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Tech Case

Creative Brief Challenge

» 3-4 people per team» Must be at least 1 first year on your team» Submissions are due Monday, October 23rd by 11:59 p.m.» All submissions must be sent to: [email protected]» Subject line should begin with either CPG or TECH followed by the name of the

submitting team» Must use creative brief format, be only the front of 1 sheet of paper, and be in

PDF file format» 4 winners overall, 2 in Tech and 2 in CPG. Two 1st place teams (each receives

$2k), and two 2nd place team (each receives $1K)» Winners announced (& Pizza Party): Tues, Oct 24th at 3:30pm in W408-W410» The work must be original work by your team. Feel free to use a range of

research tools, but no outside help for the actual writing and wording of the brief.

mailto:[email protected]

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

B2B Marketing Basics

Buying Centers

User: Make their day job betterBuyer: Support business objectivesApprover: Deliver ROI, $$$

Lead Generation

Pique interest enough to capture contact information

and start a conversation

Thought Leadership

Provide real value through education, best practices and meaningful insight

Sales Support

Create anxiety with the status quo, position against the competition and support

long-term relationships


Source: https://trackmaven.com/blog/marketing-funnel-2/

Consumer Insight:

Business Challenge:

Target (SVT):

Consumer Challenge:

Benefit:

RTBs:

Brand and Project Description:

Team Members:

Creative Brief Template (Simplified Creative Brief)

FROM: PROMISE: TO:

Motivation: Behavior: Insight


Modify the Creative Brief for B2BTeam Members

Project Description

Business Objective (KPIs) (Ex. Increase Pipeline/RFPs, awareness, marketing qualified leads, wins against

Salesforce)

Persona (Ex. Job title, characteristics, industry, geography, maturity, organizational size, etc…)

Business Issue (From, Promise, To)

Audience Insight (Select and define User, Buyer or Approver. Motivation, Behavior, Insight)

Differentiated Benefit (Ie. Why Adobe instead of the status quo or Salesforce)

RTBs


Creative Brief Challenge: Adobe + Microsoft (vs Salesforce)

� Objective� Creative brief positioning a competitive strength of Adobe Campaign + Microsoft Dynamics 365

partnership vs. Salesforce CRM + Exact Target partnership.

� Judging Criteria� Follow the B2B Creative Brief Template� Maintain Adobe & Microsoft brand while differentiating from Salesforce� Focus on the essential information needed for creative production� Define the persona � Deep insight that creates empathy and drives action� Relevant and actionable business challenge� Differentiated benefit with supporting RTBs

The work must be original. Outside research tools are encouraged, but no

outside help for the actual content within the brief


Creative Brief Challenge: Adobe + Microsoft Resources

� Overview� Announced in September of 2016, Adobe's strategic partnership with Microsoft creates a

unified global platform for customer engagement, helping organizations embrace digital transformation and deliver compelling, personalized experiences through every phase of the customer lifecycle to strengthen their brands.

� Resources� PPT: Adobe Campaign+ Microsoft Dynamics � Get to know Campaign and Dynamics � https://www.microsoft.com/en-us/dynamics365/marketing� http://www.adobe.com/enterprise/microsoft-partnership.html� Data sheet� Search Press/Analyst comments

� Solution Overview

https://www.microsoft.com/en-us/dynamics365/marketing

http://www.adobe.com/enterprise/microsoft-partnership.html


Adobe Campaign & Microsoft Dynamics 365Adobe Campaign + Microsoft Dynamics 365 for Sales

Presenter

Edits: December 2016.

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46

Improve Marketing ROI

Increase Sales Productivity

Top-line Growth

Presenter

WHY ALIGN SALES and MARKETING https://www.marketo.com/marketing-and-sales-alignment/


60% of companies rate alignment of sales and marketing as “poor”

- Bizsphere, 2016

68% have not identified their Sales and Marketing funnel- Bizsphere, 2016

Only 27% of those leads sent to sales will be marketing qualified

- Bizsphere, 2016

Presenter

Research shows that many organizations are faced with key business challenges about how to think about sales and marketing alignment, and the technology that supports it:


Challenges to Sales and Marketing Alignment

Source: Crack the code of Sales & Marketing alignment

What do you think are the biggest challenges in aligning sales and marketing?

49% Communication

42% Processes are broken/flawed

40% Measured by different metrics

39% Lack of accurate data on target accounts

27% Reporting challenges

27% Lack of common prospect data

26% Lack of accountability on both sides


Sales is measured by… Marketing is measured by…

QuotaPipeline

Lead quantity

Lead quality

Brand awareness

New accounts

Number of deals closed

Renewals and customer retention

Upsell

Presenter

Talking points Let’s take a look at these different metrics between sales and marketing… Common: leads and the process of creating and managing the lead-to-order process


Presenter


Marketing Sales

Bet

ter t

oget

her

Connected Marketing and Sales

Presenter

Last September, Microsoft and Adobe came together to address this business challenge and we made this promise to our customers. Our CEOs Satya Nadella and Shantanu Narayen announced a strategic partnership to help enterprise companies embrace digital transformation. Microsoft and Adobe, are better together with Dynamics 365 and Adobe Marketing Cloud. “Adobe and Microsoft have had a great partnership, we have innovated together, we have partnered to really drive the success of our customers over a variety of technology platforms,” Microsoft CEO Satya Nadella “Adobe and Microsoft will bring together the cloud horsepower and end-to-end capabilities brands need to design and deliver great digital experiences.”�Shantanu Narayen, president and CEO of Adobe


Business Issue

No single view of the customer, or prospect

Inefficient and broken processes

Limited visibility into funnel and marketing performance

We’re losing out on opportunities and have inefficient processes, because of disjointed data, campaigns and activities.

Failure to align sales and marketing teams costs B2B companies 10% or more of

revenue per yearSource: Bizsphere, 2016


1. Synchronize data and activities between sales & marketing

2. Plan & identify key target audiences

3. Map customer journeys

4. Build campaigns across all channels

1

1. Create, access, and share content across campaigns

2. Automatically change offers based on anonymous / authenticated profile

3. Personalize content and message on a 1:1 basis

2

1. Orchestrate campaigns across earned, paid and owned channels

2. Retarget across channels

3

1. Remarket in real-time

2. Measure campaign conversions

3. Analyze the role each channel plays in the customer engagement process

4. Create sales funnel visibility and justify ROI from your campaign spend

4

Key Building Blocks


Business Value

54

Better collaboration between sales and marketingEnhanced picture of the customer throughout the buying cycleDrive engagement with consistent messaging across all channelsBetter management of the customer journeyMore qualified and meaningful leads to sales

Benefits Key Metrics

Accelerate sales cycleIncrease revenueLower cost of saleIncrease marketing ROILower cost of ownership

Presenter

Decreased time to publish content changes across multiple digital and physical touch points Unified central platform and fewer systems to manage Increase coversions rates and customer satisfaction Reduced marketing acquisition costs. Lower operating costs, free up resources to do other things Ability to innovate and get ahead from competition

Adobe Campaign: Microsoft Dynamics 365 Connector Bridge the gap between marketing and sales systems to enable consistent messaging and execute highly effective cross-channel campaigns.

In the past, sales and marketing departments tended to communicate with prospects and customers in isolation. This has led to inconsistent messaging across the organization as well as lost revenue from opportunities. The integration between Adobe Campaign and Microsoft Dynamics 365, via the Adobe Campaign CRM Connector, offers the link between sales and marketing. This enables sales and marketing teams to benefit from greater insight into all prospect and customer data as well as facilitating a consistent contact and content strategy.

Business Challenges

For many marketers, access to specific and detailed customer/prospect information has always been a challenge, especially when the information they seek exists in systems outside their control. Sales teams often have little insight into customer and prospect records regarding offers, promotions, invitations, or whitepapers sent out by marketing. Both situations can lead to poor engagement with the customer and lost revenue.

It is important that all customer and prospect interaction data is shared between departments and technologies. The Adobe Campaign and Dynamics 365 integration allows companies to benefit from greater customer insight, consistent messaging and increased revenue opportunities.

The Solution

The Adobe Campaign and Dynamics 365 integration enables the synchronization of all available data within the lead, contact, account and opportunity records in the CRM system, making all relevant data available for campaign activities and reporting within Adobe Campaign. After data bidirectional synchronization, Adobe Campaign will track any changes made to the data in Dynamics 365.

The data schema in Adobe Campaign is fully extensible which allows organizations to use any attributes or custom objects from Dynamics 365 and synchronize that data into Adobe Campaign, making any data actionable and reportable within Adobe Campaign.

Key Benefits

Consistent messaging between sales & marketing • The Adobe Campaign and Dynamics 365 integration gives access to both customer insight while

allowing the sales team access to marketing templates and the ability to execute individual messaging campaigns.

Holistic view of all prospect and customer data • By integrating Adobe Campaign with Dynamics 365 it is possible to share and access all the

marketing history on each individual customer or prospect from within the CRM system. • This allows the sales department to view all communications sent to the customer or prospect,

including information on: campaign deliveries, survey responses, tracking information, subscription loyalty, and event attendance.

Organizations are losing out on opportunities because of disjointed data, campaigns, and activities. Together, Adobe Campaign and Microsoft Dynamics 365 can address these challenges and better align sales and marketing; provide for a better customer experience; accelerate sales cycles and increase revenue opportunities.

Enable full ‘end to end’ campaign analysis & ROI reporting • By synchronizing all relevant data between Adobe Campaign and Dynamics 365, the

effectiveness of lead generation and nurturing campaigns can be fully tracked and analyzed. • The Adobe Campaign and Dynamics 365 integration provides a real-time link between the

systems to enable reporting and analysis in Microsoft Power BI.

Key Capabilities

Fully configurable Web Services API • This integration acts as a layer on top of the Web Services API exposed by Dynamics 365. It

consists of a graphical wizard that enables you to simply map database objects. • The API pulls down the Dynamics 365 system schema.

Bi-directional data synchronization • Bi-directional data synchronization can be used for lead nurturing and sales enablement. • Both marketing and sales can see all historical, real-time, and planned activities allowing the

organization to communicate consistently and professionally with the prospect and/or customer.

Greater flexibility • Adobe Campaign’s integration with Dynamics 365 provides the bridge between marketing

and sales systems to enable consistent messaging, harmonized customer and prospect data, access and sharing of marketing assets as well as providing a holistic analysis of all contact history & activity.

Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

© 2017 Adobe Systems Incorporated. All rights reserved. Printed in the

USA. 2/17

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