Adobe, shortening the sales cycle.

Transcription

1 Adobe, shortening the sales cycle. Digital publishing solutions leader leverages Adobe Digital Publishing Suite and Adobe Experience Manager integration to drive impact with sales enablement app. Adobe Systems Incorporated In addition to supporting our own sales enablement needs, the Adobe Readiness Toolkit app also effectively showcases the sales enablement capabilities of Adobe Digital Publishing Suite and Adobe Experience Manager. David Schmidt, senior product marketing manager, Adobe SOLUTION Adobe Digital Publishing Suite, Enterprise Edition, and the Adobe Experience Manager and Adobe Analytics solutions within Adobe Marketing Cloud RESULTS SHORTER SALES CYCLE Delivers compelling, relevant app that integrates with Salesforce.com to help accelerate sales cycle for Adobe solutions CUSTOMIZATION Customizable slides enable account managers to easily personalize presentations SINGLE SOURCE Enables account managers to access all sales support materials through a single app EASIER UPDATES Sales enablement content automatically updates in app to keep account managers up to date

2 Adobe Established in 1982 More than 11,000 worldwide San Jose, California CHALLENGES Developing an effective sales enablement app Efficiently creating, curating, and publishing timely, relevant sales enablement content Enabling content customization without requiring design or development resources Meeting the demand for sales enablement apps In today s competitive business environment, companies need to arm their sales teams with tools that enable them to convey product information effectively and wow their prospects and customers. Today s preferred tools include content-rich digital apps created for mobile devices. For years, Adobe has been exploring ways to support more effective creation and distribution of sales enablement content on tablet devices. In addition to offering industry-leading content management and digital publishing solutions to customers, the company is actively employing these solutions to meet its own sales enablement needs. We built the Adobe Readiness Toolkit app because we wanted to accelerate our own sales cycle and drive impact through interactive, measurable apps, says David Schmidt, product marketing manager at Adobe. In addition to supporting our own sales enablement needs, the Adobe Readiness Toolkit app also effectively showcases the sales enablement capabilities of Adobe Digital Publishing Suite and Adobe Experience Manager. A valuable resource for account managers The Adobe Readiness Toolkit app gives Adobe account managers access to the comprehensive Readiness Portal sales enablement resource that covers all Adobe lines of business. They can use their ipads to deliver approved and branded presentations to customers, conduct high-impact product demonstrations, rapidly access digital sales collateral from the company portal, and provide local offline storage for collateral such as PDFs, presentations, and multimedia. The Adobe Readiness Toolkit app not only supports field sales, says Ryan Monger, senior technical marketing manager at Adobe and the portal s developer. It showcases how well Adobe Digital Publishing Suite and Adobe Experience Manager integrate for effective sales enablement.

3 Presentation and customization capabilities drive app engagement Account managers can now deliver rich, interactive presentations directly from their tablets, instead of using laptops in client meetings. The app is highly customizable as well. Adobe Digital Publishing Suite supports content authored with HTML and JavaScript, making it easy and convenient for account managers to modify content on the fly. Much as they can with PowerPoint presentations, account managers can add titles, customer names and logos, dates and agendas to personalize Digital Publishing Suite folio presentations. Plus, users can activate content and readily access built-in speaker s notes by touch. Corporate marketing has given us a tool that we love, so when we re sitting in front of customers trying to sell the use case, we have credibility because we can show them exactly how we re using it and share best practices, says Jeffrey Frommer, sales manager at Adobe. The customization capabilities enable us to personalize the beginning and end of our presentations, without affecting the primary messaging that our marketing teams have worked so hard to refine. Adobe Digital Publishing Suite lets us send updates to sales representatives automatically. Plus, centralized digital asset management in Adobe Experience Manager helps ensure consistent brand and user experiences. Ryan Monger, senior technical marketing manager, Adobe Marketing staff creates and refines content Integrating Adobe Digital Publishing Suite and Adobe Experience Manager aids the efficient delivery of relevant, timely content to multiple devices and the web. The intuitive drag-and-drop interface in Experience Manager lets marketing staff seamlessly add approved creative assets to responsive HTML templates that automatically size content to various screen dimensions. Marketing staff can easily add dynamic content such as charts to presentations, too. For instance, if a slide author wants to show how Adobe Digital Publishing Suite can help increase user engagement, the user simply defines charts in Adobe Experience Manager, and Digital Publishing Suite dynamically renders them using a JavaScript charting library. We wanted tight control of content such as feature updates for digital marketing solutions, says Monger. Instead of sending people to a web location to download materials, Adobe Digital Publishing Suite lets us send updates to sales representatives automatically. Plus, centralized digital asset management in Adobe Experience Manager helps ensure consistent brand and user experiences. Adobe s partner Ensemble Systems built the responsive templates used to create Adobe Digital Publishing Suite folios. Once templates are created, non-designers and marketing staff can effortlessly update content, customize materials, and use push notifications to notify users of new content. Additionally, ready integration with Adobe Creative Cloud software means users benefit from common workflows at every step of the creative and publishing processes.

4 Integrating Adobe Digital Publishing Suite with Salesforce.com gives us tools to see what content is working to help drive sales, taking us to a whole new level of sales efficiency. We re just scratching the surface of what can be done. David Schmidt, senior product marketing manager, Adobe We promise our Adobe Digital Publishing Suite customers that they can easily and intuitively create, manage, and push content across mobile channels without coding or custom development, says Schmidt. With the Adobe Readiness Toolkit app, our reps can show customers impactful examples of how it works. Analytics deliver important insights Use of Adobe Analytics in Adobe Marketing Cloud enables marketers to not only create but also measure experiences across the Readiness Toolkit app. Accordingly, the Adobe team is continuing to develop a dashboard in the Adobe Digital Publishing Suite analytics tab that provides data such as popular content, app launches, and new app installs. Adobe Analytics has shown that account managers are significantly engaging with the Readiness Toolkit app. For example, account managers have launched the app more than 5,000 times and have spent more than 15,000 minutes using the app in its first two months. Additionally, the detailed information on how account managers are using the app and what content is most popular is extremely valuable to marketing staff. For example, if the analytics data suggest that a slide in the appendix of a presentation is being regularly accessed, marketing staff may choose to move it into the main flow of the presentation. Determining revenue impact with CRM integration Cross-referencing Adobe Digital Publishing Suite analytics with Salesforce.com data is another way the teams hope to drive faster deal closure. When account managers use the app during a sales visit the app records content viewed, time spent, interactivity used, and other activity. Through the CRM integration capability of DPS, the data is uploaded, along with the account manager s custom notes, directly to a sales opportunity record.

5 SOLUTION AT A GLANCE Adobe Digital Publishing Suite, Enterprise Edition. Capabilities used include: Custom Store Direct Entitlement Push Notifications CRM Integration Private Publishing Adobe Marketing Cloud, including the Adobe Experience Manager and Adobe Analytics solutions. Capabilities used include: Web content management Digital asset management While this data is useful for individual account managers to reference, the aggregate metrics about content shown to customers across the sales force are even more powerful. Through Salesforce.com Dashboards, sales managers can identify best practices of their top account managers, and replicate them across the organization. Adobe Digital Publishing Suite gives us the potential to collect data on which slides are viewed most and viewed longest information you could never get from PowerPoint, says Schmidt. Integrating Adobe Digital Publishing Suite with Salesforce.com gives us tools to see what content is working to help drive sales, taking us to a whole new level of sales efficiency. We re just scratching the surface of what can be done. The ability to capture data in Salesforce.com on what content is most resonant with the audience and tie that resonance back to deals being closed is a huge benefit, adds Frommer. Evolving the Readiness Toolkit Adobe plans to keep adding features and functionality to the Readiness Toolkit app, and expand its use beyond direct Adobe sales. For example, Adobe is considering a similar app for partners and resellers who need access to Adobe sales collateral. Using custom store and direct entitlement features in Adobe Digital Publishing Suite, Adobe could grant access to specific folios based on user credentials. Overall, Adobe plans to make the Readiness Toolkit app a primary resource for account managers to accelerate the sales cycle and deliver value with each interaction. For more information Adobe Systems Incorporated 345 Park Avenue San Jose, CA USA Adobe, the Adobe logo, and Creative Cloud are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners Adobe Systems Incorporated. All rights reserved /14