SlideShare a Scribd company logo
The New Age of Marketing: Predicting,
Planning, and Prepping for 2021
Michael Madden | Director of Commercial Demand
Generation,Adobe Experience Cloud
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Agenda
1. Quick introduction
2. How COVID-19 disrupted demand gen in 2020
3. Four marketing predictions for 2021
4. Questions
2
©2020 Adobe. All Rights Reserved. Adobe Confidential.
About me (Michael Madden)
Background
• Started at Marketo in June 2015
• Lived through two acquisitions—Vista and Adobe
• Marketo Certified Solutions Architect
• Running Americas Demand Gen for Adobe Experience Cloud
Five things I’ve learned sinceWFH
1. There is a point where hats cannot contain my hair.
2. Buy Home Depot stock—I’m contributing to most of
their revenue.
3. You CAN have Oreos for lunch.
4. Puppies make everything better.
5. I’m ready for HGTV.
3
How COVID-19 disrupted
demand gen in 2020
©2020 Adobe. All Rights Reserved. Adobe Confidential.
How COVID-19 changed demand gen in 2020
5
• Hundreds of physical
events canceled
across Adobe DX,
including Summit
• Event teams quickly
pivoted to virtual
events and webinars
Events
• AQL volume began to
mimic economic
indexes
• Meeting cancellation
rates hit 50%–60%
• Demand bottomed out
around March 23
Lead flow
• WFH changed how we
can (and cannot) target
our prospects
• The shift to digital also
shifted our dollars and
technology
investments
Technology
• The ways in which
prospects engaged
with
us changed
• Messaging/content
pivoted to lead with
empathy, focused on
being there for people
rather than selling
our products
Engagement
• COVID-19 crushed our
Q2 plans and created
an environment where
much of what we had
planned for would
never have worked
• The focus needed to
shift to what we can
control
Focus
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Where 2020 leaves us
1. Still uncertain
2. Budgets will be tight
3. Revenue targets will go up like
any other year
4. Headcount might be flat or down
5. No more physical events
6. “Business critical” has a
stronger meaning
6
Focus on what we can control
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Shifting the focus from “what we do” to “what we control”
Pre-COVID
Normal distribution of spend across
various digital channels like content
syndication, paid social, sponsored
emails, etc.
In-person events aimed to accelerate
open pipeline as well as create
pipeline within key sales accounts.
A healthy program mix of free
programs like lead nurturing, batch
emails,
and webinars.
Post-COVID
Less risk-taking on new vendors or
vendors that haven’t fulfilled
expectations in 2020. Marketers
expected to double down on what
works even if that means a less
diversified channel spend.
Virtual events will continue to engage
audiences, from early- and mid- to
late-stage buyers.
Dollars don’t necessarily mean impact.
Marketers will optimize their websites,
A/B test everything, and be available for
the longer team needs to drive the
business forward.
A
marketer’s
sphere of
influence
More free,
less paid
Virtual
events, new
technology
Focused
investments
on proven
impact
Free
program mix
Pipeline
acceleration
Diversify
spend
8
B2B buyers will expect
B2C experiences
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Intent
Predictive
account
score
High
behavior
score
Key web
activity
Right
account,
right industry
Closed lost
opportunity
Decision
maker
Competitive
technology
installed
SalesMarketing
Who you thought your buyers were
Sales
qualified
lead
10
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Who your buyers really are
Identity
• Parents
• Alumni
• Athletes
• Pet owners
• Volunteers
Interests
• Theater
• Cooking
• DIY home
projects
• Hiking
• Exercise
Personal
values
• Hedonism
• Loyalty
• Patience
• Family
• Motivations
11
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Leads will become people, marketing will be more relationship-based
• For some, 2020 reminded us who we are,
what makes us “us,” what drives our
happiness.
• We won’t just be marketing to leads, but to
real people with real
values/interests/beliefs.
• If we want to connect and form strong
relationships, it’ll require us to go beyond
their demographics and firmographics.
• Marketers will succeed if they can find the
human element in B2B marketing.
12
Welcome marketing-
assisted outbound
©2020 Adobe. All Rights Reserved. Adobe Confidential.
What is marketing-assisted outbound?
Using third-party data signals, marketing can surface leads/accounts that are
currently in the market to buy products and services but have yet to
perform the necessary behaviors to qualify as inbound leads.
14
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Lead priority SLA
P1
P2
P3
P4
Marketing
inbound
Marketing
outbound
Lead priorities and coverage across sales
Hand raisers
Engaged
Known intent
Unknown intent
Category Criteria Qualification
Demo & contact me
Behavior & account score
threshold
Active lead & account surge
Account surge without lead
30 minutes
4 hours
48 hours
48 hours
15
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Predictive account scoring and why it works
16
High predictive account fit
Your customer list
• Who are your best
customers? Who are not?
• What characteristics make
them sticky?
• Core ICP accounts
Technology installed
• Competitive technology
• Minimum technology
requirements
• Complementary technology
Firmographics
• Annual revenue
• Employee size
• Industry
• Location
• Hiring, funding, social
media activity, website
details, etc.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Understand existing technology installed
17
Additional filters for greater targeting
• Closed lost opp dates
• Recent last engagement dates
• Recent behavior score change
• Recent job title change
• Funding event
• Recent pricing page or “contact us” page
visit
• Chatbot interaction
• Intent
Competitive
technology
installed
Competitive
technology
added
Install dataComplementar
y technology
Datanyze
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Using intent signals to capture online body language
18
Intent data completes
the data picture beyond
what you can track on
your web properties and
assets.
Identify which accounts
are researching:
• Topics related to your
products or services
• Your company
• Your competitors
Review sites like G2 Crowd
that pass over account-level
behavior data as a service
– Example: accounts
comparing Marketo
Engage vs. competitive
marketing automation
technology
First-party intent data
• Data gathered from
publisher networks to
understand what
companies are
researching and at what
level of activity
• If an account is
researching topics related
to your products/services
and it’s at a high activity,
data is captured and
passed into CRM on
account object
Third-party intent data
Shift from macro-campaigns
to micro-moments
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Marketers are storytellers
The traditional marketing story
The linear buyer’s journey
20
Sponsored
program
Email
nurture
Webinar Direct mail Opp
Purchas
e
Buyer
Who has a challenge
Products exist to
address the challenge
Intro our product
Why our
product is better
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Welcome micro-campaigns
• Marketers will shift from macro-campaigns to micro-campaigns, which are automated
campaigns where we listen for a buyer’s behaviors and respond with relevant content.
• For example, buyers consume content on your website. Do you follow up with the next relevant
piece of content in real time, or do you wait?
• Why are micro-campaigns with automated emails better?
21
higher open rates
261%
higher click-to-open
rates
157%
higher click-through
rates
833%
more efficient at
generating a sales
opportunity
7,675%
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Summing it up
1. Marketers will focus on what they can
control.
2. B2B buyers will expect B2C experiences.
3. Marketing assisted outbound will become
critical to the business.
4. Micro-campaigns will rule.
22
Copyright © 2020 Adobe. All rights reserved.
Adobe, the Adobe logo, Adobe Experience Cloud, and Marketo are either registered trademarks or trademarks of Adobe in the United States and/or other countries.

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The New Age of Marketing: Predicting, Planning and Prepping for 2021

  • 1. The New Age of Marketing: Predicting, Planning, and Prepping for 2021 Michael Madden | Director of Commercial Demand Generation,Adobe Experience Cloud
  • 2. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Agenda 1. Quick introduction 2. How COVID-19 disrupted demand gen in 2020 3. Four marketing predictions for 2021 4. Questions 2
  • 3. ©2020 Adobe. All Rights Reserved. Adobe Confidential. About me (Michael Madden) Background • Started at Marketo in June 2015 • Lived through two acquisitions—Vista and Adobe • Marketo Certified Solutions Architect • Running Americas Demand Gen for Adobe Experience Cloud Five things I’ve learned sinceWFH 1. There is a point where hats cannot contain my hair. 2. Buy Home Depot stock—I’m contributing to most of their revenue. 3. You CAN have Oreos for lunch. 4. Puppies make everything better. 5. I’m ready for HGTV. 3
  • 5. ©2020 Adobe. All Rights Reserved. Adobe Confidential. How COVID-19 changed demand gen in 2020 5 • Hundreds of physical events canceled across Adobe DX, including Summit • Event teams quickly pivoted to virtual events and webinars Events • AQL volume began to mimic economic indexes • Meeting cancellation rates hit 50%–60% • Demand bottomed out around March 23 Lead flow • WFH changed how we can (and cannot) target our prospects • The shift to digital also shifted our dollars and technology investments Technology • The ways in which prospects engaged with us changed • Messaging/content pivoted to lead with empathy, focused on being there for people rather than selling our products Engagement • COVID-19 crushed our Q2 plans and created an environment where much of what we had planned for would never have worked • The focus needed to shift to what we can control Focus
  • 6. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Where 2020 leaves us 1. Still uncertain 2. Budgets will be tight 3. Revenue targets will go up like any other year 4. Headcount might be flat or down 5. No more physical events 6. “Business critical” has a stronger meaning 6
  • 7. Focus on what we can control
  • 8. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Shifting the focus from “what we do” to “what we control” Pre-COVID Normal distribution of spend across various digital channels like content syndication, paid social, sponsored emails, etc. In-person events aimed to accelerate open pipeline as well as create pipeline within key sales accounts. A healthy program mix of free programs like lead nurturing, batch emails, and webinars. Post-COVID Less risk-taking on new vendors or vendors that haven’t fulfilled expectations in 2020. Marketers expected to double down on what works even if that means a less diversified channel spend. Virtual events will continue to engage audiences, from early- and mid- to late-stage buyers. Dollars don’t necessarily mean impact. Marketers will optimize their websites, A/B test everything, and be available for the longer team needs to drive the business forward. A marketer’s sphere of influence More free, less paid Virtual events, new technology Focused investments on proven impact Free program mix Pipeline acceleration Diversify spend 8
  • 9. B2B buyers will expect B2C experiences
  • 10. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Intent Predictive account score High behavior score Key web activity Right account, right industry Closed lost opportunity Decision maker Competitive technology installed SalesMarketing Who you thought your buyers were Sales qualified lead 10
  • 11. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Who your buyers really are Identity • Parents • Alumni • Athletes • Pet owners • Volunteers Interests • Theater • Cooking • DIY home projects • Hiking • Exercise Personal values • Hedonism • Loyalty • Patience • Family • Motivations 11
  • 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Leads will become people, marketing will be more relationship-based • For some, 2020 reminded us who we are, what makes us “us,” what drives our happiness. • We won’t just be marketing to leads, but to real people with real values/interests/beliefs. • If we want to connect and form strong relationships, it’ll require us to go beyond their demographics and firmographics. • Marketers will succeed if they can find the human element in B2B marketing. 12
  • 14. ©2020 Adobe. All Rights Reserved. Adobe Confidential. What is marketing-assisted outbound? Using third-party data signals, marketing can surface leads/accounts that are currently in the market to buy products and services but have yet to perform the necessary behaviors to qualify as inbound leads. 14
  • 15. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Lead priority SLA P1 P2 P3 P4 Marketing inbound Marketing outbound Lead priorities and coverage across sales Hand raisers Engaged Known intent Unknown intent Category Criteria Qualification Demo & contact me Behavior & account score threshold Active lead & account surge Account surge without lead 30 minutes 4 hours 48 hours 48 hours 15
  • 16. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Predictive account scoring and why it works 16 High predictive account fit Your customer list • Who are your best customers? Who are not? • What characteristics make them sticky? • Core ICP accounts Technology installed • Competitive technology • Minimum technology requirements • Complementary technology Firmographics • Annual revenue • Employee size • Industry • Location • Hiring, funding, social media activity, website details, etc.
  • 17. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Understand existing technology installed 17 Additional filters for greater targeting • Closed lost opp dates • Recent last engagement dates • Recent behavior score change • Recent job title change • Funding event • Recent pricing page or “contact us” page visit • Chatbot interaction • Intent Competitive technology installed Competitive technology added Install dataComplementar y technology Datanyze
  • 18. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Using intent signals to capture online body language 18 Intent data completes the data picture beyond what you can track on your web properties and assets. Identify which accounts are researching: • Topics related to your products or services • Your company • Your competitors Review sites like G2 Crowd that pass over account-level behavior data as a service – Example: accounts comparing Marketo Engage vs. competitive marketing automation technology First-party intent data • Data gathered from publisher networks to understand what companies are researching and at what level of activity • If an account is researching topics related to your products/services and it’s at a high activity, data is captured and passed into CRM on account object Third-party intent data
  • 20. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Marketers are storytellers The traditional marketing story The linear buyer’s journey 20 Sponsored program Email nurture Webinar Direct mail Opp Purchas e Buyer Who has a challenge Products exist to address the challenge Intro our product Why our product is better
  • 21. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Welcome micro-campaigns • Marketers will shift from macro-campaigns to micro-campaigns, which are automated campaigns where we listen for a buyer’s behaviors and respond with relevant content. • For example, buyers consume content on your website. Do you follow up with the next relevant piece of content in real time, or do you wait? • Why are micro-campaigns with automated emails better? 21 higher open rates 261% higher click-to-open rates 157% higher click-through rates 833% more efficient at generating a sales opportunity 7,675%
  • 22. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Summing it up 1. Marketers will focus on what they can control. 2. B2B buyers will expect B2C experiences. 3. Marketing assisted outbound will become critical to the business. 4. Micro-campaigns will rule. 22
  • 23. Copyright © 2020 Adobe. All rights reserved. Adobe, the Adobe logo, Adobe Experience Cloud, and Marketo are either registered trademarks or trademarks of Adobe in the United States and/or other countries.

Editor's Notes

  1. What We Do Invest across multiple channels to diversify spend and optimize cost per opportunity In-person field marketing events to accelerate pipeline and drive opportunities within key accounts Reasonable mix of nurture, batch emails, webinars, and other ‘free’ campaigns What We Control Invest in web optimization, particularly: Form conversion rates High value web pages Hand-raiser paths Chat Bounce rates Stronger emphasis on A/B Testing
  2. Marketers have a story to tell and it usually looks something like this (arrow to right). We see three main problems with how stories are told: The stories are too long The stories rely on a linear buyer’s journey The stories rely on the buyer seeing most if not all of the story The buyer’s journey isn’t linear, and buyer’s only see parts of your story.