Adobe Campaign Case Study - Adobe: Creative, …

[Pages:4]Adobe Customer Story

Adobe

Automated campaign targeting and lead management.

Adobe uses Adobe Campaign within Adobe Marketing Cloud to automatically engage thousands of leads weekly.

"Adobe Campaign enables us to consume and store more data from across the enterprise for more precise segmentation and targeting."

Scott Marshall, Group Manager of Demand Generation, Adobe

SOLUTION Adobe Campaign solution within Adobe Marketing Cloud

RESULTS

6x to 11x

INCREASE

HIGH PERFORMANCE Improved lead scoring performance six-fold in integrated and Campaign environment and eleven-fold on the automation platform

FAST PROCESSING Greatly increased processing logic and deliverability compared to previous marketing automation platforms

33%

REDUCTION

AUTOMATED LEADS Reduced effort spent on lead nurture, lead scoring, and lead management by 33% through automation

UNITED VIEW Consolidated from multiple marketing automation platforms to Campaign to enable integrated customer profiles and centralized management

Adobe Customer Story

Adobe Systems Incorporated

Established in 1982 Employees: More than 12,000 worldwide San Jose, California

CHALLENGES

? Improve marketing efficiency with automation

? Leverage intelligence by integrating campaign solution with other business solutions

? Move from multiple marketing automation platforms to one environment that can scale across the enterprise

"We transformed traditional silos of marketing data into a central pool of information offering a complete view of every customer."

David Welch, Vice President of Marketing Insights and Operations, Adobe

Higher-impact customer engagement

As the global leader in digital marketing and digital media solutions, Adobe is changing the world through digital experiences. To engage customers with the latest information about products and services, the Adobe sales and marketing teams send more than a billion emails annually--up to 15 million emails daily to audiences in North America alone--to provide existing and potential customers with access to relevant information and offers.

Adobe had previously used ExactTarget and Eloqua as marketing automation platforms, but data and campaigns remained siloed, limiting overall campaign effectiveness. The company wanted to consolidate from those solutions onto a single platform to enable more automated, personalized interactions--even in light of extremely high-volume campaigns.

With the integration of Adobe Campaign into Adobe Marketing Cloud, Adobe gained an enterprise-level campaign management solution for itself and its customers. Today, the company's own integration of Campaign is the largest in the world.

"Integrated campaigns have changed everything," says David Welch, Vice President of Marketing Insights and Operations at Adobe. "We transformed traditional silos of marketing data into a central pool of information offering a complete view of every customer. As a result, we can better coordinate and select communications of most interest to recipients."

Over the course of a year, Adobe used Adobe Campaign to run more than 450 batch and blast and trigger email campaigns for its Digital Media business, enable 120 automated nurture email programs for its Enterprise Business, manage subscriptions and newsletters for , and deliver internal communications. Adobe Campaign also processed more than a half million leads in over 130 lead scoring and inquiry management programs, providing high-performance analysis for minimal effort.

Personalizing customer engagement

At Adobe, Campaign is integrated with databases, Smart Forms, and Adobe's own marketing database, bringing over 100 million contact records together into a single contact view.

The centralized data and campaign management gives sales and marketing teams a clearer idea about customer interests and what actions will encourage sales. It also streamlines testing of what-if scenarios to refine and improve learning. These capabilities are used to inform the nurture logic built into Adobe Campaign to automatically segment contacts so the company can deliver the best communication at the right time. The same data can be use by marketers to build customer profiles, enabling Adobe to provide email recipients with timely news and offers in batch emails.

Adobe Customer Story

"With improved lead management and scoring, our managers can focus the limited time they have on leads most likely to convert. This makes the sales funnel more effective and can drive more sales."

Sylvain Ronsain, Consumer Marketing Manager, Adobe

"Achieving fully integrated marketing campaigns is a huge priority, so Adobe Campaign is a perfect fit for us. By standardizing on Adobe Campaign, we can better...engage customers through email, web, search, social, and other channels."

Scott Marshall, Group Manager of Demand Generation, Adobe

Adobe's large-scale implementation of Adobe Campaign--more than 200% larger than the average Campaign implementation--has achieved outstanding performance. The Adobe solution acts as both a marketing platform to hold all campaign contacts, as well as an execution platform to deliver targeted campaigns to contacts.

For instance, rules can be set up in Campaign to manage multiple Internet protocol addresses for sending emails, designating some addresses for different types of messages or even different data-quality levels to help ensure the highest deliverability possible. In addition to improved targeting, the ability to control IP addresses for email campaigns reduces the likelihood of IP addresses becoming accidentally marked as spam, which is a concern when delivering campaigns as large as those managed by Adobe.

Compared to previous cross-channel campaign management solutions, Adobe Campaign increased processing logic and deliverability by 14 times. Equally impressive, campaign run times dropped from well over an hour to 15 minutes or less. As Campaign continues deeper integration with Adobe Analytics, the Adobe team will also be able to drive richer data analyses so marketers can better predict which contacts are ready for sales follow up and offer more personalized experiences.

Improved lead scoring, enhanced sales

Along with consumer engagement, Adobe Campaign supports business-to-business engagement at Adobe. For this segment of contacts, Adobe generates about 10,000 leads a week. Automated Adobe Campaign workflows help the sales team prioritize and contact leads. For instance, the lead management process manages about 600,000 leads annually across four geos and nine product groups. Leads are scored to identify the best for follow up. As part of the process, lead handoff is automated. The process also includes subsequent collecting of feedback about lead quality to continually improve efforts.

Adobe workflows for synchronizing data to trigger lead scoring and management are highly automated. Across automated systems, the company realized an 11-fold performance increase. For leads loaded into , lead scoring has seen a six-fold performance increase. Overall Adobe Campaign has reduced the total time required for lead scoring, lead management, and lead nurture by as much as 33%.

"With improved lead management and scoring, our managers can focus the limited time they have on leads most likely to convert. This makes the sales funnel more effective and can drive more sales," says Sylvain Ronsain, Consumer Marketing Manager at Adobe.

Adobe Customer Story

SOLUTION AT A GLANCE

? Adobe Marketing Cloud, including the Adobe Campaign solution. Capabilities used include: ? Integrated customer profile ? Visual campaign orchestration ? Targeted segmentation ? Cross-channel execution ? Real-time interaction management ? Operational reporting

Scaling across the enterprise

The powerful Adobe solution has already supported delivering over 1.1 billion targeted emails across more than 130 lead nurture campaigns, more than 50 inquiry management campaigns, and other activities. The enhanced personalization not only improves customer engagement but also impacts bottom-line returns as people respond better to more targeted communications.

With Campaign, Adobe now has a platform in place that can scale easily to support more data from many sources and formats. "The previous marketing automation platforms we used limited our options," says Scott Marshall, Group Manager of Demand Generation at Adobe. "Adobe Campaign enables us to consume and store more data from across the enterprise for more precise segmentation and targeting."

Through deep integration across all Adobe Marketing Cloud solutions, Adobe can enable its marketers to easily collect and analyze customer profiles and activities across in-person, web, search, and social engagements. "Achieving fully integrated marketing campaigns is a huge priority, so Adobe Campaign is a perfect fit for us," says Marshall. "By standardizing on Adobe Campaign, we can better automate activities and engage customers through email, web, search, social, and other channels for more effective marketing."

For more information solutions/campaign-management.html

solutions/digital-marketing.html

Adobe Systems Incorporated 345 Park Avenue San Jose, CA 95110-2704 USA

Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

? 2015 Adobe Systems Incorporated. All rights reserved.

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