Adobe Leverages Data and Insights to Drive Relevant Experiences across the Customer Lifecycle
Adobe, the global leader in digital media and digital marketing solutions, needed to ensure they were reaching the right customers at the right time with the right message.
As the Head of B2B Performance Marketing in EMEA for Adobe digital media business, Alexander Meyers knew he and his team needed a data-driven strategy to form the foundation of their account-based marketing (ABM) initiatives and to align it across functions within the organization such as business development, sales, marketing, and customer success.
With Madison Logic, Alexander found a collaborative partner that listens to exactly what he and his team need to drive success for their brand. Their data-led, multi-channel approach helps ensure they are engaging with in-market accounts and adds an additional layer of intelligence onto their strategy. Armed with better, more detailed insights into campaign performance, Alexander is also able to optimize their engagement strategy each quarter.
“With regards to our ABM strategy, our primary business objective is to drive demand for our product offerings. Our ABM strategy allows us to efficiently build awareness and consideration with new buyers in our target accounts, and it also allows us to develop relationships with key decision-makers and grow our marketing-driven pipeline.”
Madison Logic has helped Alexander and his team leverage data to create more personalized experiences for every single customer with audience insights, content creation, and cross-channel optimization. They also have more visibility into key metrics, such as lead volume, opportunities, and marketing-driven revenue to better measure performance and success. Finally, Madison Logic has also contributed to the team’s ongoing strategy and planning process by providing additional insights into addressable markets and audiences.
“By using data and insights, we can orchestrate relevance and trusted marketing actions throughout the customer lifecycle. ABM allows us to do that in an efficient manner, and for us, that means decreasing cost per lead and an increase in conversion from leads to sales accepted opportunity and eventually pipeline.”
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