Adobe

Helping Adobe power C-suite engagement and understanding through behavioral customer insight

Challenge

Project background

Adobe DX is the company’s digital experience cloud, offering core technologies whose goal is to support the creation, management, delivery, and optimization of customized digital customer experiences. 

Adobe’s Executive Marketing team is focused on building and strengthening relationships with C-suite executives in the Adobe DX customer base. A critical part of this executive engagement strategy was to develop an insight-driven content strategy as an effective way of standing out and building differentiated and lasting relationships with these executives, and in particular executives at C-suite level. 

The challenge was how to be truly customer centric: how could Adobe understand the topics, themes and issues directly relevant to the specific executives in question, and in turn use this insight to inform and steer all of its content - from personalised meeting agendas and ‘hero’ content assets to speaker topics at intimate events? Adobe needed to stand out in a highly competitive environment and capture the attention of this senior level audience.

image
image

Approach

What we did

Adobe partnered with the Agent3 Insight team to first build a highly targeted list of senior executives from a list of named accounts in the Financial Services and Retail sectors. Next, the Agent3 team looked to understand the levels of interest and engagement around key business, technology and industry topics.

Using Agent3’s proprietary social executive intent data solution, the data team collated, analyzed and scored consumption and behavioral data, creating a dashboard which showed Adobe the topics these senior executives were actively researching, engaging with and sharing. This enabled Adobe to better understand and engage the audience in question with finely tuned messaging and content, aligned to their specific interests. This dashboard provided insight on topics and issues on an individual executive basis, as well as trends by organization or vertical sector. 

Based on this data, a content strategy was created and delivered to this audience via an executive engagement program of exclusive content, events and personalized experiences, made discoverable digitally via the program’s portal. Just as with the events hosted, the content had to be memorable and serve to raise awareness of Adobe and its proposition, but always through the lens of the customer. 

image

Results

How it went

Driven by Adobe’s Executive Marketing team, this insight-driven strategy has been a success and the team has partnered with Agent3 over a number of years as a result.

“The insight delivered by Agent3 really drove our content strategy. Customer centricity is key when engaging with a very senior audience. They have limited time, so to attract and maintain their attention, you have to be absolutely certain the subject matter is relevant, relatable and topical, and delivered by the people that you know they respect. Agent3’s methodology, analysis and resulting dashboard provides us with the evidence and certainty that the trends, topics and issues we base our engagement and content strategy around are where the real interest is, and has shaped our direction of travel with the program.”

Senior Executive Content Manager, Adobe