True and Krall once again brought innovation to outdated systems with the help of Adobe solutions. They spearheaded an immense uptick in the use of Marketo Engage, enhancing the partnership between Qualcomm’s marketing and sales teams. “Before, the marketing team would send a lead over to sales — but sales didn’t necessarily trust the maturity of that lead,” Krall says. “But now, with Marketo, we’re sending over a really rich history of all the touchpoints. That level of technical integration and improved predictive scoring have helped quite a bit in reestablishing that trust.”
By improving collaboration with sales and analyzing actions on the site, form fields, and event participation, they developed a sophisticated scoring system. This system led to a 40% uplift in improved lead quality and scoring and a 25% increase in lead conversion rates. They were able to determine a standard MQL score, guaranteeing that only the most promising leads were pursued, enhancing the efficiency and effectiveness of their marketing efforts. Establishing organizational standards for MQL to SQL conversion ensured everyone was speaking the same language and provided sales and marketing leadership a better view into which tactics are most effective.
Looking ahead: The role of AI in Qualcomm’s strategy
Just as McGuire, True, and Krall helped their teams embrace new digital marketing solutions, they are leading the charge in weaving AI capabilities into the fabric of Qualcomm’s content creation strategy.
A significant highlight of this initiative is their commitment to Adobe Firefly, part of the Adobe Creative Cloud suite known for its AI-driven design and content capabilities. With significant updates to digital personalization, the Qualcomm team will need to produce large volumes of content like never before. This is where Firefly becomes paramount to the team’s new digital strategies, as it will play a key role in automating and enhancing Qualcomm’s content creation, promising a leap in efficiency and creativity.
“We’re all-in on Firefly, it is definitely something we want to not only use, but we want to be on the forefront of what’s next for it, especially as it relates to ensuring brand safety,” says Krall.
The journey doesn’t stop with Firefly. Another ambitious move involves revolutionizing Qualcomm’s content supply chain (CSC) through Adobe GenStudio. The CSC — encompassing the entire lifecycle of digital content, from creation and production to distribution and activation — stands as a cornerstone of effective digital content management. Adobe GenStudio, armed with generative AI, offers a transformative approach to content generation, and will enable Qualcomm’s marketing team to produce a higher volume of quality content with unprecedented speed.
These strategic advancements in AI and automation underscore a broader narrative. Under the stewardship of McGuire, True, and Krall, along with close alignment among marketing, IT, and sales, Qualcomm is not only enhancing its operational processes but also deepening engagement with its customers and the developer community. By harnessing advanced Adobe solutions, Qualcomm is fortifying its leadership in the competitive industry. This collaboration between Qualcomm and Adobe sets a new standard for digital innovation, showcasing the transformative power of advanced technology.
Join the digital revolution. See how Adobe Experience Manager Sites and Marketo Engage can power your business’s future.