Mal­colm Forbes famously observed that the true art of con­ver­sa­tion lies in lis­ten­ing, not talk­ing. The same can be said of optimization—instead of push­ing expe­ri­ences at your cus­tomers, “lis­ten” to exactly what it is that they want so you can deliver it. Essen­tially, the first require­ment of an effec­tive opti­miza­tion pro­gram is to be very good lis­ten­ers, and that’s the same approach Adobe takes with our own customers.

Our rela­tion­ships with cus­tomers go far beyond sales and sup­port. We strive to be a true part­ner by pro­vid­ing best prac­tices and guid­ance. We’re com­mit­ted to cre­at­ing a dia­log with (and among) our cus­tomers so they can share lessons learned and tips and tricks; and so we can lis­ten to feed­back and iden­tify oppor­tu­ni­ties to enhance and stream­line future ver­sions of Adobe Target.

We do this through live events such as our annual Adobe Sum­mit, our pop­u­lar, peri­odic Lead­ers & Learn­ers events, and also through our online forums. It’s a win-win: cus­tomers ben­e­fit from being able to lever­age the strate­gies that have helped their peers build suc­cess­ful opti­miza­tion pro­grams, and we can bet­ter focus our devel­op­ment efforts by learn­ing first­hand more about what our cus­tomers want.

So what have we learned? Here are a few insights gleaned from recent one-on-one con­ver­sa­tions with enter­prise customers.

Ease of use is impor­tant, but so is depth of func­tion­al­ity. Cus­tomers want the abil­ity to set up the right test quickly, but with­out sac­ri­fic­ing addi­tional cus­tomiza­tion or advanced fea­tures and inte­gra­tion capa­bil­i­ties that can fur­ther fine tune results and increase lift.

Step-by-step guid­ance helps mar­keters get it right the first time. Even non-technical users want to be able to set up a well-defined test that will gen­er­ate the results they’re look­ing for. We’re con­tin­u­ally refin­ing the Adobe Tar­get user inter­face to prompt users to think about strat­egy and best prac­tices as they’re set­ting up and exe­cut­ing a test.

More and more com­pa­nies are real­iz­ing that test­ing and tar­get­ing should be part of a larger ecosys­tem. Adobe Tar­get cus­tomers are lever­ag­ing the rich data and ana­lyt­ics capa­bil­i­ties in Adobe Mar­ket­ing Cloud to unify dig­i­tal mar­ket­ing efforts and stream­line collaboration.

Cus­tomers that test more and tar­get their results have greater suc­cess. Our first pri­or­ity is to pave the way for effi­cient opti­miza­tion and remove any road­blocks to set­ting up an effec­tive test. This allows you to test more, achieve more results, and act upon them effi­ciently in real-time.

Lis­ten­ing to our cus­tomers fuels our inno­va­tion and prod­uct devel­op­ment. It’s grat­i­fy­ing to see our cus­tomers develop their opti­miza­tion pro­grams at a far faster pace than ever before, become more effi­cient at dri­ving ongo­ing growth in their pro­grams, and expe­ri­ence higher return on their investments.