The Evolution of Marketing from Campaigns to Moment

Transcript

1. The Evolution of Marketing from Campaigns to Moments “Closing the Experience Gap with Digital Intelligence” By Stefan Callebaut
2. ©2022 Adobe. All Rights Reserved. Adobe Confidential.
3. ©2022 Adobe. All Rights Reserved. Adobe Confidential. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Experience is now the #1 driver of brand choice. As consumer expectations accelerate, customer experiences must evolve. 1.6x Revenue Growth 1.7x Customer Retention 1.5x Employee Satisfaction 1.9x Average Order Value
4. ©2022 Adobe. All Rights Reserved. Adobe Confidential. “As Marketing and CX align, MarTech must shift from Campaigns to Moments.” Forrester – “The Moments-Based Evolution Of Enterprise Marketing Technology” - 2021
5. ©2022 Adobe. All Rights Reserved. Adobe Confidential. The time is ripe for Personalisation at scale.
6. ©2022 Adobe. All Rights Reserved. Adobe Confidential. The time is ripe for Personalisation at scale Personalization is delivering a customized experience to the right customer on the right channel.
7. ©2022 Adobe. All Rights Reserved. Adobe Confidential. The time is ripe for Personalisation at scale Personalization at Scale is being able to do that for every customer on every channel in real time.
8. © 2021 Adobe. All Rights Reserved. Adobe Confidential. a Personalization at Scale Customer Journey 9 Receives promotional email Links to mobile website Downloads App Reads reviews on website Purchases online Picks up in-store
9. ©2022 Adobe. All Rights Reserved. Adobe Confidential. The Biggest Personalization at Scale Hurdles Data Silos How do you structure and unify all of your data? Privacy and Security How do you ensure proper data governance, privacy, and security? Content Velocity How do you keep up with the massive content requirements for Personalization at Scale? Cross-channel coordination How do you make every step in the journey feel connected? Knowing the right next step How do you move from from experimenting with personalization to operationalizing it?
10. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Omni-channel Commerce Orchestration AI/ML Optimization Decisioning Creation Content Activation Asset Management Dynamic Assembly Workflows Activation Analytics Collaboration Audiences Analytics / Profile / Governance / Collaboration / Activation Creation / Asset Management / Workflows Orchestration / Channels / Decisioning / Optimization / Omni-channel Commerce Delivering the right experience to every customer on every channel in the right context, in real time. Governance & Privacy Personalization at Scale Real-time Customer Profile Data & Insights Three Pillars of Personalization at Scale Collaboration Content & Customer Journeys Data Collection & Query AI/ML
11. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Data & Insights Analytics / Profile / Governance / Collaboration / Activation Content & Collaboration Creation / Asset Management / Workflows Journeys Orchestration / Channels / Decisioning / Optimization Personalization at Scale “Adobe starts generating dividends from its radical tech platform overhaul. The strategy is underpinned by an ambitious technology vision for the Adobe Experience Cloud as a modular portfolio of platform, services, and applications.” - Forrester ““Adobe offers differentiating customer data management capabilities for profile and identity management, as well as for real-time segmentation and data enrichment for enhanced personalization.” - Gartner “Adobe is a Leader in this Magic Quadrant. Adobe’s roadmap includes Adobe Journey Optimizer, an application combining Campaign features with AEP’s native AI-powered churn mitigation and fatigue detection functions.”- Forrester “Adobe leads with a strong vision and solid community and collaboration capabilities. Its key acquisition of Workfront since our last evaluation boosts its capabilities in collaboration and workflow, making it more agile and efficient in getting content to market.” - Forrester Integrated Platform Real-time Action Omni-channel Orchestration Complete Content Lifecycle The Adobe Difference
12. © 2021 Adobe. All Rights Reserved. Adobe Confidential. CLOUD APPLICATIONS CATEGORIES PLATFORM SERVICES Experience Cloud has the technology to help you Data | Sensei | Content Adobe Experience Platform Adobe Analytics Adobe Customer Journey Analytics Adobe Audience Manager Adobe Campaign Adobe Experience Manager Adobe Commerce Adobe Marketo Engage Adobe Journey Optimizer Adobe Real-Time CDP Adobe Workfront Adobe Target Segmentation Ingestion Privacy & Governance Profile Query AI/ML Destination Content & Commerce Data Insights & Audiences Customer Journeys Marketing Workflow Adobe Experience Cloud Identity
13. © 2021 Adobe. All Rights Reserved. Adobe Confidential. CLOUD APPLICATIONS CATEGORIES PLATFORM SERVICES Experience Cloud has the technology to help you Data | Sensei | Content Adobe Experience Platform Adobe Analytics Adobe Customer Journey Analytics Adobe Audience Manager Adobe Campaign Adobe Experience Manager Adobe Commerce Adobe Marketo Engage Adobe Journey Optimizer Adobe Real-Time CDP Adobe Workfront Adobe Target Segmentation Ingestion Privacy & Governance Profile Query AI/ML Destination Content & Commerce Data Insights & Audiences Customer Journeys Marketing Workflow Adobe Experience Cloud Identity
14. ©2022 Adobe. All Rights Reserved. Adobe Confidential. As customers grow, so does the amount of teams, tools and data, making it difficult to access and use all available data for personalization.
15. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Stages of data management maturity for Personalization @ Scale. Email Marketing Stage 1 Email Marketing is the center of my data and insights Paid Media Analytics Content Creation Sales CRM • Email records w/ basic attributes • Marketing Data • Known Email Records Webinar
16. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Stages of data management maturity for Personalization @ Scale. Email Marketing Stage 1 Email Marketing is the center of my data and insights Paid Media Analytics Content Creation Sales CRM • Email records w/ basic attributes • Marketing Data • Known Email Records Webinar • More integrated lead & account data • More Integrated Sales and MKTG data • More automated data collection Transition 1
17. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Stages of data management maturity for Personalization @ Scale. Email Marketing Stage 1 Email Marketing is the center of my data and insights Marketing Automation Stage 2 Marketing Automation is the center of my data and insights Paid Media Analytics Content Creation Sales CRM • Email records w/ basic attributes • Marketing Data • Known Email Records Webinar • Built-in Customer Data MGMT for primarily known customer records Only! • Integrated lead and account records powering cross- channel sales and marketing campaigns • Integrated Sales & Marketing Data, Audience Creation, Activation and Artificial Intelligence • More integrated lead & account data • More Integrated Sales and MKTG data • More automated data collection Adobe Analytics Adobe Target AEM Ad Cloud Non-Adobe Apps Magento Digital Doc MGMT Creative Cloud Transition 1
18. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Stages of data management maturity for Personalization @ Scale. Email Marketing Stage 1 Email Marketing is the center of my data and insights Marketing Automation Stage 2 Marketing Automation is the center of my data and insights Paid Media Analytics Content Creation Sales CRM • Email records w/ basic attributes • Marketing Data • Known Email Records Webinar • Built-in Customer Data MGMT for primarily known customer records Only! • Integrated lead and account records powering cross- channel sales and marketing campaigns • Integrated Sales & Marketing Data, Audience Creation, Activation and Artificial Intelligence • More integrated lead & account data • More Integrated Sales and MKTG data • More automated data collection • More data (known, pseudonymous, post-sales) • More consolidated data & ID MGMT • More centralized audience creation Adobe Analytics Adobe Target AEM Ad Cloud Non-Adobe Apps Magento Digital Doc MGMT Creative Cloud Transition 1 Transition 2
19. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Stages of data management maturity for Personalization @ Scale. Email Marketing Stage 1 Email Marketing is the center of my data and insights Marketing Automation Stage 2 Marketing Automation is the center of my data and insights Stage 3 Customer Data Platform is the center of my data and insights Paid Media Analytics Content Creation Sales CRM • Email records w/ basic attributes • Marketing Data • Known Email Records Webinar • Built-in Customer Data MGMT for primarily known customer records Only! • Integrated lead and account records powering cross- channel sales and marketing campaigns • Integrated Sales & Marketing Data, Audience Creation, Activation and Artificial Intelligence • More integrated lead & account data • More Integrated Sales and MKTG data • More automated data collection • Advanced and dedicated data MGMT for virtually any Known AND Pseudonymous data profiles • Unified profile-powered customer experiences involving any channel and all enterprise teams • Centralized Audience Creation, Data Governance, Audience Activation, and Artificial Intelligence • More data (known, pseudonymous, post-sales) • More consolidated data & ID MGMT • More centralized audience creation Adobe Analytics Adobe Target AEM Ad Cloud Non-Adobe Apps Magento Digital Doc MGMT Creative Cloud Customer Data Platform All Other Adobe Apps Non-Adobe Apps Legacy Customer Service IT / Data Systems Operations (Marketo Engage) Transition 1 Transition 2
20. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Access more data and elevate your personalization by combing Marketo Engage data with the rest of your known and pseudonymous customer data sources into the most complete view of lead and account profiles Real-Time CDP, B2B Edition For Marketo Engage Customers Pre-built Adobe Connector w/ Integration Advantages Multiple IDs, emails, accounts, CRM opportunities per profile Anonymous Profile Segmentation & Activation Faster data, higher limits with lower latency Adobe Experience Platform Connectivity Hybrid Profiles (B2C & B2B Data)** UNIFIED PROFILES & CENTRALIZED AUDIENCE CREATION, GOVERNANCE & AI Combine data from multiple instances of Marketo Engage with additional data sources into a single view of lead, account and opportunity profiles for centralized audience segmentation, predictive lead and account scoring and data governance, UNIFIED PSEUDONYMOUS PROFILE MANAGEMENT & SEGMENTATION View, segment and activate your unified audiences of pseudonymous profiles across pre-built Adobe and non-Adobe destinations using more complete 1st party data that you previously didn’t have access to for more precise and effective targeting and re- targeting engagement ACCESS TO MORE DATA, MORE CONNECTIVITY, LESS LATENCY Graduate from app-to-app audience syncing to the power and scale of Adobe Experience platform! Enjoy handling more data from more sources faster for more complete lead and account profiles, all inside a centralized audience segmentation engine with real-time audience streaming and lower latency across your Adobe and non-Adobe integrations **Requires the purchase of Real-Time CDP, B2P Edition Predictive Lead & Account Scoring* Predictive Person-to-Account Matching *Requires Adobe Marketo Engage Unified Account Profile – B2B Edition
21. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Use RTCDP to take advantage of untapped data sources across your organization for more complete profiles and more precise personalization Marketo Engage Data Pre-sales Data (Known) • Known Customer Data (Email, etc.) • Campaign Activity Data • Integrated CRM Data • Lead Qualification Data • Account Qualification Data • Website & Landing Pages Activity Additional Data Sources Pseudonymous Data • Pseudonymous Activity Data from any channel or tool Post-Sales Data • eCom & Transactional Data (POS, Purchases, etc.) • Product Adoption Data (Product Usage, etc.) • Customer Service Data (Call Center, Support, Sentiment, etc.) • Operational Data (Shipping, etc…) • Offline Data (In-person, Geo-location) • Regulated Data (Data requiring strict policies) • Loyalty System Data (Points, Status, rewards, redemption, etc.) Adobe Real-Time CDP, B2B Edition Governance Lead & Account Segmentation (Batch, Streaming, Edge) Identity Real-time Lead & Account Profiles AI/ML XDM
22. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Combine all Marketo Engage data w/ additional customer data sources inside Adobe RTCDP, B2B Edition to create more complete profiles for more precise targeting and personalization How It Works Combine Marketo Engage data with all pseudonymous activity data and all other customer data (ex: Post-Sales) across organization inside RTCDP, B2B Edition EXAMPLE: Ingest data from 6 Marketo Engages (w/ CRM Integrations) with web analytics data, customer service data, operational data and, legacy custom-built system data Combine Data 1 Create unified lead, account and opportunity profiles using combined data that update in real-time EXAMPLE: The Acme Inc. account profile shows that I have 2 open CRM opportunities to 2 different business units, both in different sales stages, along with all the recent individual activity from each person in each buying group Unify Profiles 2 Segment a precise list of people inside RTCDP using all possible combined attributes from all Marketo Engage and non-Marketo Engage data EXAMPLE: Show me all CMOs across all data sources that are from tier 1 target accounts with a predictive engagement score of 80 or higher, and have not attended my monthly thought leadership webinar yet Segment Audience 3 Activate the unified precise audience into any Marketo Engage instance for campaign setup EXAMPLE: View the audience of lead profiles as a static list inside Marketo Engage, now ready to be used by smart campaigns Call-out: CDP will write net-new lead record inside Marketo Engage if lead profile doesn’t already exist inside that Marketo Engage instance Activate Audience 4 Engage your audience using the power and scale of Marketo Engage’s smart campaign automation EXAMPLE: Setup webinar program and invite the audience to next month’s thought leadership webinar 5 Deploy Campaign
23. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Marketo Engage + RTCDP, B2B Edition 25 BETTER TOGETHER Adobe RTCDP (B2B EDITION) Industry’s #1 Marketing Automation App Industry’s first and most powerful Customer Data Platform for B2B Future-proof B2B data management with maximized data utilization and personalization @ scale, built on industry-leading modern technology • Integrated 1st party CRM & Marketing Data • Lead & Account Scoring & Qualification • Cross-channel Automation & Orchestration • Intelligent Cross-channel Nurturing • Account-based Marketing • Sales Engagement Applications • Combined known and pseudonymous data • Unified, Real-time Lead, Account & Opportunity profiles • Centralized Drag & Drop Audience Segmentation • Unified Pseudonymous Profiles & Audience Management • Complete Tag Management & Event Forwarding • Dedicated Identity Management w/ Cross-Device Graph • Centralized Audience Segmentation, Data Governance, Activation & AI using unified data • Predictive Person-to-Account Matching • Predictive Lead & Account Scoring • Single, complete view of unified, real-time lead and account profiles, including pseudonymous profiles • Consolidated Sales CRM, Marketing, ABM and all other engagement activity data from multiple instances • Centralized audience creation and activation using uniform data model and fields across • More precise targeting and personalization across Marketo Engage channels and paid media using unified data • Unified, real-time data for exporting into reporting and attribution tools • Unified identity resolution with multiple IDs and emails per profile • Unified predictive lead and account scoring and lead-to- account matching • Unified pseudonymous profile activity, audience creation and activation • Handle more data sources and activation integrations across enterprise ENGAGEMENT DATA MANAGEMENT Adobe Marketo Engage Pairing RTCDP, B2B Edition with Marketo Engage keeps your data and insights unified and centralized, enabling you to maintain and enhance personalization at scale as your business grows
24. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Using the Adobe Experience Cloud we help you to close the Experience Gap using Data Intelligence.
25. Thank you!
26. Stefan Callebaut Solution Consultant & Roadmap Ambassador Customer Journey Solutions - Adobe Email: callebau@adobe.com LI: https://www.linkedin.com/in/stefan-callebaut-b58b20b/