Marketing Automation at Adobe

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As part of the regional leadership team, Peter leads the Commercial Marketing team in EMEA. In this master class, he talks about how Marketo uses marketing automation itself. With more than 25 years of experience in marketing, Peter has contributed to the success of multiple brands in the software and digital media industry, including Marketo, Microsoft Surface, Skype, Xbox and MSN.

Marketing

© 2018 Adobe. All Rights Reserved. Adobe Confidential.

© 2018 Adobe. All Rights Reserved. Adobe Confidential.
Unleashing Accelerating Powering

© 2018 Adobe. All Rights Reserved. Adobe Confidential.
Agenda
4

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Customer Journey
6

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Customer Journey
Prospects receive an
average of
10 marketing touches
from the
time they enter the
top of the funnel
until they’re a
closed-won
customer
7

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Customer Journey
8
70% of customers cross 5+ channels when
making purchasing decisions

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Functions
10
Product & Industry
Marketing
Creative
& CX
Marketing
Operations
Customer
Marketing
Demand
Generation
Corporate
Marketing

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Funnel
12

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Funnel
13

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Funnel
14

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Funnel
15

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Lifecycle Model
▪ Model your lead stages and flow
▪ Buyer & Relevance activity triggers movement between stages
▪ Tailor campaign messages and offers to buyer journey stage
16

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Lead Stages & Content
17

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Lead Scoring
18
Product Score
Account Score
BehaviourScore Decay
Demographic Score
Customer
acquisition
Retention
Cross/Upsell
Good Demographic fit?
Purchasing Behaviour?
Good Firmographicfit?
Product of Interest ?

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Success Path Analyser
▪ View key metrics for your revenue
model
▪ Visualize both flow (amount) and
velocity (speed, in terms of days) of
people through the stages
▪ Focus marketing efforts where buyers
get stuck
19

Attribution
“Tell which campaigns are having the most impact”

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Attribution is Hard
Multiple Touches
Ten touches needed to convert a cold lead into a sale
Multiple Influencers
There are on average 5.1 people involved in the buying decision
21

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Methods to Measure Marketing ROI
22
SINGLE TOUCH
ATTRIBUTION
NON-WEIGHTEDMULTI-
TOUCHATTRIBUTION
WEIGHTED MULTI-TOUCH
ATTRIBUTION

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Single Touch Attribution – First Touch
Keyword
Search
12 – 15 Months
€100K
€100K
Opportunity
LinkedIn PostFacebook Ad
In-Person
Event
Sales Accepted

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Single Touch Attribution – Last Touch
Keyword
Search
12 – 15 Months
€100K
€100K
Opportunity
LinkedIn PostFacebook Ad
In-Person
Event
Sales Accepted

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
UnweightedMulti-Touch Attribution
Keyword
Search
12 – 15 Months
€25K €25K
€100K
Opportunity
€25K€25K
LinkedIn PostFacebook Ad
In-Person
Event
Sales Accepted

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Weighted Multi-Touch Attribution
1. Time-Decay
2. U-Shapedor Position Based
3. W-Shaped
4. Full-Path
5. Custom
6. Machine-Learningrecommended

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Multi-Touch Attribution: W-Shaped
Keyword
Search
Sales Accepted
€30K €5K
€100K
€5K€30K
LinkedIn PostFacebook Ad
In-Person
Event
30% 30%30%
€100K
Opportunity
€30K

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Event MarketingMeasurement
▪ Multi Touch (MT) Ratio = Pipeline/ Investment
▪ >15 is Successful / < 10 is unsuccessful
28

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Resources for You
• Download the ‘The Definitive Guide to Marketing
Metrics and Analytics’ from Marketo.com
• Download the Marketing Metrics and Analytics Cheat
Sheet
• https://www.marketo.com/resources/

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

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5. The Customer

7. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Customer Journey Prospects receive an average of 10 marketing touches from the time they enter the top of the funnel until they’re a closed-won customer 7

9. Marketing @ Adobe

10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Marketing Functions 10 Product & Industry Marketing Creative & CX Marketing Operations Customer Marketing Demand Generation Corporate Marketing

11. The Marketing Funnel

16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Lifecycle Model ▪ Model your lead stages and flow ▪ Buyer & Relevance activity triggers movement between stages ▪ Tailor campaign messages and offers to buyer journey stage 16

18. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Lead Scoring 18 Product Score Account Score BehaviourScore Decay Demographic Score Customer acquisition Retention Cross/Upsell Good Demographic fit? Purchasing Behaviour? Good Firmographicfit? Product of Interest ?

19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Success Path Analyser ▪ View key metrics for your revenue model ▪ Visualize both flow (amount) and velocity (speed, in terms of days) of people through the stages ▪ Focus marketing efforts where buyers get stuck 19

20. Attribution “Tell which campaigns are having the most impact”

21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Attribution is Hard Multiple Touches Ten touches needed to convert a cold lead into a sale Multiple Influencers There are on average 5.1 people involved in the buying decision 21

23. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Single Touch Attribution – First Touch Keyword Search 12 – 15 Months €100K €100K Opportunity LinkedIn PostFacebook Ad In-Person Event Sales Accepted

24. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Single Touch Attribution – Last Touch Keyword Search 12 – 15 Months €100K €100K Opportunity LinkedIn PostFacebook Ad In-Person Event Sales Accepted

25. © 2019 Adobe. All Rights Reserved. Adobe Confidential. UnweightedMulti-Touch Attribution Keyword Search 12 – 15 Months €25K €25K €100K Opportunity €25K€25K LinkedIn PostFacebook Ad In-Person Event Sales Accepted

27. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Multi-Touch Attribution: W-Shaped Keyword Search Sales Accepted €30K €5K €100K €5K€30K LinkedIn PostFacebook Ad In-Person Event 30% 30%30% €100K Opportunity €30K

29. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Resources for You • Download the ‘The Definitive Guide to Marketing Metrics and Analytics’ from Marketo.com • Download the Marketing Metrics and Analytics Cheat Sheet • https://www.marketo.com/resources/

31. 31

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