science + art: getting emotional in b2b marketing (b2b intech conference, march 2015)

© 2015 Adobe Systems Incorporated. All Rights Reserved.

Science + art: Getting emotional in B2B marketing

John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton


B2B Marketing is Maths

@jwatton3


Noise

The average individual is exposed to

30,000marketing messages per day.

Source: Mashable Email Infographic, Nov 2012


Problem: Noise

In the time it took you to read this sentence,

20 millionemails have been sent.


Right time

Right place


Numbers on the table

Impact Visibility Predictability =Credibility!

$$ Marketing sourced revenue

Won Opps

SALs from telesales

MQLs from marketing

Inbound Inquiries

$$ New Business Target

Channels

@jwatton7

© 2015 Adobe Systems Incorporated. All Rights Reserved. 8

Sorry Roger.

You’re being replaced byan ad exchange.

@jwatton


When data-driven marketing goes wrong

@jwatton9


B2B Marketing is Creativity

@jwatton10© 2015 Adobe Systems Incorporated. All Rights Reserved.


Reliable

They understood us

Cutting Edge

Safe betHonest & Open

InnovativeGood Chemistry

Trustworthy

Attentive Service


Getting emotional in B2B=

Personalisation + Confidence

@jwatton13


Personalisationis the use of data to deliver a relevantand engaging experience to a consumeracross channels and devices

@jwatton14


10%Conversion rates

Why this is important

19%Uplift in sales

14%Click-through rates

@jwatton15


GREAT marketing is all about CONFIDENCE

To have the confidence to Not talk about US Be HUMAN Pick a HOT issue Have a STRONG opinion Be CONTROVERSIAL Be INDEPENDENT Take a RISK Have some FUN

@jwatton19


Right message

Right time

Right place


Organisations have to Transform

help

@jwatton

Organisations have to Transform


74% of Adobe’s Marketing Spend is on Digital

@jwatton


Digital = Data

@jwatton24


What’s Different About Digital? Everything.

People

Process

TechnologyNew skills:

“Bring in the Nerds”

Strategic In-sourcing

Single view across owned, earned &

paid media

“Always On” marketing

A single source of truth

Ongoing testing and

iteration

@jwatton


BEFORE - “Portfolio Marketing”

People KPIsTechnology

Display

Search

Site

Outsourced mix + DFA

+ various agencies

CPA

(trials, orders)

+ 8 agencies worldwide Outsourced mix

CPA + ROI

(trials, orders)

Adobe Target, Adobe Analytics

RPV

(revenue per visit)IT, Analytics

@jwatton


AFTER - “Marketing by the Numbers”

People KPIsTechnology

Display

Search

Site

DMP: AudienceManager DSP: AMO+ Dynamic Ad Targeter (future)+ DFA

5CPA

(trials, orders, subscriptions)

No agencies

SEM: AMO, Target, AnalyticsSEO: BrightEdgeSite: Search&Promote, Google Search

CPA + ROI(trials, orders, subscriptions)

Report across SEM, site, SEO

2612 SEM7 SEO + site 7 operationsNo agencies Target, Analytics

(AMO, Data Workbench)

RPV(revenue per visit)Subscription rate +

Subscription mix

IT, AnalyticsCampaignWeb StrategyeCommerce

10@jwatton


0% 25%

50%

75%10

0%12

5%15

0% $520,000,000

$530,000,000

$540,000,000

$550,000,000

$560,000,000

$570,000,000

$349,000,000

$350,000,000

$351,000,000

$352,000,000

$353,000,000

$354,000,000

@jwatton

“Not taking a risk, is a risk”


Example : Click Baby Click

31 @jwatton

https://www.youtube.com/watch?v=TZXUq7Pln3g


OVER 3MILLION VIEWSIN EXCESS OF 2.5MILLION MINUTES WATCHED3,012 SHARES899 FAVOURITES699 COMMENTS531 SUBSCRIBERS….. AND GROWING


Channels : Its all about balance

@jwatton


Art + ScienceThe NEW B2B Marketer

@jwatton


29-30 April, 2015 | ICC, ExCel, London

38

science + art: getting emotional in b2b marketing (b2b intech conference, march 2015)

Business

adobe systems incorporated

marketing messages

great marketing

datadriven marketing

digital marketing emea

customer experience

personalized experience

personalisation confidence