“Marketing Automation is no longer an optional solution but … essential to assure business success.”Nucleus Research: “Marketing Automation Drives Business Success” 2019

1. Marketing Automation: Software or Strategy?
Adrienne Whitten – Director of Product Marketing
David Frick – Strategic Value Advisor

2. Today’s Agenda
• Housekeeping & Intros
• Marketing Automation’s Role In Digital Transformation
• Is Investing In Marketing Automation Worth It?
• How Marketing Automation Can Help
• Getting Started With Marketing Automation
• Q&A

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Housekeeping& Intros

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Housekeeping
• This webinar is being recorded — we'll send the recording and slides to you when it concludes
• Have questions? Use the chat box and we will answer them during our Q&A session

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Speaker Intros
David Frick
StrategicValue Advisor, Adobe
Adrienne Whitten
Director of Product Marketing, Adobe

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DigitalTransformation: Adapt Or Die
“Every company now continuously reinvents its business
with technology at the core — or watches while its
customers defect and its markets are disrupted.”
Forrester report: Digital RewritesThe Rules Of Business

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What DoYour BuyersThink?
Think brands must have a
deep understanding of
their needs in order to
engage them successfully
73%
Say that the brands could
do a better job aligning
their engagement
activities with their
preferences
65%
Expect all of their
interactions with
a brand to be
personalized
66%

9. “Marketers are evolving into an omnichannel
approach to reach customers from all sides and
create a seamless, consistent customer experience
and journey.”
Frost & Sullivan
Frost Radar in the Marketing Automation Solutions
2019
M a r k e t i n g ’ s R o l e
I n D i g i t a l
Tr a n s f o r m a t i o n

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MarketingAutomation Is Essential
“Marketing Automation is no longer an optional solution
but … essential to assure business success.”
Nucleus Research: “Marketing Automation Drives Business Success” 2019

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The ROI of Marketing Automation
30-50% 15-20%
Increased marketing campaign
reach
Increased lead generation
Reach Leads Agility
20-30%
Faster campaign
execution time
Source: Forrester surveys of user companies and analysis of vendor and other publicly reported case studies (56% B2C ; 48% B2B)

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Faster sales cycle | Bulldog Solutions70%
Business productivity improvement| Nucleus Research20%
Improvement in quota achievement | Bulldog Solutions
54% Increase in sales productivity | Nucleus Research
14%
The SharedBenefits of Marketing Automation

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Don’t Be A Laggard
“27%of companies saythey are
atmarketingautomation
maturitylevel NEW.”2
Sources:
1) Emailmonday “The Ultimate Marketing Automation stats”. (2019)
2) LeadMD “The 2017 Marketing Maturity Benchmark Report”
“Onaverage51%of companies
arecurrently usingmarketing
automation .”1
We’re here today

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Why Other OrganizationsAre Buying MarketingAutomation For
The FirstTime Now
 Customer Experience: Our customers are pressuring us to improve our
interactions
 DigitalTransformation: Our company is going through a digital transformation
 Efficiency/Effectiveness: We've been doing old-school marketing and it's not
working
 Revenue Growth: A new marketing leader joined the company and told us that
marketing automation will help us achieve our growth goals

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"Withourpreviousvendorwehadto
manually sendoutemailstodifferent
segmentsofouraudienceand struggledtoget
acomprehensivelookathowourmessages
wereperforming.
Nowwith Marketoweknowwhat’sworking
andwe’vecutourmanhoursdown
significantly.”

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How Marketing Automation Can Help

17. Marketing Automation as a strategy, not just
software
People
TechnologyProcess

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How Marketing AutomationCan Help
Increase
Marketing Efficiency
Prove Marketing
Impact on the Business
Build a Centralized
Marketing Data Hub
Expand Customer
Lifecycle Engagement
Create a Seamless Buyer
Experience Across Channels
Improve Organizational
Alignment and Scale
Enable
Digital Transformation
Streamline Lead Management
And Improve Sales Alignment

19. Page 19M a r k e t o
Strategic planning occurs across the
organization. 1:1 communication
across a customer’s lifecycle.
Listening & responding to customers’
needs & desires. Clear understanding
as to program objectives and
outcomes of marketing generated
revenue.
Engagement Marketing Maturity
Point in Time
Single Channel
Engagement
Personalized
Automated
Engagement
Recognizing inefficiencies of current state.
Scrambling to respond to customer
needs. Primarily email only, maybe some
events. Ad hoc reporting.
Scalable
Strategic
Engagement
Lifelong
Relationships
Across Multiple
Channels
Organizations tend to grow their Marketing Maturity in predictable patterns
• Start with Point-in-Time single channel campaigns, ad-hoc reporting and short-term goals
• Leverage automation to deliver personalized messages to target audiences
• Multi-channel programs that attribute results back to investment and effort
• Use Marketing as a strategic lever across the entire customer lifecycle
Gaining momentum with prospects &
customers. Finding out what works.
Seeing positive benefits. Building
momentum internally. Starting to
automate within a single channel.
Measuring & analyzing campaign
performance.
Organization and processes now
aligned supporting targeting &
personalization. Automated
communication across channels.
Mature reporting includes program
performance. Occasional attribution
of revenue to marketing programs.
LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4

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Organizations also expand core business competencies to support engagement marketing maturity.
Core Business Competencies
Strategy
Data & Technology
Insight & Reporting
People & Process
Point in Time Scalable Lifelong Relationships
LEVEL 1 LEVEL 3 LEVEL 4
Personalized
LEVEL 2
• Defined Strategy
• Mainly Short term but
Effective planning
• Not well defined strategy
• Inconsistent Reactive
Planning
• Refined Strategy mapped
to goals and objectives
• Long term planning and
alignment
• Multi Year Organizational
• Planning continuously
refined on marketing
outcomes
• Cross Functional Alignment
• Repeatable Processes
• Limited team alignment
• Ad hoc Processes
• Multiple BU Alignment
• Scalable, Cross Business
Process
• Global Alignment
• Digital Engagement
Playbook, aka Center of
Excellence
• Moderate tool integration• Poor data quality
• Isolated tools
• Manual Integrations
• Advanced tool integration • Predictive
• Seamless data flow
• Globally integrated tools
• Agreed Upon Metrics & KPIs
• (Quality)
• Tactical, Manual
Decision Making
• (Quantity)
• Results-Based
Collaborative Decision
Making
• (Pipeline)
• Predictive, Strategic
Insights (Revenue)
Threshold w/o marketing automation

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Getting Started With Marketing Automation

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Step 1) Determine What MattersMost
Increase
Marketing Efficiency
Prove Marketing
Impact on the Business
Build a Centralized
Marketing Data Hub
Expand Customer
Lifecycle Engagement
Create a Seamless Buyer
Experience Across Channels
Improve Organizational
Alignment and Scale
Enable
Digital Transformation
Streamline Lead Management
And Improve Sales Alignment

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Step 2) IdentifyHow Marketing AutomationCan Help
Personalization
AtScale
Make the most out of
every interaction.
Machine learning &
predictive analytics
automatically put the
most relevant content in
front of each buyer
across the web, mobile,
and email.
Orchestrate personalized customer experiences, optimize content, and measure business impact across every channel,
from consideration to conversion and beyond.
LeadNurturing&
Management
Manage prospects from
inquiry to close.
Capture, score, nurture,
route, & track leads with
sophisticated journey
flows & robust CRM
integrations.
Marketing& Sales
Alignment
Real-time marketing &
sales coordination.
Gain visibility, insights,
templates, & sales
playbooks that enable
sales teams to effectively
engage the highest
priority opportunities.
Cross-Channel Engagement
Engage with leads &
accounts.
Deliver personalized
messages and content
across every touchpoint
including email, mobile,
social, display, search,
website, event, & sales.
Account-Based Marketing
Close your most
strategic opportunities.
Identify & engage
accounts with the
highest potential & easily
measuring the success of
your efforts.
Measurement& Attribution
Understand, prove &
optimize marketing
impact.
Utilize comprehensive
campaign performance &
attributed revenue
analytics.

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Step 3) Set The Right Expectations
Source: B2B Marketing.net & Circle Research “Benchmarking Report Marketing Automation”

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Recap: Getting Started
 Step 1) Determine what matters most
 Step 2) Identify how marketing automation can help
 Step 3) Set the right expectations

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“I’vegot10yearsofexperiencewithMarketo
&MA.Somethingthat wouldhavetakenme
½adaytocompleteinMarketotookme2
daystocompleteinPardot.”
ChristinaDeex-Schaper
SeniorDirector of Marketing

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How Do I Get Started?

28. So…what’s next for MarketingAutomation?
AI
Next-Gen
Attribution
ABX
Conversational
Marketing

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Q&A

30. 10/11/2019
© 2019 Adobe. All Rights Reserved. Adobe
Confidential.
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Taking your
marketing to the
next level.