Keynote - Customer Journey trends and innovation across B2B & B2C

Transcript

Welcome to Skill Builder Day, powered by Adobe Experience League. And you’re on the customer journey management track. My name is Timo Korberg and at Adobe, I head up the product marketing in EMEA for customer journey management portfolio. And we have a packed agenda with great speakers for you today, and of course, great topics. And I will kick things off with my overview on customer journey trends in B2B and B2C and show you some of the recent innovations that we’re bringing to market. Then two separate sessions. One focuses on our latest version of Adobe Campaign and how it compares to Adobe Campaign Classic B7. This is hosted by our open product management. And at the same time, Mihai, one of our key experts in EMEA for Adobe Marketo Engage, will walk you through the better together story with real-time CDP at Marketo. In the next two parallel slots, we have two really exciting sessions. One is focusing on B2B experiences with Marketo integrating into Adobe Experience Cloud. This is hosted by Mihai again. And the other one is for all of our Adobe Campaign standard customers showing the best tips and tricks presented by Laurent from our solution consulting team. And last, but certainly not least, to really get deep into data, Camellia from our own training organization will focus on data models in Adobe Campaign Classic. So let’s get right into it and start with the B2C side. At Adobe, we believe people buy experiences, not products. And the results in this Forrester study show that experienced businesses have higher revenue growth, auto value, customer retention. So it’s official. Focusing on experience is good for your business. But why is it so hard to achieve fully personalized experiences and journeys all the time? Well, one reason is certainly data. Data is still siloed, although we have been talking about unified customer profiles for years and years. As you can see here, 50% of companies still manage their data through individual applications instead of having a joint actionable approach. And 37% of those also manage their customer journeys manually, according to the Winterberry Group. And as the market dynamics evolve, the mission of the cross-channel marketer changes as well. So we’re being asked to do things we didn’t even think of four or five years ago. And you have to move faster than ever from concept to delivery of every experience. So your brand has to remain consistent across all of those channels, no matter what technologies or systems are supporting creation and delivery. So you need to reduce the friction in your teams as well and the overall organization so that you can collaborate more efficiently and with greater impact. And you have to be able to manage massive amounts of data with clear lines of ownership. Think through things like progressive enrichment, cross-channel experiences, orchestrating interactions, retargeting customers, and then progressive segmentation, and of course unprecedented access to data from everyone involved. So what is the key to success in 2022 and beyond? For the marketer to be successful today, they need to operate at scale that they haven’t seen and explore new and innovative use cases that differentiate a brand from the competition as well as drive engagement. And they need to operate in a reliable environment that scales and ensures agility as things change and extensibility into the future, such as new channels and data sources, of course. So I wanted to show you a cross-channel marketing maturity model that will also show you capabilities and best practices to overcome some of these challenges. So most marketers can create meaningful, Datch and Bless type campaigns. So think about newsletters, weekly sales, product updates. And most also can incorporate a channel or two beyond just email to drive customer engagement. And they also have the data sets to do so as well as tools to make it happen. But what a customer expects from a consumer brand today is to become more data-driven, meaning more personal and relevant for the consumer. So for example, using data to trigger the sending of communications and finally deliver the right message at the right time in the right channel. Or for example, delivering content and messages across all relevant channels using customer profile data to drive personalization. And of course, incorporating analytics and AI to not just understand what to do, but ideally anticipate what to do next. So when to send an email, to which channel, and predicting how likely someone is to engage. So to progress through these stages, a marketer needs an environment that allows them to scale to large volumes of data for faster queries and also throughput. And then you need the ability to easily create campaigns with dozens, if not hundreds of segments and operating in an environment that is up to date, reliable, predictable, and performs as expected. And here’s the catch. That’s where Adobe Campaign comes into play, as it’s perfectly set up to get you to a data-driven approach in a true cross-channel market environment. So the key capabilities, of course, include the data part. So integrated customer profile that creates a single accessible view of every customer. And based on that, you can do data management and finally targeted segmentation to build audiences, but also enrich them in real time. And then do what we want to do in B2C, cross-channel campaigns, building and managing campaigns across online as well as offline channels. And fully integrate email and mobile capabilities, not just the design and the personalization of messages, but also the delivery as well. And then you need to measure the success of your programs, your campaigns, your engagement and journeys. So reporting and analytics is critical, providing marketers with insights into the marketing performance. And lastly, the connectivity to other marketing solutions, specifically the Adobe Experience Cloud applications. Examples are Adobe Analytics, Adobe Audience Manager, Adobe Target, and also Adobe Experience Manager assets. So those are the existing capabilities that you might already know. Now I want to take a look at some of the latest innovation that we have announced at our Adobe Summit this year. So of course, we’re continuing to invest in Adobe Campaign itself to really support the next phase of cross-channel maturity for you. So we’re investing all around the user experience and the practitioner, but also delivering predictive insights on your customers and journeys, as well as modernizing cloud environments. And I want to start with that one. So let’s start with cloud modernization. As Adobe Campaign V8 Managed Cloud Services allows, first of all, speed and scale. That means leveraging what we call the Cloud Database Manager, leading to queries performing up to 200 times faster, multi-petabyte scale and increasing number of messages per hour. For example, up to 20 million messages per hour, up to 1 million transactional messages per hour. And of course, managing more profiles, up to 200 million active profiles, potentially reaching 1 billion in the future. The second area that this impacts is the connections to Adobe Experience Platform. As Adobe Campaign V8 supports data connectors with a platform and specifically real-time CDP and the unified customer profile. As it has native integrations as well with Adobe Journey Optimizer, our latest addition to the journey management family. So these investments will optimize the Adobe Campaign customer experience and unlock completely new use cases, such as adding individualized real-time customer journeys to existing campaigns. And thirdly, a real managed cloud services approach, as V8 will be available as a best-in-class managed cloud service, providing proactive oversight, timely alerting, and service governance. So the value for the marketer is a more agile and scalable cross-channel campaign management. If you’re interested in the managed cloud services in V8, make sure to take a look at the upcoming session with our product management today. And we’re not only investing in the managed cloud service and bringing frequent cloud modernization updates that bring increased agility but also security, but also planning to introduce a new simplified web-based experience for practitioners to simplify workflows, the email design, and the delivery here as well. So, and our customers are seeing clear benefits from segmentation and cross-channel marketing increasing customer acquisition to email programs and campaigns that have been transformed, increasing revenue growth to real-time triggers, increasing conversion, and developing a deep understanding of customers with the integrated customer profile, increasing opening rates because the messages that you send out actually are relevant and meaningful for your customers. So this is the B2C side and the campaign specifically. As aggressive as the shift to digital was for consumer brands, I believe that the shift for B2B companies was even more dramatic with the loss of in-person events and interactions in the last couple of years. So overnight B2B companies had to grapple with how to build trust and relationships in a digital-only world in many cases, where B2B brands and markets actually have less access to the customer but also less control of the customer journey. And surely, this isn’t just an artifact of the pandemic. It’s actually a shift in how B2B buyers prefer to interact moving forward with brands, and it’s also driving how we as Adobe think about B2B. So what’s the solution here for some of these challenges that you see on the slide for B2B brands and marketers? Well, clearly, personalization is the key here. As personalized experiences help to simplify long and complex customer journeys and make your job just more efficient, contributing to your success, which is why B2B businesses are being graded by every customer on how well they do this, on how well they actually personalize. So how do you get there? Again, I wanted to show you another maturity model here for B2B and MarketerEngaged specifically. And it’s critical to continue to improve your digital marketing maturity in order to take advantage of new technologies and not just to stay ahead of your competition, but also, like I said, kind of live up to your customers’ expectations for personalization. And I heard a really great example of this from McRaw Hill Education recently where they moved from sending very generic customer messages like, your subscription is expiring soon, to a more fully personalized messages approach about how the customer had been using the service, the exact date individualized when an expiration is happening, and how they can get more value from the service in the future. So, for example, new features and so on on the training platform that they deliver and offer. So this is the type of personalization that customers are expecting. B2B customers are expecting. And those are actually driving business results. But it’s important to understand that not every solution is going to be usable at whatever level you’re starting here in the maturity model. So you need to grow, solutions need to grow with you to a maximum maturity capability with today’s technologies all the way up to level four that you see here. So let’s take a look at how Adobe’s B2B marketing offerings can help you grow your digital maturity while also addressing the current digital reality that I’ve touched on and some of the challenges that you might see on a daily basis. So clearly Adobe Market Engage delivers growth and exceptional B2B experiences with six core capabilities. So again, it starts with data. So the marketing data environment brings together profiles for individuals, but also entire accounts. And offers a seamless connection to CRM data, but also many other sources that are relevant for your B2B journeys, providing everything that the marketer needs to target and also personalize communications. And based on that, you can actually personalize the content in the best possible way, leveraging the power of AI and a variety of sophisticated rules to adapt to customer behavior and create a personalized experience for each individual and entire buying teams and accounts, no matter where they are in their journey. And then cross channel engagement, which is also a big topic in B2B as well, as it allows marketers to execute engagement efficiently across a wide variety of channels from a centralized hub. That includes both online, like emails and advertising and social, but also offline channels like events and direct mail. And then experience automation, automating the workflows that move prospects through each stage of the journey with sophisticated triggers, but also the scoring. And then a very important part of every kind of collaboration is the marketing and sales partnership. Ensuring that the sales team is aware of the programs that marketing is running, how their accounts are engaging and when they’re actually ready to be contacted with real-time alerts so they can have more effective conversation based on what the customers and the account teams actually looked at before. And last but not least, marketing impact analytics, measuring the success of everything that you do, giving you the marketer the tools to measure the impact of your efforts, your campaigns, your programs across every touch point in pipeline and revenue. So again, let’s take a look at some of the innovation here also on the B2B and MarketerEngage side. And we of course continue to invest in Adobe MarketerEngage and the broader Adobe B2B offerings to support the lifelong relationships that you want with your customers across multiple channels. So across these three areas, I want to start with data excellence first. So last year we introduced the new B2B edition of Adobe Realtime CDP Customer Data Platform powered by Adobe Experience Platform. So it gives you incredibly precise targeting for more consistent, personalized experiences by bringing together real-time person profiles with account and opportunity data from across different systems. And it allows you to do things like target engaged leads at high-value accounts with no open opportunity. Or maybe initiate messaging and offers across different channels based on incoming prospect activity from just a single channel. So actually that single engagement informs all the other engagement channels. And now for MarketerEngage, we’re offering a bidirectional integration connecting multiple instances of Marketer to real-time CDP so you have one single place for all that engagement activity. And that allows you to activate complete audiences in MarketerEngage, even creating missing leads or contacts. And of course, I want to talk about measurement here as well. And to understand the impact of every customer interaction on pipeline and revenue, this year we’re really thrilled to have announced its time at Adobe MarketerMeasure. So MarketerMeasure combines the centralized customer data from real-time CDP with our market-leading B2B attribution, formerly known as Visible. So now you can plan your marketing investments with speed but also confidence because you actually know what’s working and what’s not working. Plus, MarketerMeasure gives you de-visibility into the drivers of pipeline and revenue across all channels and campaigns down to the individual customers who are the most successful customers. And that means the entire marketing team can make faster, data-driven decisions. So how is that for data excellence? Next up, I want to talk about orchestration agility. And MarketerEngage is now easily able to share Adobe Experience Cloud’s user credentials, privacy frameworks, and also the look and feel of the user interface. Plus, it has expanded the user experience by using the user interface Plus, it has expanded support for our largest and our smallest customers as well. And together with Adobe Experience Cloud, you, our Adobe MarketerEngage customers, can now accelerate your content workflows and also streamline customer engagement. But a personalized experience is as much about conversations as it is about content. So to give website visitors the interactive experience they now expect, I’m excited to see Dynamic Chat for MarketerEngage coming to life. So with Dynamic Chat, you can have personalized customer conversations at scale and as part of an omni-channel strategy that is, of course, super important for B2B marketers as well, all powered by MarketerEngage. So for example, visitors can book a meeting with sales right there on your website getting to the next step that matters for you but also for them. And you see an example here on the left-hand side from one of our customers using this already called Planon. They’ve actually done a session at Adobe Summit so take a look at the recording as well. And then finally, let’s talk about marketing and sales coordination. To help marketing focus on the best prospects, we’re also announcing predictive learning and account scoring that is powered by Adobe Experience Platform and Adobe Sensei. Adobe Sensei, if you don’t know it yet, is our AI and machine learning framework at Adobe. So with the ability to predict the likelihood of a person or account becoming a sales opportunity or a new customer, marketing can drive higher quality pipelines more efficiently. So actually focusing on what really matters. And then also for the field, Sales Insight for MarketoEngage gives each sales representative a prioritized list of hot leads and their interests. And now Sales Insight actions give them multi-step engagement tools and content right inside the CRM for a complete workflow that makes every rep a top performer, hopefully. And as part of MarketoEngage, sales development activity no longer lives on an island. Marketing can actually use it to a certain extent automatically start and stop campaigns and the broader field can see all the sales development and marketing activity for all the accounts together in Sales Insight. So these are some of the most recent innovations that we have announced and are coming to MarketoEngage. And you, our customers, are in good company as we have over 5,000 customers globally now in nearly every industry using Adobe MarketoEngage and our B2B platform. And MarketoEngage and our B2B offerings including some of the largest customers, of course, like Microsoft and Google and Lenovo, but also midsize and smaller customers taking leverage of MarketoEngage. And MarketoEngage for all of these customers for you isn’t just another marketing tool. It actually helped them to transform their businesses completely. And industry analysts and peer reviewers all rate MarketoEngage as the leader in marketing automation. And in the Frost & Sullivan’s global marketing automation’s solution market forecast to 2025, they show that MarketoEngage has the largest market share with nearly 20% of the global market. And with that, I want to wish you a great rest of Skill Builder Day, making sure to make the most out of it, but also your investment in your Adobe customer journey applications. Thank you very much. Microsoft Mechanics www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com www.microsoft.com