Customer Zero takes the lead with new features
Marketing teams at Adobe are on the leading edge of personalisation, constantly testing the boundaries of what’s possible to make Adobe the leader in Customer Experience Management (CXM). The drive to innovate is baked into Adobe culture and products and marketers are in the rare position to use the products they promote.
“Adobe marketing teams are known internally as ‘Customer Zero’ because we’re typically the first to delve into new features of Adobe Experience Cloud,” says Fred Kuu, Group Manager, Marketing Applications and Architecture on the Adobe.com team. “It’s a great opportunity to experiment with new use cases for personalisation and influence product direction.”
One exciting opportunity for innovation arose when Adobe I/O Runtime was released into beta. Adobe I/O Runtime makes it easy for developers to deploy customised functions that respond to events from anywhere in Adobe Experience Cloud—and execute code in the cloud, without setting up servers. The serverless environment is a powerful complement to Adobe I/O Events, which surfaces events such as asset uploads, page publications and abandoned baskets—and makes them available as web hooks and APIs for automated workflows.
There are virtually infinite possibilities with Adobe I/O Runtime and Adobe I/O Events, but in this case, the Adobe.com team wanted to drive personalisation for account-based marketing (ABM), using enterprise data to form more sophisticated audience segments. When people visit Adobe.com, marketers want to know not only what they view and how long they stay, but also where they work, whether they’re existing customers, which products they use, where they are in the sales pipeline and more.
“Adobe.com marketers wanted to bring CRM attributes into Adobe Audience Manager for richer audience segments,” says Kuu. “We were using behavioural data from Adobe Analytics to drive personalisation on the site, which was a great start but there was definitely an opportunity to go deeper with enterprise account information.”