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Customer-First: Embedding Experience
Design inYour GTM Strategy
Marissa Lyman
Director, Americas Growth Marketing
Adobe
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Introduction and housekeeping
 Today’s webinar is being recorded. Recording and
slides will be shared after the webinar.
 Speaker bio—find contact and other details on
today’s presenter.
 Resources box—explore additional resources.
 Q&A box—please ask questions as you think of
them and we will answer at the end.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Speaker
Marissa Lyman
Director, Americas Growth Marketing | Adobe
Marissa is the Director of Americas Growth Marketing for Adobe’s Digital Experience business unit. Her team partners
with sales to co-own pipeline creation, setting the strategy for how to drive demand and engagement across current and
potential customers. She previously led business operations for Digital Experience Marketing and joined Adobe through
its acquisition of Marketo. She holds a BA in Print Journalism from the University of Southern California and an MBA
from UC Berkeley’s Haas School of Business.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Hello.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
A little about me before we get started.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
My journey to marketing
Journalism Public
relations
Agency life Marketo Business ops
©2021 Adobe. All Rights Reserved. Adobe Confidential.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Your customer.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
According to IDC …
Of executives tie
improved customer
experience to revenue
46% 31%
Believe improved
customer experience
helps to better retain
customers
Source: IDC FutureScape 2021
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Search Events Social Digital
media
Web
Customer journey prior to sale: Marketing + Sales
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Search Events Social Digital
media
Web
Customer journey post-sale: Marketing, Sales, Procurement, Legal, Success …
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Keeping the customer top-of-mind
Marketing
Sales
Product
Success Procureme
nt
Support
Legal
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Keeping the customer top-of-mind
Marketing
Sales
Product
Success Procureme
nt
Support
Legal
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Segmentation
Customer-first GTM: Start strong
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Segmentation
Marketing + Sales
Customer-first GTM: Start strong
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Segmentation
Marketing + Sales
Customer-first GTM: Start strong
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Segmentation
Marketing + Sales
Customer-first GTM: Start strong
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Talk to your customers!
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Programs + Activities
Customer-first GTM: Add value
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Programs + Activities
Customer-first GTM: Add value
Teach Solve Support
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Talk to your customers!
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Messaging
Customer-first GTM: Speak their language
Speak your customers’
language.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Talk to your customers!
©2021 Adobe. All Rights Reserved. Adobe Confidential.
To review…
• Segment based on your customers’
needs, not yours
©2021 Adobe. All Rights Reserved. Adobe Confidential.
To review…
• Segment based on your customers’
needs, not yours
• Plan programs and activities that
provide value
©2021 Adobe. All Rights Reserved. Adobe Confidential.
To review…
• Segment based on your customers’
needs, not yours
• Plan programs and activities that
provide value
• Speak your customers’ language
©2021 Adobe. All Rights Reserved. Adobe Confidential.
To review…
• Segment based on your customers’
needs, not yours
• Plan programs and activities that
provide value
• Speak your customers’ language
Talk to your customers!
Q&A
Thank you.
Copyright © 2021 Adobe. All rights reserved.
Adobe, the Adobe logo, and Adobe Experience Cloud are either registered trademarks or trademarks of Adobe in the United States and/or other countries.

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Customer-First: Embedding Experience Design in Your GTM Strategy

  • 1. Customer-First: Embedding Experience Design inYour GTM Strategy Marissa Lyman Director, Americas Growth Marketing Adobe
  • 2. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Introduction and housekeeping  Today’s webinar is being recorded. Recording and slides will be shared after the webinar.  Speaker bio—find contact and other details on today’s presenter.  Resources box—explore additional resources.  Q&A box—please ask questions as you think of them and we will answer at the end.
  • 3. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Speaker Marissa Lyman Director, Americas Growth Marketing | Adobe Marissa is the Director of Americas Growth Marketing for Adobe’s Digital Experience business unit. Her team partners with sales to co-own pipeline creation, setting the strategy for how to drive demand and engagement across current and potential customers. She previously led business operations for Digital Experience Marketing and joined Adobe through its acquisition of Marketo. She holds a BA in Print Journalism from the University of Southern California and an MBA from UC Berkeley’s Haas School of Business.
  • 4. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Hello.
  • 5. ©2021 Adobe. All Rights Reserved. Adobe Confidential. A little about me before we get started.
  • 6. ©2021 Adobe. All Rights Reserved. Adobe Confidential. My journey to marketing Journalism Public relations Agency life Marketo Business ops
  • 7. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
  • 8. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Your customer.
  • 9. ©2021 Adobe. All Rights Reserved. Adobe Confidential. According to IDC … Of executives tie improved customer experience to revenue 46% 31% Believe improved customer experience helps to better retain customers Source: IDC FutureScape 2021
  • 10. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Search Events Social Digital media Web Customer journey prior to sale: Marketing + Sales
  • 11. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Search Events Social Digital media Web Customer journey post-sale: Marketing, Sales, Procurement, Legal, Success …
  • 12. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Keeping the customer top-of-mind Marketing Sales Product Success Procureme nt Support Legal
  • 13. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Keeping the customer top-of-mind Marketing Sales Product Success Procureme nt Support Legal
  • 14. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Segmentation Customer-first GTM: Start strong
  • 15. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Segmentation Marketing + Sales Customer-first GTM: Start strong
  • 16. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Segmentation Marketing + Sales Customer-first GTM: Start strong
  • 17. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Segmentation Marketing + Sales Customer-first GTM: Start strong
  • 18. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Talk to your customers!
  • 19. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Programs + Activities Customer-first GTM: Add value
  • 20. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Programs + Activities Customer-first GTM: Add value Teach Solve Support
  • 21. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Talk to your customers!
  • 22. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Messaging Customer-first GTM: Speak their language Speak your customers’ language.
  • 23. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Talk to your customers!
  • 24. ©2021 Adobe. All Rights Reserved. Adobe Confidential. To review… • Segment based on your customers’ needs, not yours
  • 25. ©2021 Adobe. All Rights Reserved. Adobe Confidential. To review… • Segment based on your customers’ needs, not yours • Plan programs and activities that provide value
  • 26. ©2021 Adobe. All Rights Reserved. Adobe Confidential. To review… • Segment based on your customers’ needs, not yours • Plan programs and activities that provide value • Speak your customers’ language
  • 27. ©2021 Adobe. All Rights Reserved. Adobe Confidential. To review… • Segment based on your customers’ needs, not yours • Plan programs and activities that provide value • Speak your customers’ language Talk to your customers!
  • 28. Q&A
  • 30. Copyright © 2021 Adobe. All rights reserved. Adobe, the Adobe logo, and Adobe Experience Cloud are either registered trademarks or trademarks of Adobe in the United States and/or other countries.

Editor's Notes

  1. Started my career in journalism and then public relations, where I did some time at agency’s before taking an in-house job with a company called Marketo. Marketo opened my eyes to the broader marketing mix, and I ultimately decided that I wanted to be a part of how marketing drives a business forward. I set my sights on becoming a CMO and gathering the tools needed to be a strong Marketing leader. I wound up being COS to Marketo’s CMO, which eventually became heading biz ops for the Adobe Digital Experience Marketing team Ops provides a great view into how every piece of the Marketing organization works together to support the business But often times in supporting the business, you can lose sight of who should be the number one stakeholder in every decision you make
  2. But when you think about a customer’s experience with a brand, it’s really jarring to think about just how many touchpoints a single person can have with an organization before they become a customer.
  3. But when you think about a customer’s experience with a brand, it’s really jarring to think about just how many touchpoints a single person can have with an organization before they become a customer.
  4. Not going to boil the ocean today, but we are going to think about, how from a marketer’s perspective you can keep the customer at the forefront of all that you do.
  5. Not going to boil the ocean today, but we are going to think about, how from a marketer’s perspective you can keep the customer at the forefront of all that you do.
  6. And shockingly – or perhaps not so shockingly – this begins with something as simple as how you segment your audience.
  7. And shockingly – or perhaps not so shockingly – this begins with something as simple as how you segment your audience.
  8. And shockingly – or perhaps not so shockingly – this begins with something as simple as how you segment your audience.
  9. And shockingly – or perhaps not so shockingly – this begins with something as simple as how you segment your audience.
  10. And shockingly – or perhaps not so shockingly – this begins with something as simple as how you segment your audience.
  11. And shockingly – or perhaps not so shockingly – this begins with something as simple as how you segment your audience.
  12. And shockingly – or perhaps not so shockingly – this begins with something as simple as how you segment your audience.