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Persona Marketing and Lead Nurturing - Simon Morris, Adobe

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Persona Marketing and Lead Nurturing - Simon Morris, Adobe

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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Persona Marketing and Lead Nurturing
Simon Morris | Director, Demand Marketing EMEA
@smorris75
1
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Challenges
Focus Speed Alignment
3
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Persona - Multi Dimension View
Hierarchy
Area of Interest
DigitalAnalyst
DigitalMarketer
WebContent
Marketer
SocialMarketer
…
4
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personas driving our contact acquisition strategy
CMO
Digital Marketer
Digital Analyst
Web Content
Search & Media
Social Marketer
eCommerce
WANTED
Persona Build GAP Analysis
5
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Building our Personas
6
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Persona Marketing and Lead Nurturing - Simon Morris, Adobe

  • 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Persona Marketing and Lead Nurturing Simon Morris | Director, Demand Marketing EMEA @smorris75 1
  • 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Challenges Focus Speed Alignment 3
  • 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Persona - Multi Dimension View Hierarchy Area of Interest DigitalAnalyst DigitalMarketer WebContent Marketer SocialMarketer … 4
  • 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personas driving our contact acquisition strategy CMO Digital Marketer Digital Analyst Web Content Search & Media Social Marketer eCommerce WANTED Persona Build GAP Analysis 5
  • 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Building our Personas 6
  • 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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)
  • 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Defining the Persona  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 WHO  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 WHERE  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 WHY
  • 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Persona Profiling Percentage of our database this persona represents: PROFILE Job role: key activities and deliverables for which this persona is responsible 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: Number of contacts in our database: Total audience size: Photo PROFILE (cont’d) Buying center: entity that holds the budget for a purchase • Marketing/line of business • eCommerce • IT 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 PROFILE (cont’d) 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 PROFILE (cont’d) 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 DAILY ACTIVITIES Projects: What types of projects is the persona working on? • 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 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. ATTITUDES (cont’d) 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
  • 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Messaging and Content 10
  • 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Messaging Strategy 1. ENGAGEMENT MESSAGE 2. SOLUTION MESSAGE 3. REINFORCEMENT MESSAGE 4. VALUE MESSAGE Adobe Experience Manager
  • 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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 Solution Messages Reinforcement Messages Value Messages Source: Michael Gospe, Jr., The Marketing High Ground (2011) 12
  • 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Gating Strategy Balancing Act Increase level of awareness and market penetration around Adobe Digital Marketing solutions Increase visitor conversion 13
  • 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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 14
  • 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Gated Content  Content adding industry perspectives  Adobe Indexes  Analysts Reports  Market Insights and studies  Industry Surveys  Content offering competence and expertise  Webinars  Trainings 15
  • 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Integrated Marketing Program Creative Landing page Email HTML Online banners Video infographic Blog post SEM Social media amplification Breakfast seminar Content syndication 16
  • 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing Automation and Lead Nurture 17
  • 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Why bother? Footer Text 18 “Nurturing is a critical way to keep prospects engaged and headed down the path to purchase” • Produce a predictable stream of high quality leads for the inside sales team Primary Goal
  • 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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 Footer Text 19
  • 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Lead Scoring Footer Text 20 Explicit / Demographic Implicit / Behaviour Contact Score
  • 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personas in Action 1.0 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 1 2 3 21
  • 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile Apps Wave 1 DAM Wave 3 DAM Wave 2 DAM Wave 1 WCM Wave 1 WCM Wave 2 Mobile Apps Wave 3 Mobile Apps Wave 2 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 Personas in Action 2.0 22
  • 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. One Program, 3 Personas… 23
  • 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Nurturing Programs - Style 24
  • 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Nurturing Programs - Layout  Reduced Banner by 30%  Contributed to improving the click through rate by 90%
  • 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Results Are In… 350% Increase in Form Submits 175% Open Rate Increase 2.5x Generated MQLs Vs Q313 51% Increase in SALs (Q313 V Q314)
  • 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Driving engagement through branded content 27
  • 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Yo, man - I need some clicks.OK, OK, I’ve got some choice clicks right here, yo.28
  • 29. © 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
  • 30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Solution: An integrated approach blogs.adobe.com/digitaleurope LinkedIn Content Ad Twitter 30
  • 31. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Result 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
  • 32. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Thank You! 32