More Related Content Similar to Marketing Automation at Adobe (20) Marketing Automation at Adobe1. © 2018 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Automationat Adobe
May 27th 2020
1
Peter Bell
EMEA Marketing Director,Adobe
@peterbel
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Unleashing Accelerating Powering
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Agenda
4
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Customer Journey
6
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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
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Customer Journey
8
70% of customers cross 5+ channels when
making purchasing decisions
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Marketing Functions
10
Product & Industry
Marketing
Creative
& CX
Marketing
Operations
Customer
Marketing
Demand
Generation
Corporate
Marketing
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Marketing Funnel
12
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Marketing Funnel
13
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Marketing Funnel
14
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Marketing Funnel
15
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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
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Lead Stages & Content
17
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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 ?
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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
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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
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Methods to Measure Marketing ROI
22
SINGLE TOUCH
ATTRIBUTION
NON-WEIGHTEDMULTI-
TOUCHATTRIBUTION
WEIGHTED MULTI-TOUCH
ATTRIBUTION
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Single Touch Attribution – First Touch
Keyword
Search
12 – 15 Months
€100K
€100K
Opportunity
LinkedIn PostFacebook Ad
In-Person
Event
Sales Accepted
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Single Touch Attribution – Last Touch
Keyword
Search
12 – 15 Months
€100K
€100K
Opportunity
LinkedIn PostFacebook Ad
In-Person
Event
Sales Accepted
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UnweightedMulti-Touch Attribution
Keyword
Search
12 – 15 Months
€25K €25K
€100K
Opportunity
€25K€25K
LinkedIn PostFacebook Ad
In-Person
Event
Sales Accepted
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Weighted Multi-Touch Attribution
1. Time-Decay
2. U-Shapedor Position Based
3. W-Shaped
4. Full-Path
5. Custom
6. Machine-Learningrecommended
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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
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Event MarketingMeasurement
▪ Multi Touch (MT) Ratio = Pipeline/ Investment
▪ >15 is Successful / < 10 is unsuccessful
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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/