$137.8B U.S. ad spend for top 200 advertisers
Adobe CMO Ann Lewnes said the company will promote its marketing-cloud offering around the upcoming season premiere of "Mad Men."
Its "Click, Baby, Click!" spot will run during the premiere episode on AMC this Sunday. The ad will also be featured along with "Mad Men" On Demand content throughout the season.
The night of the premiere Adobe will have Twitter conversations with viewers and companies tweeting about the show, she said. There are also media partnerships that include sponsored content with The Onion, Mashable, Business Insider and homepage takeovers on various websites.
"Predict, test, and optimize is how we do all of our marketing planning," said Ms. Lewnes at the Forrester Marketing Leaders Forum in San Francisco on Thursday. "We are correlating our media spend to bookings and once we actually allocate the spend we do constant testing with keywords, content, white papers, and case studies. Then we can tune the marketing we have."
Ms.Lewnes discussed the campaign in a fireside chat with Forrester analyst David Cooperstein, in which she addressed the challenges facing today's b-to-b marketing executives – herself included.
In a recent survey, Adobe found that 65% of marketers said they will not adopt a new technology unless it were mainstream. Ms. Lewnes urged the audience to take more chances.
"You have to take risks, this is a time for those who are risk averse to realize that if they stay that way they are not going to make it," she said.
However, she noted that investing in technology is "not enough," and that training and "re-skilling" were equally important.
Ms. Lewnes also stressed that marketers need to have the right mix of media in a campaign, though digital is becoming more popular among b-to-b marketers
"When we do a campaign, it's a broad landscape of every touch point, be it mobile, keyword, site visits and TV. Mobile is a huge component, but the real magic comes when you look at the interaction with different channels," she said. "As long as we do something digital that complements something major we are doing with TV, we have the right mix. Also, with ad skipping and new viewing habits, you need to complement (TV ads) with a digital strategy."