SlideShare a Scribd company logo
Industry Success: BringYour Content and Demand
GenerationTeamsTogether
Rena Gadimova
Sr. Global Content Strategy Manager
Adobe
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Housekeeping
 Today’s webinar is being recorded.
Recording and slides will be shared after
the webinar.
 Speaker bio—find contact and other details
on today’s presenter.
 Resources box—explore additional
resources.
 Q&A box—please ask questions as you
think of them and we will answer at the
end.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Speaker
Rena Gadimova
Sr. Global Content Strategy
Manager
Adobe
Rena Gadimova is a senior global content strategy
manager for Adobe’s Digital Experience business
unit. She drives a content strategy for high tech,
travel and hospitality, and manufacturing industries.
Rena also partners with Gartner and
Forrester to drive marketing campaigns for analyst
reports that feature Adobe products. In addition to
experience in content marketing, her background
includes product marketing and public relations.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Introduction
How can marketing teams stand out in a
digital world that is oversaturated
with content, emails, and virtual events?
One of the ways to achieve efficiency and
success is to bring the content, demand
generation, and industry teams together to
ensure close collaboration.
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Introduction
How can marketing teams stand out in a
digital world that is oversaturated
with content, emails, and virtual events?
One of the ways to achieve efficiency and
success is to bring the content, demand
generation, and industry teams together to
ensure close collaboration.
You’ll learn:
• How to approach content strategy design
with demand in mind
• What makes the partnership between
content and industry teams so valuable
• Why joining forces enables powerful
customer journeys
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Content strategy planning
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Content strategy: a collaborative effort
Working together is critical when planning out content strategy.
The best business results come when marketing teams collaborate.
The content team should partner closely with:
• The demand generation team
• The industry strategy team
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Demand generation
©2021 Adobe. All Rights Reserved. Adobe Confidential.
The content/demand generation team collaboration
The demand generation team has invaluable insights to maximize
content efficiency.
Reasons to partner:
• Ensure that each planned content asset has a specific purpose
• Understand what types of content perform best and worst for
your audience
• Design efficient, handcrafted email nurture programs
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Industry strategy
©2021 Adobe. All Rights Reserved. Adobe Confidential.
The content/industry strategy team collaboration
The industry strategy team has deep expertise to assist the content
team with targeted content.
Reasons to partner:
• Stay on top of the latest trends across industries
• Genuinely understand target audience’s pain points to address
with content
• Take content personalization to the next level
©2021 Adobe. All Rights Reserved. Adobe Confidential.
Customer journeys
©2021 Adobe. All Rights Reserved. Adobe Confidential.
The DNA of a successful customer journey
Crafting a truly effective customer journey is powerful.
Collaborative content strategy planning can help you:
• Personalize your customers’ journeys and make them more relevant
• Commit only to content that fulfills a business need and will be
used in campaigns
• Stay agile and regularly adjust content programs for the best fit
Questions & Answers
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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Industry Success: Bring Your Content and Demand Generation Teams Together

  • 1. Industry Success: BringYour Content and Demand GenerationTeamsTogether Rena Gadimova Sr. Global Content Strategy Manager Adobe
  • 2. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Housekeeping  Today’s webinar is being recorded. Recording and slides will be shared after the webinar.  Speaker bio—find contact and other details on today’s presenter.  Resources box—explore additional resources.  Q&A box—please ask questions as you think of them and we will answer at the end.
  • 3. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Speaker Rena Gadimova Sr. Global Content Strategy Manager Adobe Rena Gadimova is a senior global content strategy manager for Adobe’s Digital Experience business unit. She drives a content strategy for high tech, travel and hospitality, and manufacturing industries. Rena also partners with Gartner and Forrester to drive marketing campaigns for analyst reports that feature Adobe products. In addition to experience in content marketing, her background includes product marketing and public relations.
  • 4. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Introduction How can marketing teams stand out in a digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
  • 5. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Introduction How can marketing teams stand out in a digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration. You’ll learn: • How to approach content strategy design with demand in mind • What makes the partnership between content and industry teams so valuable • Why joining forces enables powerful customer journeys
  • 6. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Content strategy planning
  • 7. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Content strategy: a collaborative effort Working together is critical when planning out content strategy. The best business results come when marketing teams collaborate. The content team should partner closely with: • The demand generation team • The industry strategy team
  • 8. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Demand generation
  • 9. ©2021 Adobe. All Rights Reserved. Adobe Confidential. The content/demand generation team collaboration The demand generation team has invaluable insights to maximize content efficiency. Reasons to partner: • Ensure that each planned content asset has a specific purpose • Understand what types of content perform best and worst for your audience • Design efficient, handcrafted email nurture programs
  • 10. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Industry strategy
  • 11. ©2021 Adobe. All Rights Reserved. Adobe Confidential. The content/industry strategy team collaboration The industry strategy team has deep expertise to assist the content team with targeted content. Reasons to partner: • Stay on top of the latest trends across industries • Genuinely understand target audience’s pain points to address with content • Take content personalization to the next level
  • 12. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Customer journeys
  • 13. ©2021 Adobe. All Rights Reserved. Adobe Confidential. The DNA of a successful customer journey Crafting a truly effective customer journey is powerful. Collaborative content strategy planning can help you: • Personalize your customers’ journeys and make them more relevant • Commit only to content that fulfills a business need and will be used in campaigns • Stay agile and regularly adjust content programs for the best fit
  • 16. 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.