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Mikel Chertudi
About The Author

Mikel Chertudi

Mikel Chertudi is a digital marketing executive with extensive experience in B2B and B2C business models; his expertise is rooted in digital marketing and media as well as demand creation. As a Senior Director of Marketing at Adobe, Chertudi is responsible for increasing brand awareness and driving demand across Adobe’s Marketing Cloud, Creative Cloud, and document (Acrobat) offerings. He and his team oversee strategy and execution for Adobe.com as well as all paid media covering traditional and digital media channels. Prior to his role at Adobe, Chertudi served as Vice President of Demand & Digital Marketing at Omniture (acquired by Adobe in 2009) – the tech industry’s largest SAAS marketing and analytics provider. He has also successfully lead marketing for startups growing revenues over 8X in the period of a year as well as helped to establish online brands such as Ancestry.com by catapulting the company’s growth to the 7th largest online advertiser.

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What Was the Question? The Consequences of Not Paying Attention

Digital Marketing · By Mikel Chertudi On May 20, 2013 · Add Comment
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Every day, cus­tomers leave a trail of dig­i­tal bread crumbs. From com­put­ers and note­books to smart­phones and in-store trans­ac­tions, the infor­ma­tion con­tained in avail­able data stream­lines the cus­tomer expe­ri­ence. It local­izes and per­son­al­izes it. If your com­pany isn’t gob­bling up that trail, using it to gain mar­ket share advan­tage, you aren’t pay­ing attention.

...
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Digital Marketing Bucket List: Be Bulletproof

Digital Marketing · By Mikel Chertudi On May 3, 2013 · Add Comment
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First, let’s be hon­est. Blogs are abun­dant. Blogs that teach me some­thing are not though, which is why I don’t read them. At least, not often.

If you are in my base camp here, as a time-crunched head of a dig­i­tal mar­ket­ing or mar­ket­ing sup­port staff, I know your time is valu­able. In exchange...

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Creating a Successful Lead-Nurturing Strategy, Part V: Most Companies Fall Far Short

Digital Marketing · By Mikel Chertudi On September 18, 2008 · 12 Comments

If you’ve been fol­low­ing my blog­ging activ­i­ties in recent weeks, you should now have a good under­stand­ing of how you might imple­ment an auto­mated lead nur­tur­ing and response strategy.

I’ve walked you through cre­at­ing the per­fect lead nur­tur­ing email to recoup lost rev­enue for BtoC com­pa­nies and BtoB com­pa­nies. I’ve described in...

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Creating a Successful Lead Nurturing Strategy, Part IV: Your Long-Term Strategy

Digital Marketing · By Mikel Chertudi On August 26, 2008 · 1 Comment

If you’ve been fol­low­ing my series on cre­at­ing a suc­cess­ful lead strat­egy, you might remem­ber that last time I talked about know­ing when, and how often, to call poten­tial cus­tomers. Today, we’ll look at a long-term strat­egy to help you map out the best way to stay in touch with leads after you’ve had...

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Creating a Successful Lead Nurturing Strategy, Part III: When Should I Call?

Digital Marketing · By Mikel Chertudi On August 13, 2008 · 2 Comments

Decid­ing when, and how often, to con­tact leads can be enough to turn a marketer’s hair gray. All too often, decid­ing on a strat­egy can seem ran­dom. You ask: When should I call?  Will I ever actu­ally reach a real per­son?  How often should I try?  This type of call­ing strat­egy is usu­ally deployed when...

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Creating Successful Lead Nurturing Emails, Part II: B2B

Digital Marketing · By Mikel Chertudi On August 5, 2008 · 3 Comments

As I’ve talked about in recent posts, a suc­cess­ful lead nur­tur­ing strat­egy improves the num­ber and qual­ity of the leads you can gen­er­ate — for a sig­nif­i­cant increase in revenue.

Last time I out­lined some impor­tant ele­ments nec­es­sary for a strong lead nur­tur­ing pro­gram — com­mu­ni­ca­tions should be per­son­al­ized, rel­e­vant, well-timed, thor­ough...

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Creating the Perfect Lead Nurturing Email to Recoup Lost Revenue

Digital Marketing · By Mikel Chertudi On July 17, 2008 · 1 Comment

In my last post I talked about lead nur­tur­ing strate­gies, and how to put one into place for your com­pany. I out­line five key ele­ments.  Com­mu­ni­ca­tions should be:

per­son­al­ized rel­e­vant well-timed thor­ough auto­mated

Auto­mated emails are one of the first, and one of the eas­i­est, areas of com­mu­ni­ca­tion to implement.

Imag­ine some­one goes online...

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Do You Have an Automated Response and Lead Nurturing Program in Place?

Digital Marketing · By Mikel Chertudi On June 12, 2008 · 2 Comments

By learn­ing to suc­cess­fully nur­ture inter­ested prospects that haven’t yet com­mit­ted to buy, both B2B and B2C com­pa­nies can increase cam­paign response rates, max­i­mize lead con­ver­sion rates and increase the num­ber of closed sales for a sig­nif­i­cant improve­ment in rev­enue. Sir­ius Deci­sions stated that ~80% of inter­ested B2B prospects will pur­chase the prod­uct...

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Expertise, Processes and Tools Needed for Closed-Loop Reporting (Part II)

Analytics · By Mikel Chertudi On May 12, 2008 · 1 Comment

This is part 2.  Part one can be found here.

Tools

When it comes to choos­ing a tool for closed-loop report­ing, the most impor­tant thing to look for is a prod­uct that cou­ples the cor­rect method­olo­gies with the tech­nolo­gies, so that you can gen­er­ate reports in the ways that give you the...

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Expertise, Processes and Tools Needed for Closed-Loop Reporting (Part I)

Analytics · By Mikel Chertudi On May 6, 2008 · 1 Comment

The top­ics of closed-loop report­ing for the com­plex sale — that is, tying offline or online leads through to an ulti­mate closed deal in an offline envi­ron­ment — has gen­er­ated inter­est and curios­ity among mar­keters, along with a mea­sure of confusion.

I can eas­ily under­stand the con­fu­sion. Such closed-loop report­ing is not impos­si­ble, but com­pa­nies...

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