Author Archive: Bertil Snel

Guess What? Marketing Doesn’t Care How Much Money WCM Saves IT

Guest post from Jess Moore | CEO | 3|SHARE

Guess What? Marketing Doesn’t Care How Much Money WCM Saves IT.

When I started in the WCM business in 2003, the value proposition focused on the technology’s ability to shift work from highly skilled IT resources to non-technical business users. It was a straight up “lets reduce your IT spend” play with the CIO in mind.

Fast-forward to 2011. The Second Great Awakening of WCM is in full swing. This time fueled not by cost conscious IT organizations but a generation of tech savvy marketing pros. They see technology as a critical tool that allows them to connect with customers in a deeper and more meaningful way.
In chatting with our clients, it has become clear there are 3 major drivers that are influencing them to make CQ5 a core part of their marketing strategy.

1. The demographic of one…
Our clients love the idea of personalization coupled with analytics. CQ5 allows our clients to measure the effectiveness of campaigns. This gives them the flexibility to make meaningful changes ensuring they hit the mark with customers.

2. MacBooks, iPads, and Droids…Oh My…
Check this out. According to Pew Research Center 85% of Americans own cell phones while only 76% own computers. When you look at the highly prized 18-29 year old demographic, cell phone owners increase to 96%.

Our clients see massive value and higher conversion rates when they can deliver a channel specific experience for consumption across multiple devices. Device emulation features in CQ5 ensure marketers can easily connect effectively with customers no matter what device they are using.

3. It’s all about the Cloud…the Clickstream Cloud!
A niche is a nugget of gold to our clients…and just as hard to find. Successfully identifying and targeting an underserved market creates massive opportunity. CQ Targeting is a great tool that provides information about our client’s customers including behavior, history, and profile information. This allows them to more effective segment their messaging.
There is no doubt feature-rich CQ5 is well positioned to capitalize on this growing WCM market.
Do you agree? Drop me a line or comment below!

The science of new marketing

Guest post from Sarah Samplonius | Marketing | 4Point

The theme of the day at this year’s Adobe Partner Community Day (March 22 and 23, 2011 in New Orleans) was (in my humble opinion) summarized best by a statement made by Rob Tarkoff (@rtarkoff). He mentioned at one point that there is the “science of new marketing”. This idea, that marketing is undergoing a change and its foundation is more “science”-based than “fluff”, was carried through a number of presentations. As a marketer in a techie organization, it pleases me to see the shift in emphasis. Truly marketing is a play-ah now. Or it should be.

Sessions by Bruce Temkin (@btemkin) and Scott Stratten (@unmarketing) followed on this theme. Bruce spoke with great energy on how companies need to do a better job of communicating with customers and dealing with customer feedback. Had a “yeah” moment when he pointed out that companies should not rush into social media, but instead should look at how they are currently interacting with customers. Final word: Fix existing issues before rushing into a new medium for exchange.

@unmarketing was even better. I’d finished his book on the plane, so was prepared for his take, and was pleased to see that despite having read the book, I wasn’t bored to tears when he spoke (YEAH moment there for you). Agree wholeheartedly with his approach to marketing and the need for a change. Like how he gets that “awesome” wins every time. Who doesn’t love awesome? Companies need to find it, foster it, and support it for their customers and their employees.

Each corroborated and clarified an ongoing message. That marketing is everything you do, and it’s certainly not just your collateral. They push the idea that marketing departments shouldn’t be marcom departments (managing brand stamping on collateral, events, etc.), but should be transforming the entire organization to think, live, breathe, and communicate what the organization is. This stems from and also trickles down into customer engagement, in that your brand is about how you respond to your customers (old, new, and those that are in between).

This entire message supported Adobe’s customer experience management platform. Adobe has the tools companies need to make it easier to deliver awesome. And now, after NOLA, it’s nice to see that Adobe is taking their platform’s power seriously and supporting it with real ideas on how to bring the platform to life in your organization.

Nice one Adobe!


Changing future of role of user experience

Guest post by Corey Glickman, RDV Global Lead of Capgemini

Attending the Barcelona Adobe partner meeting around the theme of how customer experience management was very engaging. The theme of the day was all around the emerging trend that what the customer experienced was not only a rising concept across business and IT, but it was actually a key factor in launching a successful solution based on how users chose to interact through technology and social networks with their favorite brands.

My part of the discussion was to stress the point that due to the nature seen in future business models where users will navigate complex systems of decentralized technologies through engaging interfaces, current standards and practices used to define and design user experiences were no longer adequate for the task at hand. I shared examples on how using visualization in conjunction new UX toolkits based on Collaborative Decision Making, Behavior Science, Game Mechanics, and Business Analytics were vital to meet this rising challenge. This discussion was well received and drove interesting conversations on the rapidly changing future of role of user experience defining success business models and those who will need to define and deliver these solutions.

CEM and Consumer-brand Relationships

Guest blog by Matthias Ott, Director of SapientNitro

Customer Experience Management (CEM) was the hot topic of the Adobe Partner Community Day last week in Barcelona. It was great to learn more about Adobe’s CEM strategy, and how the additions of Omniture and Day to their existing product portfolio play into that. Adobe is on the way of creating an integrated platform which helps enterprises realize great Customer Experiences across digital channels.

While this is definitely exciting, will the implementation of such a platform also be sufficient to build lasting consumer-brand relationships, which is the ultimate goal of CEM? We at SapientNitro are convinced that besides solving the technology challenge there are three other dimensions that need to be addressed. In the first place this is the organizational challenge. Most enterprises are still organized like in the 50’s. They have siloed departments taking care of different phases of the customer lifecycle, like marketing, commerce and customer service. In order to create a harmonized experience across all touchpoints, including the digital and the real world like traditional ads, stores and call centers, it is most crucial for enterprises to first transform their organization.

The other two dimensions that enterprises need to evolve in order to cope with today’s multi-channel reality are their marketing and their user experience strategy.

Only if all of these four dimensions – organization, marketing, user experience and technology – are addressed in an integrated fashion, companies will be able to create outstanding customer experiences across the complete customer lifecycle, virtually as well as in the real world.

Building Marketing Technology Platforms for Engaging Global Brands

Guest post by Cleve Gibbon, CTO of Cognifide

Previously a Day Premier Partner, the Solution Partner Conference in Barcelona last week was Cognifide’s first outing to an Adobe Event as an Adobe Partner. It didn’t take long for us to realise why Day is such a good fit with Adobe. People! From partners, marketers, and salespeople, through to developers, managers and evangelists, everyone shared the same buzz that something big is going to happen in 2011 at Adobe. That something being Customer Experience Management.

After a morning of great forward thinking keynotes, the Customer Experience Management (CEM) value proposition was outlined by Sydney Sloan and Ben Watson. This highlighted Web Experience Management (WEM) as 1 of 4 key plays that Erik Larson clearly positioned within the CEM Product Strategy later that afternoon. As a veteran Day CQ Solution Partner, we started to see more clearly where we could support Adobe in their rollout of CEM.

The Tuesday evening ice-breaker social event at Club Astoria saw key Adobe exhibitors demonstrate that latest product features to solution partners. It was here that I met technical evangelists Duane Nickull and Michael Chaize and was introduced to LiveCycle. After a quick impromptu design session with Duane and other partners, we had creative assets being exported from Photoshop and imported into LiveCycle as strongly type forms. Very impressive.

The following morning, I gave a talk on Building Marketing Technology Platforms for Engaging Global Brands. This talked to a number of ongoing challenges we face with our clients when executing their marketing strategies to deliver the best customer experiences across multi-channels to market. The 3 shifts in marketing (from traditional to content), technology (from silo’ed to integrated) and platform (from cms to marketing) are key to building a solid foundation upon which to integrate, aggregate and host marketing technology solutions. The talk concluded with the Skype.Com case study.

It was great to share a stage with Ed Van Siclen, who pretty much set the scene for explaining the shift from traditional marketing to more content/inbound marketing. Then a follow up session with Duane and Michael basically slammed dunked the key role LiveCycle plays in Adobe’s CEM vision for me.

Then as the event drew to a close, and business cards were exchanged, the attention swiftly turned to the next partner event scheduled for this March. We’re already making plans to attend. Great event Adobe and hope to see everyone in New Orleans.

Appreciation and Authenticity in B2B Partnerships

Radiating Sunshine
Look, I know that it sounds a bit ‘touchy-feely’ when we start talking about ‘positivity’ and radiating your energy through others to lift them up. And I realize that those of you who know me are probably a bit suspicious when I say that I am now hooked on the concept. In sales, one of the most effective sales tools is our attitude. Customers can feel our enthusiasm when we are passionate about a something. We really do radiate our energy. And that energy truly ignites a chemical reaction in others and elevates their endorphin levels. It has been scientifically proven.
But science aside, we should always be positive and authentic in regards to how we carry ourselves. It’s just the right way to go through life and a bit of good karma never hurts. As we build our partner ecosystem, our extended world of sales and innovation needs to radiate the amazing energy that we are building here at Adobe. This genuine enthusiasm is contagious and will act as a gradational force to pull customers, analysts, partners and even more creative energy to bear on this market movement.
We were very fortunate to have had Mike Robbins join our annual partner conference in Vegas last month. Mike led a brilliant discussion around the impact of being positive and recognizing the contribution of others. He message is so simple, so often over looked and yet when embraced so powerful. Take a look my interview of Mike and start radiating your sunshine.

UX Community Day – Recap

Ben Watson posted on his blog a recap of last weeks Partner Community Day on User Experience.

Last week I had the pleasure of hosting Adobe’s first UX Community Day targeted at our enterprise partners in NYC. The day proved to be a hit with the attendees, and even though I felt like we pushed the boundaries of traditional enterprise comfort zones around UX, we still inspired several great discussions and QA periods, and the hallway/side conversations were both inspired and engaging.
We are turning a page with our enterprise business, and that page turn is metaphorical in that our traditional document-centric approach to enterprise solutions is turning into better experiences, more engaging applications and a specific focus on building from the outside in, from the user goals and desires back into the systems we sit on top of and integrate to.

One could, and many do, argue that forms themselves are a customer-facing experience, and that maintaining the fidelity of the form and document is an instrumental part of making great experiences. This is true, but being able to position documents and forms in a broader context that embraces all the elements of a user’s path through onboarding, configuration, service requests and ultimately being able to interact with their communications is fundamental to how and why this is changing in the enterprise. We too cannot solve the problems we solve in silos any longer, its not enough to integrate – we need to motivate, inspire and captivate. This is the journey we, and our enterprise customers are on.

I found many of the presentations, and the panel I hosted, to be very inspiring and I think what I love most about our partners at Adobe is their frank honesty, deep experience and ability to work with us on this journey. My intent is to specifically dig more into the topics that were discussed, such as how social media is changing the enterprise, how UX unlocks the ROI in our systems today, how we can rethink our organizations, skillset and approach in order to maximize our work in this area and more – but for now you can take a look at the sessions yourself and see if you agree that this page has been turned and there is no turning it back.

Congratulations to the Showcase Winners!

We are excited to announce the winners of the third Solution Showcase, held in New York on Aug 25. Once again we were overwhelmed when we received 13 entries for this showcase event. There were some wonderful and stunning entries! Congratulations to the winners:

  • SQLI – RIA CRM Flex add on for SAP CRM
  • SQLI – Tactile HR Application for Retail Stores
  • Pico – ACCS – Advanced Communication Chatting System
  • ALTI – Set on Demand
  • Cognasent/ScanDoc – Mobius – Electronic Medical Record

These lucky winners of the showcase in New York will join the 16 winners of the previous events in San Jose, Washington and Amsterdam.

Partner LiveCycle Solution Showcase in New York

Six months ago we embarked on a global series of Solution Showcase events where Adobe Partners joined us to present their LiveCycle based solution to a panel of judges. We’ve had some real fun with some amazing, remarkable and well designed solutions and frankly, some ugly ducklings but serve-the-purpose solutions. Adobe delivers the message of user-centric design and customer experience management (CEM) so next week in New York the partner community day is dedicated to User eXperience.

At our Showcase event next week in New York we are looking forward to 13 solution presentations from our global partners:

Pro Technology - LiveCycle IBM Connect Pack
Pro Technology / StreamServe - Output Device Mgmt.
Cardinal Solutions – Optimizer
ALTI - Set on Demand
I-Cubed - IP MultiSearch
SQLI - Tactile HR Application for Retail Stores
SQLI – RIA CRM Flex add-on for SAP CRM
Cognizant -  Enhanced LiveCycle RCA Building Blocks
Pico – ACCS – Advanced Communication Chatting System
SINEQUA – 360 Search from a Business Point of View
4Point - Letter Generation Solution
SmartDoc – Technologies Insurance Automation with LC ES
Web Site srl – webTraining 4.0

The lucky winners of the showcase in New York will join the 16 winners of the previous events in San Jose, Washington and Amsterdam:

To get an idea of what the showcase events are like, here is a video of the recent Amsterdam venue:

Case Study Iberia Maintenance – with Atos Origin

Watch this video for a case study of how Ibera uses electronic work cards built around Adobe LiveCycle to track work done during aircraft maintenance. Atos Origin build the system called Alexandria that allows Iberia to keep its server infrastructure, database, ERP, and existing document management systems the same while only replacing its previous application with the more efficient Adobe LiveCycle solution to issue work cards electronically.
You can also read the case study here.