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Field Marketing in the New Year:
Preparing and Planning Events in 2021
Caroline Hull | Director, Americas Segment Marketing
Previously Director of Field & Partner Marketing
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Speaker
Caroline Hull
Director, Americas Segment Marketing
Adobe Experience Cloud
Year in Review
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Prepare for 2021
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Empathy First
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Customers Say it Best
©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential.
Utilize Partners
©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential.
Trust The Data
Data, Data, Data
©2020 Adobe. All Rights Reserved. Adobe Confidential.
ExpandYour
Reach
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Must be Interactive
©2020 Adobe. All Rights Reserved. Adobe Confidential.
86% of event marketers
believe that technology can
have a major, positive impact
on the success of their
events.1
1"2018 Event Marketing Benchmarks and Trends," Bizzabo: https://blog.bizzabo.com/event-marketing-2018-benchmarks-and-trends
Reevaluate your Tech Stack
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Get to the Point
8:00 AM PT OPENING KEYNOTE
Track 1 Track 2 Track 3 Track 4 Track 5
8:30 AM PT
9:00 AM PT
9:30 AM PT FUN BREAK
10:00 AM PT
10:30 AM PT
11:00 AM PT THOUGHT LEADERSHIP KEYNOTE
Average Watch Time
17 MIN
Day Events
1/2
What’s to Come
©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential.
Tighter Sales & Marketing Alignment
©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential.
New Job Market
Director of Events (Virtual & Live):
“The Role The Director of Events (Virtual & Live) will lead the portfolio of virtual,
hybrid and live event solutions. This senior role will lead a team of both Virtual Event
Producers and Live Event Producers and will be responsible for cross-collaborating
with multiple departments to incorporate new technologies, solutions and vendor
relationships into the current portfolio. The Director of Events (Virtual & Live) will
have a proven agency background with a strong understanding of virtual event
technology systems and digital products.”
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Hybrid
Events
Field Marketing in the New Year: Preparing and Planning Events in 2021

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Field Marketing in the New Year: Preparing and Planning Events in 2021

  • 1. Field Marketing in the New Year: Preparing and Planning Events in 2021 Caroline Hull | Director, Americas Segment Marketing Previously Director of Field & Partner Marketing
  • 2. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Speaker Caroline Hull Director, Americas Segment Marketing Adobe Experience Cloud
  • 4. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 6. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Empathy First
  • 7. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Customers Say it Best
  • 8. ©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential. Utilize Partners
  • 9. ©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential. Trust The Data Data, Data, Data
  • 10. ©2020 Adobe. All Rights Reserved. Adobe Confidential. ExpandYour Reach
  • 11. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Must be Interactive
  • 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 86% of event marketers believe that technology can have a major, positive impact on the success of their events.1 1"2018 Event Marketing Benchmarks and Trends," Bizzabo: https://blog.bizzabo.com/event-marketing-2018-benchmarks-and-trends Reevaluate your Tech Stack
  • 13. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 14. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Get to the Point 8:00 AM PT OPENING KEYNOTE Track 1 Track 2 Track 3 Track 4 Track 5 8:30 AM PT 9:00 AM PT 9:30 AM PT FUN BREAK 10:00 AM PT 10:30 AM PT 11:00 AM PT THOUGHT LEADERSHIP KEYNOTE Average Watch Time 17 MIN Day Events 1/2
  • 16. ©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential. Tighter Sales & Marketing Alignment
  • 17. ©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential. New Job Market Director of Events (Virtual & Live): “The Role The Director of Events (Virtual & Live) will lead the portfolio of virtual, hybrid and live event solutions. This senior role will lead a team of both Virtual Event Producers and Live Event Producers and will be responsible for cross-collaborating with multiple departments to incorporate new technologies, solutions and vendor relationships into the current portfolio. The Director of Events (Virtual & Live) will have a proven agency background with a strong understanding of virtual event technology systems and digital products.”
  • 18. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Hybrid Events

Editor's Notes

  1. Empathy has to stay top of mind
  2. Utilized customers, chat functionality, etc. Customers were able to bridge the gap for our community. Community first Wanted to bring everyone together through really engaging experiences  
  3. Here at Adobe we have a amazing partner programs. Teaming up with partners is a great way to reduce costs, strengthen your message and reach a wider audience. With so many virtual everythings going on, it’s better to do less frequency and better content
  4. We don’t make a single decision without using historical data. Cant be efficient without utilizing the numbers.  Even if it is something we have never done before. Check where customers are, what are their interests, what programs work better than others? Did you survey the audience after? What did you find? Doesn’t need to be solely focused on quantitative, can be qualitative too. Of course, sometimes you have to take a risk but still do your homework. Create new benchmarks. We have had to adjust so quickly, but make sure that when you start something new, you track it and find ways to improve, always. You never know when something from a year ago could be helpful today. Look for trends that may help predict the future.  Many of us probably could have predicted no in person events and many did  Have you created new benchmarks yet?
  5. Better reach due to virtual – can even have a truly global event because no one needs to travel,  Can focus on time zones rather than  one city. It is easier to attend virtually than in person ever was. Think about your audience and how you can accomdate them.  Team up with partners Use data for decision making Don’t re-invent the wheel, we can make small changes
  6. Be congizant of our new work schedules – with virtual school learning, pets, meetings at odd times, we can't shut down like we used to. We can't take 3 days off and fly to vegas without our device. Chats and emails are coming through while we particiapte in virtual events and it can be difficult to turn those off. With that said, I'll hand it over to Shannon Jasper who is going to walk through some of the regional events we have executed