Marketing Through the Funnel: Tips for
Small Yet Powerful Teams
Hayley Ferrante | Head of Marketo Engage, Commercial DG
Liana Best | Marketing Specialist
Jessica Blair | Marketing Specialist

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Speakers
Head of Marketo Engage
Commercial DG
Hayley Ferrante
Marketing Specialist
Liana Best
Marketing Specialist
Jessica Blair

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Small Yet Powerful
Email Strategy
Sponsored
Programs
Direct Mail
Webinars
Chat Bot
Digital Strategy
Here’s what we do for the prospect journey:

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Cross-Functional Alignment
The good news is that we can rely on
other groups inside the Commercial
team:
 Digital Marketing
 Marketing Operations
 Field and Event Marketing
 Sales
 Creative

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Biggest Challenges for Marketers
Does this sound
familiar?
“Always on”
expectations
Dueling goals:
 More leads
 Better
experience
Lack of resources:
 Budget
 Time
 People

©2020 Adobe. All Rights Reserved. Adobe Confidential.
An “Always On” Approach
Email Strategy Direct Mail
Chat Bot
Sponsored Programs
Webinars Digital Strategy

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Email Strategy | What We Do and Why
 Nurture touches all our leads, no matter the
source
 Our strategy: create highly segmented and
behavior-driven nurture streams
 Benefits:
 Keep leads engaged to generate consistent
AQLs and pipeline
 Avoid losing leads to the dreaded
“unsubscribe”
 Scheduled cadence of personalized touches

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Email Strategy | How We Manage It
 Smart Campaigns in Marketo Engage are the most helpful
tool in our toolbox
 Behavior-based triggered campaigns help ensure each touch is
relevant
 Run regular reports to see which emails are performing
 Utilize A/B testing to make incremental improvements
 Adjust nurtures based on data
 Balancing nurture and batch emails allows us to be agile

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sponsored Programs | What We Do and Why
 We sponsor programs with third parties to
collect new leads, generate demand, and
convert existing leads
 Benefits: more leads and less legwork for
our small team
 Types of sponsored programs: emails,
virtual events/webinars, ads
 Our strategy: provide content for the leads
to engage with—not just a logo

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sponsored Programs | How We Manage It
 Identify and evaluate vendors
 Align on content that will resonate with our ICP
 Determine how content will be delivered and promoted
(email, newsletter placement, etc.)
 Understand how leads will be shared
 Measure results over the lifetime of each program

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Direct Mail | What We Do and Why
 We deliver ultra-personalized direct mailers
to high-priority leads
 Our goal: help sales book more meetings
in less time
 Our strategy: use a direct-mail provider,
Alyce, to deliver personalized gifts to high-
priority leads

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Direct Mail | Personalized Gifts at Scale

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Direct Mail | How We Manage It
 Rely on innovative technology. We use it to:
 Prioritize targets
 Automate follow up and lead routing
 Track ROI
 Quick tips:
 Make sure you are in close communication with your sales
team
 Have a clear plan for enablement and adoption
 Close the loop with sales to find out what is and isn't working

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Webinars | What We Do and Why
 Webinars are one of our top-performing channels,
they can be a big lift – but they’re worth it
 Our goal: nurture prospects at all stages of the
customer journey, from top of funnel to bottom of
funnel
 Our strategy:
 Plan well in advance
 Determine up front which part of the funnel you will
target
 Automate everything we can

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Webinars | How We Manage It
 Plan our schedule of webinars each quarter
 Allow 3+ weeks to promote each webinar
 Automate lead capture and follow-up:
 Clone program shell and update tokens
 Set up landing pages and emails in an event program
 Automatically move leads from webinar platform to Marketo
Engage

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Digital Strategy | What We Do and Why
 High-Volume Lead Gen Programs
 Content Syndication and Paid Media
 Work hand-in-hand with our digital team
 Target audiences based on funnel needs
 Reporting
 What content works for the goals of the campaign?
 How does the lead quality look by channel/campaign?
 Is the spend from each campaign/vendor giving us the return we
want? Why or why not?

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Digital Strategy | How We Manage It
Targeting
 Build target and exclusion lists with specific parameters
Teamwork
 Work closely with the digital team to bring strategy/campaigns to life
Transparency
 Consistently track new KPIs and update reports in a way that makes
sense visually—share results with stakeholders and vendors
Testing
 Constantly test new content, audiences, or messaging—monitor
performance and prioritize updates based on data

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Chat Bot | What We Do and Why
 Utilize a chat bot on our website to:
 Have personalized conversations with prospects
 Help our audience quickly find information
 Qualifying leads at scale:
 Nurture leads OR route high-intent leads to sales
based on engagement
 Chat can come in at any point in the journey
 Continuously optimize the site experience
 Integrate chat with other channels and campaigns

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Chat Bot | How We Manage It
Custom and AI Bots
 Use smart lists to build target audiences and generate custom playbook messaging for
those leads
 Use AI to provide personalized conversations to leads we don't know much about yet
Reporting / Chat Data
 Data from chat sessions are automatically synced to your CRM and marketing
automation platform
 We use this data to inspire new campaigns and to help us report on the ROI
Sales Alignment
 Optimize messaging within playbooks to increase conversions
 Leads from the chat bot are qualified and automatically routed to sales reps

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Key Takeaways for Small Teams
Take advantage of
automation.
Always look for
opportunities to
collaborate and align
with other teams.
Continuously
optimize audience
targeting and
segmentation of your
campaigns.
Build lots of reports
and don’t forget to
monitor the data.
Don't be afraid to try
new things! Even if it
fails, you learned
something about
your audience.

Q&A