ADOBE CUSTOMIZES CONTENT TO ENGAGE AND INFLUENCE DECISION MAKERS
THE WORK: Strategic Account Based Marketing to create awareness of Adobe's marketing suite and drive engagement with top decision-makers
Adobe wanted to inform and engage decision-makers across marketing and sales functions through new channels of conversation. We identified specific personas, their interests, and pain points to devise a tailor-made content strategy with conversation hooks that fit each bill and build. These focused content pieces included blogs, whitepapers, newsletters, articles, in-person events, case studies, videos, infographics, online presentations, webinars, research reports, and microsites.
The content was then dispensed via interactions that cut across the three stages of the marketing funnel: Top, Middle, and Bottom. We identified the right audiences, how to reach them effectively, and created content that generated enough buzz to drive them towards in-person, large format events flanked by webinars.
Keyword research and placement for the targeted demography was undertaken as a part of this campaign. This resulted in a surge of impressions that translated to conversations and conversations that led to conversions for Adobe.
The campaign: 66,40,97,306 impressions were served
The campaign: Curated content to attract, engage, converse with, and convert high-value accounts.
The approach: Specialized content for specific personas.
The amplification: ABM goes mobile. Actionable insights at your fingertips.