The document discusses Adobe Campaign, its key capabilities for cross-channel marketing campaigns, and how it fits within the Adobe Experience Cloud. It outlines Adobe Campaign's capabilities for integrated customer profiles, targeted segmentation, cross-channel campaign orchestration, and integrated email. It also discusses Adobe Campaign's roadmap and strategy, including expanding into new channels, leveraging artificial intelligence, and integrating with the Adobe Experience Platform.

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ADOBE CAMPAIGN - CAPABILITIES,
ROADMAP, AND FIT WITH THE ADOBE
EXPERIENCE CLOUD
Bruce Swann
Group Product Marketing Manager, Adobe Campaign
August 6th, 2019

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• Key Capabilities
• Fit within Adobe Experience Cloud
• Vision
AGENDA
ADOBE CAMPAIGN – CAPABILITIES, ROADMAP AND FIT WITHIN ADOBE EXPERIENCE CLOUD

3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EXPERIENCE MATTERS

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MARKETER’S MANDATE
Campaign Orchestration
Customer Journey Management
Real-time Interactions
Personalization at Scale
Mobile Moments

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We lack a centralized place to create, automate, personalize and orchestrate
campaigns. Engagement data and channels aren’t integrated, making it difficult
to target the right customer with the right message.
CORE BUSINESS ISSUES
?
• Siloed campaigns, operational inefficiencies
• More campaign volume but diminishing conversions
• Declining revenue per message sent
• Inability to measure cross-channel campaign effectiveness
• Too many tools to manage

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MOBILE
Loyalty
Rewards
WEB
25% off
DIRECT MAIL
$15 off
Today Only!
SOCIAL
“Like” us
to win!
DISPARATE
SYSTEMS
EMAIL
Register
Now!
CHANNELS
OFFERS/
MESSAGES
A SILOED AND BROKEN EXPERIENCE

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Quarterly Catalog
CONTENT
ENTERPRISE
DATA
DIGITAL
INTERACTIONS
CROSS-CHANNEL CAMPAIGNS
INTEGRATED CUSTOMER PROFILE
RELEVANT & MEANINGFUL EXPERIENCE
Welcome Email
Channel Activation Push Notifications
Remarketing Email
Browse Products Call Center Inquiry
AN ORCHESTRATED CROSS-CHANNEL EXPERIENCE

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ADOBE CAMPAIGN
MATURITY MODEL
Maturity methodology
to help design your plan
for success
BEST IN CLASS
TECHNOLOGY
Technology tying
art & science to
bring magic to
every interaction
SERVICES FOR
SUCCESS
Flexible services to
accelerate the
achievement of
business goals
A comprehensive solution for the orchestration, launch and measurement of
personalized cross-channel marketing campaigns,
that fuel meaningful customer experiences.

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INTEGRATED
CUSTOMER PROFILE
TARGETED
SEGMENTATION
CROSS-CHANNEL
CAMPAIGN
ORCHESTRATION
INTEGRATED
EMAIL
AEC
INTEGRATIONS
Manage your
customers in a single
location
Personalize
experiences to each
customer
Present
individualized cross-
channel campaigns
Natively build and
execute your email
campaigns
Provide the next
best experience
agnostic of
channel
CAMPAIGN ANALYSIS & REPORTING
ADOBE CAMPAIGN

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EMAIL
Remarketing
Email
WEB
Research,
begin purchase
process
PUSH
App
Engagement
INTEGRATED CUSTOMER PROFILE
EMAIL
#2Channel
Activation
EMAIL
#1Welcome
Email
• Single, accessible view
• Consolidate channel preferences
• Online and offline data
• Campaign interaction history
DIRECT
MAIL
Product
Catalog

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• Complex segmentation strategies in cross-channel
campaigns
• Seamlessly create test groups and segments
• Align segments with optimal experience
• Personalization at scale
TARGETED SEGMENTATION
Segment A Segment B Segment C Exclusions
Direct Mail Email
Mobile SMS
+ Push
Websites +
Landing Pages

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CROSS-CHANNEL CAMPAIGN ORCHESTRATION
• Drag and drop interface for cross-channel
campaign design
• Define audience and segmentation strategy
• Access native email and mobile capabilities
from within a workflow
• Design multi-channel and multi-touch
campaigns

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Leverage
contextual data
such as location,
date/time, and
preferences
INTEGRATED EMAIL & MOBILE
• Native email and mobile content design
capabilities
• Seamless integration with Dreamweaver
• Integration with Adobe Experience Manager
• Personalized push, In-App, and SMS
notifications

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REPORTING AND ANALYSIS
• OOTB reports for cross-channel analysis
• Dynamic reporting
• Add custom fields and dimensions
• KPI Sharing with Adobe Analytics
• Personalized dashboards

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Adobe Campaign delivers personalized experiences across channels.
Save on bundled
products Go paperless!Go paperless!
Discover new
products
Browse to
compare quotes
Remarket offer
via email
Save on
checking bundle
Save on bundled
products
Save on bundled
products
Browse site
Product
confirmation
email
Click to call next
best offer
THE CROSS-CHANNEL JOURNEY
“Long time subscriber, considering other options.”
JAMIE
“First time user, downloaded app.”
AMBER
“A little old school, loves print.”
MARC
“Browsing website for latest products and subscriptions.”
EMMA

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24/7
Service
Target
Measurement
Event-triggers
Audience
Sharing
Content
Management
Content
Optimization
1:1 Email
Marketing
Marketing
At-scale
Channel
Activation
On-boarding
Campaigns
Marketing
Optimization
Cross-channel
Engagement
Journey
Managemen
t
Integrated
Marketing
Ecosystem
Personalization
Go Beyond
Email
10 COOL
THINGS YOU
CAN DO WITH
ADOBE
CAMPAIGN

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DATA
DELIVERY
CONTENT

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DATA-DRIVEN MARKETING
Adobe Campaign & Adobe Analytics
ü Insight to Action
ü Closed-loop & Iterative
ü Measurable
4. Attribution 3. Action on Insight
People Core Service Activation
1. Segment/Audience Analysis
2. Customer Intelligence

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ACTIVATE CROSS-CHANNEL EXPERIENCES
Adobe Campaign & Adobe Audience Manager
Audience Enrichment
Enhance your customer profile with behavioral data
Audience Cross-channel
Campaign
Look-Alike Modeling
Identify & convert your next best customer
Cross-channel
Campaign
Audience
X
✓
Advertising
Cloud
Look Alike
Modeling

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ASSET SHARING
Adobe Campaign & Assets Core Service

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Edit web page, emails,
landing pages and store
templates in a central
place, leveraging the
same DAM
Collaborate around
assets and digital
content from a
central content
manager
Adobe Campaign & Adobe Experience Manager
EXTEND COLLABORATION

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Adobe Campaign Standard Adobe Dreamweaver
WORLD-CLASS EMAIL EDITING
Adobe Campaign & Dreamweaver

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Default
Experience
Location #1
Experience
Las Vegas
Location #2
Experience
Massachusetts
Location #3
Experience
Denver
CONTEXTUAL EMAIL MARKETING
Adobe Campaign & Adobe Target

24. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CONNECT SALES AND MARKETING
Marketing Sales
Bettertogether

25. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
§ Click to edit Master text styles
§ Second level
§ Third level
§ Fourth level
§ Fifth level
CLICK TO EDIT MASTER TITLE STYLEAdobe Campaign
Dynamics 365 for Sales

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EMAIL & MOBILE
MARKETING
CAMPAIGN
ORCHESTRATION
JOURNEY
MANAGEMENT
IncreasingComplexity>>>
Increasing Customer Relevance >>>
Coordinate disconnected
marketing tactics that drive
engagement throughout each
phase of the customer journey.
Personalize,
automate and deliver
cross-channel campaigns.
Create and deliver deeply
personalized, contextually
relevant email marketing
programs that are consistent
across channels.
ADOBE CAMPAIGN: CROSS-CHANNEL MATURITY MODEL

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USE CASE EXAMPLE: EMAIL MARKETING
Personalization at
Scale

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5. Up-sell
Email
RECEIPT
BOOKING CONFIRMATIONS
CONGRATULATIONS
BOOKING CSQ
PAYMENT
REMINDERS
TRAVEL DOCS
PRE-BOOK
SEATS
UPSELL
PRICE
FLUCTUATIO
N
BOOKING
CHANGE
BOOKING
AMEND /
PROCESSING
BOOKING
CANCELLATION
PART
PAYMENT
FULL
PAYMENT
PRINT
DOCS
TICKET
DELAY
CONCIERG
E
ONLINE
CHECK-IN
ARRIVAL
35 disjointed communications
USE CASE EXAMPLE: EMAIL MARKETING & CAMPAIGN ORCHESTRATION

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3 DAYS
AFTER BOOKING
3 WEEKS
AFTER BOOKING
6 MONTHS
BEFORE ORLANDO
28 DAYS
BEFORE ORLANDO
3 WEEKS
BEFORE ORLANDO
CELEBRATION
HOLIDAY EXPERT
ITINERARY PLANNING TRAVEL PLANS
DESTINATION TEASER ONLINE CHECK-IN
USE CASE EXAMPLE: EMAIL MARKETING & CAMPAIGN ORCHESTRATION

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3
13
12
11
10
97
6
542
1
8
Research Purchase Customer
USE CASE EXAMPLE: JOURNEY MANAGEMENT
Display Ad Web AppEmail Direct Mail Microsite Email Direct MailSMS Phone Social WebSMS

31. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Of the vendors included in this study, Adobe
maintains the highest degree of overall
strategic focus on marketing and consumer
engagement. Adobe stands out for its digital
intelligence, content handling, and aggressive
rollout of AI features.”
Forrester Wave:
Enterprise Marketing Software Suites Q1 2018
Forrester Wave:
Cross-channel Campaign Management Q1 2018
”Adobe blends its solid data and
audience management capabilities with
marketer-friendly, content-rich CCCM
design and orchestration tools.”
“They have high market visibility, high
market penetration, strong market
momentum and a strategic vision for
growing the multichannel marketing
hub business..”
Gartner Magic Quadrant:
Multi-channel Marketing Hubs - Q2 2019

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CORE MARKETING FUNCTIONS & CAPABILITIES
Integrated Customer
Profile
Email at Scale
Online/Offline
Cross-channel
Journey
Management
Lead Management
Integration with
CRM
Real-time
Interaction
Management
AEC Integrations
Subscription/Lifecycl
e Management
Orchestration
Digital Asset
Management
Integrated Account
Profile
Email Programs
Account Based
Marketing
Lead Management
Lead Scoring
Marketing
Attribution
Lead Nurture
Adobe
Campaign
Marketing Automation
Platform
Cross-Channel Campaign Management
Offer
Management
Campaign Analysis/
Dashboard

33. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ADOBE CAMPAIGN PRODUCT STRATEGY
Channels
Innovate in existing
channels while
integrating emerging
channels
Scale
Empower customers to
create more impact
faster, with less effort
Platform
Leverage the Adobe
Experience Platform to
bring Experiences
everywhere
An open orchestration engine that allows marketers to deliver intelligent personalized
experiences over all existing and future inbound and outbound channels at exactly the
right time.
Artificial Intelligence
Incorporate AI to
improve results while
simplifying work

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THANK YOU!