More Related Content Similar to 7 Marketing Strategies for Business Growth (20) 7 Marketing Strategies for Business Growth1. 7 Marketing Strategies for Business
Growth
Jonathan Woodward
Adobe DX
Head of Demand Generation, Acquisition & ABM
May 26, 2021
2. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
Head of Demand Generation
Acquisition & ABM
Adobe DX
Jonathan Woodward
Speaker
Jonathan Woodward is Head of Demand Generation,
Acquisition and ABM, Adobe DX. Driven by data and a closed-
loop marketing philosophy, he takes pride in delivering demand
programs that are buyer centered, innovative, and impactful.
Prior to Adobe, Jonathan held roles in brand management,
high-growth start-ups, and education technology.
3. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
44% of all CMOs are looking for ways
to do more with less as they struggle
with budget cuts and uncertainty.
Source: Gartner, 2020 CMO Spend Survey
4. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
62.3% of marketers report that the
marketing function has increased in
importance.
Source: Adobe
5. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
Calling all
marketers – let's
grow together
Source: Adobe
6. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
Let's talk about 7 marketing strategies for business growth
1. Serve fresh, personalized content
2. Coordinate strategies across
channels
3. Give visitors a concierge-
like experience
4. Get people onto your email list
5. Build exceptional virtual
experiences
6. Align closely with sales
7. Continually analyze what’s working
7. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
1 | Serve fresh, personalized content
Content isn’t king anymore—personalized content is.
70% of consumers say it’s important for brands to make automatic content
adjustments based on current context for a real-time personalized experience.
Many businesses struggle to:
Create enough content
Deliver content in ways that are contextually relevant
Source: Adobe 2018 Consumer Content Survey: https://blog.adobe.com/en/2018/01/06/adobe-2018-consumer-content-survey.html#gs.gyriz9
8. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
1 | Serve fresh, personalized content
Have a specific persona in mind when
building content.
Make a schedule for frequent content
updates—and then stick to it.
Mix it up—combine imagery, text, video,
user-generated content, etc.
Use AI to serve the right content to the
right people.
How to do it Content types
Blogs
Infographics
Cheat Sheets
eBooks
Analyst Reports
Webinars
9. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
2 | Coordinate strategies across channels
Leads are engaging through more channels than ever before.
Common challenges:
Marketing across channels that your customers don’t use
Not following best practices for each channel
Promoting content and events that your audience doesn’t care about
Failing to understand how different personas and industries use your
channels
10. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
2 | Coordinate strategies across channels
Determine the right mix of channels for
your audience.
Follow best practices for each channel
(ex: copy length, frequency).
Tell a consistent story across channels –
reinforce the same brand messaging
across different content types.
Use marketing automation data to see
how customers interact with your
company.
How to do it Channels to consider
Digital and Paid Social
Web
Email
Webinars
Chat
Live Events
Direct Mail
11. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
3 | Give visitors a concierge-like experience
Customers like to get answers in real time—even if those answers come
from bots.
42% of customers prefer live chat, compared to just 23%
for email and 16% for social media or forums.
Live chat powered by AI can help you give customers a
personalized, concierge-like experience.
Source: SuperOffice, J.D. Power
12. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
3 | Give visitors a concierge-like experience
Analyze questions customers are
asking
via email, phone calls, and chat with
customer service.
Build starter conversations based on
the data you have assembled.
Feed these starter conversations to
your
AI, which will learn to improve answers
over time.
How to do it Features you need
An AI-powered chat program
A marketing automation platform that
works seamlessly with AI-powered chat
Integration between chat and other
channels like email, social media, etc.
13. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
4 | Get people onto your email list and build out your email
strategy
Some studies suggest email marketing is 40x more effective than
social media.
As of 2020, 19.8% of all purchases could be attributed to email
marketing.
But you can’t do email marketing without a list.
Email can be one of the most effective marketing tools when done
right.
Source: MediaPost, Custora.com
14. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
4 | Get people onto your email list and build out your email
strategy
Create high-value offers that leads can
download in exchange for their email
address.
Determine email strategy and build an
email calendar to organize content and
frequency of email sends.
Use demographic and behavioral data to
segment and target your audience.
Keep leads engaged by
providing relevant and personalized
offers.
A marketing automation platform that
can capture lead data and track
engagement.
A platform that supports personalization
at scale.
A marketing automation platform with the
ability to serve up dynamic content for
different market segments
How to do it Features you need
15. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
5 | Build exceptional virtual experiences
More than 80% of marketers see themselves moving to more online
events in the future
Virtual events are not going anywhere
Benefits of virtual events:
Reach more people
Easier to attend from home vs. driving/flying to an event destination
Lower cost to execute
High return on investment
Source: https://www.pcma.org/psav-global-virtual-events-day-tips/
16. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
5 | Build exceptional virtual experiences
Define your audience and your goals
Build your program
Design your promotional plan
Leave enough lead time
Automate everything you can
Add a physical aspect when possible
(gift via direct mail)
How to do it Features you need
A virtual event platform integration with
registration, marketing automation, and
CRM systems
High quality audio/video and ability to
engage with your audience through chat,
Q&A, polls, etc.
17. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
6 | Align closely with sales
87% of sales and marketing leaders believe collaboration and alignment are critical to
business growth1
On average, B2B buyers interact with more than 15 touchpoints before making a decision2:
Before a prospect becomes a lead: 5.4
Before a lead becomes a qualified lead: 5.5
Before a sales qualified lead becomes a closed sale: 6.2
Build a bridge between marketing and sales
Source: 1 LinkedIn 2020, 2 Guiding The New B2B Buyer from Attraction to Advocacy, Forrester, August 2020
18. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
6 | Align closely with sales
Provide context around how leads are
engaging with marketing
Customize messages for each
prospect's journey
Alert sales when accounts signal their
intent to buy
Partner with sales to prioritize accounts
How to do it Features you need
Integration between CRM and marketing
automation platform
Provide sales insight into marketing
leads
19. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
7 | Continually analyze what’s working
The only constant in marketing is change.
Analysis and adaptability are key:
Analyze data to identify trends.
Adapt to trends before your competitors.
20. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
7 | Continually analyze what’s working
Run reports on your channels to see
which ones have the highest impact on
pipeline and revenue.
Pull back on low-performing channels
and double down in the areas that show
high ROI.
Run A/B tests to continually optimize
within your programs.
Act on your data—and don’t wait for the
competition to make the first move.
How to do it Features you need
A business intelligence platform that can
handle all your marketing data
The ability to create custom reports
without resorting to Excel
Flexible marketing automation platforms
that let you adopt new strategies quickly
21. ©2021 Adobe. All Rights Reserved. Adobe Confidential.
Some things to think about
What are your business’s greatest strengths and
weaknesses?
What’s your biggest priority: increasing growth or reducing
costs?
Have you ever chosen not to adopt promising strategies
because
you lack marketing automation?
Are you currently using AI to support your marketing?
24. Copyright © 2021 Adobe. All rights reserved.
Adobe, the Adobe logo, and Adobe Experience Cloud are either registered trademarks or trademarks of Adobe in the United States and/or other countries.
Editor's Notes Resource: https://www.marketo.com/ebooks/what-in-the-world-is-coming-next/
Source: https://www.gartner.com/en/marketing/research/annual-cmo-spend-survey-research
Resource: https://www.marketo.com/ebooks/what-in-the-world-is-coming-next/
Resource: https://www.marketo.com/ebooks/what-in-the-world-is-coming-next/
Resource on behavioral targeting/personalization: https://www.marketo.com/cheat-sheets/do-better-with-behavioral-targeting/ Resource on behavioral targeting/personalization: https://www.marketo.com/cheat-sheets/do-better-with-behavioral-targeting/
Extra resource for talk track: https://www.marketo.com/ebooks/time-to-change-channels-and-your-cross-channel-strategy/
Extra resource for talk track: https://www.marketo.com/ebooks/time-to-change-channels-and-your-cross-channel-strategy/
Resource: https://www.marketo.com/ebooks/what-in-the-world-is-coming-next/
Resource: https://www.marketo.com/cheat-sheets/your-virtual-event-planning-checklist/
Resource: https://www.marketo.com/cheat-sheets/your-virtual-event-planning-checklist/
Resource: https://www.marketo.com/infographics/the-new-visibility-gap/
Resource: https://www.marketo.com/cheat-sheets/create-your-dream-team-with-marketing-and-sales/
LinkedIn: https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/cx/2020/images/pdfs/moments-of-trust-v4.pdf
Resource: https://www.marketo.com/infographics/the-new-visibility-gap/
Resource: https://www.marketo.com/cheat-sheets/create-your-dream-team-with-marketing-and-sales/