They make the information Anne-Laure Miquel (Adobe): “As every little thing adjustments in a short time, we should continually check new approaches”

As part of our “They Make Data” file, Anne-Laure Miquel (Adobe Marketing Manager) agreed to look at last year and the major challenges of the sector and marketing at the beginning of the year. .

LeBigData.fr: A word that means the year that just passed?

Anne-Laure Miquel (Adobe): Change, or rather adaptation. From a marketing point of view, everything is turned upside down. As everything changes very quickly, the goal is to try new approaches and new techniques. And the second slogan would be “content”. There is so much general content that you have to raise the quality to stand out. Adobe is working hard on this topic, whether it’s webinars, activities or white papers with a desire and need for a partnership with big names like Forrester, IDC for content creation and valuable studies that will be of interest to our customers.

And on the “key accounts” side, were there any necessary changes or adaptations?

In recent months, everything has become digital. The big advantage is that Adobe organizes marketing or creativity conferences such as the Adobe Summit or Adobe MAX, and so far these events have paid off. Today, these have become complete digital and free events with pretty great content and very broad topics. With the cessation of physical events for big bills, it became more complicated to trade. We tried to make as many live events as possible, especially on an electronic signature for example. What worked well were the 30-minute formats that are held every 3 months. We organize 2 to 3 sessions each time so everyone can find the time and topic that suits them, positioning it in moments when people don’t have too many meetings. So at 9:30 in the morning during the detention, and then at 12:00 in the afternoon.

Are the webinars still ongoing?

There is always at least 50%. no show and I thought that in time people would come less. But we think that is not the case, it continues to work, especially when the content is well positioned

We launched a webinar on March 24, 2022 to meet this new requirement for 3D content. Between virtual photography, the emergence of the metaverse and the need for quality visual content, we know that our customers need to be guided. And for this webinar, mostly by recruiting via email, we had a lot of applicants.

And LinkedIn?

I think it’s important for visibility, but in terms of acquisition, it’s not the main lever. Finally, sending emails in our databases always works very well.

What emerging trends do you see?

For large accounts, we develop account-based marketing techniques. I worked as a pilot a few months ago, and today I’m re-launching new projects.

And face to face? You’ll get back to that.

Yes of course. We will have to be able to determine when to work face to face and when to work digitally. For large accounts, these will be targeted actions.

Do you have any special difficulties?

We see that decisions in companies are becoming more fragmented, there are many points of contact and different levels of decision makers. I will not be able to quantify that, but I will say that conversion tunnels tend to become more complex within companies.

One word to define the coming year?

I would say “hybrid”. I think we will learn to see each other only when it has real value.

Interview with Amandine Durand

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