Join experts from Adobe, Cvent, and Invoca as they share their tips for building a smarter digital marketing foundation.

1. Omnichannel Done Right:
4 Winning Examples + How-to Tips
5 Steps to Building a Smarter Digital
Marketing Foundation

2. Lauren Ishimaru
Sr. Product
Marketing Manager
Speakers
Haresh Kumar
Dir, Strategy and Product
Marketing AEM
Megan Lau
Manager, Digital
Marketing

3. We live in a mobile,
omnichannel world.
90%
of consumers move between
multiple devices to accomplish
their goals.

4. Omnichannel is the top priority for CMOs.
Omni-channel leaders outperform all others.
of CMOs are focused on
connecting fragmented
campaigns into a complete
customer journey.
61%
SOURCE:CMO Council Predicting Routes to Revenue 2016, IBM Global State of Marketing Report 2013

6. Challenge:
How do you build the right digital marketing
foundation?

7. 7
Haresh Kumar
Dir, Strategy and Product
Marketing AEM

8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

9. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Forrester,’s Customer Experience Index and Watermark Consulting, 2014
Cumulative Total
Return
Customer Experience Leaders Outperform the Market
7-Year Stock Performance Customer Leaders vs. Laggards vs. S&P 500
(2007-2013)
Customer Experience
leaders make doing
business with them
easy and enjoyable
and are effective at
meeting needs of
their customers
Importance of Experience
77.7%
Customer Experience
Leaders
51.5%
S&P 500
Index
-2.5%
Customer Experience
Laggards

10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10
Trends ImpactingCustomer Experience Delivery
76%
76% of marketers look at
the ease of integration
between software
components as the
primary factor when
choosing marketing
technology.
Forrester, Digital Experience Delivery
Survey 2015
89%
89% of marketers expect to
compete primarily on the
basis of the customer
experience by 2016.
Gartner, Importance of Customer
Experience Is on the Rise
Top challenges to creating
a complete customer
view:
• Poor data quality
• Siloed departments
• Inability to link
different technologies
Experian Marketing Services, 2015
Digital Marketer Survey

11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Sources: Adobe Digital Index & Harris/Eventbrite poll in 2016 1
1
Reaching Millennials requires delivering connected experience
Millennials own an
average of 7.7 connected
devices, and use 3.3
devices daily.
Smartphones are the
most commonly owned
and used device.
Millennials not only switch, they do so morefrequently!
Nearly 8 in 10 consumers (79%) and 90% of Millennials report switching devices some of the time
when engaged in an activity
Two-thirds (66%) of device owners find it frustrating when content is not synchronized across
devices.
78% of millennials said they’d rather spend money on a desirable
experience than buy coveted goods

12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12
Connected Customer Journey Requires Always on Approach
CONSUMER
AWARENESS PURCHASE
SERVICE
LOYALTY
Word of
Mouth
PR
Radio, TV,
Print, Outdoor
Digital
Billboards
Viral
Emails
Online
Ads
Consumer
looking
online
Interested
in product Buys
Product,
becomes
Customer
Likes
CONSIDERATION
Mobile
Website
In Store
Evaluation of
Alternatives
Trial/Get
Advice
Validate Advice
Download
Delivery
SUBSCRIBE TO…
Blog
Email
Newsletter
Promotion on
Invoice
Mailing List of Ads
and Promotions

13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Always-on: Real-time, relevant, personalized

14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How to Build Digital Marketing Foundation
BUILD GREAT EXPERIENCES AND DELIVER
ACROSS EVERY TOUCHPOINT
UNDERSTAND AND ADAPTTOTHE
RIGHT PERSON, RIGHT PLACE, RIGHTTIME

15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
.000 .003.001 .002
USER EXPERIENCEUSER ACTIONS
Predict
The Last Millisecond
Listen
CRM 3rd
Assemble
Deliver
Always-on: Real-time, relevant, personalized

16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Disparate product
interfaces, data
sets, and
methodologies
Inflexible and hard
to secure
infrastructure
Complex product
integrations
Slow time-to-market
and lack of
expertise
16
Digital Foundation: Build a better foundation for digital marketing
Challenges

17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Foundation Solution Framework
CREATE engaging cross-channel digital experiences
ENGAGE customers through personalized marketing messages
LEARN about your audience and their interests
FOCUS on marketing while passing the IT worry to Adobe

18. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
18

19. Megan Lau
Manager, Digital Marketing

21. Cvent’s Marketing Tech Stack

22. SEARCH
EMAIL
SOCIAL
WEBSITE
DISPLAY
Analytics is the foundation of digital success.
Analytics

23. Customer:
Campaign:
ROI:
Next Step:
CALL
SEARC
H
EMAI
L
SOCIA
L
WEBSIT
E
DISPLA
Y
Unknown
Unknown
Unknown
Unknown
Using offline data in addition is crucial.
+

24. Existing Customer
(Cross-Sell Opportunity)
New Customer
Sales
Team
Other Queries
Understanding channel user behavior is important.

25. Using online and offline data to personalize our
messaging and customer experience.
Asked about Cvent’s
Onsite Solutions

26. • New Sales Call
• Up Sell Call
• Service Call
• Junk Call
• Initial Inquiry
• Competitive Comparison
• Pricing Discussion
• Completed Purchase
• Repeat Customer
• High Potential Prospect
• Time Waster
• Cross-Sell Opportunity
• Evaluating Competitor
• Confused by Pricing
• Interested in New Offering
• Wants to Change Plans
CALL TYPE
PURCHASE FUNNELCONVERSATION TOPICS
CALLER PROFILE
Call intelligence gives us additional insight into
each conversation.

27. Offline data helps to prove ROI to stakeholders.

29. Lauren Ishimaru
Sr. Product Marketing
Manager

30. #InvocaSummit

31. OPTIMIZE
campaign
performance
PERSONALIZE
the caller
experience
AUTOMATE
the omnichannel
journey
EXPAND
your
audience

32. 5 Takeaways for Building a Smarter Digital
Marketing Foundation
1. Always on: Real-time, relevant, personalized
2. Key solution attributes: Create, engage, learn, focus
3. Analytics is the foundation: Guide your digital marketing strategy
4. Personalization is key: Customize the customer journey
5. Offline engagements matters: Capture and share the right data

33. Lauren Ishimaru
Sr. Product
Marketing Manager
Q&A
Haresh Kumar
Dir, Strategy and Product
Marketing AEM
Megan Lau
Manager, Digital
Marketing

34. Sales@invoca.com
888-691-1930