SlideShare a Scribd company logo
1 of 24
Download to read offline
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.

More Related Content

What's hot

Digital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen BadrDigital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen BadrShereen Badr
 
Data-driven digital marketing agency | Adloonix presentation
Data-driven digital marketing agency | Adloonix presentationData-driven digital marketing agency | Adloonix presentation
Data-driven digital marketing agency | Adloonix presentationAdloonix
 
Performance Marketing - Strategy, Channels & Metrics
Performance Marketing - Strategy, Channels & MetricsPerformance Marketing - Strategy, Channels & Metrics
Performance Marketing - Strategy, Channels & MetricsVaishali Singh
 
Tips for twitter marketing digital-marketing-paathshala
Tips for twitter marketing  digital-marketing-paathshalaTips for twitter marketing  digital-marketing-paathshala
Tips for twitter marketing digital-marketing-paathshalaSimplilearn
 
Digital Proposal for Penta Furniture
Digital Proposal for Penta FurnitureDigital Proposal for Penta Furniture
Digital Proposal for Penta FurnitureRobin Goel
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing StrategyMaged Elsakka
 
How to Plan and Build a Content Marketing Strategy
How to Plan and Build a Content Marketing StrategyHow to Plan and Build a Content Marketing Strategy
How to Plan and Build a Content Marketing StrategyLiz Bedor
 
Seo smo- ppc proposal- info
Seo smo- ppc proposal- infoSeo smo- ppc proposal- info
Seo smo- ppc proposal- infosanjeevoctashop
 
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...ankit kumar
 
LinkedIn - Your B2B Partner of Choice
LinkedIn - Your B2B Partner of ChoiceLinkedIn - Your B2B Partner of Choice
LinkedIn - Your B2B Partner of ChoiceLinkedIn
 
Digital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation SlidesDigital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation SlidesSlideTeam
 

What's hot (20)

Digital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen BadrDigital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen Badr
 
Data-driven digital marketing agency | Adloonix presentation
Data-driven digital marketing agency | Adloonix presentationData-driven digital marketing agency | Adloonix presentation
Data-driven digital marketing agency | Adloonix presentation
 
Performance Marketing - Strategy, Channels & Metrics
Performance Marketing - Strategy, Channels & MetricsPerformance Marketing - Strategy, Channels & Metrics
Performance Marketing - Strategy, Channels & Metrics
 
Proposal for digital marketing
Proposal for digital marketingProposal for digital marketing
Proposal for digital marketing
 
SEO Strategy Guide [2019]
 SEO Strategy Guide [2019] SEO Strategy Guide [2019]
SEO Strategy Guide [2019]
 
On page seo PDF
On page seo PDFOn page seo PDF
On page seo PDF
 
Seo strategy
Seo strategySeo strategy
Seo strategy
 
Digital marketing proposal
Digital marketing proposalDigital marketing proposal
Digital marketing proposal
 
Digital marketing budget planning
Digital marketing budget planningDigital marketing budget planning
Digital marketing budget planning
 
Tips for twitter marketing digital-marketing-paathshala
Tips for twitter marketing  digital-marketing-paathshalaTips for twitter marketing  digital-marketing-paathshala
Tips for twitter marketing digital-marketing-paathshala
 
Digital Proposal for Penta Furniture
Digital Proposal for Penta FurnitureDigital Proposal for Penta Furniture
Digital Proposal for Penta Furniture
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
How to Plan and Build a Content Marketing Strategy
How to Plan and Build a Content Marketing StrategyHow to Plan and Build a Content Marketing Strategy
How to Plan and Build a Content Marketing Strategy
 
Seo smo- ppc proposal- info
Seo smo- ppc proposal- infoSeo smo- ppc proposal- info
Seo smo- ppc proposal- info
 
B2B-Lead-Generation-Report
B2B-Lead-Generation-ReportB2B-Lead-Generation-Report
B2B-Lead-Generation-Report
 
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...
 
LinkedIn - Your B2B Partner of Choice
LinkedIn - Your B2B Partner of ChoiceLinkedIn - Your B2B Partner of Choice
LinkedIn - Your B2B Partner of Choice
 
Engage with Insights
Engage with InsightsEngage with Insights
Engage with Insights
 
Performance Marketing
Performance Marketing Performance Marketing
Performance Marketing
 
Digital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation SlidesDigital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation Slides
 

Similar to 7 Marketing Strategies for Business Growth

Adobe on Adobe - Our Transformation Story
Adobe on Adobe - Our Transformation StoryAdobe on Adobe - Our Transformation Story
Adobe on Adobe - Our Transformation StoryColin Tan
 
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...Marketo
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
 
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Christophe Lauer
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo
 
India VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo DeckIndia VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo DeckDarshil35
 
La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...InSide Training
 
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...Andy Betts
 
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 PresentationIbm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentationbrzaaap
 
Make Experience Your Business
Make Experience Your BusinessMake Experience Your Business
Make Experience Your BusinessMediaPost
 
Cart Abandonment Email Marketing Silverpop Adobe
Cart Abandonment Email Marketing Silverpop AdobeCart Abandonment Email Marketing Silverpop Adobe
Cart Abandonment Email Marketing Silverpop AdobeLisa Moling
 
5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven Marketing5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven MarketingMarketo
 
Track B-3: Delivering Actionable Experiences Through Effective Digital Marketing
Track B-3: Delivering Actionable Experiences Through Effective Digital MarketingTrack B-3: Delivering Actionable Experiences Through Effective Digital Marketing
Track B-3: Delivering Actionable Experiences Through Effective Digital Marketingscoopnewsgroup
 
Better Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - MarketoBetter Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - MarketoNathalie Biernacki Ferguson
 
Better together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - MarketoBetter together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - MarketoMarketo
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
 
The Rise of Content Marketing
The Rise of Content MarketingThe Rise of Content Marketing
The Rise of Content MarketingInnoTech
 
Increasing Profitability with Personalization
Increasing Profitability with PersonalizationIncreasing Profitability with Personalization
Increasing Profitability with PersonalizationAdobe Experience Cloud
 

Similar to 7 Marketing Strategies for Business Growth (20)

Adobe on Adobe - Our Transformation Story
Adobe on Adobe - Our Transformation StoryAdobe on Adobe - Our Transformation Story
Adobe on Adobe - Our Transformation Story
 
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021
 
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020
 
India VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo DeckIndia VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo Deck
 
La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...
 
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...
 
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 PresentationIbm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
 
Make Experience Your Business
Make Experience Your BusinessMake Experience Your Business
Make Experience Your Business
 
Cart Abandonment Email Marketing Silverpop Adobe
Cart Abandonment Email Marketing Silverpop AdobeCart Abandonment Email Marketing Silverpop Adobe
Cart Abandonment Email Marketing Silverpop Adobe
 
Email is Still Crucial to Marketers
Email is Still Crucial to MarketersEmail is Still Crucial to Marketers
Email is Still Crucial to Marketers
 
5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven Marketing5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven Marketing
 
Track B-3: Delivering Actionable Experiences Through Effective Digital Marketing
Track B-3: Delivering Actionable Experiences Through Effective Digital MarketingTrack B-3: Delivering Actionable Experiences Through Effective Digital Marketing
Track B-3: Delivering Actionable Experiences Through Effective Digital Marketing
 
Better Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - MarketoBetter Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - Marketo
 
Better together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - MarketoBetter together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - Marketo
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams Together
 
The Rise of Content Marketing
The Rise of Content MarketingThe Rise of Content Marketing
The Rise of Content Marketing
 
Increasing Profitability with Personalization
Increasing Profitability with PersonalizationIncreasing Profitability with Personalization
Increasing Profitability with Personalization
 

More from Marketo

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesMarketo
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationMarketo
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Marketo
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021Marketo
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021Marketo
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageMarketo
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
 
Digital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelDigital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelMarketo
 
Marketing Automation at Adobe
Marketing Automation at AdobeMarketing Automation at Adobe
Marketing Automation at AdobeMarketo
 
How you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notHow you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notMarketo
 
The Future of Marketing is Creative
The Future of Marketing is CreativeThe Future of Marketing is Creative
The Future of Marketing is CreativeMarketo
 
Ask Marketo Anything about Active Sales and Marketing Collaboration
Ask Marketo Anything about Active Sales and Marketing CollaborationAsk Marketo Anything about Active Sales and Marketing Collaboration
Ask Marketo Anything about Active Sales and Marketing CollaborationMarketo
 

More from Marketo (20)

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slides
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release Presentation
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM Strategy
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release Presentation
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That Scales
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash Cow
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo Engage
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
 
Digital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelDigital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next Level
 
Marketing Automation at Adobe
Marketing Automation at AdobeMarketing Automation at Adobe
Marketing Automation at Adobe
 
How you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notHow you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or not
 
The Future of Marketing is Creative
The Future of Marketing is CreativeThe Future of Marketing is Creative
The Future of Marketing is Creative
 
Ask Marketo Anything about Active Sales and Marketing Collaboration
Ask Marketo Anything about Active Sales and Marketing CollaborationAsk Marketo Anything about Active Sales and Marketing Collaboration
Ask Marketo Anything about Active Sales and Marketing Collaboration
 

Recently uploaded

Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...shrutimishraqt
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...Social Samosa
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaEsteller
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day
 
Navigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessNavigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessElizabeth Moore
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxjeromecuyos1
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar CManojkumar C
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingDaniel
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMsearchextensionin
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Marketing BRANDING
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakEsteller
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfpaul8402
 
AMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo EvangelistaAMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo Evangelistacrevangelista
 
Lesotho-Botswana Water Project Brand Manual developed with new logo
Lesotho-Botswana Water Project Brand Manual developed with  new logoLesotho-Botswana Water Project Brand Manual developed with  new logo
Lesotho-Botswana Water Project Brand Manual developed with new logonelaohaimbodi
 
Fritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaFritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaEsteller
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubNitin Manchanda
 

Recently uploaded (20)

Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compelta
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise Success
 
Navigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessNavigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for Success
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar C
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate Marketing
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMM
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa Hydrapak
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdf
 
AMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo EvangelistaAMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo Evangelista
 
Lesotho-Botswana Water Project Brand Manual developed with new logo
Lesotho-Botswana Water Project Brand Manual developed with  new logoLesotho-Botswana Water Project Brand Manual developed with  new logo
Lesotho-Botswana Water Project Brand Manual developed with new logo
 
Fritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaFritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completa
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
 

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/