Marketing Automation at Adobe
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This document discusses marketing automation strategies at Adobe, focusing on the customer journey and various marketing functions. It highlights the importance of lead scoring, attribution methods, and measuring marketing ROI through different multi-touch attribution models. Additionally, it provides resources and metrics for evaluating marketing effectiveness.
Marketing Automation at Adobe
- 1. © 2018 Adobe. All Rights Reserved. Adobe Confidential. Marketing Automationat Adobe May 27th 2020 1 Peter Bell EMEA Marketing Director,Adobe @peterbel
- 2. © 2018 Adobe. All Rights Reserved. Adobe Confidential.
- 3. © 2018 Adobe. All Rights Reserved. Adobe Confidential. Unleashing Accelerating Powering
- 4. © 2018 Adobe. All Rights Reserved. Adobe Confidential. Agenda 4
- 5. The Customer
- 6. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Customer Journey 6
- 7. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Customer Journey Prospects receive an average of 10 marketing touches from the time they enter the top of the funnel until they’re a closed-won customer 7
- 8. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Customer Journey 8 70% of customers cross 5+ channels when making purchasing decisions
- 10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Marketing Functions 10 Product & Industry Marketing Creative & CX Marketing Operations Customer Marketing Demand Generation Corporate Marketing
- 12. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Marketing Funnel 12
- 13. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Marketing Funnel 13
- 14. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Marketing Funnel 14
- 15. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Marketing Funnel 15
- 16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Lifecycle Model ▪ Model your lead stages and flow ▪ Buyer & Relevance activity triggers movement between stages ▪ Tailor campaign messages and offers to buyer journey stage 16
- 17. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Lead Stages & Content 17
- 18. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Lead Scoring 18 Product Score Account Score BehaviourScore Decay Demographic Score Customer acquisition Retention Cross/Upsell Good Demographic fit? Purchasing Behaviour? Good Firmographicfit? Product of Interest ?
- 19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Success Path Analyser ▪ View key metrics for your revenue model ▪ Visualize both flow (amount) and velocity (speed, in terms of days) of people through the stages ▪ Focus marketing efforts where buyers get stuck 19
- 20. Attribution “Tell which campaigns are having the most impact”
- 21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Attribution is Hard Multiple Touches Ten touches needed to convert a cold lead into a sale Multiple Influencers There are on average 5.1 people involved in the buying decision 21
- 22. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Methods to Measure Marketing ROI 22 SINGLE TOUCH ATTRIBUTION NON-WEIGHTEDMULTI- TOUCHATTRIBUTION WEIGHTED MULTI-TOUCH ATTRIBUTION
- 23. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Single Touch Attribution – First Touch Keyword Search 12 – 15 Months €100K €100K Opportunity LinkedIn PostFacebook Ad In-Person Event Sales Accepted
- 24. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Single Touch Attribution – Last Touch Keyword Search 12 – 15 Months €100K €100K Opportunity LinkedIn PostFacebook Ad In-Person Event Sales Accepted
- 25. © 2019 Adobe. All Rights Reserved. Adobe Confidential. UnweightedMulti-Touch Attribution Keyword Search 12 – 15 Months €25K €25K €100K Opportunity €25K€25K LinkedIn PostFacebook Ad In-Person Event Sales Accepted
- 26. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Weighted Multi-Touch Attribution 1. Time-Decay 2. U-Shapedor Position Based 3. W-Shaped 4. Full-Path 5. Custom 6. Machine-Learningrecommended
- 27. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Multi-Touch Attribution: W-Shaped Keyword Search Sales Accepted €30K €5K €100K €5K€30K LinkedIn PostFacebook Ad In-Person Event 30% 30%30% €100K Opportunity €30K
- 28. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Event MarketingMeasurement ▪ Multi Touch (MT) Ratio = Pipeline/ Investment ▪ >15 is Successful / < 10 is unsuccessful 28
- 29. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Resources for You • Download the ‘The Definitive Guide to Marketing Metrics and Analytics’ from Marketo.com • Download the Marketing Metrics and Analytics Cheat Sheet • https://www.marketo.com/resources/
- 30. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
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