© 2019 Adobe. All Rights Reserved. Adobe Confidential.

B2B Martech Roundtable – Adobe Case Study

Matt Holst - Regional Director, Insights & Operations

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Through Digital Experiences

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Data-Driven

Operating Model

Customer Zero

Roadmap

Coordination of highly valuable, personalized experiences across all functions to drive engagement and conversion at a targeted set of accounts. - TOPO

Enabling Account

Based

Experiences

Delivering Enterprise growth through Account Based Experiences

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Enabling our Adobe Data-Driven Operating Model is a key part of our strategy

Shift Marketing Metrics

towards Account Funnel

Align Business Metrics

to Customer journey

Shift from Influence to

Account Engagement

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Customer Journeys come to life through Account Based Experiences (ABX)

Cross-functional platform to

deliver consistently

Build Audience segments

to leverage real-time

Ability to personalise &

differentiate Experiences

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Adobe is Customer Zero for its own technology & our Martech ecosystem

Migrating to Marketo to

leverage best of B2B

Adobe Tech Stack is

leveraged E2E

Leverage Ecosystem

to solve problems quickly

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Change Management, Integration & People

Hire mindset

over skillset

Create Centres

Of Excellence (COEs)

Strong “Operations”

drives ongoing success

Efficiency

1. Time to Market

2. Minimized Change Churn

3. Lower Enablement Costs

Scale

1. Centralised Governance

2. Bet Practice

3. Thought Leadership

Standardisation

1. Brand Consistency

2. Common Standards

Why are COEs Important? Avoid the pitfalls of

• Small pockets of rock stars, others struggling on execution• Poor customer experience due to misalignment• Inconsistent process blocking scale• “Chalk and Cheese” measurement techniques• Activity without results• Lack of support and discouraged users• MarTech stack conflicts or redundancy

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Re-imagining Customer Experience Management

Content Creation &

Management

Customer Analytics/Data

Management Platform

Real-time, Cross-Channel,

Experience Delivery

Adobe Sensei,

AI & Chat

Content

Velocity

Open, Real-time

Unified Profile

Cross-Channel

Orchestration

Personalised

Experiences

Real-time Web

Conversations

A.Com & Mobile

Personalisation

Discussion

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Adobe Enterprise B2B Integrated tech stack