Adobe Summit 2018 breakout session

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B2B Personalization at Adobe: Show me the Money!
Brittany Chandler | Principal Digital Strategist, Adobe
George Sadler | Sr. Director of Marketing Customer Insights, Adobe

2. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Brittany Chandler
Principal Digital Strategist, Adobe
George Sadler
Sr. Director of Marketing Customer Insights, Adobe

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Here’s the money…
30-40% 25% ~2x

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4
Prioritizing account-based personalization:
Place your biggest bets on your best hands,
not on all of your hands

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B2B personalization is challenging
5
MULTIPLE
STAKEHOLDERS
COMPLEX
SALES FUNNEL
SILOED TEAMS BROKEN EXPERIENCES
& LOST OPPORTUNITY

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Moving away from the legacy B2B customer assumptions
71%71%
of B2B customers
expect a B2C
experience*
90%
of B2B buyers
never respond to
cold outreach*
57%
through the buying
process before speaking
with a sales rep*
75%
of the workforce will
be comprised of
millennials by 2025**
* Accenture Strategy
** Governance Studies at Brookings

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Experience (ABX)?
7
What is Account Based

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ABX ABM ABA ABS … AB?Experience Marketing Advertising Sales

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Coordination of highly valuable, personalized
experiences across all functions to drive engagement
and conversion at a targeted set of accounts.
― TOPO, 2017 Account Based Framework

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How ABX solves these legacy challenges
10
HOLISTIC
ACCOUNT VIEW
MOVE BEYONDTHE
SIMPLE FUNNEL
SALES & MARKETING
ALIGNMENT
STRONG ACCOUNT
EXPERIENCE

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11
Prioritizing account-based personalization:
Place your biggest bets on your best hands,
not on all of your hands

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12
3 key building blocks to achieve ABX
Cross Functional Team
Alignment on Prioritized
Accounts
Unlocking Your Customer
Data
Activating Personalization

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13
3 key building blocks to achieve ABX
Cross Functional Team
Alignment on Prioritized
Accounts
Unlocking Your Customer
Data
Activating Personalization

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Marketing
Sales
Shifting the Marketing & Sales partnership
Awareness
Marketing Qualified Lead
Sales Accepted
Lead
Sales Qualified
Lead
Close
ABX APPROACHTRADITIONAL APPROACH
1 | CROSS FUNCTIONAL ALIGNMENT

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1 | CROSS FUNCTIONAL ALIGNMENT
Shifting the Marketing & Sales partnership
§ Increased knowledge share
§ Streamlined resourcing
§ Reduced sale period
§ Higher contract value
BENEFITS

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1 | CROSS FUNCTIONAL ALIGNMENT
Creating an integrated Marketing & Sales partnership
§ Sales & marketing sponsorship
§ Cross functional enablement
§ Create target account plan
§ Orchestrate touchpoints
§ Create high frequency cadence check-ins
§ Continuously measure impact
§ Iterate and revamp strategy
STEPS TO ALIGN

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ABXABXATSCALETRADITIONAL
Retain & Grow
Realize value, and strengthen
long-term relationships.
Expand
Acquire
Grow AEC footprint and
penetrate new logos.
Target smaller accounts at scale
with single-solution
opportunities.
Sales Model Marketing Model Revenue Target Personalization Strategy
10s-100 of
accounts
100s-2K of
accounts
Next
1000s of
account
High Touch Sales
Model
High Touch, Exec-
Focused Marketing
“80/20” Revenue
Customers
Maximum
Personalization
Scaled but
Dedicated Sales
Team
Decision Maker
Engagement, Scaled
through Digital
Growing Customers
Scaled
Personalization
Sales Queues,
Regions, Inside Sales
Only
Point Product,
Digital Demand Gen
Opportunistic
Revenue
Inbound Nurture &
Triggered
Personalization
2 | UNLOCKING YOUR CUSTOMER DATA
Team alignment on prioritized account GTM strategy

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3 key building blocks to achieve ABX
Cross Functional Team
Alignment on Prioritized
Accounts
Unlocking Your Customer
Data
Activating Personalization

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Unlocking your customer account data
19
THIRD PARTY DATA
ACTIONABLE
INSIGHTSCUSTOMER
SERVICE
CRM
WEB
BEHAVIOR
SALES CRM
MARKETING
CRM
2 | UNLOCKING YOUR CUSTOMER DATA

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Strengthen your data set through a combined approach
20
2 | UNLOCKING YOUR CUSTOMER DATA
BUYING SIGNALS
Web-Browsing & Search Data
on Non-Adobe Properties
GAUGE PROPENSITY
Firmographics, Behind-the-Firewall,
Technographics, Online Presence, Risk Profile
ACCOUNT & CONTACT ENGAGEMENT
Web & Page Visits, Event Attendance, Content
Downloads, Email Clicks, Webinar Reg, etc.
FIT INTENT ENGAGEMENT
RELEVANCE

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Create new data sets by detecting & interpreting account behavior
21
@
DOMAIN
MATCH
COMPANY
FUZZY MATCH
ENTERPRISE
ACCOUNT
PROFILE
85%
FOCUS ACCOUNTS IMPROVEMENT IN
ID ACCOUNT DETECTION
PERSON
MATCH
35%
2 | UNLOCKING YOUR CUSTOMER DATA2 | UNLOCKING YOUR CUSTOMER DATA

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22
3 key building blocks to achieve ABX
Cross Functional Team
Alignment on Prioritized
Accounts
Unlocking Your Customer
Data
Activating Personalization
3 | ACTIVATING PERSONALIZATION

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Approaching account-based personalization one use case at a time
23
ABX
ABM ABS ABA
INTERNAL
INITIATIVES
• Marketing dashboards
• MQL à MQA & AES
• Sales dashboards
• Internal email alerts
CUSTOMERFACING
INITIATIVES
• Company and industry
personalized messaging
• Account personalized web
pages
• Formless leads
• Persona personalized web
pages
• Content syndication assets
• Account display advertising
• Intent data via co-op
WIP
WIP
WIP
WIP
3 | ACTIVATING PERSONALIZATION

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Company & Industry Messaging Use Case
24
3 | ACTIVATING PERSONALIZATION

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ACCOUNT IDENTIFICATION
AUDIENCE MANAGER
+
3rd PARTY ACCOUNT DETECTION
Began with company & industry targeting to show account impact
3 | ACTIVATING PERSONALIZATION

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TARGET ACCOUNT WITH
ALTERNATE EXPERIENCES
TARGET
3 | ACTIVATING PERSONALIZATION
Began with company & industry targeting to show account impact

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TARGET ACCOUNT WITH
ALTERNATE EXPERIENCES
TARGET
3 | ACTIVATING PERSONALIZATION
Began with company & industry targeting to show account impact

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MEASURE IMPACT, SHARE
LEARNINGS & ITERATE
ANALYTICS
3 | ACTIVATING PERSONALIZATION
Began with company & industry targeting to show account impact
26%
Form
Submission
Rate
8.5%
Engagement
Rate
95%
Industry
Visit Rate

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Internal Sales Trigger Use Case
29
3 | ACTIVATING PERSONALIZATION

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VISIT DATA COLLECTED BY ECID
ANALYTICS
3 | ACTIVATING PERSONALIZATION
Observing account behavior leads to earlier sales conversations

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VISIT DATA COLLECTED BY ECID
ANALYTICS
3 | ACTIVATING PERSONALIZATION
Observing account behavior leads to earlier sales conversations

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VISIT DATA COLLECTED BY ECID
ANALYTICS
3 | ACTIVATING PERSONALIZATION
Observing account behavior leads to earlier sales conversations

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ACCOUNT & CONTACT DATA
SYNCHED TO CAMPAIGN
ANALYTICS
VISIT DATA COLLECTED BY ECID API LEVERAGING ECID
AUDIENCE
MANAGER
CAMPAIGN
3 | ACTIVATING PERSONALIZATION
Observing account behavior leads to earlier sales conversations

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INTERNAL EMAIL SENT TO ACCOUNT REP
CAMPAIGN TARGET
3 | ACTIVATING PERSONALIZATION
Observing account behavior leads to earlier sales conversations

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Formless Leads Future Test Case
35
3 | ACTIVATING PERSONALIZATION

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3 | ACTIVATING PERSONALIZATION
How many of you still use a lead form for known accounts?

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ACCOUNT IDENTIFICATION
& TRACKING
ANALYTICS
+
3rd PARTY ACCOUNT DETECTION
3 | ACTIVATING PERSONALIZATION
Remove barriers to increase behavior detection and new opportunities

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ACCOUNT IDENTIFICATION
& TRACKING
ANALYTICS
+
3rd PARTY ACCOUNT DETECTION
3 | ACTIVATING PERSONALIZATION
Remove barriers to increase behavior detection and new opportunities

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TEST & TARGET FORMLESS
LEAD IMPACT
TARGET
3 | ACTIVATING PERSONALIZATION
Remove barriers to increase behavior detection and new opportunities

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Account-Based Advertising Future Test Case
40
3 | ACTIVATING PERSONALIZATION

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PROGRAMMATIC ADVERTISING
FOR FOCUS ACCOUNTS
AUDIENCE
MANAGER
AD CLOUD
+
3rd PARTY ACCOUNT DETECTION
3 | ACTIVATING PERSONALIZATION
Reach key accounts via digital advertising

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42
3 key building blocks to achieve ABX
Cross Functional Team
Alignment on Prioritized
Accounts
Unlocking Your Customer
Data
Activating Personalization

43. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How to start building out your ABX strategy today
43
Identify ABX sponsor
Create tiger team including Sales & Marketing
Select accounts(s) to pilot
Stitch everything you know about the account together
Pick your personalization use case
Test & learn
Conduct retrospective, iterate process and expand

44. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44
Time to show you the money!
30-40% 25% ~2x
INCREASED WIN
RATE
YoY TOP LINE GROWTH YoY STOCK PRICE

45. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
45
Prioritizing account-based personalization:
Place your biggest bets on your best hands, not
on all of your hands

46. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46
Take the Survey to win!
(Survey section of the mobile app)
DAY 1
BASH EXPERIENCE
DAY 2
SIGNED FOOTBALL
HELMET
DAY 3
AMAZON ECHO SHOW &
CLOUD CAM BUNDLE
$10Starbucks
Card
SESSION PRIZE
one per session

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Q&A
Brittany Chandler
bchandle@adobe.com
LinkedIn: /brittanychandler
George Sadler
gsadler@adobe.com
LinkedIn: /georgesadler

48. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.