Demystifying the Content Supply Chain and Adobe GenStudio as a Product Suite

Transcript

Hello everyone, welcome and thank you for joining. We’ll be getting started in a moment or two. Today’s session, which is fully connecting the content supply chain through Workfront and AEM, will be led by our customer success strategist, Bobby Nock. So whilst we’re just waiting for a few more attendees to filter in and then we’ll get started. So whilst we’re waiting for attendees to filter in, we just wanted to let you know that we do have several other sessions that are coming up this quarter that are open for you to attend. And these are the sessions that we’ve got coming up over September.

And we’ll look to share a link with those in the chat shortly. So I think I’m going to go ahead and click off today’s session. So first and foremost, thank you very much for your time and attendance today. Just a note to say that this session is being recorded and we will share out a link to that recording to everybody that has registered. This is a live webinar in a listen only format, but do feel free to share any questions that you may have into the Q&A or the chat pod and our team will answer them as soon as we can there. In addition, we have reserved some time at the end for Q&A that may pop up. So with that, I think we will get started. So today we’re joined by Bobby Dock. So I’ll hand over to you to get us started. Thanks, Bobby.

Thanks, Danny. And hi, nice to meet you, everyone. I am Bobby Koch. I am a customer success strategist. And today, as Danny alluded to, we are going to break down the content supply chain as well as show you how Adobe Gen Studio can turbo charge your creative process.

So as you can see, we’re demystifying the content supply chain in Adobe Gen Studio as a product.

So the roadmap for today is we’re going to talk in a story form about a character I created named Robbie. No relation at all to the current presenter named Bobby. We’re going to talk about some key terms within content supply chain just to make sure we’re all speaking the same language. We’re going to go over some use cases as well as product mapping, and then we’ll wrap up Robbie’s story.

Before we do that, just really quick, again, about myself. So my name is Bobby Koch. I’ve spent over five years working with Adobe’s Digital Experience stack. I live outside New York in Westchester County, for those familiar, with my dog and my wife and soon to be a baby on the way. And my happiest place on earth is Paris, Greece. If you’ve never been, highly recommend you go there. Or really, as I just alluded to, anywhere with my dog and wife. You can see there is a QR code down in the upper or, sorry, in the bottom right corner. That is a QR code for my LinkedIn. Feel free to connect with me. I’m happy to talk to you about the content supply chain at any time. At this point, I’m going to go off camera just so that you can all focus on the slides. But pleasure again to meet all of you and looking forward to walking through this today. So as I alluded to, meet Robbie. Today, I’ll be walking through the story of how Robbie used Adobe’s Gen Studio as a product suite to help him create and deliver his webinar. Robbie is a customer success strategist living in New York with his wife and his dog. His favorite place on earth is Paris, Greece.

Any resemblance to anyone you may know, including the current presenter and narrator, is totally in your head and not intentional at all. Robbie has volunteered to create a content supply chain webinar for his company.

He’s supremely confident in his ability to deliver this webinar. Really, how hard could it be? Any time you have a business process that looks like one of the cork boards from Only Murders in the Building, you know, the one with the red string zigzagging between 47 sticky notes, coffee stains, and a wild-eyed yelling, it all makes sense. That means it’s totally uncomplicated and easy to understand, right? Let’s be honest, if your content supply chain diagram requires a conspiracy wall, you’re probably not alone. You start with a simple idea, let’s make a webinar. Next thing you know, there are approvals, reviews, asset hunts, compliance checks, and suddenly you’re learning acronyms you never wanted to know. It’s like you set out to bake a cake and ended up on an episode of Netflix, nailed it.

And finally, just when you think you’ve got it all figured out, someone asks you, where’s the final, final, really final, for real this time, asset, and you realize you’re back at square one. Much like Job in Arrested Development, Robbie is feeling like he’s made a huge mistake.

If you’ve ever had that moment, maybe after volunteering for a project or agreeing to just one more revision, you’re in good company. You may be feeling a bit like Robbie in The Last Side, eyes wide, existential dread setting in, wondering if you accidentally signed up for a triathlon instead of a webinar. I’m sure many of us can relate, well, except your current presenter. I mean, Robbie’s wearing a white polo with a blue collar, who does that? But here’s the good news, it’s all going to be okay. Adobe is here to help. And the best part, many of you already own the tools you need to tame this wild content beast. So before we dive into a real world story, let’s make sure we’re all speaking the same language. No secret passwords, no decoder rings, just a few cute terms to get us started. So before we dive in further, we’re going to make sure we’re all on the same page. What a content supply chain is, is an end to end business process every company needs to deliver the content required for their marketing campaigns and personalized customer experiences. Most content supply chains are broken due to the functional nature of content life cycles. This is the business problem. Adobe Gen Studio is an integrated set of best in class products to help companies automate and optimize our content supply chain through each of these core elements. This is the suite of Adobe products that is Adobe solution to the content supply chain. Gen Studio for Performance Marketing is a standalone enterprise product that embodies Adobe’s content supply chain to streamline performance marketing campaigns. It won’t be the focus of today’s webinar, but it’s still an important key term to know. With that said, Gen Studio is basically the Avengers of the content world.

Seriously, each product in the suite is a superhero in its own right. Workfront is your Captain America, keeping everyone organized and on mission. Creative Cloud, that’s Iron Man. Flashy, creative, and always ready with a new gadget. AEM is like Thor wielding the hammer of content delivery and smashing through bottlenecks. Don’t forget Express and Frame.io, your Hawkeye and Black Widow, quietly getting the job done with deadly precision.

Each of these tools is awesome on its own, but when you bring them together, that’s when the real magic happens. Suddenly, you’re not just managing assets or planning workflows, you’re saving the known universe, or at least conquering the chaos of your content supply chain. Think about it, if your use case calls for wrangling a million assets, you can do that in AEM assets. If you need to automate approvals and keep projects on track, you can do that in Workfront. Need your creative team to look like they have superpowers? That can be accomplished by firing up the Creative Cloud tools as well as Gen AI.

When these tools assemble, you can tackle use cases that would make even Loki think twice, like launching global campaigns, personalizing content at scale, or finally finding the third version of that final final for real this time asset that I mentioned earlier. Now, this slide is a big deal. Why? Because it’s the Rosetta Stone for your content supply chain. It shows exactly where the solutions you may already license today fit along the journey from idea to delivery. Think of it as Google Maps of Gen Studio. You can finally see where you are, where you’re going, and which tools are going to get you there. This isn’t to say that some of these tools don’t have features that overlap with each other and may fall in other sections, but this diagram helps you think about what each tool is best at. I wanted to make sure everyone leaves here today knowing not just what Gen Studio is, but how each piece, Workfront, Express, Frame.io, and more, maps to a specific part of your workflow. Maybe you’re already using Workfront for project management, Creative Cloud for design, or AEM for asset wrangling. This slide connects the dots showing how these tools aren’t just isolated islands. They’re part of a larger integrated solution called Gen Studio. I did want to backtrack a little bit because I know we didn’t necessarily open up today’s webinar with the challenges that are facing content supply chain transformation today. As you all can see, and are probably well aware, content scale and volume demand is expected to grow 5x in the next two years. Content speed and agility. Marketers need to deliver campaigns faster than ever, and customers want them to be personalized for that one-to-one touch experience, as well as the fact that there are disconnected teams and tools, as shown earlier with the slide just mapping all the different parts of the content supply chain and all the different people that need to be involved. It creates bottlenecks that make it tough to meet scale and speed.

You can see some case studies here as well that have shown the success that Adobe has had with Gen Studio and customers have had using Gen Studio. So there have been customers that have improved their project review and approval timelines from weeks just one day, that have seen 70% increase in speed to market, and 10% increase in creative efficiency and engagement across their content. I know so far I’ve talked about this in a very theoretical way. I want to get to a real life story. So we’re going to return to Robbie, and we’re going to explore the process from workflow and planning all the way to reporting and insights as told through Robbie creating and delivering his webinar. Even though we just returned to Robbie, I need to introduce you to another character. Meet Sarah. She’s our Workfront admin extraordinaire. Sarah recognizes that Robbie is struggling with where to get started after volunteering to lead his webinar. She decides to take pity on him despite his original overconfidence and help him out by creating a Workfront project for him. When she creates a Workfront project, she creates tasks and milestones to make sure Robbie stays on track for his webinar delivery date. At that point, it’s time for the production. Robbie’s artistic skills peaked in kindergarten, though he didn’t totally draw a mean stick figure. He could use a little help with design. He absolutely could use design tools like Photoshop, Lightroom, etc., but the end result wouldn’t be very appealing due to his own artistic inability. Thankfully, these days image generation tools such as the ability to generate text to an image in Firefly services exist that allow people, even with Robbie’s skills, to embrace their inner interests. He uses the Firefly services to generate images for his webinar as well as marketing materials. Once the assets created by Robbie are approved in the Workfront project, Thomas the damn librarian sweeps in. Everyone needs a Thomas to make sure that proper tags and metadata are being applied. Have you ever spent hours trying to find Waldo only to realize you’re looking at a picture of infinite Waldo lookalikes? That’s what trying to find an asset without proper metadata or tagging is like. Thankfully, Robbie doesn’t have this issue thanks to Thomas. Robbie takes the finalized assets from AEM Assets and makes sure to apply them to all of his marketing materials and finalize webinar deck. The day of the webinar, Robbie’s organization uses APIs to connect his third-party email reminders about the webinar for registration using assets he created.

Even though he’s smiling, he’s incredibly nervous. He started off supremely confident, but during the process of building this webinar, he learned how much goes into the content process and honestly, it’s almost never as linear as he made it seem in his presentation. Just the mere thought of being someone who is involved in the content creation process for marketing campaigns at the enterprise made him want to hide under the covers. Seriously, kudos to you all. Despite his nerves, the webinar goes amazingly. He’s too humble to say it, but he even heard some people say it was the best webinar ever. The content analytics from Adobe Content Analytics backs it up. The analytics show the images from Robbie’s webinar had the most impressions an asset from the company has ever seen. It also showed the click-through rate of the marketing materials on his company’s websites were off the charts. His company is so impressed by his webinar delivery that they reward him a trophy and a totally deserved fully paid beach vacation. Before I head to my fully paid beach vacation, I did have one last slide I wanted to cover and share today. You might recognize this slide. It’s almost as if you saw it earlier in the presentation. They say repetition is the best form of teaching. I thought it was important to specifically call out what tools were used and where in the flow they occurred during our webinar or story to help make it real for everyone. So as you can see, during the workflow and planning part, Workfront was used to centralize planning management, facilitate workflow execution, and unify review and approvals. During creation and production in Robbie’s webinar, he used Firefly services as an example of boosting creative production from concept to production with Gen AI. During the asset management, I’m not going to read the entire slide there, but that said, as you heard in the story, he used AEM assets for all of his dam needs. In delivery and activation, there were APIs that used to connect the Firefly assets to the webinar platform of Robbie’s company’s choice. And then finally in reporting and insights, content analytics was used to get operational infocytes. The intent of this webinar today was not to teach you how to use these tools functionality specifically. We do have other great webinars plan that can get into more the weeds of some of those details. Rather, I wanted to get you all thinking about the interconnectedness of the tools and how they can help solve for very specific use cases, such as planning and producing a webinar by working together. You can also find some additional materials on the content supply chain and gen studio on Adobe experience league, as well as by working with your account teams. I hope you enjoyed the webinar today, and please feel free connect with me on LinkedIn. Talking about the content supply chain is why I get out of bed in the morning, and I’m happy to talk about it anytime. So at this point, I will turn it over to Q&A if there are any Q&A in the chat. Thanks Bobby. Whilst we see if there are any questions in, I will just start a quick poll, which is a quick couple of questions just to get your feedback and to help future sessions.

So let me just launch that. You should see that now. And whilst I’m there in the chat, I will also post a link to the future webinars, which I said I would do earlier. If there are no Q&A, we can give everyone some time back and just wanted to reiterate, really appreciate everyone joining today’s session and looking forward to connecting with you on LinkedIn. Thank you all for your time. Thanks, Bobby. Thanks everyone.