Scroll-Stopping Digital Ads:
Planning for Success in 2021
Paulo Martins | Head of Global Digital Marketing,
Commercial – Adobe Digital Experience

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Agenda
 Introduction
 Planning for Success in 2021 - Digital Marketing
 SWOT Analysis
 Target Audience
 Relevant Ads using the Sales Funnel
 Budget Split and Forecast
 COVID-19 Impact on Digital
 2021 Digital Marketing Predictions

©2020 Adobe. All Rights Reserved. Adobe Confidential.
About the Speaker
 Originally from Brazil.
 Worked with Digital in LATAM, APAC
and now here in the US.
 Moved to the US to get to know the country,
but end up in quarantine working from home.
 WFH can be challenging when you have
a 1-year-old boy at home. (but also has great benefits)
Paulo Martins
Head of Global Digital
Marketing, Commercial –
Adobe DX

©2020 Adobe. All Rights Reserved. Adobe Confidential.
SWOT Analysis | Planning Digital for Success in 2021
2020 was a ‘different’ year, and for that reason a
good SWOT Analysis is the place to start your plan.
1. Make sure to identify the points that worked well
for your business.
2. What worked well 2020 should guide you for a
good start in your planning process.
3. How much impact COVID-19 had to your industry?
4. 2021 has also opportunities waiting for you.

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Goals and KPIs | Planning Digital for Success in 2021
Where do you want to go in 2021?
1. The important metrics and KPIs.
2. Think about the entire sales funnel.
3. You should be able to identify what success or
failure look like for your Digital Strategy.
Conversion Rate, Volume of Leads, Sales Qualified
Leads, Opportunities, Pipeline and Bookings.

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Target Audience | Planning Digital for Success in 2021
Who is the Person you’re trying to reach?
Consider the culture, job title, industry and many
other factors to improve your message.
Now that you know WHO is that persona. If you
want to provide a relevant message, also consider
the stage of the sales funnel.
Personas Sales Funnel Stage

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales Funnel | Planning Digital for Success in 2021
TOP OF THE FUNNEL
1. First Engagements
2. Capture the data
3. Generate new leads
4. The first steps of the journey

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales Funnel | Planning Digital for Success in 2021
MIDDLE OF THE FUNNEL
1. Engage the Audience
2. Start the qualification
3. Push the leads through the funnel

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales Funnel | Planning Digital for Success in 2021
BOTTOM OF THE FUNNEL
1. Give support to the buying decision
2. Close the deals and generate ROI

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales Funnel | Planning Digital for Success in 2021

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales Funnel | Planning Digital for Success in 2021

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Budget | Planning Digital for Success in 2021
Organic doesn’t mean
totally free; you need to
allocate budget to it.
This is the channel that
will show the highest
intent.
Paid Social is a must do
for a B2B Digital Strategy.
The cheapest CPC, but
the lowest conversion
rate.
Organic Paid Search Paid Social Display Ads

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Forecast | Planning Digital for Success in 2021
What can your strategy achieve?
1. Calculate a realistic forecast
2. Reverse engineering from the bottom of the funnel
3. Give confidence to leadership
4. Prove concept to justify the budget investment

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Forecast | Planning Digital for Success in 2021
 1,000 Net New Leads
Budget $50,000
 200 MQL
 40 Opportunities
 8 Deals = $240,000
 ROMI = 4.8x
New Lead
MQL
SQL
OPP
SALE
DIGITALMARKETING

©2020 Adobe. All Rights Reserved. Adobe Confidential.
COVID-19 IMPACT
 Your audience is working
from home. And there is an
impact to your Digital
Strategy.
 Multiple devices and
switching in between private
and corporate networks
(VPN).
 Less deals closed.
 Higher Search Volume to some
industries.
 More competition for CPC channels.
 Testing channels and A/B tests are
crucial to find the ideal scenario.
 Different audience behavior can drive
opportunities on Social Media
Marketing.
 Webinars and virtual events became
crucial to engage with target audience.
 Competition for this space has
increased drastically, need relevance
to stand out.
 Digital is required to drive
registrations.
WFH Pay-Per Click Webinars

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Digital Marketing Predictions for 2021 | ABM for Digital
Ads & Web
Personalization
OPPORTUNITIES
TARGET
ACCOUNTSMarketing, Business
Development, Sales, Customer
Success

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Digital Marketing Predictions for 2021 | Intent Data

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Digital Marketing Predictions for 2021 | Artificial Intelligence

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Digital Marketing Predictions for 2021 | Non-linear Journeys

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Digital Marketing Predictions for 2021 | Privacy

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Key Takeaways
1. COVID-19 had an impact on Digital, but you can take
advantage of the current scenario.
2. Back to basics on planning will make your Digital Strategy
stronger.
3. Use your personas and the sales funnel to be relevant.
4. We’re expecting more changes in terms of privacy, get
prepared.
5. 2021 has opportunities to explore, make sure you look at
Intent Data, Artificial Intelligence for Digital and ABM.