Hear Adobe's story about incorporating call intelligence into their marketing strategy.

1. Ty Briggs
Campaign Marketing Mgr
@briggs_ty

3. From Customer Journey to Omnichannel
Tyler Briggs | Global Campaign Strategy, Adobe

4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EXPERIENCE
MATTERS

5. A Customer Journey: Marc

6. Marc

7. Big
Bonus!
Marc | Banker

9. Marc |
BankerConsidering: Home
Theater

10. Marc |
BankerResearching: Home
Theater

11. best ultra high def|inition tv
best ultra high definition tv
best ultra high definition television
best ultra high definition monitor
best buy ultra high definition tv

12. best ultra high def|inition tv
best ultra high definition tv
best ultra high definition television
best ultra high definition monitor
best buy ultra high definition tv
Manufacturers Need You to Buy
an Ultra-High-Def 4K TV. Save
Your Money
BY ROBERTO BALDWIN 01.08.13 | 6:30 AM | PERMALINK
(65) Comments
+ unhide article
audiophile  6 hours ago
This is extremely new technology – I don’t recommend
buying this unless you want to be the industry’s beta tester!

13. Manufacturers Need You to Buy
an Ultra-High-Def 4K TV. Save
Your Money
BY ROBERTO BALDWIN 01.08.13 | 6:30 AM | PERMALINK
(65) Comments
+ unhide article
audiophile  6 hours ago
This is extremely new technology – I don’t recommend
buying this unless you want to be the industry’s beta tester!
Samsung UN85S9 85-
Inch 4K Ultra HD
120Hz 3D Smart LED
TV
BY SAMSUNG
+ unhide article
 15 customer reviews
Price $3,997.99 & FREE Shipping. Details
Low Price Guarantee
2% back in Rewards
Enhanced delivery
Only 2 left in stock
Ships from and sold by Amazon.com
• 4K Ultra HD with Micro Dimming: Best picture
quality
• 120Hz Refresh Rate: Better for general
viewing, video games, action movies, and
sports
> See more product details

14. Samsung - S9 - 85" Class
(84-1/2" Diag.) - LED - 4K
Ultra HD TV (2160p) -
120Hz - Smart - 3D - HDTV
$3,997.98
IN STORE ONLY
This Samsung S9 UN85S9AFXZA HDTV features
2160p (4K) resolution for clear visuals. To build
a complete 3D home theater system, we
recommend you purchase a 3D Blu-ray player,
high-speed HDMI cable and an A/V receiver that
is compatible with 3D products.
MODEL: UN85S9AFXZA | SKU: 8908129
CUSTOMER RATING: 4.8 (4 customer reviews)
Samsung UN85S9 85-
Inch 4K Ultra HD
120Hz 3D Smart LED
TV
BY SAMSUNG
 15 customer reviews
Price $3,997.99 & FREE Shipping. Details
Low Price Guarantee
2% back in Rewards
Enhanced delivery
Only 2 left in stock
Ships from and sold by Amazon.com
• 4K Ultra HD with Micro Dimming: Best picture
quality
• 120Hz Refresh Rate: Better for general
viewing, video games, action movies, and
sports
> See more product details

17. 17
4K tv re|liability
4K tv reliability
Sony 4K tv reliability
4K tv resolution
4K tv refresh rate
BestBuy.com – 4K HDTVs At Best Buy®
www.bestbuy.com/TVs
The Brilliant New Way To Watch TV. Learn & Shop Best Buy®
Now!
Best Buy has 191,422 followers on Google+
125 18th St. Anywhere, Earth – (123) 456-7890
Ad
Geek Squad Care
With Geek Squad®
Reliability Is Included
Extended Warranty
Get Extended Warranties
With Your Best Buy Visa

18. 18
4K tv re|liability
4K tv reliability
Sony 4K tv reliability
4K tv resolution
4K tv refresh rate
BestBuy.com – 4K HDTVs At Best Buy®
www.bestbuy.com/TVs
The Brilliant New Way To Watch TV. Learn & Shop Best Buy®
Now!
Best Buy has 191,422 followers on Google+
125 18th St. Anywhere, Earth – (123) 456-7890
Ad
Geek Squad Care
With Geek Squad®
Reliability Is Included
Extended Warranty
Get Extended Warranties
With Your Best Buy Visa
If You Don't Think 4K TV Is Freaking
Awesome, There's Something Wrong
With You
Sam Biddle
Filed to: OP-ED 1/15/13 11:00am
Ads by Google
Best Buy 4K TV Sale
4X The Resolution of 1080p Free Shipping on all 4K TVs
www.bestbuy.com/4k
CES is mostly useless, sure, and most of the trillion
dinky things trotted out like chrome and plastic
show chihuahuas will wind up in landfills. But CES
is worth it just to give 4K, Ultra HD TV its big debut.
And if you're not amazed by it, I'm afraid you're an
idiot.
The entirety of CES was both an ornate celebration
and obnoxious whine-fest about 4K television. The
charges are simple:

19. Event Reminder!
4K Ultra HD TV In-
Store Experience
Today.

20. 20

23. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EXPERIENCES
MATTER

24. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CHANGING THE WORLD THROUGH
DIGITAL EXPERIENCES

25. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ADOBE CREATIVE CLOUDADOBE DOCUMENT CLOUDADOBE MARKETING CLOUD

26. 26

27. 27
It’s Not About Who You Know…
Say It…Don’t Spray It
More Cowbell With The Right Tools

28. Devices &
Engagement Points Data
Partner
Data
Datalogix
Exelate
AddThis
Epsilon
Experian
LiveRamp
BlueKai
Acxiom
Quantcast
1st
2nd
3rd
Channels &
Mediums
Email
Search
Messagi
ng
POS
Call
Center
IVR
Display
Social
Web
App
CRM

29. 29
THEM US

30. 30
Quantitative Customer Data Qualitative Customer Data
PERSONA

31. 31
Not meant to be a perfect or exact definition of a title or functional
area
What is a persona? What is it not?
1. A persona is a hypothetical humanized representation of an
identified audience.
2. Gives you deeper insight into an individual leader
3. Helps you build trust and credibility with that leader

32. 32
Discover
Explore
Buy
Retain
Persona: MarketingLeader
TITLES VALUESDURINGCONSIDERATION ROLEINPURCHASE
• Titles:Director and/or VPofMarketing,
Online,Communications, Digital
Marketing,Web Analytics,Strategy,
Director ofMarketingOperations
• Innovation, anythingthat allowsthem to besmarter
and looksmarter
• Price,ROI,dashboard to showresults
• Ability to makeamark and move up in thecompany
• Moreactionableinformation like:better segmentation,
simplification ofworkflow,prediction and modeling,
better attribution, andconversion insight
• Integration of marketingtools
• Impact on headcount andbudget
• Buildsbusinesscase and presentsfor final
approval
• Assesses alignment with team’skeyinitiatives
• Analyzesalternativesagainst criteriaand
requirements
• Weighsneeds of all stakeholders
• Negotiateswith and selects winningvendor
with input fromstakeholders
• Drivesprocurementprocess
BUYING STAGEINVOLVEMENT FEARS PREFERREDINFO.SOURCES ATTITUDE
Low High
• Inability to showsuccessor failures
• Shrinkingor flat marketingbudgets,
hittingbudgets
• Inability to get company buy-in,inability
to absorbchange
• Inability to demonstrateneed for new
toolsandinnovation
• Not hiringor findingtheright people
• Beingstrategic with mobileand social
• Beingleft behind—digitaldistress
• Personalnetwork
• Ad/PRagenciesandconsultants
• Ask staff to do thehomework
• Analyst reports
• Analytical, seekinganswers
• Collaborativeleader
• Strongpersonality
• Problem identifier & problem solver

33. 33
It’s Not About Who You Know…
Say It…Don’t Spray It
More Cowbell With The Right Tools

34. receives email
checks
reviews
researches via
mobile site
calls company
goes online
purchases in-
store
makes an
exchange

35. 35
DISCOVER
EXPLORE
EVALUATE
BUY
• Content Syndication
• Display Advertising
• Paid Social
• Discover Email
• 3rd Party Webinars
• SEM/SEO
• PR
• Conference
Sponsorship
• Website
• SEM
• Social
• Door Openers
• Direct Mail
• Call Blitzes
• Roundtables
• Solution
webinars
• Social
• Solution
Nurture Emails
• Networking
events
• Phone call
• Sales
Enablement
• Partner/Chan
nel
CHANNELS ALONG THE CUSTOMER JOURNEY

36. 36
DISCOVER
EXPLORE
EVALUATE
BUY
• Thought leadership
• Brand awareness
• Use case
• Problem
identification
• Problem solving
• Solution
specific
• Benefits and
features
• Differentiation
from the
competition
• Price
MESSAGING ALONG THE CUSTOMER JOURNEY

37. “DAVID”
“AMBER”
“NATASHA”
“AMANDA”
Looking for what’s
trendy
this season
Walking by a local store
Abandoned her online
shopping cart
The product she
wanted is sold out
online
VISIT
OUR STORE
NEAR YOU
JOIN OUR
LOYALTY
CLUB
THANK YOU
FOR YOUR
PURCHASE
OPEN THE
APP FOR
YOUR DEAL
VISIT THE
OUTDOOR
DEPARTMENT
AMBER,
SAVE 25%
ON SHOES
AMBER,
SAVE 25%
ON SHOES
THANK YOU
FOR YOUR
PURCHASE
CALL US
ABOUT THE
SOLD OUT
ITEM
10% OFF
AND FREE
SHIPPING
THANK YOU
FOR YOUR
PURCHASE
Frequency | Recency

38. 38
It’s Not About Who You Know…
Say It…Don’t Spray It
More Cowbell With The Right Tools

39. 39
Example of Experience Business
Connect me to all
inventory Know my email Know my cell People know me RecommendationsCare about exp.
SMS
Reminder
In-Store
Pick-up
Follow-up email with
experience survey
Retention
Email
Mobile App
Order
Confirmation
Mobile
Order
Phone
Call

40. 40
Example of Experience Business
Connect me to all
inventory Know my email Know my cell People know me RecommendationsCare about exp.
SMS
Reminder
In-Store
Pick-up
Follow-up email with
experience survey
Retention
Email
Mobile App
Order
Confirmation
Mobile
Order
Phone
Call

41. 41
Example of Experience Business
Connect me to all
inventory Know my email Know my cell People know me RecommendationsCare about exp.
SMS
Reminder
In-Store
Pick-up
Follow-up email with
experience survey
Retention
Email
Mobile App
Order
Confirmation
Mobile
Order
Phone
Call

42. 42
It’s Not About Who You Know…
Say It…Don’t Spray It
More Cowbell With The Right Tools
• Talk to your customers
• Get to know your data
• Develop personas
• Evaluate marketing mix
• Align messaging to stage
of the customer journey
• Invest in the technology that
your customers care about
• Connect the tools to deliver a
seamless customer experience

43. Thank You!
Tyler Briggs | Global Campaign Strategy, Adobe