The siloed nature of today’s enterprise marketing departments makes it well-nigh impossible to cultivate a cohesive marketing strategy without the assistance of an automated, cross-channel management solution that enables email, social, CRM, and call center teams to align their efforts more effectively.
That’s where Adobe Campaign comes in, according to Product Marketing Manager Bridgette Darling, who sat down with CRM Media Publisher Bob Fernekees at CRM evolution 2016 to discuss Adobe Campaign and how it helps complex organizations coordinate their marketing and put customer experience first.
“Marketers are, by default, sending messages that aren’t consistent to their customers,” Darling explains, “and customers are getting mixed messages and overburdened with different marketing messages across these channels.
Adobe Campaign allows marketers to tie in all of these disparate data sources and send messages across all these channels from one unified tool.”
Learn more about Adobe Campaign here.
Read the full transcript of the interview:
Bob Fernekees: Hello, everyone. I'm Bob Fernekees. We're here at CRM Evolution 2016. I'm speaking with Bridgette Darling. She's the product marketing manager for Adobe Campaign. We're really happy to have Adobe Marketing Cloud and Adobe Campaign here this year. Can you tell us a little bit about Adobe Campaign?
Bridgette Darling: Sure. Adobe Campaign is a cross-channel and email marketing platform that allows marketers to create and deliver personalized and relevant communications across all channels, whether that be mobile, social, SMS, push notification, web, email marketing. We do this through campaign management and marketing automation.
Bob Fernekees: Okay. Can you tell us a little bit about how Adobe Campaign improves customer experiences?
Bridgette Darling: I think, largely as a result of technology today, marketers are still working in silos. The e-mail marketing team might be working on an ESP, or e-mail service provider technology, the social team using their social technology and listening tool, the CRM team using their CRM or customer solution, call center, customer service, etc. Marketers are, by default, sending messages that aren't consistent to their customers. They're doing this in offline channels or online channels. Customers are getting mixed messages. In some cases, they're getting overburdened with different marketing messages across these channels. Adobe Campaign allows marketers to tie in all of these disparate data sources and send messages across these channels from one unified tool.
Bob Fernekees: What's the key ingredient to delivering consistent messages?
Bridgette Darling: I think this comes down to data, at the heart of it all. You can start tying in data from all of these different systems and using that data to fuel your marketing campaigns. You start creating one voice and one message. It allows you, also, to then better understand your customers and how your customers are responding and taking back in that data, and then kind of iterating on that moving forward. You get a better understanding of what communications or what channels resonate best with your customers, and use those channels versus just maybe sending them a hundred more e-mail messages until they finally unsubscribe.
Bob Fernekees: What do you think is the best way somebody can get started, if they haven't already started or started thinking about it?
Bridgette Darling: If a marketer is saying, "I know that we're sending inconsistent communications. I know that our customers are getting fatigued. Where do I start?" I think it's 1) putting the customer experience first, working and breaking down the silos internally, and doing an evaluation, saying, "Okay, what tools could we be using that we could combine into one platform? Are we using an ESP? Are we using a social platform? Are we using or leveraging our CRM data in our e-mail marketing or in our social or our offline marketing communications? If we're not, why can't we do that? Is it that our ESP doesn't integrate well in with our CRM data?" Then, once you take that evaluation, you start figuring out what you can do. You can't boil the ocean overnight, but what you can start doing to move forward and toward that goal.
Bob Fernekees: Great. Can you share with us some of the success stories or case studies of people that have jumped into it and been successful?
Bridgette Darling: Sure. We have a customer, Just Answered. They're kind of an online professional services. Consumers can log in, maybe they have a medical question or they have a legal question or house improvement question. They can get connected with experts. Just Answered very similarly did that audit a few years back and were able to see that they had these disparate messaging platforms. By combining those disparate messaging platforms into one campaign management solution, Adobe Campaign, they were able to start messaging with kind of that unified, singular voice. As a result, they were able to start making smarter decisions about how they communicate to their customers. I believe in the first year, through their customer experience e-mails, they were able to increase revenue by 110% year over year for those e-mail marketing messages.
Bob Fernekees: That's great. Well, listen, I want to thank Bridgette for stopping by our booth. Definitely, I would love everybody to check out Adobe Campaign and Marketing Cloud. Thanks very much.