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7 Marketing Strategies for Business
Growth
Jonathan Woodward
Adobe DX
Head of Demand Generation, Acquisition & ABM
May 26, 2021
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Head of Demand Generation
Acquisition & ABM
Adobe DX
Jonathan Woodward
Speaker
Jonathan Woodward is Head of Demand Generation,
Acquisition and ABM, Adobe DX. Driven by data and a closed-
loop marketing philosophy, he takes pride in delivering demand
programs that are buyer centered, innovative, and impactful.
Prior to Adobe, Jonathan held roles in brand management,
high-growth start-ups, and education technology.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
44% of all CMOs are looking for ways
to do more with less as they struggle
with budget cuts and uncertainty.
Source: Gartner, 2020 CMO Spend Survey
©2021 Adobe. All Rights Reserved. Adobe Confidential.
62.3% of marketers report that the
marketing function has increased in
importance.
Source: Adobe
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Calling all
marketers – let's
grow together
Source: Adobe
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Let's talk about 7 marketing strategies for business growth
1. Serve fresh, personalized content
2. Coordinate strategies across
channels
3. Give visitors a concierge-
like experience
4. Get people onto your email list
5. Build exceptional virtual
experiences
6. Align closely with sales
7. Continually analyze what’s working
©2021 Adobe. All Rights Reserved. Adobe Confidential.
1 | Serve fresh, personalized content
 Content isn’t king anymore—personalized content is.
 70% of consumers say it’s important for brands to make automatic content
adjustments based on current context for a real-time personalized experience.
 Many businesses struggle to:
 Create enough content
 Deliver content in ways that are contextually relevant
Source: Adobe 2018 Consumer Content Survey: https://blog.adobe.com/en/2018/01/06/adobe-2018-consumer-content-survey.html#gs.gyriz9
©2021 Adobe. All Rights Reserved. Adobe Confidential.
1 | Serve fresh, personalized content
 Have a specific persona in mind when
building content.
 Make a schedule for frequent content
updates—and then stick to it.
 Mix it up—combine imagery, text, video,
user-generated content, etc.
 Use AI to serve the right content to the
right people.
How to do it Content types
 Blogs
 Infographics
 Cheat Sheets
 eBooks
 Analyst Reports
 Webinars
©2021 Adobe. All Rights Reserved. Adobe Confidential.
2 | Coordinate strategies across channels
 Leads are engaging through more channels than ever before.
 Common challenges:
 Marketing across channels that your customers don’t use
 Not following best practices for each channel
 Promoting content and events that your audience doesn’t care about
 Failing to understand how different personas and industries use your
channels
©2021 Adobe. All Rights Reserved. Adobe Confidential.
2 | Coordinate strategies across channels
 Determine the right mix of channels for
your audience.
 Follow best practices for each channel
(ex: copy length, frequency).
 Tell a consistent story across channels –
reinforce the same brand messaging
across different content types.
 Use marketing automation data to see
how customers interact with your
company.
How to do it Channels to consider
 Digital and Paid Social
 Web
 Email
 Webinars
 Chat
 Live Events
 Direct Mail
©2021 Adobe. All Rights Reserved. Adobe Confidential.
3 | Give visitors a concierge-like experience
 Customers like to get answers in real time—even if those answers come
from bots.
 42% of customers prefer live chat, compared to just 23%
for email and 16% for social media or forums.
 Live chat powered by AI can help you give customers a
personalized, concierge-like experience.
Source: SuperOffice, J.D. Power
©2021 Adobe. All Rights Reserved. Adobe Confidential.
3 | Give visitors a concierge-like experience
 Analyze questions customers are
asking
via email, phone calls, and chat with
customer service.
 Build starter conversations based on
the data you have assembled.
 Feed these starter conversations to
your
AI, which will learn to improve answers
over time.
How to do it Features you need
 An AI-powered chat program
 A marketing automation platform that
works seamlessly with AI-powered chat
 Integration between chat and other
channels like email, social media, etc.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
4 | Get people onto your email list and build out your email
strategy
 Some studies suggest email marketing is 40x more effective than
social media.
 As of 2020, 19.8% of all purchases could be attributed to email
marketing.
 But you can’t do email marketing without a list.
 Email can be one of the most effective marketing tools when done
right.
Source: MediaPost, Custora.com
©2021 Adobe. All Rights Reserved. Adobe Confidential.
4 | Get people onto your email list and build out your email
strategy
 Create high-value offers that leads can
download in exchange for their email
address.
 Determine email strategy and build an
email calendar to organize content and
frequency of email sends.
 Use demographic and behavioral data to
segment and target your audience.
 Keep leads engaged by
providing relevant and personalized
offers.
 A marketing automation platform that
can capture lead data and track
engagement.
 A platform that supports personalization
at scale.
 A marketing automation platform with the
ability to serve up dynamic content for
different market segments
How to do it Features you need
©2021 Adobe. All Rights Reserved. Adobe Confidential.
5 | Build exceptional virtual experiences
 More than 80% of marketers see themselves moving to more online
events in the future
 Virtual events are not going anywhere
 Benefits of virtual events:
 Reach more people
 Easier to attend from home vs. driving/flying to an event destination
 Lower cost to execute
 High return on investment
Source: https://www.pcma.org/psav-global-virtual-events-day-tips/
©2021 Adobe. All Rights Reserved. Adobe Confidential.
5 | Build exceptional virtual experiences
 Define your audience and your goals
 Build your program
 Design your promotional plan
 Leave enough lead time
 Automate everything you can
 Add a physical aspect when possible
(gift via direct mail)
How to do it Features you need
 A virtual event platform integration with
registration, marketing automation, and
CRM systems
 High quality audio/video and ability to
engage with your audience through chat,
Q&A, polls, etc.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
6 | Align closely with sales
 87% of sales and marketing leaders believe collaboration and alignment are critical to
business growth1
 On average, B2B buyers interact with more than 15 touchpoints before making a decision2:
 Before a prospect becomes a lead: 5.4
 Before a lead becomes a qualified lead: 5.5
 Before a sales qualified lead becomes a closed sale: 6.2
 Build a bridge between marketing and sales
Source: 1 LinkedIn 2020, 2 Guiding The New B2B Buyer from Attraction to Advocacy, Forrester, August 2020
©2021 Adobe. All Rights Reserved. Adobe Confidential.
6 | Align closely with sales
 Provide context around how leads are
engaging with marketing
 Customize messages for each
prospect's journey
 Alert sales when accounts signal their
intent to buy
 Partner with sales to prioritize accounts
How to do it Features you need
 Integration between CRM and marketing
automation platform
 Provide sales insight into marketing
leads
©2021 Adobe. All Rights Reserved. Adobe Confidential.
7 | Continually analyze what’s working
 The only constant in marketing is change.
 Analysis and adaptability are key:
 Analyze data to identify trends.
 Adapt to trends before your competitors.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
7 | Continually analyze what’s working
 Run reports on your channels to see
which ones have the highest impact on
pipeline and revenue.
 Pull back on low-performing channels
and double down in the areas that show
high ROI.
 Run A/B tests to continually optimize
within your programs.
 Act on your data—and don’t wait for the
competition to make the first move.
How to do it Features you need
 A business intelligence platform that can
handle all your marketing data
 The ability to create custom reports
without resorting to Excel
 Flexible marketing automation platforms
that let you adopt new strategies quickly
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Some things to think about
 What are your business’s greatest strengths and
weaknesses?
 What’s your biggest priority: increasing growth or reducing
costs?
 Have you ever chosen not to adopt promising strategies
because
you lack marketing automation?
 Are you currently using AI to support your marketing?
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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7 Marketing Strategies for Business Growth

  • 1. 7 Marketing Strategies for Business Growth Jonathan Woodward Adobe DX Head of Demand Generation, Acquisition & ABM May 26, 2021
  • 2. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Head of Demand Generation Acquisition & ABM Adobe DX Jonathan Woodward Speaker Jonathan Woodward is Head of Demand Generation, Acquisition and ABM, Adobe DX. Driven by data and a closed- loop marketing philosophy, he takes pride in delivering demand programs that are buyer centered, innovative, and impactful. Prior to Adobe, Jonathan held roles in brand management, high-growth start-ups, and education technology.
  • 3. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 44% of all CMOs are looking for ways to do more with less as they struggle with budget cuts and uncertainty. Source: Gartner, 2020 CMO Spend Survey
  • 4. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 62.3% of marketers report that the marketing function has increased in importance. Source: Adobe
  • 5. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Calling all marketers – let's grow together Source: Adobe
  • 6. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Let's talk about 7 marketing strategies for business growth 1. Serve fresh, personalized content 2. Coordinate strategies across channels 3. Give visitors a concierge- like experience 4. Get people onto your email list 5. Build exceptional virtual experiences 6. Align closely with sales 7. Continually analyze what’s working
  • 7. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 1 | Serve fresh, personalized content  Content isn’t king anymore—personalized content is.  70% of consumers say it’s important for brands to make automatic content adjustments based on current context for a real-time personalized experience.  Many businesses struggle to:  Create enough content  Deliver content in ways that are contextually relevant Source: Adobe 2018 Consumer Content Survey: https://blog.adobe.com/en/2018/01/06/adobe-2018-consumer-content-survey.html#gs.gyriz9
  • 8. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 1 | Serve fresh, personalized content  Have a specific persona in mind when building content.  Make a schedule for frequent content updates—and then stick to it.  Mix it up—combine imagery, text, video, user-generated content, etc.  Use AI to serve the right content to the right people. How to do it Content types  Blogs  Infographics  Cheat Sheets  eBooks  Analyst Reports  Webinars
  • 9. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 2 | Coordinate strategies across channels  Leads are engaging through more channels than ever before.  Common challenges:  Marketing across channels that your customers don’t use  Not following best practices for each channel  Promoting content and events that your audience doesn’t care about  Failing to understand how different personas and industries use your channels
  • 10. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 2 | Coordinate strategies across channels  Determine the right mix of channels for your audience.  Follow best practices for each channel (ex: copy length, frequency).  Tell a consistent story across channels – reinforce the same brand messaging across different content types.  Use marketing automation data to see how customers interact with your company. How to do it Channels to consider  Digital and Paid Social  Web  Email  Webinars  Chat  Live Events  Direct Mail
  • 11. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 3 | Give visitors a concierge-like experience  Customers like to get answers in real time—even if those answers come from bots.  42% of customers prefer live chat, compared to just 23% for email and 16% for social media or forums.  Live chat powered by AI can help you give customers a personalized, concierge-like experience. Source: SuperOffice, J.D. Power
  • 12. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 3 | Give visitors a concierge-like experience  Analyze questions customers are asking via email, phone calls, and chat with customer service.  Build starter conversations based on the data you have assembled.  Feed these starter conversations to your AI, which will learn to improve answers over time. How to do it Features you need  An AI-powered chat program  A marketing automation platform that works seamlessly with AI-powered chat  Integration between chat and other channels like email, social media, etc.
  • 13. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 4 | Get people onto your email list and build out your email strategy  Some studies suggest email marketing is 40x more effective than social media.  As of 2020, 19.8% of all purchases could be attributed to email marketing.  But you can’t do email marketing without a list.  Email can be one of the most effective marketing tools when done right. Source: MediaPost, Custora.com
  • 14. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 4 | Get people onto your email list and build out your email strategy  Create high-value offers that leads can download in exchange for their email address.  Determine email strategy and build an email calendar to organize content and frequency of email sends.  Use demographic and behavioral data to segment and target your audience.  Keep leads engaged by providing relevant and personalized offers.  A marketing automation platform that can capture lead data and track engagement.  A platform that supports personalization at scale.  A marketing automation platform with the ability to serve up dynamic content for different market segments How to do it Features you need
  • 15. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 5 | Build exceptional virtual experiences  More than 80% of marketers see themselves moving to more online events in the future  Virtual events are not going anywhere  Benefits of virtual events:  Reach more people  Easier to attend from home vs. driving/flying to an event destination  Lower cost to execute  High return on investment Source: https://www.pcma.org/psav-global-virtual-events-day-tips/
  • 16. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 5 | Build exceptional virtual experiences  Define your audience and your goals  Build your program  Design your promotional plan  Leave enough lead time  Automate everything you can  Add a physical aspect when possible (gift via direct mail) How to do it Features you need  A virtual event platform integration with registration, marketing automation, and CRM systems  High quality audio/video and ability to engage with your audience through chat, Q&A, polls, etc.
  • 17. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 6 | Align closely with sales  87% of sales and marketing leaders believe collaboration and alignment are critical to business growth1  On average, B2B buyers interact with more than 15 touchpoints before making a decision2:  Before a prospect becomes a lead: 5.4  Before a lead becomes a qualified lead: 5.5  Before a sales qualified lead becomes a closed sale: 6.2  Build a bridge between marketing and sales Source: 1 LinkedIn 2020, 2 Guiding The New B2B Buyer from Attraction to Advocacy, Forrester, August 2020
  • 18. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 6 | Align closely with sales  Provide context around how leads are engaging with marketing  Customize messages for each prospect's journey  Alert sales when accounts signal their intent to buy  Partner with sales to prioritize accounts How to do it Features you need  Integration between CRM and marketing automation platform  Provide sales insight into marketing leads
  • 19. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 7 | Continually analyze what’s working  The only constant in marketing is change.  Analysis and adaptability are key:  Analyze data to identify trends.  Adapt to trends before your competitors.
  • 20. ©2021 Adobe. All Rights Reserved. Adobe Confidential. 7 | Continually analyze what’s working  Run reports on your channels to see which ones have the highest impact on pipeline and revenue.  Pull back on low-performing channels and double down in the areas that show high ROI.  Run A/B tests to continually optimize within your programs.  Act on your data—and don’t wait for the competition to make the first move. How to do it Features you need  A business intelligence platform that can handle all your marketing data  The ability to create custom reports without resorting to Excel  Flexible marketing automation platforms that let you adopt new strategies quickly
  • 21. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Some things to think about  What are your business’s greatest strengths and weaknesses?  What’s your biggest priority: increasing growth or reducing costs?  Have you ever chosen not to adopt promising strategies because you lack marketing automation?  Are you currently using AI to support your marketing?
  • 22. Q&A
  • 24. 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. Resource: https://www.marketo.com/ebooks/what-in-the-world-is-coming-next/ Source: https://www.gartner.com/en/marketing/research/annual-cmo-spend-survey-research
  2. Resource: https://www.marketo.com/ebooks/what-in-the-world-is-coming-next/
  3. Resource: https://www.marketo.com/ebooks/what-in-the-world-is-coming-next/
  4. Resource on behavioral targeting/personalization: https://www.marketo.com/cheat-sheets/do-better-with-behavioral-targeting/
  5. Resource on behavioral targeting/personalization: https://www.marketo.com/cheat-sheets/do-better-with-behavioral-targeting/
  6. Extra resource for talk track: https://www.marketo.com/ebooks/time-to-change-channels-and-your-cross-channel-strategy/
  7. Extra resource for talk track: https://www.marketo.com/ebooks/time-to-change-channels-and-your-cross-channel-strategy/
  8. Resource:  https://www.marketo.com/ebooks/what-in-the-world-is-coming-next/ Resource: https://www.marketo.com/cheat-sheets/your-virtual-event-planning-checklist/
  9. Resource: https://www.marketo.com/cheat-sheets/your-virtual-event-planning-checklist/
  10. Resource: https://www.marketo.com/infographics/the-new-visibility-gap/ Resource: https://www.marketo.com/cheat-sheets/create-your-dream-team-with-marketing-and-sales/ LinkedIn: https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/cx/2020/images/pdfs/moments-of-trust-v4.pdf
  11. Resource: https://www.marketo.com/infographics/the-new-visibility-gap/ Resource: https://www.marketo.com/cheat-sheets/create-your-dream-team-with-marketing-and-sales/