The document discusses how Adobe Experience Cloud and Microsoft platforms can help solve 3 key sales and marketing problems: acquiring and converting new customers, retaining existing customers, and extracting more value from existing customers. It provides a case study of how a financial services company called we.Finance uses the platforms to acquire a prospective high-value customer named Claire as a new customer, provide her with a personalized experience to increase conversion, and ensure customer success and retention through ongoing engagement.

1. Delivering Exceptional Experiences
Aman Singh | Ronald Li

2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
We believe together we can unlock
more value for our customers

3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Experience Cloud
SEM Display AdsSocial Ads
Acquisition
P A I D M E D I A
Store Catalog
Print
Conversion
Web App Screens
D I G I T A L C H A N N E L S O F F L I N E C H A N N E L S
Call
Center
Assoc.
App
C U S T O M E R C O M M U N I C A T I O N
SocialDirect
Mail
SMS Texts
Retention
Email
CONTENT
DATA
DELIVERY
Adobe Experience Manager • Experience: Content and Digital Asset Management
Adobe Audience Manager • Segment: Persona and Audience Management
Adobe Analytics • Analysis: Digital behavior, reporting, and measurement
Media Management and
Optimization
Adobe Media
Optimizer
Targeting and Personalization
Adobe Target
Cross-channel and Customer Engagement
Adobe Campaign
Launch
People
Places
Assets
CORE
SERVICES

4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe & Microsoft Platform Strategy
Microsoft Azure Cloud
Dynamics 365 Power BI
Customers / Partners
Adobe Cloud Platform
Experience Data
Model and
Platform
Intelligence
Layer
Adobe Sensei
Adobe.IOCommon Data Service
Experience Business
Applications
Cortana Intelligence Suite
Common Experience Data Model
Adobe Experience Cloud

5. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Analytics + Microsoft Power BI
Adobe Analytics
For Data Insights
+
“I want to provide my organization instant
access, on any device, to the most important
customer insights”
Adobe Experience Manager
Web Foundation
+
Adobe Experience Manager Sites Managed Services
+ Microsoft Azure
“I want to build a better foundation for
web experience management.”
Adobe Analytics
Adobe Target
Adobe Campaign
Orchestration
+
Adobe Campaign + Microsoft Dynamics 365 Sales
“I want to optimize cross-channel campaigns
and get my marketing activities and sales
efforts moving in sync.”
Adobe Audience Manager
Adobe Target
Adobe Media Optimizer
Adobe Analytics
Microsoft Power BI
Adobe & Microsoft Solutions

6. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
POWERING EXCEPTIONAL
CUSTOMER EXPERIENCES

7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Meet Claire, a prospective we.Finance customer
Basic demographic: Female, 33 years old
High income: $150,000 per year
Value: Low risk profile
The bad news…
Jessica is not currently known to we.Finance, which makes it
expensive & inefficient to acquire her business.
Customer

8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Claire is in the late stages of purchasing
a home, having attended a number of
auctions and open homes.
DOMAIN OWN AND MANAGE THIS DATA THROUGH A
DMP, BUILDING RICH PROFILES ON THEIR CUSTOMERS.
Customer

9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Meet Dave… a Marketer
Works for we.Finance
Uses the Adobe Experience Cloud
Responsible for Customer Experience
However…
Dave has many problems to solve.
Marketer

10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“I need to find new high value
prospective customers with a
low risk profile, that I can create
a valuable experience for”…
PROBLEM #1
Marketer

11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Dave is able to discover new audiences
for prospecting.
THE DMP ALLOWS MARKETERS TO UNCOVER NEW
AUDIENCES VIA DATA PARTNERS LIKE DOMAIN.
Marketer

12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketer
Dave is able to obtain the newly
discovered data quickly and easily.
THE DMP GIVES MARKETERS CONTROL OVER
DATA SHARING PARTNERSHIPS.

13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Now, as Claire browses online, she receives
targeted advertising from we.Finance that
reflects her home purchase intent.
THE DMP IS NOW ABLE TO POWER WE.FINANCE’S
PROGRAMMATIC ADVERTISING DELIVERY
BORROW UP TO
95% ON YOUR
HOME LOAN
Get a quote in 2 mins →
Customer

14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
BORROW UP TO 95% ON
YOUR HOME LOAN*
Get a quote in 2 mins →
LET US GET TO KNOW
YOUR NEEDS…
VARIABLE RATES →
FIXED RATES →
Conditions apply.*
Home → Business →Personal →
When Claire visits the we.Finance website
she is presented with a personalised
experience that aligns with the previous ad.
THE DMP IS ALSO ABLE TO POWER WE.FINANCE’S ON-SITE
PERSONALISATION STRATEGY.
Customer

15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
BORROW UP TO 95% ON
YOUR HOME LOAN*
Get a quote in 2 mins →
LET US GET TO KNOW
YOUR NEEDS…
VARIABLE RATES →
FIXED RATES →
Conditions apply.*
Home → Business →Personal →
Your Home Loan Quote
Claire obtains a quote and enters her email
address & phone number. She is now
addressable through direct marketing.
ADOBE CAMPAIGN INITIATES A LEAD NURTURING
WORKFLOW, THE DMP ACTIVATES RE-TARGETING
Customer

16. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Claire receives a personalised email
informing her that an advisor will be
in touch with her soon along with a
quick quote.
ADOBE CAMPAIGN MANAGES & AUTOMATES THE
SALES & MARKETING COMMUNICATIONS FLOW.
Welcome to we.Finance, Jessica
Your policy number: 01234561A1BZ
Services and information to help manage
YOUR insurance
QUOTE REF: A123XY89Z.
Dear Claire,
Thank you for requesting
a quote for a home loan.
Tomorrow, our Financial
Advisor Tina will be
calling you to to help you
find the best product.
Click here to view your
quote now.
VIEW YOUR QUOTE. →
OUR RATES →
© 2017 we.Finance. All rights reserved. About | Privacy | Unsubscribe
Claire Williams
Customer

17. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketer
Feed his acquisition strategy with
net new prospects and ultimately
generate leads of higher quality.
DAVE CAN NOW

18. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Meet Tina… a Financial Advisor
Works for we.Finance
Uses Microsoft Dynamics 365 for Sales
Responsible for sales revenue & new business
Sales

19. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sales
“I need fast access to rich new
leads data so I can nurture
them along the sales cycle”…
PROBLEM #2

20. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sales
Alex Wu
Allison Parker
Brian Turner
Cat Francis
Claire Williams
Jennifer McKenna
Kim Lee
Michael Walker
Home insurance
Personal loan
Home loan
Life insurance
Home loan
Business loan
Business loan
Credit card
New
New
New
New
New
New
New
New
Home loan
Business loan
Credit card
Home loan
Personal loan
Home insurance
Home Loan Br...
Loans Direct Ltd.
The Credit Com...
Home Loan Br...
MyLoan Ltd.
Homes R Us Ltd.
Tina can instantly see all new
leads in MS Dynamics CRM.
MS DYNAMICS 365 FOR SALES REMAINS
THE SOURCE OF TRUTH FOR SALES DATA.

21. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sales
Claire is a new lead that appears
on Tina’s sales dashboard.
MS DYNAMICS 365 IS PROVIDING UP TO
DATE SALES ACTIVITY DATA.
Alex Wu
Allison Parker
Brian Turner
Cat Francis
Claire Williams
Jennifer McKenna
Kim Lee
Michael Walker
Home insurance
Personal loan
Home loan
Life insurance
Home loan
Business loan
Business loan
Credit card
New
New
New
New
New
New
New
New
Home loan
Business loan
Credit card
Home loan
Personal loan
Home insurance
Home Loan Br...
Loans Direct Ltd.
The Credit Com...
Home Loan Br...
MyLoan Ltd.
Homes R Us Ltd.

22. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sales
Tina gets a complete view by
seeing the entire direct marketing
history for all contacts in one place.
ADOBE CAMPAIGN INTEGRATES WITH MS
DYNAMICS 365 FOR SALES TO PROVIDE A
SINGLE CUSTOMER & PROSPECT VIEW.
Claire Williams David Wu
Claire Williams
claire.williams@outlook.com
+61 201 234 567
First Contact 08/06/2017
MARKETING DELIVERIES
we.FINANCE - Home Loan Quote Request (DM1969)
08/06/2017
+61 401 234 567
Sydney, NSW (Australia)
OPT-INS
Email (08/06/2017)
SMS (08/06/2017)
Phone (08/06/2017)
SUBSCRIPTIONS
Monthly newsletter (08/06/2017)
VIP home financing news (08/06/2017)High Value, Home Buyer

23. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sales
Tina calls Claire directly to continue the
qualification process.
ADOBE CAMPAIGN SYNCS THE RELEVANT CONTACT
DETAILS AND OPT-IN INFO FOR TINA TO ACCESS
FROM MS DYNAMICS 365 FOR SALES.

24. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sales
Have a personalised conversation
with her prospects and ultimately
add value faster to drive sales.
TINA CAN NOW

25. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“I need to ensure I convert
prospective customers, and
maintain a great experience”…
PROBLEM #3
Marketer

26. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SalesMarketer
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Both Dave & Tina get a
consistent view into the
customer/prospect data.
ADOBE CAMPAIGN & MS DYNAMICS
365 SUPPORT AN AUTOMATED
BI-DIRECTIONAL DATA SYNC.

27. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketer

28. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer
www.wefinance.com.au
Instantly compare our top home loans today and take advantage of our exclusive offers.
Plus, borrow up to 95% on your home loan by speaking to one of our advisors. We can
provide a loan personalised to your needs.
Claire continues to research policies and
we.Finance ramp up their presence across
SEM terms to her specifically, due to her
high value & intent.
THE DMP IS ABLE TO POWER SEARCH RE-MARKETING TO
ENSURE ADDED BRAND VISIBILITY.

29. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketer
Dave gets centralised reporting across
we.Finance’s digital properties.
ADOBE ANALYTICS IS THE CENTRAL REPORTING & ANALYTICS
ENVIRONMENT FOR MARKETING.

30. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketer
Dave can quickly identify anomalies in web
behaviour and interactions (e.g. spikes in home
loan quote requests).
ADOBE ANALYTICS USES STATISTICAL MODELLING TO
AUTOMATICALLY FIND UNEXPECTED TRENDS IN DATA.

31. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketer
Dave can see what factors contribute to data
anomalies quickly without manual analysis.
ADOBE ANALYTICS GENERATES A CONTRIBUTION ANALYSIS
REPORT & ALLOWS MARKETING TO RESPOND FASTER.

32. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sales
Tina gets a complete view of sales
and marketing data in her tracking
dashboard.
POWER BI REMAINS THE PRIMARY REPORTING
TOOL FOR SALES.

33. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sales
Tina can see how her customers
and prospects are interacting with
we.Finance’s digital properties.
POWER BI COMBINES DATA FROM ADOBE
ANALYTICS & ADOBE CAMPAIGN.

34. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketer
Dave can orchestrate relevant customer
journeys using online and offline channels.
ADOBE CAMPAIGN EMPOWERS MARKETERS TO MANAGE THE
ENTIRE CUSTOMER JOURNEY LIFECYCLE WITH RICH DATA.

35. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Meet John… he’s a
Customer Service Representative
Works for we.Finance
Uses the Microsoft Dynamics 356 for Sales
Responsible for customer support & sales revenue
Services

36. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Services
We determine that Claire’s business warrants
an outbound communication from a call
centre agent as she’s a super qualified lead.
ADOBE CAMPAIGN ORCHESTRATES THIS PROCESS, FEEDING
THE LEAD DIRECT TO THE CALL CENTRE AGENT.

37. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer
John Jacobs @ we.Finance
has sent you a Home Loan
Agreement to sign.
Claire Williams (Adobe Sign) says:
“Please review and complete your Home Loan Agreement.”
Click here to review and sign your Home Loan Agreement.
After you sign your Home Loan Agreement, all parties will receive a
final PDF copy by email.
If you need to delegate this document to an authorized party for
signature, please do not forward this email. Instead, click here to
delegate.
Claire receives a contract to sign via email
from we.Finance which allows her to take
up the offer instantly.
ADOBE SIGN POWERS THE DIGITAL CONTRACTING AND
SIGNATURE PROCESS SECURELY.

38. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Welcome to we.Finance, Jessica
Your policy number: 01234561A1BZ
Services and information to help manage
YOUR insurance
POLICY #: X987AB21C.
Dear Claire,
Welcome to we.Finance.
It’s great to have you
onboard!
You can now access your
account for all your home
loan management needs.
YOUR ACCOUNT →
YOUR PREFERENCES →
© 2017 we.Finance. All rights reserved. About | Privacy | Unsubscribe
Claire Williams
Customer
Claire takes out the policy and we.Finance
trigger an email welcome pack. Paid ads are
suppressed to eliminate wasted ad spend.
ADOBE CAMPAIGN BECOMES THE PRIMARY MARKETING
COMMUNICATION PLATFORM.

39. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Collaborate to deliver a seamless
customer experience resulting in faster
conversion of high value prospect.
SALES & MARKETING CAN
SalesMarketer

40. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3 Key Sales & Marketing Problems
Acquisition &
Conversion of Net
New Customer
Customer Success
& Retention
Extracting More
Value from
Existing
Customers

41. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3 Key Sales & Marketing Problems
Acquisition &
Conversion of Net
New Customer
Customer Success
& Retention
Extracting More
Value from
Existing
Customers

42. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3 Key Sales & Marketing Problems
Acquisition &
Conversion of Net
New Customer
Customer Success
& Retention
Extracting More
Value from
Existing
Customers

43. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SALES
SERVICES
MARKETING
Customer Success & Retention
Home Loan with we.Finance
High Value Customer
With a Dedicated Financial Advisor
Increase brand loyalty
Be relevant with the
NEXT BEST CONVERSATION
Deliver the
NEXT BEST OFFER
When the opportunity arises

44. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3 Key Sales & Marketing Problems
Acquisition &
Conversion of Net
New Customer
Customer Success
& Retention
Extracting More
Value from
Existing
Customers

45. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3 Key Sales & Marketing Problems
Acquisition &
Conversion of Net
New Customer
Customer Success
& Retention
Extracting More
Value from
Existing
Customers

46. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Extracting Value from Other Existing Customers
Apply Data Intelligence & Learnings
e.g. Lookalike modelling to find
other high value customers like Claire
Drive Revenue through existing
customer base using predictive
analysis
Automate Customer Journeys
through Adobe Experience Cloud

47. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3 Key Sales & Marketing Problems
Acquisition &
Conversion of Net
New Customer
Customer Success
& Retention
Extracting More
Value from
Existing
Customers

48. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EXPERIENCE
USE YOUR DATA TO
DRIVE CUSTOMER