Oracle Content Management accelerates digital transformation at AirBorn

June 7, 2021 | 3 minute read
Mark Grannan
Senior Principal Product Strategist, Oracle Advertising and CX
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I recently had the chance to interview Patrick Tolbert, global marketing manager at AirBorn, about their use of Oracle Content Management as a key part of their digital transformation strategy.

AirBorn is a global engineering and manufacturing organization, specializing in microelectronics for mission critical applications. AirBorn’s products can be found everywhere from Mars and the moon, fighter jets, and submarines to your local emergency room.

Here are a few highlights from our conversation, but please check out the full replay below to hear even more.

From print and PDFs to omnichannel content management

Many legacy high-tech and engineering businesses understand the need for change. Too much friction in the buying process means a nimble competitor can quickly capitalize with faster response times. And many customers now expect—nay, require—digital self-service.

AirBorn began with a print catalog operation and mindset. However, given all the permutations of AirBorn’s parts—they literally have billions of potential part numbers and SKUs—they needed to move to a dynamic content model that could surface the underlying data and tailor the content to a customer’s use case and channel.

Massive reduction in content operations maintenance

Embracing digitally native assets required a new way of thinking about content creation, as well as how to update it. Previously, the AirBorn team made updates at the channel level, multiplying both the effort and room for error.

In a new dynamic model, Patrick explained how the paradigm shifts. “If we change the data that we get directly from our engineering team in just one place, that cascades down, removing touch points and speeding up the amount of time we spend with these maintenance tasks.”

The result? They’re reducing that time to at least half, if not one-third, of what they used to do!

Shining a light on dark content

When you create as many PDFs and have as many unstructured images as AirBorn, keeping track for reuse or governance purposes seems an insurmountable challenge. However, in this scenario, Oracle’s AI-enabled solution allows for automatic Smart Tagging, thus driving "findability" via search.

Before, when the sales team came to their marketing department for help locating images for upcoming presentations, it took quite some time to fill such a request. But Patrick says the new technology has dramatically improved their efforts. “With Oracle Content Management, they’re quickly filtering and delivering for particular uses, which has been wonderful.”

The future is bright with opportunity

AirBorn’s early wins with Oracle Contentment Management have come at relatively low cost and risk as well. The company tackled the implementation and integrations in-house and raved about the easy-to-consume documentation.

But Patrick and his team aren’t stopping there. “As we got into the platform,” he said, “we were learning about so many things we’d be able to do and were able to quickly spin up what we needed for this project. What’s next for us? The sky is really the limit.” And I couldn’t agree more with his sign-off: “It’s been fun, and I can’t wait to see what we build next.”

Listen to our full conversation below, and learn more about Oracle Content Management at

Mark Grannan

Senior Principal Product Strategist, Oracle Advertising and CX

Mark Grannan is a senior strategist with Oracle Advertising and CX's Outbound Product Management team. Before Oracle, Mark focused on CX as a senior analyst at Forrester Research, where for much of the past decade he led the digital experience (DX) and content management (CMS) research areas. At Oracle, Mark helps steer and advocate Oracle's strategy for unification of applications and services across CX to drive customer and partner value and innovation.

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