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Lead with trust, attract with confidence
Back in person for the first time in four years, Adobe Summit 2023 did not disappoint. As a platinum sponsor, PwC showcased how, as marketing evolves from shifts in customer behavior and technologies, our joint solutions with Adobe enables trust-led marketing transformations. If you missed it, watch our on demand sessions or connect with us to explore how our human-led, tech-powered approach builds trust into every experience to fuel performance.
PwC sessions at Adobe Summit
PwC hosted three sessions at Adobe Summit with an exciting lineup of speakers, including our own CMO Matthew Lieberman and the Senior Vice President of Digital Strategy, Analytics & Operations at US Bank.
View our sessions below and watch them on-demand.
- Trust in Marketing
- The Buyer Journey: Breaking Bad (Lead Management Processes)
- It’s rocket science! An AI approach to planning & measurement
Trust in Marketing
Trust. The phrase conjures up very concrete expectations while remaining paradoxically illusive in specificity. This is also true in marketing, where trust is seen as foundational to everything from brand development to customer engagement. And yet we lack a common approach to defining the thresholds of trust, let alone a common approach to engendering trust. What we do know is that the concept of trust significantly influences buying behavior and loyalty on the part of both consumers and business buyers. Which steps can brand owners take to make trust a reliable cornerstone in their marketing operation? We contend that effective trust-based marketing must adhere to four key trust principles:
- Pervasive customer centricity
- Consistent fidelity to the professed company values and brand promise
- Prevailing customer journey design
- Responsible custodianship over and use of customer data
Adobe Experience Cloud is the technology that helps you holistically meet those principles.
The Buyer Journey: Breaking Bad (Lead Management Processes)
Buyers are giving out complex and insightful data signals at all times. We have the opportunity to harness these data signals and take better action on them. Traditional lead generation and scoring methodologies designed to identify Marketing Qualified Leads often fail to capture the real insights of potential buyers' behavior, creating poor customer experiences, and misalignment between sales and marketing. In this session, PwC and a U.S. Bank will share a new approach to lead management that leverages the power of Adobe Marketo Engage and CRM to empower sales and marketing teams to drive better results.
This session covered:
- How U.S. Bank built their B2B marketing arm from the ground up with Marketo Engage
- A new approach to lead management that secures higher conversions and larger deal sizes, delivering more meaningful insight and greater value
- What's next for U.S. Bank and how they plan on enhancing their B2B marketing strategy
It’s rocket science! An AI approach to planning & measurement
Advertisers realize the need to move away from inflexible marketing measurement models towards more advanced AI-driven frameworks offered by Marketing Mix Model (MMM) and Multi-Touch Attribution (MTA) solutions. The challenges that remain are centered around lengthy implementations, disjointed marketing technology stacks, a lack of centralized data, and lack of confidence in activating the recommendations. In this session, you’ll hear transformational journeys to understand what’s possible when you use Adobe’s AI to draw on past performance to inform future business growth. We’ll talk through the validation process needed to ensure proper model implementation; how and when to use MMM vs MTA; and how to build organizational confidence in MMM and MTA.
Watch the replay to learn about:
- How Adobe AI-powered Attribution and MMM helps companies navigate challenges from data restrictions to optimizing budget planning
- AI Driven Measurement Models as part of the holistic MarTech stack
- Key use cases for MMM vs. MTA
- Iterative approach to operationalize MMM & MTA tools
Learn how to accelerate performance across the customer journey
Trust is the foundation for happier customers and better performance. Visitors learned what it takes to build trust in every experience in our recreation of an escape room that featured a hologram host and alternate reality technology. We tested attendees’ marketing and martech knowledge with clues that would lead to securing customer data and providing a better customer experience. Additionally, visitors could take our marketing archetype quiz, to determine areas of opportunity for their organization. Booth guests talked innovation and learned how we combine leadership in CX consulting with Adobe solutions to help you transform your marketing.
Memorable experiences during Adobe Summit
We hosted three exclusive networking events during the week and are looking forward to expanding up these in 2024.
Bali Hai Golf Club on March 20
Before Adobe Summit kicked off, along with Adobe, we hosted a round of golf at Bali Hai Golf Club - the only remaining championship golf course on the strip. Everyone got to kick back, relax, and beat our team at a round of golf (it wasn't hard).
Area15: An immersive experience
Attendees of Adobe Summit joined us in the Sanctuary at Area15 the first evening of Adobe Summit for networking, cocktails, food and exploring the interactive Meow Wolf exhibit. Guests were wowed by our magician who made you doubt your mind and trust that he was always going to do something amazing. Maybe next year we will figure out how he made the magic happen.
Customer Link Lunch and Learn on March 22
We hosted marketing leaders at our hospitality suite for an insightful conversation on rethinking customer attraction. As customers today are empowered by choice and expect more out of their interactions with brands, we had collaborative dialogue around how to engage them intelligently. Attendees learned about customer engagement strategies, the power of a unified view of customer data, and the shared value of using the Adobe Experience Platform with PwC’s Customer Link to help optimize customer experiences.
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