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Demand Generation
New Year Planning Session:
How to Stand Out in 2021
Hayley Ferrante
Head of Marketo Engage Commercial Demand Generation,
Adobe
Speaker
Hayley Ferrante
Head of Marketo Engage Commercial
Demand Generation, Adobe
Agenda
• Planning Tips and Tricks
• Program Effectiveness
• Optimization
• Intent Data
• Key Takeaways
Planning
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Planning Tips & Tricks
Plan budget
based on targets
Plan activities in
tandem with
content
frameworks
Plan big rocks to
ensure consistency
across the quarter
Budgets:
• If you have multiple targets, break down your allotted budget accordingly.
• If you don’t, consider your channels and where you’re getting your highest pipeline/cost ratio.
Example:
• You’re allotted $1M for DG funds, SMB is 40% of your target bookings number and ENT is 60%. Aim for $400K to
SMB specific activities and $600K to ENT.
• OR – Set aside $500K for “shared” activities and 40/60 split the rest of the $500K.
Content:
• Without content, demand has no fuel.
• Without an aligned content and demand plan, the demand plan can fall flat.
• Work with your content team to understand their plan and build activities around that. If you’re lucky – plan it together!
Example:
• The content team planned thematic pillars and certain assets to come out at different times in the quarter, plan
demand activities (webinars, emails, digital, etc.) to keep consistency in messaging and capitalize on the new content
releases
Consistency:
• If you have sporadic increases of qualified leads, you aren’t setting up your sales team for success
• Balance out your calendar to ensure consistent and predictable lead flow
Example:
• You only have capacity to run 2 webinars in a quarter – and that’s okay! But strategically place them so your
sales team has the chance to follow up with those leads. Maybe one towards the end of the first month and the
other at the beginning of the third month
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Activity Calendar
Keep in mind:
 Plan, plan, plan… but be prepared to pivot
 There are plenty of tools out there to track calendars, but even a simple excel works if needed
 Content is king and consistency is KEY
Channel Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
Big Rocks
CONTENT
THEME 1
ASSETS
RELEASED
CONTENT
THEME 2
ASSETS
RELEASED
QUARTERL
Y PRODUCT
RELEASE
CONTENT
THEME 3
ASSETS
RELEASED
Email
New Asset
Testing
New Asset
Testing
Launch Email
New Asset
Testing
Webinar
TOFU
Webinar
Product
Webinar Promo
Product
Webinar
Promo
Launch
Webinar
Digital
Etc…
Example:
 Content themes/big rocks and product releases come first
 We want a webinar to promote the product release, but that’s a bottom of funnel activity, so let’s make sure we have
something top of funnel to balance it out
Program Effectiveness
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Triggered Campaigns
Send Email 1
Clicked Not Clicked
Send Email 2 Do Nothing
 Listen to behavior and respond in real time
 If there is engagement on the first email, and the
lead meets any additional requirements, then
send another email
©2020 Adobe. All Rights Reserved. Adobe Confidential.
A Multi-Channel Approach
Sponsored
Program
All attendees and no
shows
Email Digital
Normal
• General digital ads
to the database
Revamped
• Attendees targeted
with the ebook
• No shows targeted
with the blog
Normal
• Import leads, send
a single follow up
Revamped
• Import leads, send
a follow up email
• Suppress leads
from other comms,
send another follow
up
• [Blog] 4 Tips to Measure What Truly Matters
• [eBook] Proving Marketing’s Impact on
Revenue
Intent Data Surge
All Dir+ contacts at
surging account
Digital Nurture
Normal
• Prospect receives
normal comms
Revamped
• Drop intent surging
contacts into mini-
drip campaign to
deliver relevant
content
Normal
• General digital ads
to the database
Revamped
• Target contacts at
account with
content related to
most common intent
surges
• [Blog] 4 Tips to Measure What Truly Matters
• [eBook] Proving Marketing’s Impact on
Revenue
Interest Based
Nurture
All prospects with a
high score in a single
interest
Digital Chat
Normal
• Playbooks
dependent on
general targeting
Revamped
• Playbooks targeted
to prospects with a
high interest score
in a certain category
Normal
• General digital ads
to the database
Revamped
• Those with a clear,
high interest score
are targeted with
relevant content via
digital
• [Blog] 4 Tips to Measure What Truly Matters
• [eBook] Proving Marketing’s Impact on
Revenue
Optimization
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Simple Optimizations
 A/B testing might take a little more time, but you’ll see
those incremental changes return a ton in the long run
 Prioritizing simple A/B tests in 2021 will add to program
effectiveness when resources are tighter but goals are
larger
 The value of testing
 If you implement something new without testing it, you could be
changing things for the worse without knowing
 If you test, you’ll be able to generate predictable results once a
change is implemented
Define
Your Goal
Decide
What to
Test
Create a
Hypothesis
Run the
Test
Evaluate
Results
Make a
Decision
Statistical Significance:
Helps quantify the
confidence of results to
verify the whether the results
are due to your test, or due
to some random chance
The Optimization Mindset
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Taking It a Step Further
Control
List A: 50%
New Names
Test
List B: 50%
Does Not Receive
Welcome Email
Receives Welcome
Email
Wait 24
Hours, Send
Welcome
Email 2
Clicked
Wait 24
Hours,
Remove
from
Suppression
NOT Clicked
Remove from
Suppression
 A/B testing is important, but what
about testing a completely new
program
 The Welcome Series
 We thought that implementing a series
of emails a net new lead receives upon
entering our database would increase
long term conversions and decrease
unsubscribes
 Before we committed to this 100%, we
wanted to test it
 We are 3 months into this test and do
not yet have statistically significant
results to prove that it positively
impacts our net new names
Intent Data
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Intent Data
 What is intent data, and why does it matter?
 Account level data showing which topics
accounts are surging on across the web
 It’s not tied directly to an individual, but done
right, intent data can lead to enhanced
targeting and warmer cold calls for sales
 Two use cases:
 Marketing: intent gives the capability to target
accounts that are actively searching about
specific topics you care about
 Sales: intent is a great indicator for reps to
know which accounts to prioritize because they
are actively searching about topics they care
about
Intent Data
Marketo
The Entire Web
The World of Intent
Data
©2020 Adobe. All Rights Reserved. Adobe Confidential.
The Marketing Use Case
Intent Surging
Accounts
• Director+
• Surge topic:
competitor
Add to List
Target on
Digital
and via
Chat Bot
Engages
Does not engage
Remove from List
After 2 weeks,
remove from list and
target with another
asset
• How to target intent surging accounts
• Filter down to the contacts you’re trying to reach
• Prioritize the surge topics
• Build a program to push those contacts into a list to target on digital, via a chat bot, on email, etc.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Partnering with Sales
Qualifications
 Mintigo SMB Score ≥ 60
 Job function: Marketing OR CEO/President
 Job level: Director, VP, or C-level
 Eligible to AQL:
 Status of New, Response, or Recycle
 Not recycled in past 60 days
 Not a P3 in past 60 days
 NOT acquired via content syndication OR acquired via
content syndication and has responded to at least one
additional marketing program
 Has engaged in the past 2 years
Interesting Moments
 Bombora Surge + Mintigo Score >60: Surged on Marketo
 Bombora Surge + Mintigo Score >60: Surged on Hubspot,
Pardot, or Eloqua
 Bombora Surge + Mintigo Score >60: Surged on
marketing topics (see account for details)
 Surface account level intent data to sales
 Lead priority
 P1: Hand raiser
 P2: Behavior Based
 P3: Intent data
 P3 = Prospect who meets qualifications at an
intent surging account
 Train reps on how to treat these leads, because
they aren’t “normal”
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Key Takeaways
 Planning with the big picture in mind is crucial, but be prepared to pivot
 Get more out of every program by taking a few extra steps to capitalize on any and every
engagement
 Optimize – big or small, testing to produce predictable results takes the guessing game
out of implementing changes
 Intent data is an extremely valuable tool if it’s built and used correctly
Questions?
Hayley Ferrante
Head of Marketo Engage Commercial Demand Generation, Adobe
https://www.linkedin.com/in/hayleyferrante/
Demand Generation New Year Planning Session: How to Stand Out in 2021

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Demand Generation New Year Planning Session: How to Stand Out in 2021

  • 1. Demand Generation New Year Planning Session: How to Stand Out in 2021 Hayley Ferrante Head of Marketo Engage Commercial Demand Generation, Adobe
  • 2. Speaker Hayley Ferrante Head of Marketo Engage Commercial Demand Generation, Adobe
  • 3. Agenda • Planning Tips and Tricks • Program Effectiveness • Optimization • Intent Data • Key Takeaways
  • 5. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Planning Tips & Tricks Plan budget based on targets Plan activities in tandem with content frameworks Plan big rocks to ensure consistency across the quarter Budgets: • If you have multiple targets, break down your allotted budget accordingly. • If you don’t, consider your channels and where you’re getting your highest pipeline/cost ratio. Example: • You’re allotted $1M for DG funds, SMB is 40% of your target bookings number and ENT is 60%. Aim for $400K to SMB specific activities and $600K to ENT. • OR – Set aside $500K for “shared” activities and 40/60 split the rest of the $500K. Content: • Without content, demand has no fuel. • Without an aligned content and demand plan, the demand plan can fall flat. • Work with your content team to understand their plan and build activities around that. If you’re lucky – plan it together! Example: • The content team planned thematic pillars and certain assets to come out at different times in the quarter, plan demand activities (webinars, emails, digital, etc.) to keep consistency in messaging and capitalize on the new content releases Consistency: • If you have sporadic increases of qualified leads, you aren’t setting up your sales team for success • Balance out your calendar to ensure consistent and predictable lead flow Example: • You only have capacity to run 2 webinars in a quarter – and that’s okay! But strategically place them so your sales team has the chance to follow up with those leads. Maybe one towards the end of the first month and the other at the beginning of the third month
  • 6. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Activity Calendar Keep in mind:  Plan, plan, plan… but be prepared to pivot  There are plenty of tools out there to track calendars, but even a simple excel works if needed  Content is king and consistency is KEY Channel Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Big Rocks CONTENT THEME 1 ASSETS RELEASED CONTENT THEME 2 ASSETS RELEASED QUARTERL Y PRODUCT RELEASE CONTENT THEME 3 ASSETS RELEASED Email New Asset Testing New Asset Testing Launch Email New Asset Testing Webinar TOFU Webinar Product Webinar Promo Product Webinar Promo Launch Webinar Digital Etc… Example:  Content themes/big rocks and product releases come first  We want a webinar to promote the product release, but that’s a bottom of funnel activity, so let’s make sure we have something top of funnel to balance it out
  • 8. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Triggered Campaigns Send Email 1 Clicked Not Clicked Send Email 2 Do Nothing  Listen to behavior and respond in real time  If there is engagement on the first email, and the lead meets any additional requirements, then send another email
  • 9. ©2020 Adobe. All Rights Reserved. Adobe Confidential. A Multi-Channel Approach Sponsored Program All attendees and no shows Email Digital Normal • General digital ads to the database Revamped • Attendees targeted with the ebook • No shows targeted with the blog Normal • Import leads, send a single follow up Revamped • Import leads, send a follow up email • Suppress leads from other comms, send another follow up • [Blog] 4 Tips to Measure What Truly Matters • [eBook] Proving Marketing’s Impact on Revenue Intent Data Surge All Dir+ contacts at surging account Digital Nurture Normal • Prospect receives normal comms Revamped • Drop intent surging contacts into mini- drip campaign to deliver relevant content Normal • General digital ads to the database Revamped • Target contacts at account with content related to most common intent surges • [Blog] 4 Tips to Measure What Truly Matters • [eBook] Proving Marketing’s Impact on Revenue Interest Based Nurture All prospects with a high score in a single interest Digital Chat Normal • Playbooks dependent on general targeting Revamped • Playbooks targeted to prospects with a high interest score in a certain category Normal • General digital ads to the database Revamped • Those with a clear, high interest score are targeted with relevant content via digital • [Blog] 4 Tips to Measure What Truly Matters • [eBook] Proving Marketing’s Impact on Revenue
  • 11. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Simple Optimizations  A/B testing might take a little more time, but you’ll see those incremental changes return a ton in the long run  Prioritizing simple A/B tests in 2021 will add to program effectiveness when resources are tighter but goals are larger  The value of testing  If you implement something new without testing it, you could be changing things for the worse without knowing  If you test, you’ll be able to generate predictable results once a change is implemented Define Your Goal Decide What to Test Create a Hypothesis Run the Test Evaluate Results Make a Decision Statistical Significance: Helps quantify the confidence of results to verify the whether the results are due to your test, or due to some random chance The Optimization Mindset
  • 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Taking It a Step Further Control List A: 50% New Names Test List B: 50% Does Not Receive Welcome Email Receives Welcome Email Wait 24 Hours, Send Welcome Email 2 Clicked Wait 24 Hours, Remove from Suppression NOT Clicked Remove from Suppression  A/B testing is important, but what about testing a completely new program  The Welcome Series  We thought that implementing a series of emails a net new lead receives upon entering our database would increase long term conversions and decrease unsubscribes  Before we committed to this 100%, we wanted to test it  We are 3 months into this test and do not yet have statistically significant results to prove that it positively impacts our net new names
  • 14. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Intent Data  What is intent data, and why does it matter?  Account level data showing which topics accounts are surging on across the web  It’s not tied directly to an individual, but done right, intent data can lead to enhanced targeting and warmer cold calls for sales  Two use cases:  Marketing: intent gives the capability to target accounts that are actively searching about specific topics you care about  Sales: intent is a great indicator for reps to know which accounts to prioritize because they are actively searching about topics they care about Intent Data Marketo The Entire Web The World of Intent Data
  • 15. ©2020 Adobe. All Rights Reserved. Adobe Confidential. The Marketing Use Case Intent Surging Accounts • Director+ • Surge topic: competitor Add to List Target on Digital and via Chat Bot Engages Does not engage Remove from List After 2 weeks, remove from list and target with another asset • How to target intent surging accounts • Filter down to the contacts you’re trying to reach • Prioritize the surge topics • Build a program to push those contacts into a list to target on digital, via a chat bot, on email, etc.
  • 16. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Partnering with Sales Qualifications  Mintigo SMB Score ≥ 60  Job function: Marketing OR CEO/President  Job level: Director, VP, or C-level  Eligible to AQL:  Status of New, Response, or Recycle  Not recycled in past 60 days  Not a P3 in past 60 days  NOT acquired via content syndication OR acquired via content syndication and has responded to at least one additional marketing program  Has engaged in the past 2 years Interesting Moments  Bombora Surge + Mintigo Score >60: Surged on Marketo  Bombora Surge + Mintigo Score >60: Surged on Hubspot, Pardot, or Eloqua  Bombora Surge + Mintigo Score >60: Surged on marketing topics (see account for details)  Surface account level intent data to sales  Lead priority  P1: Hand raiser  P2: Behavior Based  P3: Intent data  P3 = Prospect who meets qualifications at an intent surging account  Train reps on how to treat these leads, because they aren’t “normal”
  • 17. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Key Takeaways  Planning with the big picture in mind is crucial, but be prepared to pivot  Get more out of every program by taking a few extra steps to capitalize on any and every engagement  Optimize – big or small, testing to produce predictable results takes the guessing game out of implementing changes  Intent data is an extremely valuable tool if it’s built and used correctly
  • 18. Questions? Hayley Ferrante Head of Marketo Engage Commercial Demand Generation, Adobe https://www.linkedin.com/in/hayleyferrante/