The days of measuring marketing success by impressions and engagement are over, especially in financial services. Today, marketing leaders are being asked to do more than build brand awareness. They’re expected to drive top-line growth. 

According to Adobe’s report, “State of Customer Experience in Financial Services in an AI-Driven World,” 90% of financial services marketing leaders say they’re now expected to directly contribute to revenue. And 96% are being asked to become more efficient while doing so. 

This new mandate requires not only a change in metrics but a mindset transformation as well. 

Marketing is Now a Growth Engine

Modern financial institutions are retooling their marketing functions to prioritize: 

• Pipeline creation 

• Product adoption 

• Customer lifetime value

Campaigns are no longer judged by vanity KPIs. Success is measured by conversion lift, wallet share, and ROI. That means marketing must operate with the same precision and accountability as sales and finance. 

Performance-Driven Marketing Requires New Infrastructure

To meet these expectations, marketing teams need: 

• Attribution models that tie spend to outcomes 

• Automation platforms that enable real-time optimization 

• Journey tracking that connects every touchpoint to business impact 

Along with the right tools, financial services marketers will also need to build a culture of continuous improvement and commercial fluency. 

Business Fluency is the New Financial Services Marketing Skillset

To lead in this environment, marketers must speak the language of finance. That means understanding: 

• Unit economics 

• Acquisition cost 

• Profitability metrics 

Winning teams are breaking down silos between marketing, sales, and product to drive aligned, data-informed execution. Financial services marketing is moving beyond a support function to a strategic partner in growth. 

Precision, Accountability, and Impact

By embracing data-driven strategies, building the right infrastructure, and fostering commercial fluency, marketing teams can move from a support function to a strategic driver of revenue. The organizations that succeed will be those that align marketing with business outcomes and lead with precision, accountability, and agility. 

Download the full Adobe report to learn more about the top insights shaping financial services marketing and the industry as a whole. 

How Perficient and Adobe Help Financial Services Marketers Lead

We help financial services firms modernize their marketing operations from journey orchestration to performance measurement. Together with Adobe, we’re enabling marketing teams to become growth architects, not just brand custodians. 

Let’s connect and uncover new ways to drive measurable impact together.

In financial services, trust has always been foundational. But today, it’s being redefined, not by brand reputation or policy language, but by how customers experience speed, control, and transparency in real time. 

According to Adobe’s report, “State of Customer Experience in Financial Services in an AI-Driven World,” 96% of financial services executives say customers value privacy and data protection, and 63% say they expect transparent pricing. These have become operational expectations, and they’re shaping how trust is built moment by moment.

Trust Is Built in the Details Customers Can See

A face-ID login. A real-time transaction alert. A personalized financial nudge. These micro-moments now carry more weight than any static privacy policy. Customers judge trustworthiness by how responsive and secure their digital experiences feel—especially when managing sensitive tasks like wire transfers, credit approvals, or investment decisions. 

In this new landscape, trust is engineered, not assumed. 

Designing for Trust Means Designing for the Customer

Customers today expect more than digital convenience. They want to feel in control of their money, identity, and digital footprint and engage with institutions that respect their time, values, and privacy. Trust is no longer built solely through face-to-face interactions or legacy brand reputation. Trust is earned through every digital touchpoint.

To meet these expectations, financial institutions must deliver on three critical fronts:

1. Mobile-First Journeys With Instant Authentication

Customers expect secure access anytime, anywhere. A mobile-first design can enable frictionless, secure interactions that reinforce a sense of control and safety. Biometric authentication, real-time alerts, and intuitive navigation all contribute to a trustworthy experience.

2. Personalized Recommendations That Reflect Their Financial Goals

Trust grows when customers feel understood. Using AI and data responsibly to deliver tailored insights, whether it’s budgeting tips, investment opportunities, or credit alerts, shows that the institution is aligned with the customer’s financial well-being. Transparency in how data is used is key to maintaining that trust.

3. Seamless, Omnichannel Experiences That Feel Consistent and Secure

Whether a customer is engaging via app, website, call center, or in-branch, the experience should feel unified and secure. Consistency in branding, messaging, and service quality reinforces reliability, while secure data handling across channels ensures peace of mind.

Institutions that fail to deliver these experiences risk losing not just attention but loyalty. In a competitive landscape where switching providers is easier than ever, trust becomes a differentiator and a strategic imperative.

From Compliance Output to Design Input

Trust has become a core design principle. Instead of treating it as the outcome of compliance, financial institutions are embedding it into the very fabric of the customer experience. This shift reflects a broader understanding: trust is emotional, experiential, and earned in moments, not just mandated in policies.

That means:

Aligning products, security, and experience teams.

Trustworthy experiences require collaboration across silos. When product managers, cybersecurity experts, and UX designers work together, they can create solutions that are not only secure but also intuitive and empathetic. This alignment ensures that security features enhance, not hinder, the user experience.

Ensuring Personalization respects boundaries and data use is clearly communicated.

Customers want tailored experiences, but also want to know their data is safe. Leading institutions are adopting privacy-by-design principles, making it easy for users to understand how their data is used and giving them control over personalization settings. Transparency builds confidence; ambiguity erodes it.

Embedding transparency and predictability into every screen and interaction.

From clear language in disclosures to consistent UI patterns, every detail matters. Predictable flows, upfront information, and visible security cues (like encryption badges or session timers) help users feel safe and informed. These micro-moments of clarity add up to a macro-impact on trust.

This evolution requires cross-functional collaboration and a deep understanding of customer expectations.

Ready to Build Trust Through Experience Design?

Download the full Adobe report to explore the top 10 insights shaping the future of financial services, and discover how your organization can lead with intelligence, responsibility, and trust.

Learn About Perficient and Adobe’s Partnership

Perficient and Adobe bring together deep industry expertise and powerful experience technologies to help financial services organizations unify data, orchestrate journeys, and deliver customer-centric experiences that build trust and drive growth.

Get in Touch With Our Experts

As digital experience platforms (DXPs) evolve, Adobe continues to lead the way in embedding artificial intelligence to help organizations deliver more personalized, efficient, and scalable customer experiences. Forrester’s report, The Impact of AI on Digital Experience Platforms, explores how vendors like Adobe are integrating agentic AI and generative AI (GenAI) to streamline experience operations and empower practitioners. 

Adobe is among the leaders in this space, offering tools that help teams simulate ideas, analyze impact, and activate personalized experiences across channels, all within a unified platform. 

Agentic AI Turns Insights Into Action

Adobe’s DXP ecosystem, including Adobe Experience Platform and Adobe Sensei, is increasingly powered by agentic AI — intelligent agents that support marketers and developers in orchestrating and optimizing customer journeys. These agents are designed to reduce manual effort, surface actionable insights, and automate tasks across the experience lifecycle. 

Perficient Adobe Consulting Principal Robert Sumner has seen firsthand how Adobe’s orchestration capabilities can be extended to deliver more seamless digital experiences across platforms. 

“Adobe’s suite enables orchestration to happen naturally across its tools, but we often help clients go further by integrating these capabilities across platforms to create a seamless journey,” said Sumner.  

Creativity Meets Efficiency With GenAI

Adobe is also at the forefront of GenAI innovation. From generating brand-consistent content to enabling marketers to build data-driven briefs and presentations within Microsoft 365 via Adobe’s copilot, GenAI is transforming how teams create and collaborate. 

Sumner mentioned that Adobe’s GenAI tools are already delivering measurable impact for clients. He said, “We’re seeing Adobe’s GenAI tools help clients scale content creation and experimentation. But success depends on aligning these capabilities with business goals and ensuring strong governance.”  

Perficient Named 2025 Gold Globee® Winner for Best Artificial Intelligence Service Provider | Learn More

Responsible AI Adoption

Adobe’s AI capabilities are powerful, but success depends on strong data foundations, human oversight, and change management. That’s why we work closely with clients to ensure these pillars are in place, enabling responsible and effective adoption of AI. 

We’re honored to have contributed to the research in an interview for Forrester’s report , The Impact of AI on Digital Experience Platforms. We believe it reflects our deep expertise in helping enterprise clients implement and optimize DXPs like Adobe. Whether it’s integrating predictive analytics, deploying cognitive copilots, or improving data governance, our teams are leading the way in enabling AI-powered transformation. 

If you’re exploring how to bring AI into your DXP strategy, we invite you to connect with us and keep the conversation going. 

Access the report here (available to Forrester subscribers or for purchase).  

Learn more about our Adobe expertise here.  

Contact us to learn more. 

In the face of economic uncertainty, shifting buyer expectations, and rapid technological change, manufacturing marketers must evolve to stay competitive. LinkedIn’s 2025 B2B Manufacturing Buyer Research highlights five key trends that define this transformation. By leveraging AI-powered Adobe tools, marketers can meet these challenges head-on and build future-ready brands.

Trend 1: Future-Proofing Through Innovation

What’s happening:

Buyers are increasingly focused on operational efficiency and long-term digital transformation. 87% of respondents say their organizations are prioritizing efficiency, and many struggle to keep up with the pace of technological change.

What marketers should do:

Position their brand as a strategic innovation partner. Showcase how their solutions solve today’s challenges while preparing buyers for future disruptions.

How Adobe can help:

• Adobe Experience Platform enables real-time customer profiling and segmentation, helping marketers tailor messaging to evolving buyer needs.
• Adobe Sensei powers predictive analytics to uncover inefficiencies and forecast trends.
• Adobe Workfront streamlines collaboration and campaign execution, ensuring agility in response to market shifts.

Trend 2: Building Trust Through Expertise

What’s happening:

55% of buyers struggle to differentiate vendors. Trust, credibility, and consistent messaging are now essential for winning business.

What marketers should do:

Lead with transparency and expertise. Use testimonials, data-driven results, and thought leadership to build trust and stay top-of-mind.

How Adobe can help:

• Adobe Real-Time CDP delivers personalized experiences across channels, reinforcing brand consistency.
• Adobe Journey Optimizer ensures relevant, timely messaging that builds credibility.
• Adobe Experience Manager allows marketers to manage and deliver trusted content like case studies and performance data at scale.

Trend 3: Complex Buying Demands a Message for Every Stakeholder

What’s happening:

Manufacturing buying groups are growing in size and diversity, often involving executives, operations, procurement, and finance. Each stakeholder has unique priorities, and manufacturing marketers must tailor messaging accordingly.

What marketers should do:

Develop stakeholder-specific messaging. Use targeted content to address the goals of executives, operations, procurement, and finance.

How Adobe can help:

• Adobe Target enables A/B testing and personalization for different personas.
• Adobe Analytics helps identify stakeholder behavior and preferences.
• Adobe Workfront supports campaign orchestration across teams, ensuring alignment and timely delivery of tailored content.

Trend 4: Creative Impact, Market Presence, and Transparency Get Buyers Talking

What’s happening:

Buyers are seeking solution-oriented vendors who deliver ROI and not just low-cost providers. With 60% of buyers focused on ROI over cost and only 29% feeling confident in their awareness of new vendors, there’s a clear opportunity for marketers to stand out through impactful storytelling and brand presence.

What marketers should do:

Craft compelling brand stories through rich visuals and multimedia, maintain transparency with consistent, personalized messaging, and build a strong market presence through omnichannel campaigns.

How Adobe can help:

• Adobe Creative Cloud empowers marketers to design visually compelling, brand-consistent assets, from event collateral to digital ads, that capture attention and communicate value.
• Adobe Experience Manager enables marketers to deliver personalized, omnichannel content experiences that reinforce brand credibility and transparency.
• Adobe Marketo Engage supports lead nurturing with tailored messaging and automated campaigns that highlight ROI and long-term value.
• Adobe Analytics provides deep insights into content performance, helping marketers refine messaging and creative strategies based on buyer engagement.
• Adobe Real-Time CDP ensures marketers can deliver relevant, personalized content across channels by unifying customer data and activating it in real time.

Trend 5: Social Media Sparks Action and Drives Results

What’s happening:

Social media is a powerful driver of buyer engagement and decision-making. Over 40% of manufacturing buyers say vendor content on social platforms has influenced their purchasing decisions.

What marketers should do:

Lead conversations on relevant platforms. Use social media to share thought leadership, spark engagement, and drive measurable action.

How Adobe can help:

• Adobe GenStudio for Performance Marketing enables marketers to plan, create, and activate high-performing campaigns across social and digital channels. It streamlines content workflows and ensures brand consistency while optimizing for performance.
• Adobe Analytics tracks social media performance and buyer behavior, helping marketers understand what content drives engagement and refine strategies accordingly.

Marketing as a Catalyst for Transformation

The future of manufacturing marketing lies in connecting innovation with trust, personalization with scale, and creativity with performance. These five trends provide a roadmap for marketers who are ready to lead, rather than just react.

By leveraging AI-powered platforms like Adobe Experience Cloud, marketing leaders can deliver unified and personalized experiences that resonate across every stage of the buyer’s lifecycle.

Are you ready to lead the transformation? Let’s manufacture the future together.

Our Women in Digital Breakfast is easily our favorite way to kick off the week at Adobe Summit. We brought conference attendees together before the opening keynote to connect with peers and dive into meaningful discussions about the roles women play in an ever-evolving digital landscape.

A Morning of Inspiration and Insight

The event featured a panel of inspiring women who have made significant strides in their careers and included:

• Kristen Harris, Director of Marketing Data Strategy and Optimization at H&R Block
• Aileen Herndon, Senior Vice President of Distribution Marketing at Jackson
• Kelly Wyatt, Executive Vice President and Chief Digital Officer at GM Financial
• Julia Dane, Vice President of US Enterprise Sales at Adobe

Erin Rushman, General Manager of Perficient’s Customer Experience and Digital Marketing practice, moderated the panel. Erin guided the conversation through a series of thought-provoking questions about how to embrace new technology, balance innovation with daily operations, the power of mentorship, inclusivity, navigating challenging business decisions, and what women can do to lead in our evolving landscape.

Embracing New Technologies

The discussion began with a focus on how to stay updated with the latest trends and technologies. Kristen shared how she simply started integrating ChatGPT into her daily life as a way to embrace Generative AI.

She recounted, “When I do the hard work of actually trying to integrate a lot of these new technologies into my daily life, it’s transformative in the way that I’m able to help bring my team along and help make it seem less scary.”

Her story highlighted the importance of hands-on experience in demystifying new technologies. Kelly chimed in, acknowledging the challenge of finding time to learn new technologies amidst a busy schedule.

She candidly admitted, “It’s hard for me to find the time to learn the technology or the application but I do agree… and as you move up in the organization that becomes harder and harder.”

Her honesty resonated with many in the audience, emphasizing the universal struggle of balancing learning with leadership responsibilities.

Balancing Innovation and Daily Operations

Aileen brought a unique perspective from the highly regulated insurance and annuity space. She spoke about the delicate balance between innovation and day-to-day operations and how taking small pieces of innovation is key to making progress while remaining compliant.

Aileen shared, “You have to pilot new things to a smaller audience to see how that works and what kinds of results you get. I also really think you have to figure out where there is going to be a long-term impact. Really try to look at what’s going to be happening in a year from now that you can try to devote some time and innovation to transform.”

And when it comes to finding the time to devote to innovation, Aileen talked about sharing the load with her extended team.

She said, “Trying to carve that out and get people to still think innovatively can be challenging because there’s so much day to day. So, I have our extended leadership team really drive new projects. I want everybody to have new ideas and bring those to the table. Even in a regulated environment, we’re able to see progress that way.”

Her approach underscored the importance of incremental innovation and the value of small-scale projects.

The Power of Mentorship

The conversation then shifted to the role of mentorship. Julia reflected on her long career in technology, recalling, “I’ve had a glorious long career… And I think for the first ten years I was the only woman in the room. So, my mentors early on were authentic male leaders that I could trust and I was fortunate enough to have one that I worked with for 14 years that really helped guide me and really treated me no different than all the men in the room. But I think it really becomes meaningful when you start mentoring other people.”

She emphasized the profound impact of mentorship as well as the importance of paying it forward by mentoring others.

Kelly added her insights, highlighting the value of informal mentorship connections. She shared, “Many companies have very official mentor/mentee programs, but they feel very mechanical to me. I spend a good amount of my week connecting and meeting one-on-one with people. If they have a problem and they want to talk it through with me, I say shoot me a message and I’ll jump on a call with you. Being available to help support the people that you mentor is extremely important so it doesn’t just become a check-in type process.”

Kelly also encouraged seeking diverse perspectives when it comes to mentorship. She advised, “It’s important to be mentored and mentor people that are not like you. It’s really easy to connect with people who are just like you, but you’re going to get the same advice that you’d give.”

Inclusivity in Leadership

Inclusivity was a recurring theme throughout the discussion as well. Julia spoke about the importance of bringing in those who might feel left out.

She said, “I’ve worked hard early in my career to go and bring in the person who is on the outside…. I probably see the shyest or the least involved before I see the most vocal. Because the most vocal are going to be the most vocal no matter what. But it’s the ones that are on the outside that I think can be brought inside and become advocates.”

Her commitment to inclusivity served as a powerful reminder of the impact of small, intentional actions. Kelly echoed this sentiment, urging leaders to give their team members opportunities to shine.

She said, “Allow your team members to do the presentation. Allow them a seat at that table and let them be the voice.”

Kelly also acknowledged how scary that can be but also how important it is to overcome fear to learn and grow. She said, “If you’re a leader, pull those people along and let them be there and lean in. I tell my young people you are at that table for a reason. You got your position for a reason. Lean into it.”

Navigating Challenging Decisions

The panel also discussed the long-term benefits of making tough decisions and the resilience required to lead through change.

Kristen shared a story about a significant decision she had to make as a leader during a data transformation project. She recounted the challenges of migrating to a new technology stack and the impact it had on her team.

“We had to make the call to modernize despite the fact that we didn’t really want to. So, for me that was a really challenging call. My team was impacted. All my internal employee surveys were really low because I came in and everyone was really mad. They didn’t understand the platform. They didn’t see the big vision. We did the best we could to support everyone, and transition is hard. Change is hard. Especially when you’re trying to make a leapfrog to something new. Sometimes you have to be the bad guy and work through those challenges,” she said. “Change is challenging but it also leads to a lot of benefits.”

Aileen added that sometimes the most challenging decision can be deciding not to do something.

She said, “Some of the hardest decisions I’ve had to make are to say we’re not quite ready. Here’s what we need to do to get ready. And as much as that’s not in my personality, the best decisions that I’ve made are when I’ve recognized that and saw that we were running too hard and too fast for something shiny and new that wasn’t going to work for us.”

Looking Ahead: The Future of Digital Experience

The panelists concluded with a forward-looking discussion on the future of digital experiences and how women can prepare to lead in this evolving landscape.

Aileen emphasized the importance of continuous learning and maintaining an entrepreneurial spirit.

Kristin encouraged embracing technology and seeking to understand it deeply, while Julia reminded everyone of the responsibility to be role models for the next generation.

And Kelly left the audience with a powerful call to action: “Learn the technology. Don’t fight the automation. Don’t fight the GenAI. If you don’t learn it, you will get left behind.”

Her words resonated as a reminder of the importance of staying ahead in the digital age.

Continuing the Conversation

This event not only highlighted the achievements and challenges faced by women in the digital space but also underscored the importance of community and support in driving innovation and growth. We left the breakfast with renewed energy and a deeper understanding of how we can all contribute to shaping the future of our organizations and the digital world.

Thank you to our panelists, attendees, and everyone who made this event a success. We look forward to continuing these important conversations and supporting each other in our digital journeys.

We hope to see you again at Adobe Summit 2026.

March is not just about the arrival of spring. It’s a celebration of women’s achievements, history, and ongoing societal impact. As we continue to recognize women this month, we’re excited to take the celebration to Adobe Summit 2024!

Join us on Tuesday, March 6 for our Women in Digital Breakfast at the Grand Lux Cafe in The Palazzo. This hallmark event has been a tradition for Perficient since 2017 and we can’t wait to share it with Adobe Summit attendees again.

Before heading to the Adobe Summit keynote, come have breakfast with us, connect with peers, and engage in insightful discussions. We’ve curated a panel of leading women in the digital space to discuss significant emerging trends that women should be aware of, tips for career advancement, their journeys as leaders, and more.

What to Expect

• 7:00 A.M. | Breakfast: Fuel your day with a delicious complimentary breakfast that is served until 8:00 A.M.
• 8:00 A.M. | Insights: Gain valuable perspectives from a panel of women who are trailblazers in their fields.
• 8:30 A.M. | Networking: Connect with peers who share your passion for digital excellence and empowerment before heading off for the Adobe Summit opening keynote.

Meet Our Women in Digital Panelists

Our panelists include:

• Kristen Skunza, Director of Growth Marketing at Sunbelt Rentals
• Miray Vu, Senior Marketing Operations Manager at Qualcomm
• Sara Dwyer, Product Line Manager, Web, Enterprise Search and Personalization at Eaton (a returning Women in Digital Series panelist!)
• Denise Colella, Vice President and Head of Digital Strategy – Digital Experience at Adobe
• And the panel will be moderated by Lynn Brading, Perficient’s Global Alliance Director

Who Can Attend Women in Digital?

While we encourage anyone with an interest in empowering women to join us, this event is curated for a female audience.

Register and Secure Your Spot

Come help us celebrate the achievements of women and be part of a movement toward a future where every woman feels empowered and inspired. It’s not just an event, it’s a celebration of the strides women have made and an encouragement for the journey ahead. We can’t wait to see you there!

You must register to attend, so secure your spot today!

REGISTER: Women in Digital Breakfast at Adobe Summit 2024

Tuesday, March 26 at 7:00 A.M. at The Grand Lux Cafe in The Palazzo

In a dynamic digital landscape, choosing the right Adobe service provider is paramount for businesses seeking to maximize their Adobe investments. The selection process can be daunting with a diverse set of providers that vary by size, type of offering, geography, and business scenario differentiation. So where do marketing leaders start?

Forrester published The Adobe Services Landscape, Q1 2024 report report to help B2C marketing executives investigate potential partners. The report states, “B2C marketing executives should use this report to understand the value they can expect from an Adobe service provider, learn how providers differ, and investigate options based on size and market focus.”

The report outlines market dynamics that B2C marketers should consider and shares the research Forrester collected on notable providers, including Perficient.

Recognized Among Notable Adobe Services Vendors

Forrester’s report lists vendors based on geographic focus, industry focus, type of partner, size, and vendor-selected extended business scenario differentiation.

Among the providers in the report, Perficient is recognized in the Adobe Services Landscape as a medium-sized consultancy with an industry focus in healthcare, manufacturing/production of consumer products, and manufacturing/production of high-tech products, and a geographic focus in North America.

Perficient Listed as a Regional Partner for Adobe in IDC Market Perspective: Adobe Summit 2023

Going Beyond Core Business Scenarios

In the report, Forrester identified core business scenarios “that buyers most frequently seek and expect…,” in addition to extended business scenarios to further illustrate vendor differentiation. The report states, “Beyond these core business scenarios, buyers often look for providers that focus on certain extended business scenarios.”

The identified extended business scenarios in the report include advertising, B2B marketing engagement, workflow management, digital enrollment and onboarding, and industry-specific solutions.

Forrester asked each Adobe service provider in the report to select the top extended business scenarios it focuses on. The report states, “These are three business scenarios, beyond the core ones, that the provider wants customers to recognize as its areas of focus.”

Perficient is shown for selecting the following as its top three extended business scenarios, in no specific order.

1. B2B Marketing Engagement – Forrester states the objective is to “Coordinate lead management, account-based marketing, and attribution at scale across online and offline channels”
2. Workflow Management – Forrester states the objective is to “Centralize, streamline, and automate work processes to accelerate collaboration and efficiency”
3. Digital Enrollment and Onboarding – Forrester states the objective is to “Simplify and automate the process of enrolling and onboarding new customers”

As a provider actively evolving to meet customer needs, we believe Perficient’s focus on these extended business scenarios underscores our commitment to maximizing the value of our clients’ Adobe investments.

Finding the Right Adobe Partner

As a Platinum Adobe Partner, we care deeply about where you are on your Adobe journey.

We are here to ensure end-to-end delivery and integrated solutions that tackle your ever-changing, increasingly complex business challenges.

If you’re on the hunt for an Adobe partner, get to know our experts and find out what we can do for you!

You can read the entire Adobe Services Landscape, Q1 2024 report via the Forrester website where it’s available to Forrester subscribers and for purchase.

Adobe Summit 2024 is right around the corner, and we’re excited to sit down with the executive director and head of marketing applications at Morgan Stanley Dorothy Joseph on March 27 at 11:30 A.M PST at The Grand Lux Café in The Palazzo.

Perficient’s Jay Jackson, director of Adobe Digital Marketing and CDP, will host a fireside chat with Joseph about the global financial services leader’s successful journey to consolidate and optimize the Adobe Experience Platform.

The audience will hear about the transformation that enabled Morgan Stanley to upgrade to Adobe Customer Journey Analytics, Target, and Customer Data Platform.

Register for the Exclusive Fireside Chat With Morgan Stanley

If you’re attending Adobe Summit 2024, make sure to include this lunch session on your agenda.

You must register to attend. Secure your spot now!

What to Expect

• Complimentary lunch
• Hear how Morgan Stanley supercharged its customer journey
• An opportunity to connect with peers who share your passion for digital excellence in the financial services industry before heading off for afternoon sessions at Adobe Summit

Your Adobe Partner

Learn more about supercharging the customer journey and delivering exceptional digital experiences by checking out our Adobe blogs.

Recently, Perficient and Adobe hosted a Women in Digital event at the prestigious Kenwood Country Club in Cincinnati, Ohio during the Kroger Queen City Championship presented by P&G. It was a great day that included brunch and a fireside chat as well as a golf clinic with LPGA player and golf commentator Morgan Pressel.

The event provided female executives from various fields an opportunity to come together and celebrate female empowerment and network with like-minded professionals who share a passion for progress in the digital world.

An Inspiring Fireside Chat

One of the event highlights was the fireside chat with Perficient-sponsored Morgan Pressel. Once an LPGA player who broke through barriers in a male-dominated sport, Morgan shared her remarkable journey of transformation. From the greens to the broadcasting studio, she revealed how she conquered challenges, stayed motivated, and used her fame to make a significant impact in the fight against breast cancer. Her story was a testament to the power of determination and the ability to pivot one’s career successfully.

The Morgan Pressel Foundation was started to further the fight against cancer, particularly breast cancer. Pay tribute today.

A Private Golf Clinic

Following the fireside chat, attendees had the unique opportunity to take part in an exclusive golf clinic led by Morgan Pressel herself. Whether you were a seasoned golfer or new to the sport, Morgan’s expertise was a guiding light on the greens. Her insights and coaching not only improved the participants’ golf skills but also inspired confidence. To make this experience even more memorable, each participant received a $100 gift card to the LPGA Pro Shop, a signed photo with Morgan Pressel, and two tickets to the Kroger Queen City Championship Golf Tournament!

Women in Digital: A Hallmark Event Series

This event was more than just a gathering; it was a carefully curated space where female executives in Cincinnati could empower each other, exchange ideas, and foster growth. The intimacy of the event allowed for authentic connections to be made, and the possibilities that emerged were limitless. Attendees seized the opportunity to expand their networks and discovered untapped potential within themselves.

In a world that is constantly evolving digitally, it’s essential to have events like this that not only celebrate the achievements of women but also provide a platform for them to thrive further.

We look forward to seeing the impact of these connections in the digital landscape and beyond, as women continue to drive success in the world of business and technology.

Our Next Women in Digital Event

Don’t miss our next Women in Digital event on October 10, 2023. Morgan Pressel will moderate this event as well and the panel will include leaders from Adobe, Auto Club Enterprise, and Eaton.

This event is virtual and open to everyone. So share it with a friend and register today! 

We hope to see you there.

Have you ever been to a dealer to buy a car? Deciding on which features, trims, engines, or colors are right for you can be overwhelming. And selecting a marketing automation platform isn’t that different as there are a lot of things to consider as well.

For example, in a car you may want a lot of horsepower to propel your vehicle forward quickly. Comparatively, in marketing automation tools you might want higher throughput to pass large amounts of data or send high-volume emails quickly. In a car, you may need more seating, but in marketing automation tools you need a bigger database. In both instances, price is a big sticking point. Marketo will bill you on the number of records you have in the database, while HubSpot will only bill you for the records in the system which are marketable.

Therefore, when you are comparing marketing automation tools you can think of it like weighing the purchase of a car. It’s important to understand that each platform has its own bells and whistles, but any of them can get you from point A to point B. Consider what you want to do with your marketing automation platform – what are your business goals, and what near-term and future-state use cases you need to accommodate. That will help you decide on your product, and any add-on features you really need.

In this blog, I’ll walk through the primary features and functions of marketing automation platforms. Specifically, a comparison between Marketo and HubSpot, but there are many other platforms to explore before deciding.

6 Primary Marketing Automation Features and Functions

The main features and functions of marketing automation include the following.

1. Lead Generation: The process of attracting and capturing potential customer information, such as names and contact information.
2. Customer Relationship Management (CRM) Integration: This allows a business to connect both its sales and marketing efforts. Marketo has a native integration with Salesforce and Microsoft Dynamics. HubSpot has its own native CRM as a package add-on and the ability to connect to other CRMs through its App Marketplace.
3. Email Marketing: These are targeted emails to a specific audience. Marketo requires a coded HTML template before you can use its drag-and-drop editor, while HubSpot has an out-of-the-box powerful, and user-friendly editor. Both systems support full custom and responsive HTML emails.
4. Lead Scoring / Lead Journey: A method used to prioritize and rank records based on demographic and/or behavior data. A person’s score can help qualify people for sales follow-up, interest-based nurtures, and more.
5. Landing Pages & Forms: A standalone page designed to have a clear CTA (call to action) that will encourage visitors to convert and provide their information. This data can then go directly into a CRM if connected.
6. Analytics and Reporting: Enable the marketer to be able to measure the effectiveness of the different campaigns, develop personas for the audience, create segmentation, and help make data-driven decisions for upcoming campaigns. Marketing automation platforms have first-party cookies and can follow both known and anonymous users across external sites. This functionality combined with the behavioral data is what sets marketing automation tools apart from standard tracking tools.

Understanding Marketing Automation Terminology

There are different tools to accomplish the features and functions listed above, but as you start to look at each feature, notice the different level of sophistication each has, and the terminology used.

For example, both Marketo and HubSpot can fulfill the goal of marketing automation, but each tool has different levels of sophistication in each and even the names of these common features slightly differ.

Understanding the different terminology within each marketing automation platform is key to your success. You need to be able to communicate effectively and efficiently with other marketers or technical architects to ensure the campaigns are built as desired.

I am not going to say whether HubSpot or Marketo is better than the other marketing automation tools. Ultimately, it comes down to the different use cases a company has, and which platform will fit their model the best

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The Driving Decision on Where to Invest

Remember, each marketing automation platform can get you from point A to point B just like a car, but the inside will work slightly differently depending on which brand you use. Overall, no matter which marketing automation platform you choose, understanding the full breadth of what marketing automation encompasses will guide your use cases and drive the decision on the tool sets to invest in.

The Engager

A huge congratulations to our client Sunbelt Rentals for winning an Adobe Experience Maker Award in the Engager category!

At the prestigious 2023 Adobe Experience Maker Awards’ gala held on June 21 at Rockefeller Center’s iconic Rainbow Room in New York City, Sunbelt Rentals emerged as the winner for The Engager category. This award recognizes the company’s exceptional achievements in transforming pipeline creation to drive measurable business growth.

Sunbelt Rentals, a leader in the equipment rental industry, has showcased innovation, extraordinary customer experiences, and impactful contributions to digital transformation and experience-led growth across industries worldwide.

April Deibert, Senior Technical Consultant at Perficient and gala attendee on the award shared, “What an honor to represent Perficient at the gala alongside our incredible award-winning client, Sunbelt Rentals!”

L to R Perficient’s April Deibert standing outside the event venue in New York City. Sunbelt Rentals’ Ronald Gaines holding The Engager award from Adobe. Perficient’s April Deibert holding The Engager award from Adobe.

The Sunbelt Rentals Legacy

Sunbelt Rentals operates a vast network of over 1,100 physical locations across North America and the United Kingdom. With an extensive portfolio of more than 14,000 product types and a team of over 18,000 dedicated professionals, they deliver comprehensive solutions to support a wide range of industries. The company caters to customers through various channels, including brick and mortar stores, eCommerce platforms, government contracting, and peer-to-peer sales.

Prior to leveraging Adobe Experience Cloud solutions, Sunbelt Rentals faced challenges related to scalability and rapid growth. They needed a solution that could bring campaigns to market quickly and deliver the right messages at the right time. To address these pain points, Sunbelt Rentals chose Adobe Commerce and Marketo Engage. These solutions were selected for their ability to scale with the company’s expanding enterprise and integrate seamlessly with other tools and software.

A Strengthened Operation using Adobe

By implementing Adobe solutions, Sunbelt Rentals transformed the customer experience and work management processes. They were able to create a customized user experience that was not previously available. The integration between Adobe Commerce and Marketo Engage allowed Sunbelt Rentals to implement a custom Adobe Commerce/Marketo Engage Connector, enabling personalized abandoned cart emails (ACEs) and an abandoned cart nurture drip campaign. This resulted in increased abandoned cart conversion rates, capturing previously lost revenue.

The measurable business impact and ROI driven by Adobe Experience Cloud solutions for Sunbelt Rentals are impressive. The launch of the Connector and Nurture led to an estimated abandoned cart conversion rate increase.  Furthermore, Sunbelt Rentals increased marketable records, reduced sending marketing materials to competitors, and normalized data within the system, resulting in improved campaign effectiveness and personalized content.

Team Perficient

As an Adobe Platinum Partner we were pleased to be the implementer on the project. We developed the Adobe Commerce/Marketo Engage Connector, integrated Marketo Engage and Adobe Commerce, and provided custom reports for enhanced marketing attribution. Perficient’s expertise and collaboration with Sunbelt Rentals were instrumental in the successful implementation of the Adobe Experience Cloud solutions.

Congratulations Sunbelt Rentals!

The recognition of Sunbelt Rentals as the winner of The Engager Category at the 2023 Adobe Experience Maker Awards’ gala is a testament to their commitment to customer-centric digital transformation and experience-led growth. By leveraging Adobe Experience Cloud solutions, working closely with Perficient, and integrating various business systems, Sunbelt Rentals has achieved remarkable results in driving measurable business growth and delivering exceptional customer experiences. Their holistic approach to the customer funnel and tailored content delivery have positioned them as industry leaders in the equipment rental sector. Congratulations once again to Sunbelt Rentals for this well-deserved accolade!

Sunbelt Rentals Team receiving their Engager Award.

#AdobeExperienceMakerAwards and @AdobePartners

Adobe Summit EMEA 2023 kicks off next week on Thursday, June 8 in London and we’re excited to be there, back in person for the first time since 2019.

Perficient recently expanded its presence in the UK with a new office located in The Shard, an iconic building in the heart of London, and we’re thrilled to have an opportunity to engage more with the global brands we work with.

In addition to our local colleagues, a few of our Adobe experts are making the trip across the pond to attend Summit as well. We’ll not only be around to meet with you, but we’re also bringing our Women in Digital Breakfast event with us!

Read on for the details.

Meet With Us in London

Whether you’re attending Adobe Summit or not, we’d love to meet with you over coffee, lunch or dinner. A quick “hello” works too.

Click here to schedule some time to connect with us.

Women in Digital Breakfast Hosted by Perficient

We’re taking our Women in Digital Breakfast overseas for the first time! Guests are invited to join us at the Sunborn London Yacht Hotel on Friday, June 9. We’ll hear from women who are leaders in their industries, connect with peers, and enjoy a proper English breakfast.

Our panelists include:

• Claire Hepworth – Ford Global Director / Head of CRM and MarTech
• Judolene Bergh – Invesco Head of Digital Analytics EMEA

We’ve been hosting Women in Digital panels since 2017. And most recently, we hosted a breakfast at the 2023 Adobe Summit in Las Vegas for nearly 80 women.  These inspiring events focus on empowering women and we can’t wait to bring women in our industry together again, this time in London!

An Adobe Platinum Solution Partner Ready to Work with You

As a Platinum Adobe Partner and the Adobe 2023 Digital Experience Emerging Partner of the Year in the Americas, we care deeply about where you are on your Adobe journey.

We are here to ensure end-to-end delivery and integrated solutions that tackle your ever-changing, increasingly complex business challenges.

Let us know how we can help your business. Meet with us!