Persona Marketing and Lead Nurturing- Simon Morris, Adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Persona Marketing and Lead Nurturing
Simon Morris | Director, Demand Marketing EMEA
@smorris75
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Challenges
Focus Speed Alignment
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Persona - Multi Dimension View
Hierarchy
Area of Interest
DigitalAnalyst
DigitalMarketer
WebContent
Marketer
SocialMarketer
…
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Personas driving our contact acquisition strategy
CMO
Digital Marketer
Digital Analyst
Web Content
Search & Media
Social Marketer
eCommerce
WANTED
Persona Build GAP Analysis
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Building our Personas
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Know thy customer!
“The best advice I can give marketers is to understand that successful marketing is
not about technology, marketing automation, social media, or whatever
breakthrough comes next. It’s about understanding the target customer, what makes
them tick, what information they are looking for, and how they wish to collect and
consume that information.”
- The Marketing High Ground (2011)

Defining the Persona
 CMO
 Head of Digital Strategy/ Digital Channel/ Online Business
 Content Marketer
 Web Content Manager
 IT – Supporting Marketing
 Care about – creating, managing, optimizing content across all digital
channels to build brand, generate demand and extend reach (e.g. build
brand equity , increase conversions and ROI)
 Challenges – quickly and efficiently launch campaigns/assets across
multiple channels, sites and languages
WHO
 Both new prospects (65%-70% revenue) and existing customers (30%-
35% revenue)
 Industry: Commercial (BtoB) and industry specific focus on FSI, Retail,
M&E, Government
 Large enterprise companies with 1k+ employee size and $1B+
revenue
 Business value/market oppty: $1.321B WW for WCM and 14% CAGR,
$626M WW for DAM and 26% CAGR, $367M for SoCo and 46%
CAGR
WHERE
 Responsible for aggressive online lead gen/revenue goals
 91.2% see customer acquisition (leads and revenue)
through digital channels as one of top 3 marketing
objectives
 Desire to build brand equity and recognize it requires a new
approach in the Digital Age to be competitive
 Need to create, manage, optimize content across digital
channels (mobile, web, social)
 Learn best practices to deliver engaging/personalized content
to keep customers coming back
WHY

Persona Profiling
Percentage of our
database this
persona represents:
PROFILE
Job role: key
activities and
deliverables for
which this persona
is responsible
Mike helps lead and manage the full lifecycle development and implementation of
online marketing campaigns, promotions, content and customer experience
optimization projects. He is responsible for content planning and regular site
updates, particularly related to technology, mobile web, support and customer self-
care. He contributes to the development of the business, cross-platform strategic
direction with a focus on continuously improving the website through innovation,
creating new ideas/pages/modules that meet business goals, solve usability issues,
and keeping abreast of developing technologies.
Industry-specific
factors: Are there
any
industries/sectors
where we should
talk to this persona
differently?
• Financial Services and Insurance:
• Retail:
• Media & Entertainment:
• Government:
Number of contacts
in our database:
Total audience size:
Photo
PROFILE (cont’d)
Buying center:
entity that holds the
budget for a
purchase
• Marketing/line of business
• eCommerce
• IT
Common titles:
variations of titles
that represent this
job role
• Marketing Tech/Operations
• Director Web Marketing
• Director Social Media
• VP Customer Experience/Satisfaction
• Chief Experience Officer
• VP Customer Acquisition
• Brand Manager
• Brand Analyst
• Brand Marketer
• Director of Demand Generation – Marketing
• Campaign Marketing Manager
• eBusiness Marketing
• Digital Marketer
• Online Channel Marketer
• Marketing Communications Manager
• Interactive Marketing Manager
• IT (specifically web team)
• Marketing
• Creative Agency
PROFILE (cont’d)
Level within the
organisation
Manager, Director, Senior/Top Exec, Developer, Architect
Challenges:
common (yet
specific) business
issues or pain
points faced by this
persona
1. Building brand equity and health in the Digital Age is critical and requires a
new approach.
2. Customer acquisition (leads and revenue) through digital channels: 91.2% see
it as one of top three strategic marketing objectives (2010).
3. Monetizing content through digital channels as the online audience grows and
becomes more social and mobile
Initiatives: key
initiatives or
programs the
persona is most
apt to be working
on
• Aggressive online lead gen and revenue goals
• Desire to increase brand presence online
• RFP for Web Content Management (WCM)
• Replacing existing Content Management System (CMS)
• IT-driven purchase with primary goal to reduce costs
• Portal or Intranet RFP
• Committed to .Net
• Pure Digital Asset Management (DAM) or Social Media project (outside of
WCM context)
Buyer role type: the
roles this persona
plays in the buying
process
• Champion
• Influencer
• User
• CXO
PROFILE (cont’d)
Interaction
preferences: how
this persona
prefers to interact
with your
organisation
1. Email
2. Phone
3. Face to face
Watering holes:
places where the
persona goes to
network or
exchange
information
• Online communities
• Tradeshows/industry events (e.g., Festival of Marketing, Online Marketing
Summit)
• Word of mouth
• Websites, social media and blogs (e.g., CMO.com)
• Associations (e.g., CMI, DMA, eMarketing)
• Analyst organisations (e.g., Forrester, Gartner, eMarketer, eConsultancy)
Publications: What
trade publications
does this persona
read?
• eConsultancy
• eMarketer
• Forrester
• Gartner
• Direct Marketing Association
DAILY ACTIVITIES
Projects: What
types of projects is
the persona
working on?
• Aggressive online lead gen/revenue goals
• Desire to increase brand presence online
• Request for Proposals for WCM
• Replacing existing CMS
• IT-driven purchase with primary goal to reduce costs
• Portal or Intranet RFP
• Committed to .Net
• Pure DAM or Social Media project (outside of WCM context)
• Delivering consistent digital experiences across channels
Meetings: What
types of meetings
does the persona
attend on a regular
basis?
1. Monthly meetings to discuss what content should be created to meet
marketing needs
2. Meetings with different content providers (Forrester, eMarketer, SMN, Gartner)
to buy guides, webinars, infographics, PowerPoint decks, etc.
3. Monthly meeting to discuss the performance of offers/content
Requests: What
tasks might the
persona be asked
to help others
complete?
The content strategist is often the go-to person for new content creation and
reports on how content is performing.
ATTITUDES
Current mindset:
What does this
persona feel/think
now?
Stats from Econsultancy Content Marketing Survey Report 2013:
• Over 90% of respondents believe that content marketing will become more
important over the next 12 months.
• In addition, nearly three-quarters (73%) of digital marketers agree that “brands
are becoming publishers.”
• Two-thirds of in-house marketers (64%) agree that content marketing “is
becoming its own discipline.”
• Fewer than half of companies have dedicated budgets (34%) or dedicated
individuals (46%) for content marketing.
• Fewer than half of all companies spend more than 20% of their marketing
budget on content, despite the fact that only 12% disagree with the statement
that “content marketing is more effective than advertising in driving sales.”
• 83% of responding companies use social posts and updates for marketing,
more than any other type of content.
• Social network engagement is the most popular tactic used to drive traffic, with
78% of in-house respondents stating that their company used this channel.
• Social posts and updates are the second most effective type of content for in-
house marketers after email, with 46% stating that this is one of their three most
effective types of content.
ATTITUDES (cont’d)
Desired future
mindset: What do
we want this
persona to
feel/think?
Leading analysts (Gartner, Forrester) have named Adobe a leader in Web Content
Management. Adobe’s solutions can help my organisation implement a WCM
strategy that optimises mobile and social media across context-aware,
multichannel marketing.
Adobe Experience Management (AEM) will help us create, manage and optimise
online customer experiences to build our brand, drive demand and extend reach in
the digital world. It integrates Adobe’s broad portfolio of industry-leading tools to
empower marketers to execute with ease, agility and effectiveness. AEM also
facilitates collaboration with IT by providing the unified tools and platform to enable
them to rapidly develop and deploy new templates, designs and components for
web, mobile and social channels to business users.
AEM will empower us to:
• Build brand presence: Bring our brand to life. Connect with our target
customers by creating engaging and relevant web and microsite experiences.
Create locally relevant brand experiences while maintaining brand integrity.
• Drive demand: Quickly create, launch and optimize relevant, compelling online
marketing campaigns with microsites and landing pages to drive conversion.
• Extend reach: Maximise reach and engagement with consumers across web,
mobile and social channels; increase site traffic with SEO.
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Messaging and Content
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Messaging Strategy
1. ENGAGEMENT
MESSAGE
2. SOLUTION MESSAGE
3. REINFORCEMENT
MESSAGE
4. VALUE MESSAGE
Adobe Experience Manager

Messaging Framework Driving Content Strategy
The four messages outlined in the message box become themes for
content used in different phases of the buying cycle.
AWARENESS INTEREST PREFERENCE DECISION
Engagement Messages
Solution Messages
Reinforcement Messages
Value Messages
Source: Michael Gospe, Jr., The Marketing High Ground (2011)
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Gating Strategy Balancing Act
Increase level of
awareness and
market penetration
around Adobe
Digital Marketing
solutions
Increase visitor
conversion
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Ungated Content
 Content about Adobe products, solutions, features and capabilities:
 Product sheets
 Solutions Overviews
 Technical Whitepapers
 Content about customer experiences
 Video success stories
 PDF success stories
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Gated Content
 Content adding industry perspectives
 Adobe Indexes
 Analysts Reports
 Market Insights and studies
 Industry Surveys
 Content offering competence and expertise
 Webinars
 Trainings
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Integrated Marketing Program
Creative Landing page
Email HTML
Online banners
Video infographic
Blog post
SEM
Social media amplification
Breakfast seminar
Content syndication
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Marketing Automation and Lead Nurture
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Why bother?
Footer Text
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“Nurturing is a critical way to keep prospects engaged and headed down the path to purchase”
• Produce a predictable
stream of high quality
leads for the inside sales
team
Primary
Goal

Nurturing Programs - Objective
Build automated programs to educate & nurture
contacts around our 9 enterprise solutions
Have programs available in main European
languages
Create truly integrated campaigns
Footer Text
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Lead Scoring
Footer Text
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Explicit /
Demographic
Implicit /
Behaviour
Contact Score

Personas in Action 1.0
CORPORATE
Renault case study (video and blog)
CORPORATE
Sotheby’s International Reality case
study (video and blog)
CORPORATE
Apps and the mobile web white
paper
1 2 3
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Mobile Apps
Wave 1
DAM
Wave 3
DAM
Wave 2
DAM
Wave 1
WCM
Wave 1
WCM
Wave 2
Mobile Apps
Wave 3
Mobile Apps
Wave 2
DAM
Wave 4
WCM
Wave 3
WCM
Wave 4
Digital Experience Management
Wave 1 - Everyone that is interested in
AEM
Digital Experience Management
Wave 2 - Anyone that is interested in AEM.
Split on behaviour / Job title
Personas in Action 2.0
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One Program, 3 Personas…
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Nurturing Programs - Style
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Nurturing Programs - Layout
 Reduced Banner by 30%
 Contributed to improving the click through rate by 90%

Results Are In…
350%
Increase in Form
Submits
175%
Open Rate Increase
2.5x
Generated MQLs
Vs Q313
51%
Increase in SALs
(Q313 V Q314)

Driving engagement through branded content
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Yo, man - I need some clicks.OK, OK, I’ve got some choice clicks right here,
yo.28

Promote our branded video content
The Challenge
• Reach the right audience
• Bring them into an Adobe experience
• Capitalise on a breadth of channels
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The Solution: An integrated approach
blogs.adobe.com/digitaleurope LinkedIn Content Ad Twitter
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The Result
Best performing blog
post on our European
Digital Marketing blog
platform
Watch the video and find out more about our campaign in my latest LinkedIn Post:
http://uk.linkedin.com/in/smorris75
Or search: Simon Morris Adobe
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Thank You!
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Persona Marketing and Lead Nurturing- Simon Morris, Adobe

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