Adobe is the world’s leading provider of digital media and digital marketing solutions. Your creative, marketing and document solutions are powerful tools used by everyone – from emerging artists to global brands.
In this week’s episode of Pepper Contents Top of the funnel Series, Natasha Puri, Content Marketing Lead at Pepper, chats with Sunder Madakshira, Chief Marketing Officer at Adobe Systems, on how content is central to Adobe’s overall marketing strategy, the role of content in B2B and B2C services, and much more.
The Value of Marketers for Today’s Consumers
Sunder has 25 years of extensive experience in sales and marketing leadership roles for B2C, B2B products and services. He has worked with SAP, Infosys, Wipro and VISA prior to his current position at Adobe. He has been recognized as one of the best CMOs in India at various thought leadership forums. Shedding light on the evolution of content and digital marketing over time, he says that digital platforms became something more than just engagement platforms in 2011 and have now become the cornerstone of marketing.
Today, a marketer’s greatest added value for their consumers is:
- Give them perspective and help them make a decision to buy your product or service
- Value creation from the product or service
- So that they are convinced of their purchase and are remembered for it
Watch the video here:
The B2C and B2B context
When asked about the difference between B2B and B2C in terms of content and digital marketing, Sunder explains that B2B focuses on a limited segment of customers, while B2C typically uses mass media and is seamless. “The main difference is between call-to-actions (CTA), channels and messaging.”
In B2B, the CTA has to be very distinctive, focused and short. It has to be clear what it wants to convey. The steps in the sales cycle can be shockingly short and therefore the interventions are very calibrated, focused and a certain outcome can be expected at the end of each intervention. The focus here is on the marketing ROI, as the investments can be high and therefore the returns must be proportionate. In B2B, a data analysis platform can be very helpful in tracking success.
In B2C, however, a lot more effort has to be made to achieve the same things as it is an omnichannel situation. Mass media is the way to go here and that is why marketing information comes from a variety of sources. Hence, you need a very robust platform to integrate this information and plan your future strategy.
Role of content marketing at Adobe
According to Sunder, Adobe is committed to data, analytics and delivering the right content to the right audience at Adobe.
“Content has changed in texture as more video, audio and text content is used. But the main goal is also that the right audience sees the right content with the right message. For example, a new user doesn’t want to see expanded content. So tailoring is important, ”he says.
This is why Adobe uses a so-called Data-Driven Operating Model (DDOM). You also indulge in account-based marketing for strategic and transformative accounts.
Sunder anticipates that Adobe will provide explicitly curated content for specific audiences over the next four years.
Pillars of Adobe’s content strategy
- Thought guidance: Keep readers engaged, give them a good idea of the Adobe products industry, help them imagine the digital world, and give them an idea of the future of digital marketing.
- Education and skills: Answer all how-to user questions such as how to get started, how to implement a solution, the topics to choose, how to add value to your company and how to create a realistic and visionary business case.
- Engagement: This includes a continuous Stream content on what’s new in the industry, what we can learn from competitors and help consumers keep up to date on the industry.
How can you map the ROI in content marketing?
Sunder explains that ROI mapping becomes complex if not done correctly. No system or metric is perfect. Every measurement system has an option to improve itself and make it better you need:
- 100 percent transparency
- Not harsh cues, but good judgment
- Combination of data and qualitative aspects
- Typical business metrics such as sales growth, profitability, category penetration, market share, etc.
Content fits into the overall marketing strategy
Sunder gives three tips on how small businesses can get started with content marketing:
- Start with a clear goal; B. a success picture in a certain time frame.
- Start with what you have. Don’t wait for a tool or data integration, etc. Be aware of the data entry you’ve made into a particular marketing channel and set your expectations accordingly.
- Think of an area and make an impact. An organization needs trust, so give that to your team. Be proud of small achievements. Take responsibility for your results.
Lastly, when we talk about whether content creation depends on the channel or vice versa, Sunder concludes:
“For me it is always satisfied. If you have great content, things will definitely work. In the B2B scene, content has a lot of impact. If the content is wrong, there is nothing the channel can do to hide the mediocrity. ”
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