and accessibility across every touchpoint.
  • Improved productivity: Marketers self-serve with visual tools, while developers focus on building new capabilities instead of maintaining integrations.
  • Future-proof architecture: Squiz’s composable design lets you swap tools in or out as needs change, without disruption or replatforming.

Instead of building workarounds, your teams can focus on what matters: creating better digital experiences that drive measurable results.

What are the use cases of a complete Digital Experience Platform?

Real transformation happens when organizations bring every part of their digital experience delivery onto one platform. Here’s what that looks like in practice in a few industries.

Higher education

Before: The university’s marketing team used separate tools for content, search, personalization, and analytics. Each required its own training, and every campaign depended on IT to stitch systems together. Launching new pages took months, and there was no single view of the student journey.

After: With Squiz DXP, the team manages everything from one platform. Content, personalization, search, forms, and analytics all work together by design. They can create tailored campaign pages in days, publish them across channels instantly, and track engagement centrally.

Results could include:

  • Increase in conversion rates
  • Reduction in IT support requests
  • Marketing can now operate independently, freeing developers to focus on new features

Alt text: Gradient banner with the text: “For practical guidance on what you need to upgrade your digital experiences, check our guide ‘Upgrading your website: what to consider’” with the guide title in blue hyperlink style.

Government

Before: Citizens navigated a maze of department sites, each with its own design, logins, and content structure. Search was unreliable, accessibility scores were low, and information was often duplicated or outdated.

After: The agency unified all departmental sites on Squiz DXP using shared templates, centralized forms, and Funnelback search across all content. Accessibility auditing is built in, and updates happen with no content freezes or downtime.

Results could include:

  • Improved accessibility compliance
  • Faster content updates across departments
  • Consistent branding and UX across all touchpoints

Professional services

Before: The firm’s marketing and business development teams spent most of their time on manual reporting and basic content updates across disconnected systems. Each site update required developer support, and they had no unified visibility into client engagement.

After: On Squiz DXP, marketers can build pages, forms, and campaigns with no-code tools. All client interactions from website visits to email engagement are captured in one place, powering personalized experiences and targeted outreach.

Results could include:

  • Data-driven lead generation from unified engagement scoring
  • Faster campaign turnaround
  • More billable time for partners as marketing becomes a strategic growth driver

Next steps: ready to simplify your digital experience delivery?

Squiz DXP brings every capability you need to build brilliant digital experiences into one complete platform while giving you the flexibility to connect the systems you already rely on.

Curious to explore how a unified platform could remove friction and unlock innovation for your organization? Book a 30-min chat with a Squiz strategy consultant.

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