SlideShare a Scribd company logo
6 November 2014
Agenda 
Registration and Networking Breakfast 
Welcome and Opening remarks 
Will Koch 
Why the CIO is No Longer Your Only Target 
Bryan Glick, Editor-in-chief, Computer Weekly 
Pressures Facing the Modern Marketer and Working with Sales 
Conversation featuring Sumeet Vermani, Symantec 
LinkedIn’s Most Engaged Tech Brands 
Will Koch & Jon Lombardo 
Managing Content at Scale - Social.com 
Nick Spyer 
Break 
Persona Marketing and Lead Nurturing 
Simon Morris, Adobe 
Marketing Panel featuring Bryan Glick, Simon Morris 
Andrew Richardson, Sumeet Vermani 
Closing Remarks 
8.30am - 9.00am 
9.00am - 9.10am 
9.10am - 9.30am 
9.30am - 9.55am 
9.55am - 10.15am 
10.15am - 10.30am 
10.30am - 10.45am 
10.45am - 11.15am 
11.15am - 11.45am 
11.45am - 12.00pm
Nurturing the IT 
Committee Lead 
Is marketing helping or hurting? 
Will Koch 
Category Head, Technology Sector
4 
The IT Committee: 
rapidly growing and influential 
Who are they? 
A diverse group of employees who 
influence their company’s IT budget. 
10+ million members globally 
Growing 1.25x faster than general members 
72% of the IT 
committee 
work outside 
of IT. 
decision makers outside of IT 
include: 
Operations 
Finance 
Sales 
Marketing
In 2014, LinkedIn surveyed 204 UK IT Committee members 
5 
UK, N=204
Who is in market? 
9 in 10 are in market for an IT 
solution/s in the next 12 
months 
69% 
47% 
38% 
31% 
23% 
90% 
in market 
38% 
And what type of IT products and services does your company plan to acquire in the next 12 months?
49% 
50% 
54% 
7 
Education with broad-themed, non branded 
content is preferred 
Most interested in non-branded / 
non-sales focused content 
More likely to consider an IT vendor who publishes content 
about my industry and topics of interest 
More favourable toward an IT Vendor who publishes 
content about my industry and topics of interest
Expertise is mainly defined by references from others 
Not necessarily on title or connections 
% Who Believe Each Statement Defines an Expert 
References from co-workers and other professionals in their field 70% 
12% 
11% 
10% 
8% 
7% 
24% 
42% 
50% 
Published author or presenter in their field 
Has an average of 7.4 years of experience 
Manages a team 
Has a Masters Degree or higher 
Third Party scores (Klout, Kred, PeerIndex, etc.) 
Other (Please specify) 
Has 500 or more connections on LinkedIn 
Is a Vice President or more senior 
When you think of a technology subject matter expert (SME), what is the first thing that comes to mind? 8 
Below you see some additional qualities a subject matter expert may have. Please select all the attributes below that are required to be a technology SME.
£ 
9 
Nurturing leads through content is vital because 
most are not ready to talk to sales 
The average IT Committee 
member needs to consume 
7 pieces of content before they 
are ready to talk to a sales rep. 
5 
6 7 
4 3 2 1
55% 
of the IT Committee provides fake 
information when they complete a 
lead capture form 
A Lead Capture form is a technique used by companies to collect contact information, usually when someone downloads a piece of information the company has published or registers for a 
webcast they have held. Is the information you provide on Lead Capture forms truthful? 
10 
The IT Committee is anxious about gated content 
resulting in false leads – especially among those in market
So don’t lose them by gating content too early or too often 
% less likely to consider a vendor (among in-market IT Committee) 
39% 74% 
When gating FIRST piece of content When gating ALL content
12 
Marketer Implications 
 The IT Committee is a diverse audience, and 90% 
will influence a purchase in the next year 
 Broad themed or non-branded content is the most 
useful; use your ‘experts’ and employees to 
distribute content 
 Customers consume 7 pieces of content before 
speaking with sales 
 Gate content with caution !
Technology trends; CIO challenges; & Supplier relations 
Bryan Glick, Editor in chief, Computer Weekly 
bglick@techtarget.com | @bryanglick
The age of IT complexity is over 
What do you mean, 
“it’s complicated” 
– I can do all this for free???
The forces driving technology adoption 
Commoditisation is the 
catalyst for innovation 
• Disruption occurs on 
commoditisation, not 
invention 
• Steam, electricity, cars, PCs, 
smartphones… 
Commoditisation of IT is 
inevitable & well advanced 
• Internet = 
commodity communications 
• Consumerisation = 
commodity user devices 
• Cloud = 
commodity computing power 
• Big data = 
commodity information 
This is the digital revolution 
•A platform for 
unprecedented innovation
The forces driving technology adoption 
RETAIL 
Massive disruption 
caused by commoditised 
digital technology; 
growth of online/mobile 
HMV; Blockbuster; Comet; 
and many others 
MEDIA 
Arguably, the most 
disrupted sector of all 
(so far) 
Traditional media models 
broken by commoditisation 
of digital technology such 
as internet / cloud 
BANKING 
Struggling to move 
ageing technology into 
digital age; ripe for 
major disruption 
post-crash 
GOVERNMENT 
thoroughly undisrupted; 
inertia-bound; no 
competition; massively 
regulated - so they 
formed their own 
“startups” to disrupt 
Whitehall IT
Innovation or disruption? 
Technology 
fragments markets 
New entrants build new 
services on commodity / 
cloud infrastructure, without 
restrictions of legacy IT 
Massive growth of 
customer choice 
Commoditisation leads 
to new higher-order 
products and services 
Innovation thrives 
Incumbents – the 
slow-to-react, 
inertia-bound ones 
Low to zero cost for – are the losers 
startup / small 
business 
technology 
Reduction / 
elimination of 
barriers to entry
What does this mean for IT decision-makers? 
Bring IT / digital skills closer to the 
business/customer 
More flexible / responsive IT needed 
• Don’t want business decisions to be affected 
by technology or contractual limitations 
• More execs involved in decisions – more 
autonomy for LOB managers to make own 
decisions 
HR 
Sales OPS 
 But IT leader is still involved IT 
Facilities 
• Suppliers involved much later in decision 
process 
• IT team becoming more architecture / 
advisory / guidance 
 The “command and control” IT 
department is dead 
• Digital change is unstoppable and inevitable
What does this mean for their IT suppliers? 
A different conversation is needed, from: 
CIO: “These are my business needs” 
Supplier: “Great! Here are my products!” 
Market leaders turning to SMEs / tech 
startups for ideas 
John Lewis, Barclays, Unilever, Diageo, 
Citi, all setting up startup accelerators / 
liaison 
Traditional players seen to 
be lacking innovation and 
stuck in old business 
models 
Digital increasingly 
bringing a “just do it” 
approach to IT that often 
excludes 
suppliers/consultants 
More transactional 
purchases are likely – 
eg, cloud 
Listen; be open; 
“our needs not 
your products”
Any questions? 
Bryan Glick, Editor in chief, Computer Weekly 
bglick@techtarget.com | @bryanglick
The 
PRESSURES 
Faced by the Modern Marketer 
Conversation with Sumeet Vermani, Symantec
Building an Engaging Content Strategy 
Jon Lombardo 
Content Marketing Lead, EMEA
Most engaged tech brands, September 2014 (UK) 
• Most Engaged Tech Brands for September. Ranking combines engagement levels for Company 
Updates, Sponsored Updates, Employee Shares, Influencer and Employee Posts and Groups
“We often think the internet enables you to do 
new things, but people just want to do the same 
things they’ve always done.” 
Evan Williams 
Blogger, Twitter, & Medium
Building Better Audience Personas
We’re helping you to create data-driven personas 
133 
246 
174 
601 
High Tech 
Finance 
Corporate 
Consumer Goods
What they do 
325 
143 
119 
116 
185 
208 
126 
222 
148 
208 
Salesperson 
Sales 
Retail Locations 
Advertising & Communications 
Marketing Specialist 
IT/Technology 
Founder/Partner 
CEO/Executive Director 
Business Owner 
Business Operations
How senior they are 
230 
215 
243 
389 
248 
464 
108 
Vice President 
Senior Level 
Owner 
Manager 
Entry Level 
Director 
CXO
Building Better Buying Cycles
We’re helping you to nurture data-driven buyers 
Top types of information sought in each stage of the IT decision-making process 
AWARENESS SCOPE PLAN SELECT IMPLEMENT 
Product / solution demo / software trial 
Best practices, how-tos, checklists 
IT industry news / strategy info 
Diagnostics or assessment tools
How they search 
119 
1264 
383 
Search 
Pricing 
Home 
Features 
Total Visitors 
14,570 
12,804
How they buy 
Pricing Page vs. Home Page - Correlations 
High Tech Sector Followers 
High Tech Sector Followers 
CXO 
CXO 
Business Operations 
Business Operations 
Pricing 
Home
Building Better Content Marketing
LinkedIn Members in the IT Committee segment are talking 
about a diverse set of professional topics 
Top Trending Topics (October 2014) 
cloud computing 
online advertising 
employee engagement 
business intelligence 
web marketing 
Example Articles per Trending Topic 
• Gartner Identifies the Top 10 Strategic Technology Trends for 2015 : 
gartner.com 
• Hewlett-Packard Announces Breakup Plan as Technology Landscape Shifts 
: nytimes.com 
• The cookie is dead. Here’s how Facebook, Google, and Apple are tracking 
you now : venturebeat.com 
• There’s Something Going On In L.A. : techcrunch.com 
• Here’s Why Good Employees Quit : linkedin.com 
• 9 Reasons to Quit Your Job As Soon As You Can : linkedin.com 
• Gartner's Top 10 Strategic Technology Trends for 2015 : forbes.com 
• Create a Strategy that Anticipates and Learns : blogs.hbr.org 
• 5 Trends Your Marketing Team Should Budget For In 2015 - Forbes : 
forbes.com 
• Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A 
Business : techcrunch.com
What to produce 
3
Test your intro 
message or 
call to action 
Test your image Test your headline and teaser text 
How to optimise
What Does Engaging Content Look Like?
Reaching the 
IT Committee
Nurturing the 
IT Committee
Acquiring the 
IT Committee
Tech Connect London 
Nicholas Spyer 
GM EMEA, Social.com 
nspyer@salesforce.com
Safe Harbor 
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: 
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. 
could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of 
subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded 
services or technology developments and customer contracts or use of our services. 
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible 
fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we 
operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce. 
com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K 
for the most recent fiscal quarter. This document and others are available on the SEC Filings section of the Investor Information section of our Web site. 
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the 
purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. 
Important Additional Information 
The information in this presentation is neither an offer to purchase nor a solicitation of an offer to sell any securities – when the tender offer is launched ExactTarget, Inc. stockholders should read the tender offer statement because 
it contains important information. Investors can get the tender offer statement and other filed documents for free at www.sec.gov. The tender offer statement, including a letter of transmittal and other documents, will also be made 
available for free by the information agent for the 
tender offer.
TechConnect London 2014
The future of marketing is 
the 1:1 customer journey.
The Customer Journey Connects Discrete Interactions 
Acquire 
Onboard
First Purchase 
Engagement
But Today These Interactions Are Isolated 
Your Customers Your Business
How do you create 
1:1 customer journeys?
Do you know who your 
customers are? 
Where are they 
in their journey? 
Are you engaging and 
moving them along 
the journey? 
Are you measuring 
the impact on your 
business goals? 
Four Questions
Customers Now Expect Relevant 1:1 Experiences 
Connected 
Customers 
Product Mobile Social Web Email Store Community 
Connected 
Brands 
Connected 
Experiences Stadium
Customers Are on a Journey with your Brands 
Click 
Facebook Ad 
Newsletter Sign-up 
Personalized 
Content Email 
Download App Mobile Opt-in 
Contact Customer 
Support 
Evangelize on 
Facebook 
Support Issue 
Resolved 
First Purchase
Journeys are strongly 
correlated with business outcomes. 
*Transforming Customer Experience: From Moments to Journeys, 2013 
+36% 
Customer 
satisfaction 
+19% 
Likely to 
stay/renew 
+28% 
Willingness to 
recommend 
+33% 
Less likely to 
cancel/churn
Salesforce Marketing Cloud
TechConnect London 2014
Direct Sponsored Updates 
Reach your target audience directly without publishing to all of your followers. 
Multi-variant test the right message to the right people, in the feed.
LinkedIn Advertising at Salesforce 
Lead Form Conv. Rate 
15% 
18x 
Better CTR with 
Sponsored Updates 
Identify highly 
targeted 
audiences to 
drive leads and 
revenue.
Thank you
Persona Marketing and Lead Nurturing 
Simon Morris | Director, Demand Marketing EMEA 
@smorris75 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
1
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Challenges 
Focus Speed Alignment 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
3
Persona - Multi Dimension View 
Hierarchy 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
Area of Interest 
Digital Analyst 
Digital Marketer 
Web Content 
Marketer 
Social Marketer 
… 
4
Personas driving our contact acquisition strategy 
eCommerce 
Social Marketer 
Search & Media 
Web Content 
Digital Analyst 
Digital Marketer 
CMO 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
WANTED 
Persona Build GAP Analysis 
5
Building our Personas 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
6
Know thy customer! 
“The best advice I can give marketers is to understand that successful marketing is 
not about technology, marketing automation, social media, or whatever 
breakthrough comes next. It’s about understanding the target customer, what makes 
them tick, what information they are looking for, and how they wish to collect and 
consume that information.” 
- The Marketing High Ground (2011) 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Defining the Persona 
WHO 
 CMO 
 Head of Digital Strategy/ Digital Channel/ Online Business 
 Content Marketer 
 Web Content Manager 
 IT – Supporting Marketing 
 Care about – creating, managing, optimizing content across all digital 
channels to build brand, generate demand and extend reach (e.g. build 
brand equity , increase conversions and ROI) 
 Challenges – quickly and efficiently launch campaigns/assets across 
multiple channels, sites and languages 
WHERE 
 Both new prospects (65%-70% revenue) and existing customers (30%- 
35% revenue) 
 Industry: Commercial (BtoB) and industry specific focus on FSI, Retail, 
M&E, Government 
 Large enterprise companies with 1k+ employee size and $1B+ 
revenue 
 Business value/market oppty: $1.321B WW for WCM and 14% CAGR, 
$626M WW for DAM and 26% CAGR, $367M for SoCo and 46% 
CAGR 
WHY 
 Responsible for aggressive online lead gen/revenue goals 
 91.2% see customer acquisition (leads and revenue) 
through digital channels as one of top 3 marketing 
objectives 
 Desire to build brand equity and recognize it requires a new 
approach in the Digital Age to be competitive 
 Need to create, manage, optimize content across digital 
channels (mobile, web, social) 
 Learn best practices to deliver engaging/personalized content 
to keep customers coming back 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Persona Profiling 
DAILY PROFILE ACTIVITIES 
(cont’d) 
Projects: Buying center: 
What 
types entity of that projects holds the 
is 
the budget persona 
for a 
working purchase 
on? 
(cont’d) 
• Marketing/line of business 
• eCommerce 
• IT 
Photo Total audience size: in our database: 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
Percentage of our 
database this 
persona represents: 
PROFILE 
Job role: key 
activities and 
deliverables for 
which this persona 
is responsible 
Number of contacts 
• Aggressive online lead gen/revenue goals 
• Desire to increase brand presence online 
• Request for Proposals for WCM 
• Replacing existing CMS 
• IT-driven purchase with primary goal to reduce costs 
• Portal or Intranet RFP 
• Committed to .Net 
• Pure DAM or Social Media project (outside of WCM context) 
• Delivering consistent digital experiences across channels 
Mike helps lead and manage the full lifecycle development and implementation of 
online marketing campaigns, promotions, content and customer experience 
optimization projects. He is responsible for content planning and regular site 
updates, particularly related to technology, mobile web, support and customer self-care. 
He contributes to the development of the business, cross-platform strategic 
direction with a focus on continuously improving the website through innovation, 
creating new ideas/pages/modules that meet business goals, solve usability issues, 
and keeping abreast of developing technologies. 
Industry-specific 
factors: Are there 
any 
industries/sectors 
where we should 
talk to this persona 
differently? 
Financial Services and Insurance: 
Retail: 
Media & Entertainment: 
Government: 
Common titles: 
variations of titles 
that represent this 
job role 
Marketing Tech/Operations 
Director Web Marketing 
Director Social Media 
VP Customer Experience/Satisfaction 
Chief Experience Officer 
VP Customer Acquisition 
• Brand Manager 
• Brand Analyst 
Brand Marketer 
• Director of Demand Generation – Marketing 
Campaign Marketing Manager 
• eBusiness Marketing 
Digital Marketer 
• Online Channel Marketer 
• Marketing Communications Manager 
• Interactive Marketing Manager 
• IT (specifically web team) 
• Marketing 
• Creative Agency 
Level within the 
organisation 
Manager, Director, Senior/Top Exec, Developer, Architect 
Challenges: 
common (yet 
specific) business 
issues or pain 
points faced by this 
persona 
1. Building brand equity and health in the Digital Age is critical and requires a 
new approach. 
2. Customer acquisition (leads and revenue) through digital channels: 91.2% see 
it as one of top three strategic marketing objectives (2010). 
3. Monetizing content through digital channels as the online audience grows and 
becomes more social and mobile 
Initiatives: key 
initiatives or 
programs the 
persona is most 
apt to be working 
on 
• Aggressive online lead gen and revenue goals 
• Desire to increase brand presence online 
• RFP for Web Content Management (WCM) 
• Replacing existing Content Management System (CMS) 
• IT-driven purchase with primary goal to reduce costs 
• Portal or Intranet RFP 
• Committed to .Net 
• Pure Digital Asset Management (DAM) or Social Media project (outside of 
WCM context) 
Buyer role type: the 
roles this persona 
plays in the buying 
process 
• Champion 
Influencer 
• User 
• CXO 
Interaction 
preferences: how 
this persona 
prefers to interact 
with your 
organisation 
1. Email 
2. Phone 
3. Face to face 
Watering holes: 
places where the 
persona goes to 
network or 
exchange 
information 
Online communities 
Tradeshows/industry events (e.g., Festival of Marketing, Online Marketing 
Summit) 
Word of mouth 
Websites, social media and blogs (e.g., CMO.com) 
Associations (e.g., CMI, DMA, eMarketing) 
Analyst organisations (e.g., Forrester, Gartner, eMarketer, eConsultancy) 
Publications: What 
trade publications 
does this persona 
read? 
eConsultancy 
eMarketer 
Forrester 
• Gartner 
• Direct Marketing Association 
Meetings: What 
types of meetings 
does the persona 
attend on a regular 
basis? 
1. Monthly meetings to discuss what content should be created to meet 
marketing needs 
2. Meetings with different content providers (Forrester, eMarketer, SMN, Gartner) 
to buy guides, webinars, infographics, PowerPoint decks, etc. 
3. Monthly meeting to discuss the performance of offers/content 
Requests: What 
tasks might the 
persona be asked 
to help others 
complete? 
The content strategist is often the go-to person for new content creation and 
reports on how content is performing. 
ATTITUDES 
Current mindset: 
What does this 
persona feel/think 
now? 
Stats from Econsultancy Content Marketing Survey Report 2013: 
Over 90% of respondents believe that content marketing will become more 
important over the next 12 months. 
In addition, nearly three-quarters (73%) of digital marketers agree that “brands 
are becoming publishers.” 
Two-thirds of in-house marketers (64%) agree that content marketing “is 
becoming its own discipline.” 
Fewer than half of companies have dedicated budgets (34%) or dedicated 
individuals (46%) for content marketing. 
• Fewer than half of all companies spend more than 20% of their marketing 
budget on content, despite the fact that only 12% disagree with the statement 
that “content marketing is more effective than advertising in driving sales.” 
• 83% of responding companies use social posts and updates for marketing, 
more than any other type of content. 
• Social network engagement is the most popular tactic used to drive traffic, with 
78% of in-house respondents stating that their company used this channel. 
• Social posts and updates are the second most effective type of content for in-house 
marketers after email, with 46% stating that this is one of their three most 
effective types of content. 
Desired future 
mindset: What do 
we want this 
persona to 
feel/think? 
Leading analysts (Gartner, Forrester) have named Adobe a leader in Web Content 
Management. Adobe’s solutions can help my organisation implement a WCM 
strategy that optimises mobile and social media across context-aware, 
multichannel marketing. 
Adobe Experience Management (AEM) will help us create, manage and optimise 
online customer experiences to build our brand, drive demand and extend reach in 
the digital world. It integrates Adobe’s broad portfolio of industry-leading tools to 
empower marketers to execute with ease, agility and effectiveness. AEM also 
facilitates collaboration with IT by providing the unified tools and platform to enable 
them to rapidly develop and deploy new templates, designs and components for 
web, mobile and social channels to business users. 
AEM will empower us to: 
• Build brand presence: Bring our brand to life. Connect with our target 
customers by creating engaging and relevant web and microsite experiences. 
Create locally relevant brand experiences while maintaining brand integrity. 
• Drive demand: Quickly create, launch and optimize relevant, compelling online 
marketing campaigns with microsites and landing pages to drive conversion. 
• Extend reach: Maximise reach and engagement with consumers across web, 
mobile and social channels; increase site traffic with SEO. 
9
Messaging and Content 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
10
Messaging Strategy 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
1. ENGAGEMENT 
MESSAGE 
2. SOLUTION MESSAGE 
3. REINFORCEMENT 
MESSAGE 
4. VALUE MESSAGE 
Adobe Experience Manager
Messaging Framework Driving Content Strategy 
The four messages outlined in the message box become themes for 
content used in different phases of the buying cycle. 
AWARENESS INTEREST PREFERENCE DECISION 
Engagement Messages 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
Solution Messages 
Reinforcement Messages 
Value Messages 
Source: Michael Gospe, Jr., The Marketing High Ground (2011) 
12
Gating Strategy Balancing Act 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
Increase level of 
awareness and 
market penetration 
around Adobe 
Digital Marketing 
solutions 
Increase visitor 
conversion 
13
Ungated Content 
 Content about Adobe products, solutions, features and capabilities: 
 Product sheets 
 Solutions Overviews 
 Technical Whitepapers 
 Content about customer experiences 
 Video success stories 
 PDF success stories 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
14
Gated Content 
 Content adding industry perspectives 
 Adobe Indexes 
 Analysts Reports 
 Market Insights and studies 
 Industry Surveys 
 Content offering competence and expertise 
 Webinars 
 Trainings 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
15
Integrated Marketing Program 
Creative Landing page 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
Email HTML 
Online banners 
Video infographic 
Blog post 
SEM 
Social media amplification 
Breakfast seminar 
Content syndication 
16
Marketing Automation and Lead Nurture 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
17
Why bother? 
“Nurturing is a critical way to keep prospects engaged and headed down the path to purchase” 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
Footer Text 
• Produce a predictable 
stream of high quality 
leads for the inside sales 
team 
18 
Primary 
Goal
Nurturing Programs - Objective 
Build automated programs to educate & nurture 
contacts around our 9 enterprise solutions 
Have programs available in main European 
languages 
Create truly integrated campaigns 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
Footer Text 
19
Lead Scoring 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
Footer Text 
20 
Explicit / 
Demographic 
Implicit / 
Behaviour Contact Score
Personas in Action 1.0 
1 2 3 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
CORPORATE 
Renault case study (video and blog) 
CORPORATE 
Sotheby’s International Reality case 
study (video and blog) 
CORPORATE 
Apps and the mobile web white 
paper 
21
Personas in Action 2.0 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
Mobile Apps 
Wave 1 
DAM 
Wave 1 
DAM 
Wave 2 
DAM 
Wave 3 
WCM 
Wave 1 
WCM 
Wave 2 
Mobile Apps 
Wave 2 
Mobile Apps 
Wave 3 
DAM 
Wave 4 
WCM 
Wave 3 
WCM 
Wave 4 
Digital Experience Management 
Wave 1 - Everyone that is interested in 
AEM 
Digital Experience Management 
Wave 2 - Anyone that is interested in AEM. 
Split on behaviour / Job title 
22
One Program, 3 Personas… 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
23
Nurturing Programs - Style 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
24
Nurturing Programs - Layout 
 Reduced Banner by 30% 
 Contributed to improving the click through rate by 90% 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Results Are In… 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
350% 
Increase in Form 
Submits 
175% 
Open Rate Increase 
2.5x 
Generated MQLs 
Vs Q313 
51% 
Increase in SALs 
(Q313 V Q314)
Driving engagement through branded content 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
27
OK, YOoK,, Im’vea gnot -soIm nee cehodic se oclmickes rciglhict khesr.e, 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
y2o8 .
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
Promote our branded video content 
The Challenge 
• Reach the right audience 
• Bring them into an Adobe experience 
• Capitalise on a breadth of channels 
29
The Solution: An integrated approach 
blogs.adobe.com/digitaleurope LinkedIn Content Ad Twitter 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
30
The Result 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
Best performing blog 
post on our European 
Digital Marketing blog 
platform 
Watch the video and find out more about our campaign in my latest LinkedIn Post: 
http://uk.linkedin.com/in/smorris75 
Or search: Simon Morris Adobe 
31
Thank You! 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 
32
Marketing Panel 
Andrew Richardson, Fujitsu; Bryan Glick, Computer Weekly; 
Simon Morris, Adobe; Sumeet Vermani, Symantec
TechConnect London 2014

More Related Content

What's hot

From 'Being Digital' to Becoming a 'Digital Being'
From 'Being Digital' to Becoming a 'Digital Being'From 'Being Digital' to Becoming a 'Digital Being'
From 'Being Digital' to Becoming a 'Digital Being'
Cognizant
 
Digital transformation - the paradigm shift towards business as usual - Rick ...
Digital transformation - the paradigm shift towards business as usual - Rick ...Digital transformation - the paradigm shift towards business as usual - Rick ...
Digital transformation - the paradigm shift towards business as usual - Rick ...
Rick Bouter
 
Digital Leadership Interview : James Patterson, MVP and Head of Capital One Labs
Digital Leadership Interview : James Patterson, MVP and Head of Capital One LabsDigital Leadership Interview : James Patterson, MVP and Head of Capital One Labs
Digital Leadership Interview : James Patterson, MVP and Head of Capital One Labs
Capgemini
 
Digital Transformation : Buzzword or Real Transformation
Digital Transformation : Buzzword or Real TransformationDigital Transformation : Buzzword or Real Transformation
Digital Transformation : Buzzword or Real Transformation
Matthew W. Bowers
 
Abhishek Rungta Workshop Digital Innovation - A Practical Guide For Businesses
Abhishek Rungta Workshop Digital Innovation - A Practical Guide For BusinessesAbhishek Rungta Workshop Digital Innovation - A Practical Guide For Businesses
Abhishek Rungta Workshop Digital Innovation - A Practical Guide For Businesses
Indus Net Technologies
 
Making Demand Generation Work in the Technology Industry
Making Demand Generation Work in the Technology IndustryMaking Demand Generation Work in the Technology Industry
Making Demand Generation Work in the Technology Industry
Ledger Bennett DGA
 
Nike from separate digital initiatives to firm-level transformation - capge...
Nike   from separate digital initiatives to firm-level transformation - capge...Nike   from separate digital initiatives to firm-level transformation - capge...
Nike from separate digital initiatives to firm-level transformation - capge...
Rick Bouter
 
Let the games begin - using game mechanics to drive digital transformation - ...
Let the games begin - using game mechanics to drive digital transformation - ...Let the games begin - using game mechanics to drive digital transformation - ...
Let the games begin - using game mechanics to drive digital transformation - ...
Rick Bouter
 
cloud-for-business-2016
cloud-for-business-2016cloud-for-business-2016
cloud-for-business-2016
Jason Wyatt
 
Digital Disruption in the Workplace
Digital Disruption in the WorkplaceDigital Disruption in the Workplace
Digital Disruption in the Workplace
Cushman & Wakefield
 
The Four Essential Pillars of Digital Transformation
The Four Essential Pillars of Digital TransformationThe Four Essential Pillars of Digital Transformation
The Four Essential Pillars of Digital Transformation
Ian Thomas
 
SharePoint Saturday Omaha 2017
SharePoint Saturday Omaha 2017SharePoint Saturday Omaha 2017
SharePoint Saturday Omaha 2017
Matthew W. Bowers
 
Digital Innovation, IT and the Art of Influence
Digital Innovation, IT and the Art of InfluenceDigital Innovation, IT and the Art of Influence
Digital Innovation, IT and the Art of Influence
Abbie Lundberg
 
Brilliant Digital Talk : Demystifying Digital Disruption
Brilliant Digital Talk : Demystifying Digital DisruptionBrilliant Digital Talk : Demystifying Digital Disruption
Brilliant Digital Talk : Demystifying Digital Disruption
Veltica Digital Academy
 
A New Leadership Model for Digital Business
A New Leadership Model for Digital BusinessA New Leadership Model for Digital Business
A New Leadership Model for Digital Business
Abbie Lundberg
 
The Emerging Role Of The Cio
The Emerging Role Of The CioThe Emerging Role Of The Cio
The Emerging Role Of The Cio
Nirvesh Sooful
 
The CIO's Dilemma
The CIO's DilemmaThe CIO's Dilemma
The CIO's Dilemma
Abbie Lundberg
 
Birmingham's Digital World Conquest
Birmingham's Digital World ConquestBirmingham's Digital World Conquest
Birmingham's Digital World Conquest
Ned McDonnell III, CFA PMP
 
Context of digital transformation. econsultancy webinar
Context of digital transformation. econsultancy webinarContext of digital transformation. econsultancy webinar
Context of digital transformation. econsultancy webinar
Irene Ventayol
 
The State of Digital Transformation 2018 - 2019 by Brian Solis
The State of Digital Transformation 2018 - 2019 by Brian SolisThe State of Digital Transformation 2018 - 2019 by Brian Solis
The State of Digital Transformation 2018 - 2019 by Brian Solis
Brian Solis
 

What's hot (20)

From 'Being Digital' to Becoming a 'Digital Being'
From 'Being Digital' to Becoming a 'Digital Being'From 'Being Digital' to Becoming a 'Digital Being'
From 'Being Digital' to Becoming a 'Digital Being'
 
Digital transformation - the paradigm shift towards business as usual - Rick ...
Digital transformation - the paradigm shift towards business as usual - Rick ...Digital transformation - the paradigm shift towards business as usual - Rick ...
Digital transformation - the paradigm shift towards business as usual - Rick ...
 
Digital Leadership Interview : James Patterson, MVP and Head of Capital One Labs
Digital Leadership Interview : James Patterson, MVP and Head of Capital One LabsDigital Leadership Interview : James Patterson, MVP and Head of Capital One Labs
Digital Leadership Interview : James Patterson, MVP and Head of Capital One Labs
 
Digital Transformation : Buzzword or Real Transformation
Digital Transformation : Buzzword or Real TransformationDigital Transformation : Buzzword or Real Transformation
Digital Transformation : Buzzword or Real Transformation
 
Abhishek Rungta Workshop Digital Innovation - A Practical Guide For Businesses
Abhishek Rungta Workshop Digital Innovation - A Practical Guide For BusinessesAbhishek Rungta Workshop Digital Innovation - A Practical Guide For Businesses
Abhishek Rungta Workshop Digital Innovation - A Practical Guide For Businesses
 
Making Demand Generation Work in the Technology Industry
Making Demand Generation Work in the Technology IndustryMaking Demand Generation Work in the Technology Industry
Making Demand Generation Work in the Technology Industry
 
Nike from separate digital initiatives to firm-level transformation - capge...
Nike   from separate digital initiatives to firm-level transformation - capge...Nike   from separate digital initiatives to firm-level transformation - capge...
Nike from separate digital initiatives to firm-level transformation - capge...
 
Let the games begin - using game mechanics to drive digital transformation - ...
Let the games begin - using game mechanics to drive digital transformation - ...Let the games begin - using game mechanics to drive digital transformation - ...
Let the games begin - using game mechanics to drive digital transformation - ...
 
cloud-for-business-2016
cloud-for-business-2016cloud-for-business-2016
cloud-for-business-2016
 
Digital Disruption in the Workplace
Digital Disruption in the WorkplaceDigital Disruption in the Workplace
Digital Disruption in the Workplace
 
The Four Essential Pillars of Digital Transformation
The Four Essential Pillars of Digital TransformationThe Four Essential Pillars of Digital Transformation
The Four Essential Pillars of Digital Transformation
 
SharePoint Saturday Omaha 2017
SharePoint Saturday Omaha 2017SharePoint Saturday Omaha 2017
SharePoint Saturday Omaha 2017
 
Digital Innovation, IT and the Art of Influence
Digital Innovation, IT and the Art of InfluenceDigital Innovation, IT and the Art of Influence
Digital Innovation, IT and the Art of Influence
 
Brilliant Digital Talk : Demystifying Digital Disruption
Brilliant Digital Talk : Demystifying Digital DisruptionBrilliant Digital Talk : Demystifying Digital Disruption
Brilliant Digital Talk : Demystifying Digital Disruption
 
A New Leadership Model for Digital Business
A New Leadership Model for Digital BusinessA New Leadership Model for Digital Business
A New Leadership Model for Digital Business
 
The Emerging Role Of The Cio
The Emerging Role Of The CioThe Emerging Role Of The Cio
The Emerging Role Of The Cio
 
The CIO's Dilemma
The CIO's DilemmaThe CIO's Dilemma
The CIO's Dilemma
 
Birmingham's Digital World Conquest
Birmingham's Digital World ConquestBirmingham's Digital World Conquest
Birmingham's Digital World Conquest
 
Context of digital transformation. econsultancy webinar
Context of digital transformation. econsultancy webinarContext of digital transformation. econsultancy webinar
Context of digital transformation. econsultancy webinar
 
The State of Digital Transformation 2018 - 2019 by Brian Solis
The State of Digital Transformation 2018 - 2019 by Brian SolisThe State of Digital Transformation 2018 - 2019 by Brian Solis
The State of Digital Transformation 2018 - 2019 by Brian Solis
 

Viewers also liked

Hyves: Mobile app development with HTML5 and Javascript
Hyves: Mobile app development with HTML5 and JavascriptHyves: Mobile app development with HTML5 and Javascript
Hyves: Mobile app development with HTML5 and Javascript
nlwebperf
 
Aspects of Modern APM Solutions
Aspects of Modern APM SolutionsAspects of Modern APM Solutions
Aspects of Modern APM Solutions
nlwebperf
 
Fashiolista
FashiolistaFashiolista
Fashiolista
nlwebperf
 
Usabilla june2012
Usabilla june2012Usabilla june2012
Usabilla june2012
nlwebperf
 
Nimbuzz march2012
Nimbuzz march2012Nimbuzz march2012
Nimbuzz march2012
nlwebperf
 
Jinspired june2012
Jinspired june2012Jinspired june2012
Jinspired june2012
nlwebperf
 
Steve Souders
Steve SoudersSteve Souders
Steve Souders
nlwebperf
 
Aaron Peters aug2012
Aaron Peters aug2012Aaron Peters aug2012
Aaron Peters aug2012
nlwebperf
 
Nimsoft Web performance monitoring
Nimsoft Web performance monitoringNimsoft Web performance monitoring
Nimsoft Web performance monitoring
nlwebperf
 

Viewers also liked (9)

Hyves: Mobile app development with HTML5 and Javascript
Hyves: Mobile app development with HTML5 and JavascriptHyves: Mobile app development with HTML5 and Javascript
Hyves: Mobile app development with HTML5 and Javascript
 
Aspects of Modern APM Solutions
Aspects of Modern APM SolutionsAspects of Modern APM Solutions
Aspects of Modern APM Solutions
 
Fashiolista
FashiolistaFashiolista
Fashiolista
 
Usabilla june2012
Usabilla june2012Usabilla june2012
Usabilla june2012
 
Nimbuzz march2012
Nimbuzz march2012Nimbuzz march2012
Nimbuzz march2012
 
Jinspired june2012
Jinspired june2012Jinspired june2012
Jinspired june2012
 
Steve Souders
Steve SoudersSteve Souders
Steve Souders
 
Aaron Peters aug2012
Aaron Peters aug2012Aaron Peters aug2012
Aaron Peters aug2012
 
Nimsoft Web performance monitoring
Nimsoft Web performance monitoringNimsoft Web performance monitoring
Nimsoft Web performance monitoring
 

Similar to TechConnect London 2014

TechConnect London 2014
TechConnect London 2014TechConnect London 2014
TechConnect London 2014
LinkedIn Europe
 
TechConnect Sydney
TechConnect Sydney TechConnect Sydney
TechConnect Sydney
LinkedIn
 
P&G Alumni Network Atlanta Chapter 4-13-17 program - Top 3 MarTech Themes - A...
P&G Alumni Network Atlanta Chapter 4-13-17 program - Top 3 MarTech Themes - A...P&G Alumni Network Atlanta Chapter 4-13-17 program - Top 3 MarTech Themes - A...
P&G Alumni Network Atlanta Chapter 4-13-17 program - Top 3 MarTech Themes - A...
FortuneCMO, LLC
 
AppSphere 15 - Shining a Light on Shadow IT: A New Way of Working for "Busine...
AppSphere 15 - Shining a Light on Shadow IT: A New Way of Working for "Busine...AppSphere 15 - Shining a Light on Shadow IT: A New Way of Working for "Busine...
AppSphere 15 - Shining a Light on Shadow IT: A New Way of Working for "Busine...
AppDynamics
 
Building an Engaging Content Strategy
Building an Engaging Content StrategyBuilding an Engaging Content Strategy
Building an Engaging Content Strategy
LinkedIn
 
Snapshot UK CIO 2018
Snapshot UK CIO 2018 Snapshot UK CIO 2018
Snapshot UK CIO 2018
David Germain
 
Business agility imperatives smarter solutions-transformation-icty 2011-1
Business agility imperatives smarter solutions-transformation-icty 2011-1Business agility imperatives smarter solutions-transformation-icty 2011-1
Business agility imperatives smarter solutions-transformation-icty 2011-1
zslmarketing
 
What Makes Nonprofit Tech Projects Succeed?
What Makes Nonprofit Tech Projects Succeed?What Makes Nonprofit Tech Projects Succeed?
What Makes Nonprofit Tech Projects Succeed?
Community IT Innovators
 
Pursuing Versatile IT Architecture to Effectively Respond to Economic Expansi...
Pursuing Versatile IT Architecture to Effectively Respond to Economic Expansi...Pursuing Versatile IT Architecture to Effectively Respond to Economic Expansi...
Pursuing Versatile IT Architecture to Effectively Respond to Economic Expansi...
Lui Sieh
 
The ‘success trap’ of new, emerging and disruptive technologies
The ‘success trap’ of new, emerging and disruptive technologiesThe ‘success trap’ of new, emerging and disruptive technologies
The ‘success trap’ of new, emerging and disruptive technologies
Livingstone Advisory
 
Digital Transformation: A $1 Trillion Opportunity (Note: 2015 deck - somewhat...
Digital Transformation: A $1 Trillion Opportunity (Note: 2015 deck - somewhat...Digital Transformation: A $1 Trillion Opportunity (Note: 2015 deck - somewhat...
Digital Transformation: A $1 Trillion Opportunity (Note: 2015 deck - somewhat...
Ketan Kakkad
 
Presentation To Seda Technology Programme
Presentation To Seda Technology ProgrammePresentation To Seda Technology Programme
Presentation To Seda Technology Programme
Elton050505
 
4 key elements to success in the 3rd platform by Jerod Powell - CEO INFINIT ...
4 key elements to success in the 3rd platform  by Jerod Powell - CEO INFINIT ...4 key elements to success in the 3rd platform  by Jerod Powell - CEO INFINIT ...
4 key elements to success in the 3rd platform by Jerod Powell - CEO INFINIT ...
Jerod Powell
 
Digital disruption – dive in to thrive
Digital disruption – dive in to thriveDigital disruption – dive in to thrive
Digital disruption – dive in to thrive
Николай Соловьёв
 
Ahmad Hassan 4-Digital Business Trends 2016
Ahmad Hassan 4-Digital Business Trends 2016Ahmad Hassan 4-Digital Business Trends 2016
Ahmad Hassan 4-Digital Business Trends 2016
Ahmad Hassan
 
The Dbriefs Technology Executive series presents: The Postdigital Enterprise:...
The Dbriefs Technology Executive series presents: The Postdigital Enterprise:...The Dbriefs Technology Executive series presents: The Postdigital Enterprise:...
The Dbriefs Technology Executive series presents: The Postdigital Enterprise:...
Franco Ferrario
 
What Going Digital Really Means to IT
What Going Digital Really Means to IT What Going Digital Really Means to IT
What Going Digital Really Means to IT
MuleSoft
 
Digital transformation guide and checklist 2020
Digital transformation guide and checklist 2020 Digital transformation guide and checklist 2020
Digital transformation guide and checklist 2020
Aventis School of Management
 
How digital can build your brand
How digital can build your brand How digital can build your brand
How digital can build your brand
B2B Marketing
 
Dia01 08 keynote_alvaro_mello_gartner
Dia01 08 keynote_alvaro_mello_gartnerDia01 08 keynote_alvaro_mello_gartner
Dia01 08 keynote_alvaro_mello_gartner
Associação Brasileira de Startups
 

Similar to TechConnect London 2014 (20)

TechConnect London 2014
TechConnect London 2014TechConnect London 2014
TechConnect London 2014
 
TechConnect Sydney
TechConnect Sydney TechConnect Sydney
TechConnect Sydney
 
P&G Alumni Network Atlanta Chapter 4-13-17 program - Top 3 MarTech Themes - A...
P&G Alumni Network Atlanta Chapter 4-13-17 program - Top 3 MarTech Themes - A...P&G Alumni Network Atlanta Chapter 4-13-17 program - Top 3 MarTech Themes - A...
P&G Alumni Network Atlanta Chapter 4-13-17 program - Top 3 MarTech Themes - A...
 
AppSphere 15 - Shining a Light on Shadow IT: A New Way of Working for "Busine...
AppSphere 15 - Shining a Light on Shadow IT: A New Way of Working for "Busine...AppSphere 15 - Shining a Light on Shadow IT: A New Way of Working for "Busine...
AppSphere 15 - Shining a Light on Shadow IT: A New Way of Working for "Busine...
 
Building an Engaging Content Strategy
Building an Engaging Content StrategyBuilding an Engaging Content Strategy
Building an Engaging Content Strategy
 
Snapshot UK CIO 2018
Snapshot UK CIO 2018 Snapshot UK CIO 2018
Snapshot UK CIO 2018
 
Business agility imperatives smarter solutions-transformation-icty 2011-1
Business agility imperatives smarter solutions-transformation-icty 2011-1Business agility imperatives smarter solutions-transformation-icty 2011-1
Business agility imperatives smarter solutions-transformation-icty 2011-1
 
What Makes Nonprofit Tech Projects Succeed?
What Makes Nonprofit Tech Projects Succeed?What Makes Nonprofit Tech Projects Succeed?
What Makes Nonprofit Tech Projects Succeed?
 
Pursuing Versatile IT Architecture to Effectively Respond to Economic Expansi...
Pursuing Versatile IT Architecture to Effectively Respond to Economic Expansi...Pursuing Versatile IT Architecture to Effectively Respond to Economic Expansi...
Pursuing Versatile IT Architecture to Effectively Respond to Economic Expansi...
 
The ‘success trap’ of new, emerging and disruptive technologies
The ‘success trap’ of new, emerging and disruptive technologiesThe ‘success trap’ of new, emerging and disruptive technologies
The ‘success trap’ of new, emerging and disruptive technologies
 
Digital Transformation: A $1 Trillion Opportunity (Note: 2015 deck - somewhat...
Digital Transformation: A $1 Trillion Opportunity (Note: 2015 deck - somewhat...Digital Transformation: A $1 Trillion Opportunity (Note: 2015 deck - somewhat...
Digital Transformation: A $1 Trillion Opportunity (Note: 2015 deck - somewhat...
 
Presentation To Seda Technology Programme
Presentation To Seda Technology ProgrammePresentation To Seda Technology Programme
Presentation To Seda Technology Programme
 
4 key elements to success in the 3rd platform by Jerod Powell - CEO INFINIT ...
4 key elements to success in the 3rd platform  by Jerod Powell - CEO INFINIT ...4 key elements to success in the 3rd platform  by Jerod Powell - CEO INFINIT ...
4 key elements to success in the 3rd platform by Jerod Powell - CEO INFINIT ...
 
Digital disruption – dive in to thrive
Digital disruption – dive in to thriveDigital disruption – dive in to thrive
Digital disruption – dive in to thrive
 
Ahmad Hassan 4-Digital Business Trends 2016
Ahmad Hassan 4-Digital Business Trends 2016Ahmad Hassan 4-Digital Business Trends 2016
Ahmad Hassan 4-Digital Business Trends 2016
 
The Dbriefs Technology Executive series presents: The Postdigital Enterprise:...
The Dbriefs Technology Executive series presents: The Postdigital Enterprise:...The Dbriefs Technology Executive series presents: The Postdigital Enterprise:...
The Dbriefs Technology Executive series presents: The Postdigital Enterprise:...
 
What Going Digital Really Means to IT
What Going Digital Really Means to IT What Going Digital Really Means to IT
What Going Digital Really Means to IT
 
Digital transformation guide and checklist 2020
Digital transformation guide and checklist 2020 Digital transformation guide and checklist 2020
Digital transformation guide and checklist 2020
 
How digital can build your brand
How digital can build your brand How digital can build your brand
How digital can build your brand
 
Dia01 08 keynote_alvaro_mello_gartner
Dia01 08 keynote_alvaro_mello_gartnerDia01 08 keynote_alvaro_mello_gartner
Dia01 08 keynote_alvaro_mello_gartner
 

Recently uploaded

CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARECAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
solitaireshubham
 
Digital Marketing Presentation by gridque (1).pdf
Digital Marketing Presentation by gridque  (1).pdfDigital Marketing Presentation by gridque  (1).pdf
Digital Marketing Presentation by gridque (1).pdf
gridquedigital
 
Advantages of digital marketing course telugu
Advantages of digital marketing course teluguAdvantages of digital marketing course telugu
Advantages of digital marketing course telugu
satyasafi79812
 
Factsheet pdf
Factsheet                            pdfFactsheet                            pdf
Factsheet pdf
Kaushal445159
 
Digital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role JobssDigital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role Jobss
Landge Sachin Kumar
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
raqibmifysolutions
 
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdfMKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
Mohammad Tauhidul Islam Khan Rifat
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
thotadivya582
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
jorge638714
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
suyogkulkarni39
 
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdfTAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
Social Samosa
 
Buyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptxBuyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptx
SandeshAcharya17
 
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxChemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
mayurparate000
 
Segmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptxSegmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptx
SandeshAcharya17
 
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
Markonik
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
SyrineTouati
 
Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......
sahilshelar00718
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
Bethan Vincent
 
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
vineethoneteamsoluti
 
Demystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo MeasureDemystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo Measure
GNW Consulting
 

Recently uploaded (20)

CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARECAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
 
Digital Marketing Presentation by gridque (1).pdf
Digital Marketing Presentation by gridque  (1).pdfDigital Marketing Presentation by gridque  (1).pdf
Digital Marketing Presentation by gridque (1).pdf
 
Advantages of digital marketing course telugu
Advantages of digital marketing course teluguAdvantages of digital marketing course telugu
Advantages of digital marketing course telugu
 
Factsheet pdf
Factsheet                            pdfFactsheet                            pdf
Factsheet pdf
 
Digital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role JobssDigital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role Jobss
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
 
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdfMKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
 
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdfTAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
 
Buyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptxBuyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptx
 
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxChemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
 
Segmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptxSegmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptx
 
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
 
Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
 
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
 
Demystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo MeasureDemystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo Measure
 

TechConnect London 2014

  • 2. Agenda Registration and Networking Breakfast Welcome and Opening remarks Will Koch Why the CIO is No Longer Your Only Target Bryan Glick, Editor-in-chief, Computer Weekly Pressures Facing the Modern Marketer and Working with Sales Conversation featuring Sumeet Vermani, Symantec LinkedIn’s Most Engaged Tech Brands Will Koch & Jon Lombardo Managing Content at Scale - Social.com Nick Spyer Break Persona Marketing and Lead Nurturing Simon Morris, Adobe Marketing Panel featuring Bryan Glick, Simon Morris Andrew Richardson, Sumeet Vermani Closing Remarks 8.30am - 9.00am 9.00am - 9.10am 9.10am - 9.30am 9.30am - 9.55am 9.55am - 10.15am 10.15am - 10.30am 10.30am - 10.45am 10.45am - 11.15am 11.15am - 11.45am 11.45am - 12.00pm
  • 3. Nurturing the IT Committee Lead Is marketing helping or hurting? Will Koch Category Head, Technology Sector
  • 4. 4 The IT Committee: rapidly growing and influential Who are they? A diverse group of employees who influence their company’s IT budget. 10+ million members globally Growing 1.25x faster than general members 72% of the IT committee work outside of IT. decision makers outside of IT include: Operations Finance Sales Marketing
  • 5. In 2014, LinkedIn surveyed 204 UK IT Committee members 5 UK, N=204
  • 6. Who is in market? 9 in 10 are in market for an IT solution/s in the next 12 months 69% 47% 38% 31% 23% 90% in market 38% And what type of IT products and services does your company plan to acquire in the next 12 months?
  • 7. 49% 50% 54% 7 Education with broad-themed, non branded content is preferred Most interested in non-branded / non-sales focused content More likely to consider an IT vendor who publishes content about my industry and topics of interest More favourable toward an IT Vendor who publishes content about my industry and topics of interest
  • 8. Expertise is mainly defined by references from others Not necessarily on title or connections % Who Believe Each Statement Defines an Expert References from co-workers and other professionals in their field 70% 12% 11% 10% 8% 7% 24% 42% 50% Published author or presenter in their field Has an average of 7.4 years of experience Manages a team Has a Masters Degree or higher Third Party scores (Klout, Kred, PeerIndex, etc.) Other (Please specify) Has 500 or more connections on LinkedIn Is a Vice President or more senior When you think of a technology subject matter expert (SME), what is the first thing that comes to mind? 8 Below you see some additional qualities a subject matter expert may have. Please select all the attributes below that are required to be a technology SME.
  • 9. £ 9 Nurturing leads through content is vital because most are not ready to talk to sales The average IT Committee member needs to consume 7 pieces of content before they are ready to talk to a sales rep. 5 6 7 4 3 2 1
  • 10. 55% of the IT Committee provides fake information when they complete a lead capture form A Lead Capture form is a technique used by companies to collect contact information, usually when someone downloads a piece of information the company has published or registers for a webcast they have held. Is the information you provide on Lead Capture forms truthful? 10 The IT Committee is anxious about gated content resulting in false leads – especially among those in market
  • 11. So don’t lose them by gating content too early or too often % less likely to consider a vendor (among in-market IT Committee) 39% 74% When gating FIRST piece of content When gating ALL content
  • 12. 12 Marketer Implications  The IT Committee is a diverse audience, and 90% will influence a purchase in the next year  Broad themed or non-branded content is the most useful; use your ‘experts’ and employees to distribute content  Customers consume 7 pieces of content before speaking with sales  Gate content with caution !
  • 13. Technology trends; CIO challenges; & Supplier relations Bryan Glick, Editor in chief, Computer Weekly bglick@techtarget.com | @bryanglick
  • 14. The age of IT complexity is over What do you mean, “it’s complicated” – I can do all this for free???
  • 15. The forces driving technology adoption Commoditisation is the catalyst for innovation • Disruption occurs on commoditisation, not invention • Steam, electricity, cars, PCs, smartphones… Commoditisation of IT is inevitable & well advanced • Internet = commodity communications • Consumerisation = commodity user devices • Cloud = commodity computing power • Big data = commodity information This is the digital revolution •A platform for unprecedented innovation
  • 16. The forces driving technology adoption RETAIL Massive disruption caused by commoditised digital technology; growth of online/mobile HMV; Blockbuster; Comet; and many others MEDIA Arguably, the most disrupted sector of all (so far) Traditional media models broken by commoditisation of digital technology such as internet / cloud BANKING Struggling to move ageing technology into digital age; ripe for major disruption post-crash GOVERNMENT thoroughly undisrupted; inertia-bound; no competition; massively regulated - so they formed their own “startups” to disrupt Whitehall IT
  • 17. Innovation or disruption? Technology fragments markets New entrants build new services on commodity / cloud infrastructure, without restrictions of legacy IT Massive growth of customer choice Commoditisation leads to new higher-order products and services Innovation thrives Incumbents – the slow-to-react, inertia-bound ones Low to zero cost for – are the losers startup / small business technology Reduction / elimination of barriers to entry
  • 18. What does this mean for IT decision-makers? Bring IT / digital skills closer to the business/customer More flexible / responsive IT needed • Don’t want business decisions to be affected by technology or contractual limitations • More execs involved in decisions – more autonomy for LOB managers to make own decisions HR Sales OPS  But IT leader is still involved IT Facilities • Suppliers involved much later in decision process • IT team becoming more architecture / advisory / guidance  The “command and control” IT department is dead • Digital change is unstoppable and inevitable
  • 19. What does this mean for their IT suppliers? A different conversation is needed, from: CIO: “These are my business needs” Supplier: “Great! Here are my products!” Market leaders turning to SMEs / tech startups for ideas John Lewis, Barclays, Unilever, Diageo, Citi, all setting up startup accelerators / liaison Traditional players seen to be lacking innovation and stuck in old business models Digital increasingly bringing a “just do it” approach to IT that often excludes suppliers/consultants More transactional purchases are likely – eg, cloud Listen; be open; “our needs not your products”
  • 20. Any questions? Bryan Glick, Editor in chief, Computer Weekly bglick@techtarget.com | @bryanglick
  • 21. The PRESSURES Faced by the Modern Marketer Conversation with Sumeet Vermani, Symantec
  • 22. Building an Engaging Content Strategy Jon Lombardo Content Marketing Lead, EMEA
  • 23. Most engaged tech brands, September 2014 (UK) • Most Engaged Tech Brands for September. Ranking combines engagement levels for Company Updates, Sponsored Updates, Employee Shares, Influencer and Employee Posts and Groups
  • 24. “We often think the internet enables you to do new things, but people just want to do the same things they’ve always done.” Evan Williams Blogger, Twitter, & Medium
  • 26. We’re helping you to create data-driven personas 133 246 174 601 High Tech Finance Corporate Consumer Goods
  • 27. What they do 325 143 119 116 185 208 126 222 148 208 Salesperson Sales Retail Locations Advertising & Communications Marketing Specialist IT/Technology Founder/Partner CEO/Executive Director Business Owner Business Operations
  • 28. How senior they are 230 215 243 389 248 464 108 Vice President Senior Level Owner Manager Entry Level Director CXO
  • 30. We’re helping you to nurture data-driven buyers Top types of information sought in each stage of the IT decision-making process AWARENESS SCOPE PLAN SELECT IMPLEMENT Product / solution demo / software trial Best practices, how-tos, checklists IT industry news / strategy info Diagnostics or assessment tools
  • 31. How they search 119 1264 383 Search Pricing Home Features Total Visitors 14,570 12,804
  • 32. How they buy Pricing Page vs. Home Page - Correlations High Tech Sector Followers High Tech Sector Followers CXO CXO Business Operations Business Operations Pricing Home
  • 34. LinkedIn Members in the IT Committee segment are talking about a diverse set of professional topics Top Trending Topics (October 2014) cloud computing online advertising employee engagement business intelligence web marketing Example Articles per Trending Topic • Gartner Identifies the Top 10 Strategic Technology Trends for 2015 : gartner.com • Hewlett-Packard Announces Breakup Plan as Technology Landscape Shifts : nytimes.com • The cookie is dead. Here’s how Facebook, Google, and Apple are tracking you now : venturebeat.com • There’s Something Going On In L.A. : techcrunch.com • Here’s Why Good Employees Quit : linkedin.com • 9 Reasons to Quit Your Job As Soon As You Can : linkedin.com • Gartner's Top 10 Strategic Technology Trends for 2015 : forbes.com • Create a Strategy that Anticipates and Learns : blogs.hbr.org • 5 Trends Your Marketing Team Should Budget For In 2015 - Forbes : forbes.com • Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A Business : techcrunch.com
  • 36. Test your intro message or call to action Test your image Test your headline and teaser text How to optimise
  • 37. What Does Engaging Content Look Like?
  • 38. Reaching the IT Committee
  • 39. Nurturing the IT Committee
  • 40. Acquiring the IT Committee
  • 41. Tech Connect London Nicholas Spyer GM EMEA, Social.com nspyer@salesforce.com
  • 42. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce. com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal quarter. This document and others are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. Important Additional Information The information in this presentation is neither an offer to purchase nor a solicitation of an offer to sell any securities – when the tender offer is launched ExactTarget, Inc. stockholders should read the tender offer statement because it contains important information. Investors can get the tender offer statement and other filed documents for free at www.sec.gov. The tender offer statement, including a letter of transmittal and other documents, will also be made available for free by the information agent for the tender offer.
  • 44. The future of marketing is the 1:1 customer journey.
  • 45. The Customer Journey Connects Discrete Interactions Acquire Onboard
  • 47. But Today These Interactions Are Isolated Your Customers Your Business
  • 48. How do you create 1:1 customer journeys?
  • 49. Do you know who your customers are? Where are they in their journey? Are you engaging and moving them along the journey? Are you measuring the impact on your business goals? Four Questions
  • 50. Customers Now Expect Relevant 1:1 Experiences Connected Customers Product Mobile Social Web Email Store Community Connected Brands Connected Experiences Stadium
  • 51. Customers Are on a Journey with your Brands Click Facebook Ad Newsletter Sign-up Personalized Content Email Download App Mobile Opt-in Contact Customer Support Evangelize on Facebook Support Issue Resolved First Purchase
  • 52. Journeys are strongly correlated with business outcomes. *Transforming Customer Experience: From Moments to Journeys, 2013 +36% Customer satisfaction +19% Likely to stay/renew +28% Willingness to recommend +33% Less likely to cancel/churn
  • 55. Direct Sponsored Updates Reach your target audience directly without publishing to all of your followers. Multi-variant test the right message to the right people, in the feed.
  • 56. LinkedIn Advertising at Salesforce Lead Form Conv. Rate 15% 18x Better CTR with Sponsored Updates Identify highly targeted audiences to drive leads and revenue.
  • 58. Persona Marketing and Lead Nurturing Simon Morris | Director, Demand Marketing EMEA @smorris75 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
  • 59. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 60. Challenges Focus Speed Alignment © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • 61. Persona - Multi Dimension View Hierarchy © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Area of Interest Digital Analyst Digital Marketer Web Content Marketer Social Marketer … 4
  • 62. Personas driving our contact acquisition strategy eCommerce Social Marketer Search & Media Web Content Digital Analyst Digital Marketer CMO © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. WANTED Persona Build GAP Analysis 5
  • 63. Building our Personas © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • 64. Know thy customer! “The best advice I can give marketers is to understand that successful marketing is not about technology, marketing automation, social media, or whatever breakthrough comes next. It’s about understanding the target customer, what makes them tick, what information they are looking for, and how they wish to collect and consume that information.” - The Marketing High Ground (2011) © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 65. Defining the Persona WHO  CMO  Head of Digital Strategy/ Digital Channel/ Online Business  Content Marketer  Web Content Manager  IT – Supporting Marketing  Care about – creating, managing, optimizing content across all digital channels to build brand, generate demand and extend reach (e.g. build brand equity , increase conversions and ROI)  Challenges – quickly and efficiently launch campaigns/assets across multiple channels, sites and languages WHERE  Both new prospects (65%-70% revenue) and existing customers (30%- 35% revenue)  Industry: Commercial (BtoB) and industry specific focus on FSI, Retail, M&E, Government  Large enterprise companies with 1k+ employee size and $1B+ revenue  Business value/market oppty: $1.321B WW for WCM and 14% CAGR, $626M WW for DAM and 26% CAGR, $367M for SoCo and 46% CAGR WHY  Responsible for aggressive online lead gen/revenue goals  91.2% see customer acquisition (leads and revenue) through digital channels as one of top 3 marketing objectives  Desire to build brand equity and recognize it requires a new approach in the Digital Age to be competitive  Need to create, manage, optimize content across digital channels (mobile, web, social)  Learn best practices to deliver engaging/personalized content to keep customers coming back © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 66. Persona Profiling DAILY PROFILE ACTIVITIES (cont’d) Projects: Buying center: What types entity of that projects holds the is the budget persona for a working purchase on? (cont’d) • Marketing/line of business • eCommerce • IT Photo Total audience size: in our database: © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Percentage of our database this persona represents: PROFILE Job role: key activities and deliverables for which this persona is responsible Number of contacts • Aggressive online lead gen/revenue goals • Desire to increase brand presence online • Request for Proposals for WCM • Replacing existing CMS • IT-driven purchase with primary goal to reduce costs • Portal or Intranet RFP • Committed to .Net • Pure DAM or Social Media project (outside of WCM context) • Delivering consistent digital experiences across channels Mike helps lead and manage the full lifecycle development and implementation of online marketing campaigns, promotions, content and customer experience optimization projects. He is responsible for content planning and regular site updates, particularly related to technology, mobile web, support and customer self-care. He contributes to the development of the business, cross-platform strategic direction with a focus on continuously improving the website through innovation, creating new ideas/pages/modules that meet business goals, solve usability issues, and keeping abreast of developing technologies. Industry-specific factors: Are there any industries/sectors where we should talk to this persona differently? Financial Services and Insurance: Retail: Media & Entertainment: Government: Common titles: variations of titles that represent this job role Marketing Tech/Operations Director Web Marketing Director Social Media VP Customer Experience/Satisfaction Chief Experience Officer VP Customer Acquisition • Brand Manager • Brand Analyst Brand Marketer • Director of Demand Generation – Marketing Campaign Marketing Manager • eBusiness Marketing Digital Marketer • Online Channel Marketer • Marketing Communications Manager • Interactive Marketing Manager • IT (specifically web team) • Marketing • Creative Agency Level within the organisation Manager, Director, Senior/Top Exec, Developer, Architect Challenges: common (yet specific) business issues or pain points faced by this persona 1. Building brand equity and health in the Digital Age is critical and requires a new approach. 2. Customer acquisition (leads and revenue) through digital channels: 91.2% see it as one of top three strategic marketing objectives (2010). 3. Monetizing content through digital channels as the online audience grows and becomes more social and mobile Initiatives: key initiatives or programs the persona is most apt to be working on • Aggressive online lead gen and revenue goals • Desire to increase brand presence online • RFP for Web Content Management (WCM) • Replacing existing Content Management System (CMS) • IT-driven purchase with primary goal to reduce costs • Portal or Intranet RFP • Committed to .Net • Pure Digital Asset Management (DAM) or Social Media project (outside of WCM context) Buyer role type: the roles this persona plays in the buying process • Champion Influencer • User • CXO Interaction preferences: how this persona prefers to interact with your organisation 1. Email 2. Phone 3. Face to face Watering holes: places where the persona goes to network or exchange information Online communities Tradeshows/industry events (e.g., Festival of Marketing, Online Marketing Summit) Word of mouth Websites, social media and blogs (e.g., CMO.com) Associations (e.g., CMI, DMA, eMarketing) Analyst organisations (e.g., Forrester, Gartner, eMarketer, eConsultancy) Publications: What trade publications does this persona read? eConsultancy eMarketer Forrester • Gartner • Direct Marketing Association Meetings: What types of meetings does the persona attend on a regular basis? 1. Monthly meetings to discuss what content should be created to meet marketing needs 2. Meetings with different content providers (Forrester, eMarketer, SMN, Gartner) to buy guides, webinars, infographics, PowerPoint decks, etc. 3. Monthly meeting to discuss the performance of offers/content Requests: What tasks might the persona be asked to help others complete? The content strategist is often the go-to person for new content creation and reports on how content is performing. ATTITUDES Current mindset: What does this persona feel/think now? Stats from Econsultancy Content Marketing Survey Report 2013: Over 90% of respondents believe that content marketing will become more important over the next 12 months. In addition, nearly three-quarters (73%) of digital marketers agree that “brands are becoming publishers.” Two-thirds of in-house marketers (64%) agree that content marketing “is becoming its own discipline.” Fewer than half of companies have dedicated budgets (34%) or dedicated individuals (46%) for content marketing. • Fewer than half of all companies spend more than 20% of their marketing budget on content, despite the fact that only 12% disagree with the statement that “content marketing is more effective than advertising in driving sales.” • 83% of responding companies use social posts and updates for marketing, more than any other type of content. • Social network engagement is the most popular tactic used to drive traffic, with 78% of in-house respondents stating that their company used this channel. • Social posts and updates are the second most effective type of content for in-house marketers after email, with 46% stating that this is one of their three most effective types of content. Desired future mindset: What do we want this persona to feel/think? Leading analysts (Gartner, Forrester) have named Adobe a leader in Web Content Management. Adobe’s solutions can help my organisation implement a WCM strategy that optimises mobile and social media across context-aware, multichannel marketing. Adobe Experience Management (AEM) will help us create, manage and optimise online customer experiences to build our brand, drive demand and extend reach in the digital world. It integrates Adobe’s broad portfolio of industry-leading tools to empower marketers to execute with ease, agility and effectiveness. AEM also facilitates collaboration with IT by providing the unified tools and platform to enable them to rapidly develop and deploy new templates, designs and components for web, mobile and social channels to business users. AEM will empower us to: • Build brand presence: Bring our brand to life. Connect with our target customers by creating engaging and relevant web and microsite experiences. Create locally relevant brand experiences while maintaining brand integrity. • Drive demand: Quickly create, launch and optimize relevant, compelling online marketing campaigns with microsites and landing pages to drive conversion. • Extend reach: Maximise reach and engagement with consumers across web, mobile and social channels; increase site traffic with SEO. 9
  • 67. Messaging and Content © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  • 68. Messaging Strategy © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. ENGAGEMENT MESSAGE 2. SOLUTION MESSAGE 3. REINFORCEMENT MESSAGE 4. VALUE MESSAGE Adobe Experience Manager
  • 69. Messaging Framework Driving Content Strategy The four messages outlined in the message box become themes for content used in different phases of the buying cycle. AWARENESS INTEREST PREFERENCE DECISION Engagement Messages © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Solution Messages Reinforcement Messages Value Messages Source: Michael Gospe, Jr., The Marketing High Ground (2011) 12
  • 70. Gating Strategy Balancing Act © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Increase level of awareness and market penetration around Adobe Digital Marketing solutions Increase visitor conversion 13
  • 71. Ungated Content  Content about Adobe products, solutions, features and capabilities:  Product sheets  Solutions Overviews  Technical Whitepapers  Content about customer experiences  Video success stories  PDF success stories © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  • 72. Gated Content  Content adding industry perspectives  Adobe Indexes  Analysts Reports  Market Insights and studies  Industry Surveys  Content offering competence and expertise  Webinars  Trainings © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  • 73. Integrated Marketing Program Creative Landing page © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Email HTML Online banners Video infographic Blog post SEM Social media amplification Breakfast seminar Content syndication 16
  • 74. Marketing Automation and Lead Nurture © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • 75. Why bother? “Nurturing is a critical way to keep prospects engaged and headed down the path to purchase” © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Footer Text • Produce a predictable stream of high quality leads for the inside sales team 18 Primary Goal
  • 76. Nurturing Programs - Objective Build automated programs to educate & nurture contacts around our 9 enterprise solutions Have programs available in main European languages Create truly integrated campaigns © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Footer Text 19
  • 77. Lead Scoring © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Footer Text 20 Explicit / Demographic Implicit / Behaviour Contact Score
  • 78. Personas in Action 1.0 1 2 3 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CORPORATE Renault case study (video and blog) CORPORATE Sotheby’s International Reality case study (video and blog) CORPORATE Apps and the mobile web white paper 21
  • 79. Personas in Action 2.0 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile Apps Wave 1 DAM Wave 1 DAM Wave 2 DAM Wave 3 WCM Wave 1 WCM Wave 2 Mobile Apps Wave 2 Mobile Apps Wave 3 DAM Wave 4 WCM Wave 3 WCM Wave 4 Digital Experience Management Wave 1 - Everyone that is interested in AEM Digital Experience Management Wave 2 - Anyone that is interested in AEM. Split on behaviour / Job title 22
  • 80. One Program, 3 Personas… © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  • 81. Nurturing Programs - Style © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  • 82. Nurturing Programs - Layout  Reduced Banner by 30%  Contributed to improving the click through rate by 90% © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 83. Results Are In… © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 350% Increase in Form Submits 175% Open Rate Increase 2.5x Generated MQLs Vs Q313 51% Increase in SALs (Q313 V Q314)
  • 84. Driving engagement through branded content © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
  • 85. OK, YOoK,, Im’vea gnot -soIm nee cehodic se oclmickes rciglhict khesr.e, © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. y2o8 .
  • 86. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Promote our branded video content The Challenge • Reach the right audience • Bring them into an Adobe experience • Capitalise on a breadth of channels 29
  • 87. The Solution: An integrated approach blogs.adobe.com/digitaleurope LinkedIn Content Ad Twitter © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
  • 88. The Result © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Best performing blog post on our European Digital Marketing blog platform Watch the video and find out more about our campaign in my latest LinkedIn Post: http://uk.linkedin.com/in/smorris75 Or search: Simon Morris Adobe 31
  • 89. Thank You! © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
  • 90. Marketing Panel Andrew Richardson, Fujitsu; Bryan Glick, Computer Weekly; Simon Morris, Adobe; Sumeet Vermani, Symantec