Developing teams to maximize digital marketing ROI.

Drive top-line growth with training.
 
Organizations are aggressively purchasing and deploying digital marketing technologies to improve brand engagement, yet a majority of marketing teams report a lack of confidence in their digital abilities. Organizations rely on Adobe, as the global leader in digital marketing and digital media solutions, to help them strategically invest in the people, processes, and solutions to bring their digital strategies to life and create new opportunities for business growth. Find out how Adobe Digital Learning Services helps enterprises build a business case and improve talent development to maximize their enterprise digital marketing ROI.

Marketing technology investments are skyrocketing.
 
Gartner analysts predict that by 2017 the CMO will spend more on IT than the CIO.
 
Marketing organizations are purchasing significant marketing-related technologies and services from their own capital expense budgets — both in conjunction with internal IT teams and outside of IT’s control.

Training and enablement investments remain flat.
 
A recent study reveals that only 48 percent of digital marketers feel highly proficient in digital marketing.
 
A majority of digital marketers haven’t received any formal training in digital marketing. As many as 82 percent report learning on the job.
In 2013, 76 percent of marketers believed marketing had changed more in the previous two years than in the past 50 years.1 That trend has only continued. Customers and business executives now expect marketing professionals to be well versed in both the art (creative) and the new science (analytics, intelligence, and measurement) of marketing. Adobe Digital Learning Services helps organizations bring the skills of their creative and data science professionals together to implement best practices around customer experience management, data-driven personalization, real-time audience management, media spend optimization, and more through an ongoing talent enablement program that drives growth and builds better digital marketers.
Marketers are frustrated. Change is imperative.



say a lack of training in new marketing skills is the key obstacle to becoming the marketers they aspire to be.2


of all marketers think that for most companies, digital marketing approaches are a constant cycle of trial and error.3

 



Just one in three marketers believe their companies are highly proficient in digital marketing.4


 
 
Lack of training is cited as one of the reasons why companies fail at digital readiness.5
Invest in digital marketers.
 
The obvious choices for building talent are to hire already qualified individuals, make new hires with investment potential, or invest in existing employees. For the next three to five years, Adobe believes investing in existing employees is inevitable because of two trends: A significant talent gap in the marketplace and the opportunity to build competitive advantage through people.
 
Address the talent gap.
 
A deep and pervasive digital marketing talent gap exists — a substantial difference in what employers value and what talent is available to them. While 71 percent of large brand enterprise organizations report their digital marketing team is strong in some areas, employees exhibit weakness in other areas when importance and strength are analyzed together, and there are sizable gaps in every area studied.6
 
Finding marketers, even in universities, with proficient digital creative and analytical skills is difficult, which is why developing talent must become a business priority. An IDC study showing the impact of training on project success found that projects that met most or all of their objectives gave each team member 40 percent more training than projects that failed or only partly succeeded.7

The online marketing industry is experiencing extraordinary growth, with an expected increase of 41.2% in the number of jobs available from 2010 to 2020 (U.S. Bureau of Labor Statistics, 2013). A recent survey identified 250,000 unfilled online marketing positions.

Monster Government Solutions, 2013

 

Educate to build and sustain competitive advantage.
 
By coupling technology deployment and talent development, businesses of all sizes, in all industries can increase the agility of their marketing teams and empower them to drive top-line growth. And teams can sustain their advantage by continually educating creative and data-driven marketers with fresh course content that maps to changing business objectives.
 
Individuals who know how to effectively use digital marketing solutions can help their businesses reap significant benefits by:
 
  • Anticipating, rather than reacting, to market opportunities
  • Designing experiences and offers that increase conversion rates and enhance loyalty
  • Optimizing media spend for increased ROI
  • Speeding time-to-market for new campaigns to capitalize on opportunities


Apache Jackrabbit Oak
 
The best approach to training.
 
Adobe Digital Learning Services best practices include the following steps:
 
Assessment: Identify skill gaps.
 
An easy way to get started is to segment team members into broad role categories, for example, technologists, data analysts, and business users/marketers. Depending on the maturity of your marketing team, you may add several other personas. Once you complete segmentation, you should rate the skill set of each team member as fundamental (basic), intermediate, or advanced (master).
 
Ideally, a professional services team conducts assessments. But managers may perform assessments by simply asking marketers to honestly report about their levels of understanding of functional best practices and digital technologies.
 
Action: Provide the right training and education program.
 
After understanding the skill level of each team member, your organization will need to decide how to approach marketing enablement. There are three important factors to consider:
 
Deliver the right content based on identified gaps  Are your marketers in need of functional learning that includes best practices in creating and running campaigns? Is your staff proficient in the use of all approved marketing technologies that you rely upon for day-to-day operations? Both are critical to success, which is why functional learning is just as important as technology training.
 
An enterprise software company working with Adobe Digital Learning Services recently used online testing to assess its employees’ digital marketing knowledge. Because the company was able to determine which marketers had a general awareness of the business objectives and the solution, and which marketers were practitioners with hands-on experience plus in-depth knowledge of the business objectives and solution, the organization was able to provide more relevant training to its employees.
 
Decide on the right type of learning Your organization will have a number of flexible options for learning, including live public, on-site (private), and virtual courses. On-site learning is ideal for customized education that incorporates your organization’s specific digital processes. In all live courses, Adobe Digital Learning Services experts will engage with your marketers to discuss technology functionality as well as business KPIs, standards, and governance. In addition to live courses, Adobe Digital Learning Services offers on-demand (self-service) learning to give busy professionals an opportunity to explore on their own and at their own pace.
 
Talent development best practices show that a mix of online and in-person approaches often works to give employees the just-in-time knowledge they need for business success.
 
Make talent enablement an ongoing program, not a one-time initiative Both team productivity and engagement rise in organizations that move from event-based education to a culture of learning. Regular investment in talent enablement shows a commitment to the marketing team and individual development, creating trust between employee and employer.
 
Adobe Digital Learning Services tailors ongoing development programs to meet specific objectives:
 
  • Pre-implementation — Awareness/overview training
  • Implementation — Enablement training
  • Post-implementation — User adoption and roll-out phases
  • Software upgrades — Reinforcement training
 
Build the business case.
 
Although organizations may not have prioritized marketing technology learning investments in the past, it is now imperative that businesses invest early and appropriately in education. To tap into growing corporate training spending trends (up 15 percent last year to more than $70 billion in the U.S. and $130 billion worldwide8), organizations must establish a solid business case. The good news is that investments in digital talent directly impact the top-line while improving customer experiences. The most successful digital teams working with Adobe Digital Learning Services have built strong business cases and tirelessly advocate internally for education funding.
 
Adobe recommends thinking about benefits in the following categories:

Marketing returns

 
Conversion rate
Estimated increase in revenue due to higher conversion — up to 100% better conversion rate9
 
More ROI
80% more ROI10
 

 

Marketing process benefits

 
User Adoption
52% more user adoption11
 
sales pipeline
132% improved sales pipeline11
 
user productivity
37% more user productivity10
 
The cost of non-investment.
 
Training empowers marketing teams to solve business problems faster, find new opportunities for growth, and be more successful. Organizations that don’t make talent investment a high priority are challenged by:
 
  • Lower conversion rates than competitors
  • Lower customer satisfaction because of poor customer experiences
  • Missed market opportunities due to time-to-market delays in strategic campaigns
  • Decreased ROI on technology investment resulting from low adoption
  • Process inefficiency
 
Realize results.
 
Just like the purchase of any new software, marketing enablement is an investment that delivers significant returns. Customers and prospects receive more targeted, personalized, and relevant digital information. Marketers become more productive and engaged. Businesses gain top-line results while lowering risks.
 
Competition is everywhere and the best marketers are in high demand. Now is the time to address and strengthen digital marketing technology and talent. Marry the art and science of marketing and realize the rewards that only the leading digital marketing technology platform delivers.
 
Engage with Adobe Digital Learning Services to capitalize on the digital evolution of business.
 
 
Adobe Digital Learning Services partners with organizations worldwide to assess training needs and implement high-impact education programs. Adobe develops marketing team talent for more than 500 organizations globally each month. To improve marketing talent strategies and processes, contact Adobe Digital Learning Services at adls@adobe.com.

 
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1 ResearchNow and Adobe. “Digital Distress: What Keeps Marketers Up at Night?” October 2013
2, 3, 4 ResearchNow and Adobe. “Digital Roadblock: Marketers struggle to reinvent themselves,” March 2014
5 Econsultancy. “Econsultancy Report on Digital Readiness & Measurement,” August 2012
6, 7 IDC. “Impact of Training on Project Success 2011,” Cushing Anderson, 2011
8 Forbes. “Spending on Corporate Training Soars: Employee Capabilities Now a Priority,” Josh Bersin, February 4, 2014
9 Adobe 2014 Digital Marketing Optimization Survey
10 Industry estimates
11 MarketTools, independent study