Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Marketo

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Creating epic customer experiences Navigating the challenges of the evolving marketing landscape can be a massive hurdle for any company. It’s no longer about whether you're targeting B2B or B2C markets, but rather 'B2E' – business to everything, everyone, everywhere. In the B2E world, it’s important to understand that buying behaviours have converged and are now driven by both technological and cultural change. Based on the results of a new European survey of B2B buyers and marketers, Jamie will share insights on how human nature and customer nurture are key to attracting and retaining today’s customers. Key takeaways include: - Understand the impact of generational attitudes and social norms - Identify potential flashpoints in your demand generation funnel - Learn how to deliver Account-Based Experiences that drive revenue

Marketing

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Creating epic customer experiences
Jamie Anderson | EMEA President, Digital Experience, Marketo, an Adobe company | @collsdad

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Creating Epic Customer Experiences
J A M I E A N D E R S O N
President EMEA, Digital Experience - Marketo, An Adobe company

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
PERSONAL • B2B • B2C
#AdobeSummit @collsdad

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
48% of business have lost sales because
they have failed to engage customers
#AdobeSummit @collsdad

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
PURPOSE
#AdobeSummit @collsdad

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
FLAWLESSLY?
Gen X Millennial Gen Z
THE GENERATIONAL IMPACT
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The
emergence
of business
to everyone
#AdobeSummit @collsdad

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T H E G E N E R AT I O N G A M E
#AdobeSummit @collsdad

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C R E AT E E P I C E X P E R I E N C E S
#AdobeSummit @collsdad

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27% cited ‘too much jargon’
among factors that drive disengagement
33% want clearly stated messages
in language they understand
#AdobeSummit @collsdad

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Key takeaways
ACTION #1: T h e G e n e r a t i o n G a m e
Purpose matters most at the beginning of the buying process, and is critical to making
it into the consideration set. Once in the consideration set focus on your product or
service capabilities
ACTION #2: C r e a t e E p i c E x p e r i e n c e s
In a B2E world delivering a consistent personalised experience to your customers &
prospect is the solution to winning more business
Action 3#: C l e a r C o m m u n i c a t i o n s
Avoid jargon, aim for authenticity and clarity in your communications
#AdobeSummit @collsdad

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#AdobeSummit @collsdad

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Jamie Anderson
Email: jamie.anderson@adobe.com
Twitter: @collsdad

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
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Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts. Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy. Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.

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Vídeo La forma en la cual los alumnos seleccionan dónde estudiar ha cambiado. Esa búsqueda es cada vez más digital. La mayoría de las universidades y centros de formación está invirtiendo gran parte de sus presupuestos en publicidad online, aunque los resultados no siempre son los esperados. A través de este webinar, descubre cómo están logrando reducir el coste por nuevo estudiante y mejorar la rentabilidad promedio por alumno aquellas universidades que han implementado una solución de Marketing Automation.

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Le marketeur traditionnel se concentre sur le suivi d'activités comme la collecte de formulaires auprès des leads, les ouvertures d'e-mails et les clics sur les liens. Le marketeur moderne sait que seule la mesure du retour sur investissement prouve l'impact de ses actions et la contribution de son équipe au chiffre d'affaires. Les dirigeants attendent en effet des résultats tangibles. Or, si d'un côté votre équipe marketing suit les activités et que de l'autre votre équipe commerciale suit les recettes, vous risquez d'être confronté à une divergence d'objectifs. C'est là que l'attribution marketing entre en jeu. Dans sa forme la plus simple, l'attribution marketing B2B consiste à mettre les données marketing en corrélation avec celles des ventes. Participez à notre webinar, en collaboration avec notre partenaire AWE, le jeudi 16 avril à 11H00 et découvrez les avantages de l'attribution marketing, le modèle le plus approprié pour vous et les différentes méthodes qui vous aideront à démontrer l'impact du marketing sur le chiffre d'affaires. Au programme : Les différents modèles d'attribution : les différences, le pour, le contre. Quel est le modèle le plus approprié pour votre entreprise et quelles sont les méthodes pour démontrer l'impact du marketing sur votre chiffre d'affaires. Démonstration Marketo Engage : un outil multicanal unique pour gérer votre attribution du modèle le plus simple au plus sophistiqué. Nos intervenants :

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Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Marketo

3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Log in to your account using the details sent to you when you registered Enable social and select the room for your session Ask questions and answer polls Interact with Summit 2019 using the event app Don’t forget to tweet using #AdobeSummit

5. Creating Epic Customer Experiences J A M I E A N D E R S O N President EMEA, Digital Experience - Marketo, An Adobe company

8. © 2019 Adobe. All Rights Reserved. Adobe Confidential. What B2B buyers are looking for 85% 84% 83% 81% 78% Treated fairly as a customer The company is serious about protecting my organisation’s data The company is serious about protecting my personal data The company always conforms to best practice in handline our data and sensitive information The brand is transparent in how it works #AdobeSummit @collsdad

10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Importance of brand purpose 68% The company treats its employees well 61% The company shows a genuine engagement with diversity and inclusion for employees 64% Ensures its operations are fair to people at the end of the supply chain (e.g. Fairtrade) 60% Takes real action to support human rights at home and abroad (e.g. with robust antislavery policies) 63% The company invests in its employee’s development and shows authentic ethical values 40% The company has a clearly defined political stance or similar to my own #AdobeSummit @collsdad

11. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Brand purpose is key to customer retention 54% 61% 62% 78% 79% The Big Issues People Sustainability Ease of Business Security & Protection #AdobeSummit @collsdad

16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 27% cited ‘too much jargon’ among factors that drive disengagement 33% want clearly stated messages in language they understand #AdobeSummit @collsdad

17. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Key takeaways ACTION #1: T h e G e n e r a t i o n G a m e Purpose matters most at the beginning of the buying process, and is critical to making it into the consideration set. Once in the consideration set focus on your product or service capabilities ACTION #2: C r e a t e E p i c E x p e r i e n c e s In a B2E world delivering a consistent personalised experience to your customers & prospect is the solution to winning more business Action 3#: C l e a r C o m m u n i c a t i o n s Avoid jargon, aim for authenticity and clarity in your communications #AdobeSummit @collsdad

19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Submit your questions using the Summit App Your question, or one similar, may already be in the queue #AdobeSummit @twitterhandle Jamie Anderson Email: jamie.anderson@adobe.com Twitter: @collsdad

20. © 2019 Adobe. All Rights Reserved. Adobe Confidential. B2B8 From 10 to 100 million – how you scale your marketing smarter Marketo Engage Case Study B2B9 Time, love and intent data - a killer recipe for demand generation Marketo Engage Thought Leadership Tips & Tricks B2B10 Deliver measurable and scalable campaigns in Marketo Marketo Engage Tips & Tricks 13:00 - 13:45 14:00 - 14:45 15:00 - 15:45 Next Sessions #AdobeSummit @collsdad

21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Log in to your account using the details sent to you when you registered Enable social, search the schedule and favourite the session Complete the survey Interact with Summit 2019 using the event app Don’t forget to tweet using #AdobeSummit

22. Complete the Survey to WIN! Log in to your account Enable social Download the App 1 Complete at least 9 surveys to enter the prize draw 4 One chance to win per session Please favourite the session Survey available as the session starts Win an Adobe Creative Cloud 1 Year License 3 2 Win a Surface Go The hybrid PC dream made real

Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Marketo

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