7 Marketing Strategies for Business Growth

7 Marketing Strategies for Business
Growth
Jonathan Woodward
Adobe DX
Head of Demand Generation, Acquisition & ABM
May 26, 2021

©2021 Adobe. All Rights Reserved. Adobe Confidential.
Head of Demand Generation
Acquisition & ABM
Adobe DX
Jonathan Woodward
Speaker
Jonathan Woodward is Head of Demand Generation,
Acquisition and ABM, Adobe DX. Driven by data and a closed-
loop marketing philosophy, he takes pride in delivering demand
programs that are buyer centered, innovative, and impactful.
Prior to Adobe, Jonathan held roles in brand management,
high-growth start-ups, and education technology.

44% of all CMOs are looking for ways
to do more with less as they struggle
with budget cuts and uncertainty.
Source: Gartner, 2020 CMO Spend Survey

62.3% of marketers report that the
marketing function has increased in
importance.
Source: Adobe

Calling all
marketers – let's
grow together
Source: Adobe

Let's talk about 7 marketing strategies for business growth
1. Serve fresh, personalized content
2. Coordinate strategies across
channels
3. Give visitors a concierge-
like experience
4. Get people onto your email list
5. Build exceptional virtual
experiences
6. Align closely with sales
7. Continually analyze what’s working

1 | Serve fresh, personalized content
 Content isn’t king anymore—personalized content is.
 70% of consumers say it’s important for brands to make automatic content
adjustments based on current context for a real-time personalized experience.
 Many businesses struggle to:
 Create enough content
 Deliver content in ways that are contextually relevant
Source: Adobe 2018 Consumer Content Survey: https://blog.adobe.com/en/2018/01/06/adobe-2018-consumer-content-survey.html#gs.gyriz9

1 | Serve fresh, personalized content
 Have a specific persona in mind when
building content.
 Make a schedule for frequent content
updates—and then stick to it.
 Mix it up—combine imagery, text, video,
user-generated content, etc.
 Use AI to serve the right content to the
right people.
How to do it Content types
 Blogs
 Infographics
 Cheat Sheets
 eBooks
 Analyst Reports
 Webinars

2 | Coordinate strategies across channels
 Leads are engaging through more channels than ever before.
 Common challenges:
 Marketing across channels that your customers don’t use
 Not following best practices for each channel
 Promoting content and events that your audience doesn’t care about
 Failing to understand how different personas and industries use your
channels

2 | Coordinate strategies across channels
 Determine the right mix of channels for
your audience.
 Follow best practices for each channel
(ex: copy length, frequency).
 Tell a consistent story across channels –
reinforce the same brand messaging
across different content types.
 Use marketing automation data to see
how customers interact with your
company.
How to do it Channels to consider
 Digital and Paid Social
 Web
 Email
 Webinars
 Chat
 Live Events
 Direct Mail

3 | Give visitors a concierge-like experience
 Customers like to get answers in real time—even if those answers come
from bots.
 42% of customers prefer live chat, compared to just 23%
for email and 16% for social media or forums.
 Live chat powered by AI can help you give customers a
personalized, concierge-like experience.
Source: SuperOffice, J.D. Power

3 | Give visitors a concierge-like experience
 Analyze questions customers are
asking
via email, phone calls, and chat with
customer service.
 Build starter conversations based on
the data you have assembled.
 Feed these starter conversations to
your
AI, which will learn to improve answers
over time.
How to do it Features you need
 An AI-powered chat program
 A marketing automation platform that
works seamlessly with AI-powered chat
 Integration between chat and other
channels like email, social media, etc.

4 | Get people onto your email list and build out your email
strategy
 Some studies suggest email marketing is 40x more effective than
social media.
 As of 2020, 19.8% of all purchases could be attributed to email
marketing.
 But you can’t do email marketing without a list.
 Email can be one of the most effective marketing tools when done
right.
Source: MediaPost, Custora.com

4 | Get people onto your email list and build out your email
strategy
 Create high-value offers that leads can
download in exchange for their email
address.
 Determine email strategy and build an
email calendar to organize content and
frequency of email sends.
 Use demographic and behavioral data to
segment and target your audience.
 Keep leads engaged by
providing relevant and personalized
offers.
 A marketing automation platform that
can capture lead data and track
engagement.
 A platform that supports personalization
at scale.
 A marketing automation platform with the
ability to serve up dynamic content for
different market segments

5 | Build exceptional virtual experiences
 More than 80% of marketers see themselves moving to more online
events in the future
 Virtual events are not going anywhere
 Benefits of virtual events:
 Reach more people
 Easier to attend from home vs. driving/flying to an event destination
 Lower cost to execute
 High return on investment
Source: https://www.pcma.org/psav-global-virtual-events-day-tips/

5 | Build exceptional virtual experiences
 Define your audience and your goals
 Build your program
 Design your promotional plan
 Leave enough lead time
 Automate everything you can
 Add a physical aspect when possible
(gift via direct mail)
 A virtual event platform integration with
registration, marketing automation, and
CRM systems
 High quality audio/video and ability to
engage with your audience through chat,
Q&A, polls, etc.

6 | Align closely with sales
 87% of sales and marketing leaders believe collaboration and alignment are critical to
business growth1
 On average, B2B buyers interact with more than 15 touchpoints before making a decision2:
 Before a prospect becomes a lead: 5.4
 Before a lead becomes a qualified lead: 5.5
 Before a sales qualified lead becomes a closed sale: 6.2
 Build a bridge between marketing and sales
Source: 1 LinkedIn 2020, 2 Guiding The New B2B Buyer from Attraction to Advocacy, Forrester, August 2020

6 | Align closely with sales
 Provide context around how leads are
engaging with marketing
 Customize messages for each
prospect's journey
 Alert sales when accounts signal their
intent to buy
 Partner with sales to prioritize accounts
 Integration between CRM and marketing
automation platform
 Provide sales insight into marketing
leads

7 | Continually analyze what’s working
 The only constant in marketing is change.
 Analysis and adaptability are key:
 Analyze data to identify trends.
 Adapt to trends before your competitors.

7 | Continually analyze what’s working
 Run reports on your channels to see
which ones have the highest impact on
pipeline and revenue.
 Pull back on low-performing channels
and double down in the areas that show
high ROI.
 Run A/B tests to continually optimize
within your programs.
 Act on your data—and don’t wait for the
competition to make the first move.
 A business intelligence platform that can
handle all your marketing data
 The ability to create custom reports
without resorting to Excel
 Flexible marketing automation platforms
that let you adopt new strategies quickly

Some things to think about
 What are your business’s greatest strengths and
weaknesses?
 What’s your biggest priority: increasing growth or reducing
costs?
 Have you ever chosen not to adopt promising strategies
because
you lack marketing automation?
 Are you currently using AI to support your marketing?

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