Paid media orchestration

Transcript

In this video, we will show how you may use the journey in Adobe Journey Optimizer B2B edition to move people into an external audience and push it to paid media. Customers are trying to engage with their customers through multi-channel tactics in order to acquire, nurture and qualify for sales. This requires the ability to orchestrate from multiple channels, which can lead to a lot of manual work for marketing ops teams. As a solution to this challenge, AJO B2B gives you the opportunity to automate paid media engagement through visual journey interface, automate your engagement across multiple channels in a single journey view and engage key members at an account at the same time through channels best fit for different account members. To launch a Journey Optimizer B2B edition from your Adobe Experience Cloud homepage, you will click Journey Optimizer B2B edition icon and the application will display Adobe Journey Optimizer B2B edition homepage. Navigate to account journey page and start by selecting an account journey or opening an existing one. Add a new take an action node to your journey. In the node properties, select people. Note that paid media activation we are using in this tutorial involves only personal activation. Select add to external customer audience section from the drop-down list. You can either create a new audience or select an existing one. For this example, we will create a new external audience by clicking the create button. Once you enter the name and the description for your new audience, confirm by clicking create. What happens next is that an audience is generated inside of CDP. When the process is done, you will get a confirmation notification at the bottom of the page. Now we can navigate to experience platform and check out our new audience. Open audiences page from the menu. We would want to filter this list by selecting AJO B2B as origin and now we can see our new external audience that was created in previous step. One thing you will notice here, since the audience has just been created and we haven’t published the journey, the profile count for this audience will be empty. However, you can still go ahead and activate this audience to the destination immediately. In our example, the destination will be LinkedIn. This allows you to create your journey in draft, set up your audience and map it to a campaign in LinkedIn right away. Once your journey does get published and accounts start to flow in, they will immediately start getting pushed into LinkedIn or whichever destination you choose. So let’s click activate the destination which will guide us through the standard activation flow for destinations in LinkedIn. First we will select our AJO B2B ad account from the list. Any accounts that do not apply for this destination will be grayed out. Click the next button. In the second step, we can perform some field mappings. For our example, we will simply keep this default mapping but this process will be specific to a variety of factors in your business. Click the next button. The scheduling step allows you to configure the time interval for sending data to your destination. Let’s click next and then finish. Now you can see the audience we created is mapped to a particular LinkedIn account. If you navigate to your LinkedIn ad account and select audiences section on the left, you will see your new audience there as well. From here, you can add any of these audiences to a campaign. To finish kicking off a campaign, you will follow the steps in LinkedIn’s campaign wizard. The process we just demonstrated allows you to use the journey to identify a target people that you want to target in LinkedIn or another third-party supported destination and push them so that you can activate them against the campaign. And this is the end of this video. We have explained how you may use a journey in Adobe Journey Optimizer B2B edition to move people into an external audience and push it to paid media.