Evolve 19 | Bruce Swann | Adobe Campaign - Capabilities, Roadmap, and Fit with AEM

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Published on August 14, 2019

Author: evolve_conference

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1. #evolve19 ADOBE CAMPAIGN - CAPABILITIES, ROADMAP, AND FIT WITH THE ADOBE EXPERIENCE CLOUD Bruce Swann Group Product Marketing Manager, Adobe Campaign August 6th, 2019

2. #evolve19 2 • Key Capabilities • Fit within Adobe Experience Cloud • Vision AGENDA ADOBE CAMPAIGN – CAPABILITIES, ROADMAP AND FIT WITHIN ADOBE EXPERIENCE CLOUD

3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. EXPERIENCE MATTERS

4. #evolve19 MARKETER’S MANDATE Campaign Orchestration Customer Journey Management Real-time Interactions Personalization at Scale Mobile Moments

5. #evolve19 We lack a centralized place to create, automate, personalize and orchestrate campaigns. Engagement data and channels aren’t integrated, making it difficult to target the right customer with the right message. CORE BUSINESS ISSUES ? • Siloed campaigns, operational inefficiencies • More campaign volume but diminishing conversions • Declining revenue per message sent • Inability to measure cross-channel campaign effectiveness • Too many tools to manage

6. #evolve19 MOBILE Loyalty Rewards WEB 25% off DIRECT MAIL $15 off Today Only! SOCIAL “Like” us to win! DISPARATE SYSTEMS EMAIL Register Now! CHANNELS OFFERS/ MESSAGES A SILOED AND BROKEN EXPERIENCE

7. #evolve19 Quarterly Catalog CONTENT ENTERPRISE DATA DIGITAL INTERACTIONS CROSS-CHANNEL CAMPAIGNS INTEGRATED CUSTOMER PROFILE RELEVANT & MEANINGFUL EXPERIENCE Welcome Email Channel Activation Push Notifications Remarketing Email Browse Products Call Center Inquiry AN ORCHESTRATED CROSS-CHANNEL EXPERIENCE

8. #evolve19 ADOBE CAMPAIGN MATURITY MODEL Maturity methodology to help design your plan for success BEST IN CLASS TECHNOLOGY Technology tying art & science to bring magic to every interaction SERVICES FOR SUCCESS Flexible services to accelerate the achievement of business goals A comprehensive solution for the orchestration, launch and measurement of personalized cross-channel marketing campaigns, that fuel meaningful customer experiences.

9. #evolve19 INTEGRATED CUSTOMER PROFILE TARGETED SEGMENTATION CROSS-CHANNEL CAMPAIGN ORCHESTRATION INTEGRATED EMAIL AEC INTEGRATIONS Manage your customers in a single location Personalize experiences to each customer Present individualized cross- channel campaigns Natively build and execute your email campaigns Provide the next best experience agnostic of channel CAMPAIGN ANALYSIS & REPORTING ADOBE CAMPAIGN

10. #evolve19 EMAIL Remarketing Email WEB Research, begin purchase process PUSH App Engagement INTEGRATED CUSTOMER PROFILE EMAIL #2Channel Activation EMAIL #1Welcome Email • Single, accessible view • Consolidate channel preferences • Online and offline data • Campaign interaction history DIRECT MAIL Product Catalog

11. #evolve19 • Complex segmentation strategies in cross-channel campaigns • Seamlessly create test groups and segments • Align segments with optimal experience • Personalization at scale TARGETED SEGMENTATION Segment A Segment B Segment C Exclusions Direct Mail Email Mobile SMS + Push Websites + Landing Pages

12. #evolve19 CROSS-CHANNEL CAMPAIGN ORCHESTRATION • Drag and drop interface for cross-channel campaign design • Define audience and segmentation strategy • Access native email and mobile capabilities from within a workflow • Design multi-channel and multi-touch campaigns

13. #evolve19 Leverage contextual data such as location, date/time, and preferences INTEGRATED EMAIL & MOBILE • Native email and mobile content design capabilities • Seamless integration with Dreamweaver • Integration with Adobe Experience Manager • Personalized push, In-App, and SMS notifications

14. #evolve19 REPORTING AND ANALYSIS • OOTB reports for cross-channel analysis • Dynamic reporting • Add custom fields and dimensions • KPI Sharing with Adobe Analytics • Personalized dashboards

15. #evolve19 Adobe Campaign delivers personalized experiences across channels. Save on bundled products Go paperless!Go paperless! Discover new products Browse to compare quotes Remarket offer via email Save on checking bundle Save on bundled products Save on bundled products Browse site Product confirmation email Click to call next best offer THE CROSS-CHANNEL JOURNEY “Long time subscriber, considering other options.” JAMIE “First time user, downloaded app.” AMBER “A little old school, loves print.” MARC “Browsing website for latest products and subscriptions.” EMMA

16. #evolve19 24/7 Service Target Measurement Event-triggers Audience Sharing Content Management Content Optimization 1:1 Email Marketing Marketing At-scale Channel Activation On-boarding Campaigns Marketing Optimization Cross-channel Engagement Journey Managemen t Integrated Marketing Ecosystem Personalization Go Beyond Email 10 COOL THINGS YOU CAN DO WITH ADOBE CAMPAIGN

17. #evolve19 DATA DELIVERY CONTENT

18. #evolve19 DATA-DRIVEN MARKETING Adobe Campaign & Adobe Analytics ü Insight to Action ü Closed-loop & Iterative ü Measurable 4. Attribution 3. Action on Insight People Core Service Activation 1. Segment/Audience Analysis 2. Customer Intelligence

19. #evolve19 ACTIVATE CROSS-CHANNEL EXPERIENCES Adobe Campaign & Adobe Audience Manager Audience Enrichment Enhance your customer profile with behavioral data Audience Cross-channel Campaign Look-Alike Modeling Identify & convert your next best customer Cross-channel Campaign Audience X ✓ Advertising Cloud Look Alike Modeling

20. #evolve19 ASSET SHARING Adobe Campaign & Assets Core Service

21. #evolve19 Edit web page, emails, landing pages and store templates in a central place, leveraging the same DAM Collaborate around assets and digital content from a central content manager Adobe Campaign & Adobe Experience Manager EXTEND COLLABORATION

22. #evolve19 Adobe Campaign Standard Adobe Dreamweaver WORLD-CLASS EMAIL EDITING Adobe Campaign & Dreamweaver

23. #evolve19 Default Experience Location #1 Experience Las Vegas Location #2 Experience Massachusetts Location #3 Experience Denver CONTEXTUAL EMAIL MARKETING Adobe Campaign & Adobe Target

24. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CONNECT SALES AND MARKETING Marketing Sales Bettertogether

25. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. § Click to edit Master text styles § Second level § Third level § Fourth level § Fifth level CLICK TO EDIT MASTER TITLE STYLEAdobe Campaign Dynamics 365 for Sales

26. #evolve19 EMAIL & MOBILE MARKETING CAMPAIGN ORCHESTRATION JOURNEY MANAGEMENT IncreasingComplexity>>> Increasing Customer Relevance >>> Coordinate disconnected marketing tactics that drive engagement throughout each phase of the customer journey. Personalize, automate and deliver cross-channel campaigns. Create and deliver deeply personalized, contextually relevant email marketing programs that are consistent across channels. ADOBE CAMPAIGN: CROSS-CHANNEL MATURITY MODEL

27. #evolve19 USE CASE EXAMPLE: EMAIL MARKETING Personalization at Scale

28. #evolve19 5. Up-sell Email RECEIPT BOOKING CONFIRMATIONS CONGRATULATIONS BOOKING CSQ PAYMENT REMINDERS TRAVEL DOCS PRE-BOOK SEATS UPSELL PRICE FLUCTUATIO N BOOKING CHANGE BOOKING AMEND / PROCESSING BOOKING CANCELLATION PART PAYMENT FULL PAYMENT PRINT DOCS TICKET DELAY CONCIERG E ONLINE CHECK-IN ARRIVAL 35 disjointed communications USE CASE EXAMPLE: EMAIL MARKETING & CAMPAIGN ORCHESTRATION

29. #evolve19 3 DAYS AFTER BOOKING 3 WEEKS AFTER BOOKING 6 MONTHS BEFORE ORLANDO 28 DAYS BEFORE ORLANDO 3 WEEKS BEFORE ORLANDO CELEBRATION HOLIDAY EXPERT ITINERARY PLANNING TRAVEL PLANS DESTINATION TEASER ONLINE CHECK-IN USE CASE EXAMPLE: EMAIL MARKETING & CAMPAIGN ORCHESTRATION

30. #evolve19 3 13 12 11 10 97 6 542 1 8 Research Purchase Customer USE CASE EXAMPLE: JOURNEY MANAGEMENT Display Ad Web AppEmail Direct Mail Microsite Email Direct MailSMS Phone Social WebSMS

31. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “Of the vendors included in this study, Adobe maintains the highest degree of overall strategic focus on marketing and consumer engagement. Adobe stands out for its digital intelligence, content handling, and aggressive rollout of AI features.” Forrester Wave: Enterprise Marketing Software Suites Q1 2018 Forrester Wave: Cross-channel Campaign Management Q1 2018 ”Adobe blends its solid data and audience management capabilities with marketer-friendly, content-rich CCCM design and orchestration tools.” “They have high market visibility, high market penetration, strong market momentum and a strategic vision for growing the multichannel marketing hub business..” Gartner Magic Quadrant: Multi-channel Marketing Hubs - Q2 2019

32. #evolve19 CORE MARKETING FUNCTIONS & CAPABILITIES Integrated Customer Profile Email at Scale Online/Offline Cross-channel Journey Management Lead Management Integration with CRM Real-time Interaction Management AEC Integrations Subscription/Lifecycl e Management Orchestration Digital Asset Management Integrated Account Profile Email Programs Account Based Marketing Lead Management Lead Scoring Marketing Attribution Lead Nurture Adobe Campaign Marketing Automation Platform Cross-Channel Campaign Management Offer Management Campaign Analysis/ Dashboard

33. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ADOBE CAMPAIGN PRODUCT STRATEGY Channels Innovate in existing channels while integrating emerging channels Scale Empower customers to create more impact faster, with less effort Platform Leverage the Adobe Experience Platform to bring Experiences everywhere An open orchestration engine that allows marketers to deliver intelligent personalized experiences over all existing and future inbound and outbound channels at exactly the right time. Artificial Intelligence Incorporate AI to improve results while simplifying work

34. #evolve19 THANK YOU!

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