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Marketing Automation: Software or Strategy?

Marketing automation is much more than just software. Marketing automation is a strategy.

Join Adrienne Whitten and David Frick as they discuss how digital transformation is touching marketer’s lives and changing the way we do business, and how to ensure your organization is prepared to join the digital revolution and not be left behind. In this webinar on marketing automation, you will learn:

What “Marketing Automation is a Strategy” really means and what’s new with marketing automation

What steps you need to take in order to prepare your organization for a shift in strategy

What benefits marketing automation can provide to organizations ready to embrace digital transformation


The Adobe family of companies would like to bring you great content like this and keep you informed with personalized communications about Adobe’s products and services via email and telephone. By submitting this form, you agree to receive these communications at the email address and phone numbers you provided. See our Privacy Policy for more details or to opt out at any time. Terms of Use
Recorded Jul 22 2020 40 mins
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Presented by
Adrienne Whitten and David Frick
Presentation preview: Marketing Automation: Software or Strategy?

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  • Myth: Has the high street changed forever? Jun 16 2021 11:00 am UTC 24 mins
    Caroline Baldwin, Essential Retail| Simon Hathaway, Outform| Peter Sheldon, Adobe| Katy Hilditch,Nando's Grocery Int. Limited
    We’ve been hearing about “the death of the high street” for years – constantly in the press and unfortunately sometimes witnessed in real life. And the events of 2020 have continued to challenge and alter the world of brick and mortar retail. Is there still a place for physical stores or should retailers go 100% digital?

    - The real impact of COVID-19 on the high street
    - How local businesses can win big with bricks and mortar stores
    - What businesses should be doing to get both on and offline interaction right

    Host:
    Caroline Baldwin, Editor at Essential Retail

    Guests:
    Simon Hathaway, Managing Director, EMEA at Outform
    Peter Sheldon, Senior Director Commerce Strategy, Adobe
    Katy Hilditch, Global Marketing Director at Nando's Grocery International Limited
  • Myth: Customers only care about price Jun 16 2021 10:30 am UTC 27 mins
    Jamie Brighton, Adobe | Rory Sutherland, Ogilvy | Marie Uhart, Boden | Hayley Meenan-Wilkin, Ocado.com
    It is easy to focus on price, discounts and free services. But when purchasing a product, consumers do more than simply seek the cheapest option. So, what really matters most: price or customer experience? The answer might surprise you.

    Discover what makes customers tick when they’re just a click away from making a purchase, and what top businesses are doing now to improve the way they interact with shoppers beyond cost.

    - How real businesses are creating positive customer experiences to generate loyalty
    - The hidden factors outside of price that matter more
    - Best practices, tips and examples from real brands

    Host:
    Jamie Brighton, Product & Industry Marketing EMEA at Adobe

    Guests:
    Rory Sutherland, Vice Chairman at Ogilvy
    Marie Uhart, Senior International Marketing Manager at Boden
    Hayley Meenan-Wilkin, Web Trading Management at Ocado.com
  • Myth: Data should inform every business decision Jun 16 2021 10:00 am UTC 24 mins
    Phil Wainewright, Diginomica | Hervé Schnegg, Station 10 | Steve Allison, Adobe | Toni Sekinah, Data & Tech Journalist
    It sounds great to say a business decision was “data-driven”, but when is data not good enough – and when should you be listening to common sense instead? Brands are becoming increasingly reliant on data as a good indicator of what to do next and what to avoid, but it’s possible to go too far.

    Are you making the most of the data you have, or is the real path to success getting muddled somewhere along the line?

    - Why businesses sometimes rely solely on data-driven decisions
    - How to effectively use data to get inside your customers’ heads
    - The less scientific information that you shouldn’t overlook

    Host:
    Phil Wainewright, Editor at Diginomica

    Guests:
    Hervé Schnegg, Principal Data Scientist at Station 10
    Steve Allison, Senior Manager – Strategic Marketing EMEA, Audience & Data Technologies at Adobe
    Toni Sekinah, freelance data and tech journalist, formerly at Data IQ
  • Myth: Email is Dead Jun 16 2021 9:30 am UTC 30 mins
    Joel Harrison, B2B Marketing | Chris Manns, Webeo | Gareth Case, Redstor | Peter Bell, Adobe
    With communication constantly changing, is email dying – or simply just evolving? Email is far from over and is still one of the best digital marketing tools we have but when was the last time you received a message from a brand that truly caused a reaction? As inboxes become fuller by the day, it’s more important than ever for your emails to make an impact. But how should you go about tackling this to generate results?

    - Why email is no longer a one size fits all approach
    - The importance of real-time data in writing emails that get results
    - How to use personalisation to maximum effect

    Host:
    Joel Harrison, Editor-in-Chief at B2B Marketing

    Guests:
    Chris Manns, CMO at Webeo
    Gareth Case, CMO at Redstor
    Peter Bell, Commercial Marketing Director EMEA at Adobe
  • Myth: Customers always want more personalisation Jun 16 2021 9:00 am UTC 31 mins
    Ben Davis, Econsultancy | Scott Morrison FRSA, The Boom | Brian Green, Adobe | Peter Weinberg, The B2B Institute at LinkedIn
    Personalisation is fast becoming the standard when it comes to retail. Tailored and individualised everything, from marketing to website design, is on the rise, and brands say they’d love to invest more in it – but why? Does it actually achieve the results that businesses think it does? Is it worth spending the time and money to develop customer relationships in this way? Discover what happens when personalisation goes right – and very badly wrong.

    - The evolution of modern personalisation trends
    - What makes personalisation seem creepy rather than welcoming?
    - How to know when you’ve got the balance right

    Ben Davis, Editor of Econsultancy

    Guests:
    Scott Morrison FRSA, Founder of The Boom
    Brian Green, Head of Commercial, EMEA, Adobe
    Peter Weinberg, Global Lead, The B2B Institute at LinkedIn
  • Scroll-Stopping Digital Ads: Planning for Success in 2021 Recorded: Jan 13 2021 61 mins
    Paulo Martins, Head of Commercial Global Digital Marketing, Adobe Experience Cloud
    2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.

    But as adaptable as you may be, it never hurts to get ahead!

    Join Paulo Martins, Head of Commercial Global Digital Marketing, Adobe Experience Cloud for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
    In this webinar, you'll learn:
    • Predictions on what's to come in the digital marketing space in 2021
    • Tips and advice on how you can prepare and plan campaigns for the new year
    • Which digital trends to keep your eyes on
  • The New Age of Marketing: Predicting, Planning and Prepping for 2021 Recorded: Jan 7 2021 57 mins
    Michael Madden
    It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are TONs of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.

    We want to help make 2021 an amazing year! Join Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning and Prepping for 2021.

    In this webinar, you'll learn:
    • Which key takeaways from 2020 we should keep in mind going forward

    • Essential planning tools for the new year

    • Tips on how you can prepare to be successful in 2021
  • Finding Opportunity in Disruption Recorded: Dec 21 2020 58 mins
    David Rowan
    How to accelerate business growth and innovation
    Times of disruption and change are often considered uncomfortable, but the businesses that thrive are structured to use this change to their advantage. What are they doing differently?

    Find out in our exclusive webinar with David Rowan, Founding Editor-in-Chief at Wired UK. He will share current business trends and the “new rules” that businesses are following to accelerate purposeful innovation and business growth.

    In this webinar, we’ll explore:
    The companies that have successfully—and unexpectedly—shifted their business models
    New partnerships that have led to new opportunities
    Why agility and innovation are now more important than ever
    Sign up now for the final episode of Let’s Get Digital Bootcamp!
  • Future Proof: How to Create a Lead Scoring Model That Scales Recorded: Dec 18 2020 47 mins
    Kylie Alexander
    With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.

    Watch Kylie Alexander, Marketing Operations Manager and lead scoring expert, share how you can create a lead scoring model that will scale with your business.

    You'll learn:

    How to partner with the right stakeholders to make decisions that are aligned across the business

    Lessons the Marketo Engage operations team has learned so you don't make the same mistakes

    How to plan for a scoring model that will scale
  • Marketing Attribution: The Journey from Cost Center to Cash Cow Recorded: Nov 30 2020 21 mins
    Andy Schneider
    Watch Adobe’s webinar, Marketing Attribution: The Journey from Cost Center to Cash Cow.



    Featured speaker Andy Schneider, Solutions Consultant at Adobe, discusses the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.



    During this webinar, you will:



    Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
    Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
    Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
    Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
  • Future Proof: How to Create a Lead Scoring Model That Scales Recorded: Nov 24 2020 47 mins
    Kylie Alexander
    With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.

    Watch Kylie Alexander, Marketing Operations Manager and lead scoring expert, share how you can create a lead scoring model that will scale with your business.

    You'll learn:

    How to partner with the right stakeholders to make decisions that are aligned across the business

    Lessons the Marketo Engage operations team has learned so you don't make the same mistakes

    How to plan for a scoring model that will scale
  • Changing Channels: How the Right Cross-Channel Mix Makes Every Marketing Dollar Recorded: Nov 13 2020 38 mins
    Mike Madden, Director of Commercial Demand Generation for Adobe Experience Cloud
    Watch our webinar, Changing Channels: How the Right Cross-Channel Mix Makes Every Marketing Dollar Go Further.

    Featured speaker Mike Madden, Director of Commercial Demand Generation for Adobe Experience Cloud, discusses how to create a more proven, more personalized, and more profitable path to purchase.

    In this webinar, you will:

    Discover how to measure performance beyond engagement metrics, to understand if and how your campaigns are generating revenue

    Improve your coordination efforts across channels, so that your customers receive a cohesively branded and personalized experience that can accelerate their journey

    Find out how to choose the right mix of channels for your business, and how to create the right content for those channels that aligns with the customer’s stage in the buying process
  • Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Gene Recorded: Nov 6 2020 40 mins
    Hayley Ferrante
    n an ever-changing environment, revamping traditional email marketing is more important and more difficult than ever. Changing up email copy and using personalized subject lines just won’t cut it anymore. It's time to reimagine email and engage with your audience in a way you never have before - with trigger campaigns based on engagement.

    Watch Hayley Ferrante for her webinar, Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Generating Machine, where she will dive into how you can level up your email game and stand out from the crowd.

    You'll learn:

    How traditional engagement programs still work, but only to an extent
    How to listen to your audience and automate triggered campaigns
    Why token personalization is important, but not advanced enough
  • 5 Strategies to Supercharge Your Data-Driven Marketing Recorded: Oct 29 2020 45 mins
    James Leedom
    The majority of marketers agree — data-driven marketing is an essential practice for any business. But what does it look like to “get it right?” And if your approach is less than sound, what are the consequences?



    Watch our webinar, 5 Strategies to Supercharge Your Data-Driven Marketing. Featured speaker James Leedom, Marketing Operations Manager at Adobe, will dive into how an effective data-driven marketing program can transform your business.



    You'll learn about:



    Why data-driven marketing is so difficult to get right
    How to clean, organize, and manage your database
    Where lead lifecycle marketing and account-based marketing fit into a data-driven approach
    Using your data to create more personalized and engaging experiences
    Implementing the right attribution solution for your organization and team
  • Digital Evolution: Take Your Virtual Events to the Next Level Recorded: Oct 27 2020 32 mins
    Shannon Taschereau - Shannon Jasper
    By now, event professionals are acutely aware of the need to pivot. You've cancelled contracts, shifted your strategy, and executed a virtual event (or two). But now that we’ve settled into the new normal, how can we ensure we don’t get stuck in a virtual event rut? In this session, we'll share the lessons we’ve learned in pivoting our strategy, and how we're leveraging key learnings to continuously evolve. We'll also share how these lessons are shaping our view of the events landscape for the rest of 2020 and beyond.



    Watch Shannon Taschereau and Shannon Jasper on the Field Marketing team for the Adobe Experience Cloud to learn how you can take your virtual events to the next level.
  • Marketing Attribution: The Journey from Cost Center to Cash Cow Recorded: Oct 22 2020 21 mins
    Andy Schneider
    Watch Adobe’s webinar, Marketing Attribution: The Journey from Cost Center to Cash Cow.



    Featured speaker Andy Schneider, Solutions Consultant at Adobe, discusses the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.



    During this webinar, you will:



    Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
    Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
    Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
    Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
  • Finding Opportunity in Disruption Recorded: Sep 22 2020 58 mins
    David Rowan
    How to accelerate business growth and innovation
    Times of disruption and change are often considered uncomfortable, but the businesses that thrive are structured to use this change to their advantage. What are they doing differently?

    Find out in our exclusive webinar with David Rowan, Founding Editor-in-Chief at Wired UK. He will share current business trends and the “new rules” that businesses are following to accelerate purposeful innovation and business growth.

    In this webinar, we’ll explore:
    The companies that have successfully—and unexpectedly—shifted their business models
    New partnerships that have led to new opportunities
    Why agility and innovation are now more important than ever
    Sign up now for the final episode of Let’s Get Digital Bootcamp!
  • 5 Strategies to Supercharge Your Data-Driven Marketing Recorded: Aug 19 2020 45 mins
    James Leedom
    The majority of marketers agree — data-driven marketing is an essential practice for any business. But what does it look like to “get it right?” And if your approach is less than sound, what are the consequences?



    Watch our webinar, 5 Strategies to Supercharge Your Data-Driven Marketing. Featured speaker James Leedom, Marketing Operations Manager at Adobe, will dive into how an effective data-driven marketing program can transform your business.



    You'll learn about:



    Why data-driven marketing is so difficult to get right
    How to clean, organize, and manage your database
    Where lead lifecycle marketing and account-based marketing fit into a data-driven approach
    Using your data to create more personalized and engaging experiences
    Implementing the right attribution solution for your organization and team
  • Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Gene Recorded: Aug 11 2020 40 mins
    Hayley Ferrante
    n an ever-changing environment, revamping traditional email marketing is more important and more difficult than ever. Changing up email copy and using personalized subject lines just won’t cut it anymore. It's time to reimagine email and engage with your audience in a way you never have before - with trigger campaigns based on engagement.

    Watch Hayley Ferrante for her webinar, Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Generating Machine, where she will dive into how you can level up your email game and stand out from the crowd.

    You'll learn:

    How traditional engagement programs still work, but only to an extent
    How to listen to your audience and automate triggered campaigns
    Why token personalization is important, but not advanced enough
  • Building a Content Strategy Recorded: Jul 30 2020 30 mins
    Garrett Ruiz
    The ‘content is king’ mantra may have lost some of its novelty as a catchphrase, but the sentiment has never been more important. Brands are being challenged to produce authentic, high-value, personalized content faster than ever before, in order to differentiate themselves from competitors and win the loyalty of customers.

    Watch Garrett Ruiz for his webinar, Building a Content Strategy: Setting the Foundation for High-Velocity Content Production, to learn how to build a content strategy for long-term success.

    You'll learn:

    How a ‘content strategy’ differs from a ‘content plan’ (and why you need both)
    What foundational elements to include in your content strategy
    Why content teams need to lean into messaging and campaign strategies


    The Adobe family of companies would like to bring you great content like this and keep you informed with personalized communications about Adobe’s products and services via email and telephone. By submitting this form, you agree to receive these communications at the email address and phone numbers you provided. See our Privacy Policy for more details or to opt out at any time. Terms of Use
For marketers, by marketers
Marketo has grown into a leader in marketing automation, but at our core we are a company for marketers, by marketers. We wake up every morning thinking about how we can make life better for our fellow marketers. This passion has evolved into a vibrant community we call the Marketing Nation®–the marketers who are invested in our solution, and are the customers and partners who inspire us every single day

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