Log in
Log in
Or log in with
GoogleGoogle
Twitter Twitter
Facebook Facebook
Apple Apple     
Sign up
Or log in with
GoogleGoogle
Twitter Twitter
Facebook Facebook
Apple Apple     
  1. Homepage
  2. Equities
  3. United States
  4. Nasdaq
  5. Adobe Inc.
  6. News
  7. Summary
    ADBE   US00724F1012

ADOBE INC.

(ADBE)
  Report
Real-time Estimate Cboe BZX  -  09:59 2022-11-28 am EST
335.01 USD   +0.21%
09:48aCyber Monday sales to touch up to $11.6 bln as shoppers go discount hunting
RE
06:08aCyber Monday set for record sales of $11.2 billion as shoppers wait for discounts
RE
11/26U.S. Black Friday online sales hit record $9 bln
RE
SummaryQuotesChartsNewsRatingsCalendarCompanyFinancialsConsensusRevisionsFunds 
SummaryMost relevantAll NewsAnalyst Reco.Other languagesPress ReleasesOfficial PublicationsSector newsMarketScreener Strategies
Days
:
Hours
:
Minutes
:
Seconds

Adobe : The Engager, Veronica Lazarovici, scales revenue growth without the hustle

11/22/2022 | 09:06am EST
The Engager, Veronica Lazarovici, scales revenue growth without the hustle

Our winner of the 2022 Adobe Experience Maker Award in The Engager category, Veronica Lazarovici, lives up to the mission of her company, Alma, which makes it easier to find quality mental healthcare.

"I'm going against the hustle wave," she told me. "I like to think that my productivity hack is just taking regular time off. After a recharge, I work better, have more patience, more creative ideas, and more problem-solving abilities."

Veronica sat down with me from her holiday in Romania to share more about what it takes to be an award-winning marketing operations leader.

Congratulations on your win. Tell me about Alma.

I'm very excited to work at Alma. We're a US-based mental healthcare company connecting therapists to consumers. Our mission is to simplify access to quality care, and I'm excited to be part of a company that gives me meaning.

When I joined, we operated in three states, and we've now grown to all 50. I'm proud to say that our marketing operations team has been at the forefront of this expansion. In fact, our member base has tripled in the past year.

That expansion is impressive. Tell me about the team that helped make that growth possible.

I am part of our demand gen team. We're five people across four time zones. We're a small and mighty team, but we do drive a considerable amount of revenue for the business. We're responsible for technology and processes that enable marketing, sales, and customer experience (CX).

You're no stranger to the power of marketing ops.

Previously, I was running marketing ops at a large global organization in the travel industry. One of my tasks was to train a global team of Adobe Marketo Engage users. After I learned Marketo Engage at a software company about six years ago, I haven't looked back.

I like to joke that I didn't choose a career in marketing ops - it chose me.

You're a superstar in this world. Tell me what you like about the marketing ops discipline.

It's an exciting time to be in marketing ops today. We're driving digital transformation. I truly love the work and the problem-solving it requires. Even in my personal life, I'm always solving problems and putting together new processes. It can be applied everywhere. Raising a child, cooking - there's never a dull moment.

I truly love the Adobe Marketo Engage community too. I learn best practices, share solutions, coping mechanisms, and jokes. The community is the greatest support I could ask for, and I'm loving seeing how we are growing as an industry.

The Engager award looks at how you've used this powerful software to drive growth. Tell me what you're most proud of.

When I was hired at Alma, the company's sales funnel was fragmented, making it difficult to track how the marketing team was driving revenue. At the same time, we had inconsistent data that was creating a disjointed customer journey.

The leadership team decided to build a strong marketing ops foundation that supports the growth we're witnessing today in compliance with the space we're in. Today, we have a Marketo Engage and customer relationship management tools integrated into our core, and that helps to run the demand generation and lifecycle marketing engine with Marketo Engage forms, ad platforms, and email marketing.

And the power of those sales insights was a key part of your nomination.

With Marketo Engage, we're able to track multiple touchpoints, even down to which ad someone engages with or where they are in their lifecycle journey. The level of insights we're able to provide our sales team with Marketo Engage Sales Insights is worth its weight in gold. For example, if someone reengages, our sales team can tailor the conversation based on their most recent engagement.

The Sales Insights honestly was the cherry on the top after implementing Marketo Engage. We were sitting on all this good data, but how could we show it in a meaningful way? We had great champions in the sales organization to help us ensure our sales team knew how to use it and to push for adoption.

Other departments like customer experience are also interested in the data that marketing ops can provide, which puts us at the forefront.

Tell me about how you approach CX in your role.

When it comes to CX, Alma is doing really well - it's another reason I love working here.

We are respectful of our members' time, attention, and energy. We think a lot about what and when we communicate. Not every message or notification is urgent. We have the lowest unsubscribe rate I have ever seen - close to zero for our member base.

In a world of compliance, it's so important to establish and maintain trust. We take great care to ensure our members feel their information is safe, only collecting the data we absolutely need, and providing transparency on how this data is being used.

We're of course subject to regulations in the healthcare space as well, so we keep our web forms to a minimum and are mindful about when we ask for information across the customer journey.

We don't assume everyone follows the same journey and we allow for flexibility.

What else is on your radar?

Our leadership team invested a lot of time in marketing ops early on so we could build a foundation of clean data going into our systems. Now we can do a lot of cool projects based on that initial work.

We recently launched a new referral program that I'm excited about. Marketing ops is leading the charge here and implementing Marketo Engage is at the heart of that effort. We have five tools integrated that feed data across in less than two minutes. It allows our members to refer other members via different channels and display information on the progress of their referrals.

Any advice for those setting up referral programs?

Start early. It'll take time to put requirements together and find the right tool that plays nicely with your tech stack. Bring your technical minds together because these are the people who will build your referral program. Marketing ops, sales ops, engineering, and data all need to be at the table early on.

What are you most proud of when it comes to winning this award?

I was sitting in my living room at 2:00 a.m. because of the time zone difference, and finding out we won was such an incredible feeling. By 3:00 a.m. I was on a call with my team in the US to celebrate the win.

It's a testament to the power of our small but mighty team at Alma. We certainly didn't have a massive budget or tech stack. But what we do have is good leadership. We have freedom to experiment and tools that enable us to make the most of our data. Without Marketo Engage, we wouldn't have been able to create such granular and insightful processes.

And the numbers don't lie.

We learned that reengaged prospects convert at a 26 percent higher rate than the rest of the funnel, reducing customer acquisition costs because we're working with our existing database.

We increased our contribution to revenue from advertising by 533 percent year-over-year (YoY), our overall marketing contribution to revenue by 21 percent YoY, and measured an additional $4M in revenue for the business through our reengagement and nurture processes.

Overall, we reduced our cost-per-lead by 30 percent, all while working fully remotely across four time zones.

Incredible. What's your advice for others?

When it comes to these industry awards, the most important thing is participating. All of us in marketing ops do exceptional work every day. Take the time to tell others about it and submit for an award like this to be part of the greater community. I learn a ton from other award-winning projects.

Don't hesitate to be involved. I could wait until my English is perfect, which will probably never happen, or wait until I'm confident in all the martech tools out there, which is never going to happen. When I started sharing what I knew, I found others who could use that information. It was incredible how much feedback I got when I first started out.

Do you have a mantra that guides you every day?

There is a sticker on my laptop that says, "Be afraid and show up anyway." I started to embrace this more and more. It takes a lot of bravery to work in marketing ops.

What a pleasure to talk to you today. Thank you for giving us insight into what it took to be this year's Adobe Experience Maker award winner in the Engager category. We're excited to see what you do next!

Attachments

Disclaimer

Adobe Inc. published this content on 22 November 2022 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 22 November 2022 14:05:04 UTC.


ę Publicnow 2022
All news about ADOBE INC.
09:48aCyber Monday sales to touch up to $11.6 bln as shoppers go discount hunting
RE
06:08aCyber Monday set for record sales of $11.2 billion as shoppers wait for discounts
RE
11/26U.S. Black Friday online sales hit record $9 bln
RE
11/26U.S. Black Friday online sales hit record $9 bln despite high inflation- Adobe Analytic..
RE
11/26Adobe says Black Friday online sales hit record $9 billion
RE
11/25Black Friday deals are here, but not shoppers
RE
11/25Adobe Says Consumers Spent$7.28 Bln Up Through 6:00..
RE
11/25Adobe - black friday is expected to bring in between $9 billion…
RE
11/25Adobe inc- cyber monday will remain the season’s and year’s bigg…
RE
11/25Adobe - revenue directly attributable to social media remains le…
RE
More news
Analyst Recommendations on ADOBE INC.
More recommendations
Financials (USD)
Sales 2022 17 612 M - -
Net income 2022 4 731 M - -
Net cash 2022 2 483 M - -
P/E ratio 2022 33,2x
Yield 2022 -
Capitalization 155 B 155 B -
EV / Sales 2022 8,68x
EV / Sales 2023 7,84x
Nbr of Employees 25 988
Free-Float 77,4%
Chart ADOBE INC.
Duration : Period :
Adobe Inc. Technical Analysis Chart | MarketScreener
Full-screen chart
Technical analysis trends ADOBE INC.
Short TermMid-TermLong Term
TrendsBullishBearishBearish
Income Statement Evolution
Consensus
Sell
Buy
Mean consensus OUTPERFORM
Number of Analysts 32
Last Close Price 334,30 $
Average target price 371,18 $
Spread / Average Target 11,0%
EPS Revisions
Managers and Directors
Shantanu Narayen Chairman, President & Chief Executive Officer
Daniel J. Durn CFO, EVP-Finance, Technology Services & Operations
Cynthia A. Stoddard Chief Information Officer & Senior Vice President
Mark S. Garfield Chief Accounting Officer, Controller & SVP
John E. Warnock Chief Executive Officer
Sector and Competitors
1st jan.Capi. (M$)
ADOBE INC.-41.05%155 416
ROPER TECHNOLOGIES, INC.-11.28%46 279
AUTODESK, INC.-28.64%43 314
WORKDAY INC.-45.46%38 141
ELECTRONIC ARTS INC.-1.82%35 752
DATADOG, INC.-57.98%23 766