VP, Corporate Marketing, Synopsys
In 2018, amplifying digital presence drives every marketing campaign. However, it’s not easy to pull away from the traditional mode of doing business, especially when you have long-lasting customer relationships. So, how do brands leverage marketing technologies for their digital transformation and continue building better customer relationships? Dave DeMaria, VP , Corporate Marketing, Synopsys, reveals the journey they undertook with the Adobe Experience Cloud to expand both markets and digital strategy.
Tell us about your role in Synopsys and the team you handle.
Synopsys is the market leader in providing design tools and intellectual property for companies designing the silicon chips that are fueling all of the smart devices that we use every day. In 2014, we expanded into a new market of providing tools and services for software developers across virtually every industry to design-in security and quality.
At Synopsys, I serve as the Corporate VP of Corporate Marketing. My key marketing responsibilities include establishing our brand in the new software security market, transforming our marketing infrastructure and practices, and overseeing our creative, public relations, events and video campaigns.
What are the core tenets of your digital engagement strategy?
We really have two equally challenging and exciting prongs to our digital engagement strategy. The first is building a world-class ‘traditional’ digital engagement approach to support our new software security business. This strategy is focused on demand-gen and building awareness of Synopsys in this brand-new market for our company. The second strategy is focused on maintaining our classic business of silicon chip design tools and intellectual property. Synopsys customers are highly-concentrated and our sales approach is extraordinarily high-touch. To ensure success for this strategy, we leverage Account Based Marketing (ABM) technologies and practices to ‘invent’ ways of customizing the approach for each customer and prospect, something we call our unique EXTREME ABM opportunity.
Underneath these core tenets, I have a few additional points of focus to enhance our digital engagement strategy and provide customers and prospects with amazing experiences. These include: creating an ‘actionable’ analytics strategy that applies to our EXTREME ABM opportunity, capturing and analyzing our top customer’s ‘digital experiences’ with us in the form of intelligent reports for our Sales team, enhanced personalization, enabling ‘self-serve’ approaches to allow our business units and regions to be more agile, creating a digital marketing playbook and pieces of training to proliferate best practices across our businesses, and developing fresh, snackable content, like video, to improve the customer experience.
What made you choose Adobe Experience Cloud to transform your digital foundations?
Our journey with Adobe started in late 2015 when we embarked on a new project to re-imagine our 10+-year-old website. It was important that we re-build our website on a new, modern technology platform to ensure we had the foundation for a broader Digital Experience transformation.
We explored 75 content management systems and shortlisted to four, including Adobe Experience Manager (AEM), for which we did a deep-dive investigation. We chose AEM for three key reasons. First, in our view, it was and is the most powerful AND the easiest to use (important for self-serve). Second, it’s integrated with Adobe Creative Cloud, which we’re standardized on. And finally, we believe the broader Adobe Experience Cloud platform is the industry’s best. In addition to AEM, we’ve adopted Adobe Analytics, Adobe Target, and Adobe Audience Manager, and continue to follow Adobe’s roadmap.
For new-age organizations, what are the major challenges in identifying and transforming meaningful Customer Experience and Engagement strategies?
A major challenge is building the ‘right’ team that has both strong traditional marketing capabilities, but also a strong technology background to be able to ‘drive’ these potentially powerful tools.
Another challenge for me personally has been learning enough myself about the digital engagement world to be able to lead the charge. My background was more in the technology and business side, and I only discovered the incredible technology in marketing about 3 years ago.
Another challenge is communicating throughout the rest of the organization to gain support, and when needed, funding.
What are your expectations from the Marketing Technology vendors in 2018?
I expect continued innovation to bring both new capabilities and in my case, to simplify the use of capabilities to help bridge the gap between traditional marketers and marketing technology experts. I also anticipate continued integration to allow a common view of the customer’s journey. A key reason we selected Adobe was its best-in-class broad and deep platform strategy.
What marketing technologies are you keen to follow in 2018?
Artificial intelligence is a big one. I can see the work Adobe is doing here with Adobe Sensei to really help us boost productivity and intelligence. I’m also interested in seeing the continued evolution of Analytics Visualization and Predictive technologies.
Thanks for chatting with us, Dave.
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