As part of our “They’re doing data” feature, Anne-Laure Miquel (Marketing Manager at Adobe) agreed to take stock of the past year and the major challenges facing the sector and marketing at the beginning of the year.
LeBigData.fr : A word to describe the year that just passed?
Anne-Laure Miquel (Adobe): Change, or perhaps rather adaptation. From a marketing point of view, everything has been turned upside down. As everything changes very quickly, the goal is to test new approaches and new techniques. And the other watchword would be “content”. There is such an overflow of content in general that you have to go up in quality to stand out. At Adobe, there is a lot of work being done on this subject, whether it’s webinars, activities or white papers, with the desire and need to partner with big names like Forrester and IDC to produce valuable content and studies that will be of interest to our customers.
And on the “major accounts” side, have there been any changes or adaptations necessary?
Everything has gone digital in recent months. The big advantage is that Adobe organizes conferences for marketing or for creativity like Adobe Summit or Adobe MAX, and until now these events were paid. Today, they have become full digital and free events with great content and on very broad themes. With the end of physical events for major accounts, it has become more complicated to exchange. We tried to do as many live events as possible, especially on electronic signatures, for example. What has worked well are the 30-minute formats that take place every 3 months. Each time, we organize 2 to 3 sessions so that everyone can find a time and a theme that suits them, positioning them at times when people do not have too many meetings. So at 9:30 am during the confinement and then rather at 12:00 pm.
Are the webinars still working?
There is always at least 50% of noshow And I thought that over time, people would come less. But we see that this is not the case, it continues to work, especially when the content is well positioned
We launched a webinar on March 24, 2022 to address this new content demand that is 3D. Between virtual photography, the emergence of the metaverse and the need for quality visual content, we know our customers need guidance. And for this webinar, mostly by recruiting through emailing, we had a lot of registrants.
What about Linkedin?
I think it’s important for visibility, but in terms of acquisition, it’s not the main lever. In the end, it’s always emailing on our bases that works very well.
What trends are you seeing emerging?
On key accounts, we are developing account-based marketing techniques. I did a pilot a few months ago and I’m now launching new projects.
What about face-to-face? You’re going to come back to that.
Yes, of course. We will have to determine when to do face-to-face and when to do digital. For large accounts, it will be targeted actions.
Do you encounter any particular difficulties?
We see that in companies decisions are becoming more and more fragmented, there are many touch points and different levels of decision makers. I won’t be able to quantify it, but I will say that the conversion tunnels are becoming more complex within companies.
One word to define the year ahead?
I would say “hybrid.” I think we’ll only learn to see each other when it’s really valuable.
Interview by Amandine Durand