Persona Marketing and Lead Nurturing- Simon Morris, Adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Persona Marketing and Lead NurturingSimon Morris | Director, Demand Marketing EMEA@smorris75

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Challenges

Focus Speed Alignment

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Persona - Multi Dimension ViewH

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Area of Interest

Dig

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Web

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Personas driving our contact acquisition strategy

CMO

Digital Marketer

Digital Analyst

Web Content

Search & Media

Social Marketer

eCommerce

WANTED

Persona Build GAP Analysis

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Building our Personas

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Know thy customer!

“The best advice I can give marketers is to understand that successful marketing is not about technology, marketing automation, social media, or whatever breakthrough comes next. It’s about understanding the target customer, what makes them tick, what information they are looking for, and how they wish to collect and consume that information.”- The Marketing High Ground (2011)


Defining the Persona

CMO Head of Digital Strategy/ Digital Channel/ Online Business Content Marketer Web Content Manager IT – Supporting Marketing Care about – creating, managing, optimizing content across all digital

channels to build brand, generate demand and extend reach (e.g. build brand equity , increase conversions and ROI)

Challenges – quickly and efficiently launch campaigns/assets across multiple channels, sites and languages

WHO

Both new prospects (65%-70% revenue) and existing customers (30%-35% revenue)

Industry: Commercial (BtoB) and industry specific focus on FSI, Retail, M&E, Government

Large enterprise companies with 1k+ employee size and $1B+ revenue

Business value/market oppty: $1.321B WW for WCM and 14% CAGR, $626M WW for DAM and 26% CAGR, $367M for SoCo and 46% CAGR

WHERE

Responsible for aggressive online lead gen/revenue goals 91.2% see customer acquisition (leads and revenue)

through digital channels as one of top 3 marketing objectives

Desire to build brand equity and recognize it requires a new approach in the Digital Age to be competitive

Need to create, manage, optimize content across digital channels (mobile, web, social)

Learn best practices to deliver engaging/personalized content to keep customers coming back

WHY


Persona Profiling

Percentage of our database this

persona represents:

PROFILEJob role: key activities and deliverables for which this persona is responsible

Mike helps lead and manage the full lifecycle development and implementation of online marketing campaigns, promotions, content and customer experience optimization projects. He is responsible for content planning and regular site updates, particularly related to technology, mobile web, support and customer self-care. He contributes to the development of the business, cross-platform strategic direction with a focus on continuously improving the website through innovation, creating new ideas/pages/modules that meet business goals, solve usability issues, and keeping abreast of developing technologies.

Industry-specific factors: Are there any industries/sectors where we should talk to this persona differently?

• Financial Services and Insurance: • Retail:• Media & Entertainment:• Government:

Number of contacts in our database:Total audience size: Photo

PROFILE (cont’d)Buying center: entity that holds the budget for a purchase

• Marketing/line of business• eCommerce• IT

Common titles: variations of titles that represent this job role

• Marketing Tech/Operations• Director Web Marketing• Director Social Media• VP Customer Experience/Satisfaction• Chief Experience Officer• VP Customer Acquisition• Brand Manager• Brand Analyst• Brand Marketer• Director of Demand Generation – Marketing• Campaign Marketing Manager• eBusiness Marketing• Digital Marketer• Online Channel Marketer• Marketing Communications Manager• Interactive Marketing Manager• IT (specifically web team)• Marketing• Creative Agency

PROFILE (cont’d)Level within the organisation

Manager, Director, Senior/Top Exec, Developer, Architect

Challenges: common (yet specific) business issues or pain points faced by this persona

1. Building brand equity and health in the Digital Age is critical and requires a new approach.

2. Customer acquisition (leads and revenue) through digital channels: 91.2% see it as one of top three strategic marketing objectives (2010).

3. Monetizing content through digital channels as the online audience grows and becomes more social and mobile

Initiatives: key initiatives or programs the persona is most apt to be working on

• Aggressive online lead gen and revenue goals• Desire to increase brand presence online• RFP for Web Content Management (WCM)• Replacing existing Content Management System (CMS)• IT-driven purchase with primary goal to reduce costs• Portal or Intranet RFP• Committed to .Net• Pure Digital Asset Management (DAM) or Social Media project (outside of

WCM context)

Buyer role type: the roles this persona plays in the buying process

• Champion• Influencer• User• CXO

PROFILE (cont’d)Interaction preferences: how this persona prefers to interact with your organisation

1. Email 2. Phone3. Face to face

Watering holes: places where the persona goes to network or exchange information

• Online communities• Tradeshows/industry events (e.g., Festival of Marketing, Online Marketing

Summit)• Word of mouth• Websites, social media and blogs (e.g., CMO.com)• Associations (e.g., CMI, DMA, eMarketing) • Analyst organisations (e.g., Forrester, Gartner, eMarketer, eConsultancy)

Publications: What trade publications does this persona read?

• eConsultancy• eMarketer• Forrester• Gartner• Direct Marketing Association

DAILY ACTIVITIESProjects: What types of projects is the persona working on?

• Aggressive online lead gen/revenue goals• Desire to increase brand presence online• Request for Proposals for WCM• Replacing existing CMS• IT-driven purchase with primary goal to reduce costs• Portal or Intranet RFP• Committed to .Net• Pure DAM or Social Media project (outside of WCM context)• Delivering consistent digital experiences across channels

Meetings: What types of meetings does the persona attend on a regular basis?

1. Monthly meetings to discuss what content should be created to meet marketing needs

2. Meetings with different content providers (Forrester, eMarketer, SMN, Gartner) to buy guides, webinars, infographics, PowerPoint decks, etc.

3. Monthly meeting to discuss the performance of offers/content

Requests: What tasks might the persona be asked to help others complete?

The content strategist is often the go-to person for new content creation and reports on how content is performing.

ATTITUDESCurrent mindset: What does thispersona feel/think now?

Stats from Econsultancy Content Marketing Survey Report 2013: • Over 90% of respondents believe that content marketing will become more

important over the next 12 months. • In addition, nearly three-quarters (73%) of digital marketers agree that “brands

are becoming publishers.”• Two-thirds of in-house marketers (64%) agree that content marketing “is

becoming its own discipline.”• Fewer than half of companies have dedicated budgets (34%) or dedicated

individuals (46%) for content marketing. • Fewer than half of all companies spend more than 20% of their marketing

budget on content, despite the fact that only 12% disagree with the statement that “content marketing is more effective than advertising in driving sales.”

• 83% of responding companies use social posts and updates for marketing, more than any other type of content.

• Social network engagement is the most popular tactic used to drive traffic, with 78% of in-house respondents stating that their company used this channel.

• Social posts and updates are the second most effective type of content for in-house marketers after email, with 46% stating that this is one of their three most effective types of content.

ATTITUDES (cont’d)Desired futuremindset: What do we want this persona to feel/think?

Leading analysts (Gartner, Forrester) have named Adobe a leader in Web Content Management. Adobe’s solutions can help my organisation implement a WCM strategy that optimises mobile and social media across context-aware, multichannel marketing.

Adobe Experience Management (AEM) will help us create, manage and optimiseonline customer experiences to build our brand, drive demand and extend reach in the digital world. It integrates Adobe’s broad portfolio of industry-leading tools to empower marketers to execute with ease, agility and effectiveness. AEM also facilitates collaboration with IT by providing the unified tools and platform to enable them to rapidly develop and deploy new templates, designs and components for web, mobile and social channels to business users.

AEM will empower us to:• Build brand presence: Bring our brand to life. Connect with our target

customers by creating engaging and relevant web and microsite experiences. Create locally relevant brand experiences while maintaining brand integrity.

• Drive demand: Quickly create, launch and optimize relevant, compelling online marketing campaigns with microsites and landing pages to drive conversion.

• Extend reach: Maximise reach and engagement with consumers across web, mobile and social channels; increase site traffic with SEO.

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Messaging and Content

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Messaging Strategy

1. ENGAGEMENTMESSAGE

2. SOLUTION MESSAGE

3. REINFORCEMENTMESSAGE

4. VALUE MESSAGE

Adobe Experience Manager


Messaging Framework Driving Content Strategy

The four messages outlined in the message box become themes for content used in different phases of the buying cycle.

AWARENESS INTEREST PREFERENCE DECISION

Engagement Messages

Solution Messages

Reinforcement Messages

Value Messages

Source: Michael Gospe, Jr., The Marketing High Ground (2011)

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Gating Strategy Balancing Act

Increase level of awareness and

market penetration around Adobe

Digital Marketing solutions

Increase visitor conversion

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Ungated Content

Content about Adobe products, solutions, features and capabilities: Product sheets Solutions Overviews Technical Whitepapers

Content about customer experiences Video success stories PDF success stories

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Gated Content

Content adding industry perspectives Adobe Indexes Analysts Reports Market Insights and studies Industry Surveys

Content offering competence and expertise Webinars Trainings

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Integrated Marketing Program

Creative Landing page

Email HTML

Online banners

Video infographic

Blog post

SEM

Social media amplification

Breakfast seminar

Content syndication

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Marketing Automation and Lead Nurture

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Why bother?

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“Nurturing is a critical way to keep prospects engaged and headed down the path to purchase”

• Produce a predictable stream of high quality leads for the inside sales team

Primary Goal


Nurturing Programs - Objective

Build automated programs to educate & nurture contacts around our 9 enterprise solutions

Have programs available in main European languages

Create truly integrated campaigns

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Lead Scoring

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Explicit / Demographic

Implicit / Behaviour Contact Score


Personas in Action 1.0

CORPORATERenault case study (video and blog)

CORPORATESotheby’s International Reality case

study (video and blog)

CORPORATEApps and the mobile web white

paper

1 2 3

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Mobile Apps Wave 1

DAMWave 3

DAMWave 2

DAMWave 1

WCMWave 1

WCM Wave 2

Mobile Apps Wave 3

Mobile Apps Wave 2

DAMWave 4

WCMWave 3

WCMWave 4

Digital Experience Management Wave 1 - Everyone that is interested in AEM

Digital Experience ManagementWave 2 - Anyone that is interested in AEM.Split on behaviour / Job title

Personas in Action 2.0

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One Program, 3 Personas…

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Nurturing Programs - Style

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Nurturing Programs - Layout

Reduced Banner by 30% Contributed to improving the click through rate by 90%


Results Are In…

350%Increase in Form

Submits

175%Open Rate Increase

2.5xGenerated MQLs

Vs Q313

51%Increase in SALs

(Q313 V Q314)


Driving engagement through branded content

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Yo, man - I need some clicks.OK, OK, I’ve got some choice clicks right here, yo.28


Promote our branded video content

The Challenge

• Reach the right audience• Bring them into an Adobe experience• Capitalise on a breadth of channels

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The Solution: An integrated approach

blogs.adobe.com/digitaleurope LinkedIn Content Ad Twitter

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The Result

Best performing blog post on our European Digital Marketing blog platform

Watch the video and find out more about our campaign in my latest LinkedIn Post:

http://uk.linkedin.com/in/smorris75Or search: Simon Morris Adobe

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Thank You!

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Persona Marketing and Lead Nurturing- Simon Morris, Adobe

Marketing

Transcript of Persona Marketing and Lead Nurturing- Simon Morris, Adobe