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Adobe Target & AEM Campaign

Offer 1 Strategy

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Campaign Overview

Adobe Target & AEM Campaign

CAMPAIGN RUN DATES

90 Days

PROJECT OVERVIEW

We are developing a fixed-term campaign focused on promoting Trellist’s experience with Adobe Target/AEM, leveraging work that has been completed to date, and creating new assets

CAMPAIGN OBJECTIVES

Generate sales leads related to customization and personalization opportunities, leveraging Adobe Target and AEM production or consulting to build personalization practices
Facilitate sales conversations while a longer-term strategy is formulated

COMPETITIVE LANDSCAPE

Other Adobe Bronze and Silver partners (Trellist is a Bronze partner)
Non-affiliated agencies doing similar work
Independent contractors
Internal teams

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Trellist Marketing & Technology

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Campaign Timeline

Adobe Target & AEM Campaign

3

LEGEND:

Deliverables

Paid Campaign End

Mid-Campaign Paid Report

Paid Campaign Wrap Report

Organic Content

Paid Phase 1

Phase 1 Ad Launch

Phase 1 Strategy

SEP

Creative Kickoff

Trellist Marketing & Technology

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SOCIAL MEDIA (LinkedIn):

Organic
Paid
Eleads Pro LinkedIn nurture stream

WEBSITE:

Form Strategy
Trellist Site Updates (Adobe LP)
HubSpot Landing Page Creation

SEARCH ENGINE MARKETING

Paid Search
Paid Display (responsive ads)

EMAIL NURTURE STREAMS (HUBSPOT)

Technology
Marketing

SALES SUPPORT

Showroom via Paperflite

One Pager
Unbranded Case Study
Unbranded CleverStory
Readiness Checklist PDFs
Animated Video
Images

Channels

Adobe Target & AEM Campaign

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Trellist Marketing & Technology

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Audience

5

Attributes:

Business and/or marketing technology decision-makers and informers using a select list of approximately 70 companies who have already invested in Target/AEM but are not maximizing its potential.

NEED: List to upload for ELeads Pro and LinkedIn ads.

Enterprises that need Target/AEM execution expertise but not ground-up implementation.
CRM or pixel-based retargeting

Targeting

Marketing (US-based)

Job Functions:

Branding
Advertising
Market Research
Customer Engagement

Titles:

CMO (smaller enterprises) or Marketing Director (larger enterprises)
Marketing Manager
Marketing Coordinator

Seniority Levels:

Senior Manager (e.g., Senior Marketing Manager)
Director (e.g., Director of Marketing)
Vice President (e.g., Vice President of Marketing)

Business Size:

Medium to large-sized businesses, with a focus on scalable growth strategies and cost-effective marketing tactics.

Technology(US-based)

Job Functions:

Product Development
User Experience Design
Technology Strategy
MarTech Implementation

Titles:

CTO (smaller enterprises) or Technology �Director (larger enterprises)
Product Owner or Product Manager
UX Designer or UX Researcher
MarTech Director or Marketing Technology Manager

Seniority Levels:

Senior Manager (e.g., Senior Product Manager)
Director (e.g., Director of Technology)
Vice President (e.g., Vice President of Product)

Business Size:

Medium to large-sized, particularly those with a digital product focus or seeking to enhance the effectiveness of their digital marketing efforts.

Trellist Marketing & Technology

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Customer Profile

Industry Focus:

B2B Manufacturing: Firms looking to digitize their sales and marketing processes but lagging in adopting modern digital tools.
Financial Services: Institutions with robust digital assets but limited utilization of personalization and content optimization tools.
Healthcare: Organizations with a focus on customer engagement and information dissemination but underutilizing digital platforms.

Challenges:

A general unawareness of the full capabilities of Adobe Target/AEM.
Technical constraints and lack of specialized staff to implement and optimize digital marketing tools.
Budgetary restrictions impacting the decision to invest in training or hiring.

Goals:

Leverage existing digital tools to enhance customer engagement and streamline marketing efforts.
Increase operational efficiency and marketing ROI with minimal additional investment.

Adobe Target & AEM Campaign

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The Potential Seeker

Trellist Marketing & Technology

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Customer Profile

Industry Focus:

B2B Manufacturing: Companies facing challenges in personalizing B2B client interactions and streamlining the customer journey.
Financial Services: Firms struggling to utilize data effectively for personalized financial user experiences, services, and products.
Healthcare: Providers and institutions not fully leveraging customer data for personalized experiences, engagement, and leads.

Challenges:

Inefficient use of Adobe Target/AEM features leading to suboptimal customer engagement and conversion.
Limited time to integrating/test Adobe tools into existing digital marketing and personalized customer journey.
Overwhelm from data collection not effectively used for actionable insights.

Goals:

Optimize the use of Adobe Target/AEM for deeper personalization and efficient content management.
Better integrate digital marketing tools into overall business strategies to enhance customer experiences and ROI.

Adobe Target & AEM Campaign

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The Challenger

Trellist Marketing & Technology

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Customer Profile Messaging Differentiators

Adobe Target & AEM Campaign

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The Challenger

The Potential Seeker

Have Adobe Target / AEM, not using at all

Have Adobe Target / AEM, not using well

This group has very little knowledge about how Adobe can be used.
Adobe doesn't do a good job to explain all the ways the tool can be used.
They don't have the bandwidth or expertise to take on this type of work.

This group has general knowledge around Adobe and are using the product, but aren't maximizing their options through the platform.
They need help leveraging their data to create more personalized customer journeys.
They don't have the bandwidth or expertise to take on this type of work. They may have a person currently working on Adobe.

Trellist Marketing & Technology

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Adobe Target & AEM Campaign

Account Based Marketing

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Identify

Engage

Land & Expand

Use acquired list of companies who have Adobe but need optimizations.

Serve paid ads to the audience to spark interest and identify the need.

Encourage user to provide contact information so we can continue to serve them content and acquire leads.

Trellist Marketing & Technology

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Adobe Target & AEM Campaign

Customer Journey

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Email

Nurture Email Stream:

Technology stream
Marketing stream

Landing Page:

Form fill (nonsocial ad)
Ungated Asset: i.e., one pager readiness checklist

Ad or Organic Post Action:

Form fill (social ad)
Website click�

Ad or Organic Post

Impression but no action:

Engagement but no form completion
No click to the website or other engagement

Ad or Organic Post Impression:

Views a piece of Trellist content

Ad or Organic

Impression:

Impression of an ad or organic post

Retargeting

Touchpoints

Email Streams
Eleads Pro Streams

Meeting is setup�with BD/Sales (Jordan)

Trellist Marketing & Technology

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Content Themes

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Service Buckets:

Target/AEM consultants

Target/AEM internal team augmentation

Targeting effectiveness – Marketing analytics

Target/AEM upgrade team

Key Messaging

Hiring an in-house Adobe expert is challenging ->

Tech: Gain access to specialized Adobe talent without the hassle of hiring
Marketing: With our expertise in both Adobe tech and marketing strategy, we'll serve as your dedicated consultants and tech team

Your career hinges on your chosen partners ->

Tech: We're committed to your success with reliable implementation and expert guidance
Marketing: A partnership to support and elevate your marketing initiatives and drive results

You need to meet deadlines and stay within budget and get desired or better results->

Tech: Rely on our experience in scoping projects realistically and managing expectations
Marketing: Leverage our expertise in tech implementation project management

Stop overpaying for big IT ->

Tech: Work together with a tech expert to get expert consulting, maximize the potential of your Adobe features, and achieve cost savings.
Marketing: Partner directly with a technical leader for streamlined workflow, clear insights, and cost-effective strategy execution

You need a bridge solution ->

Tech: Benefit from our expertise to integrate your technological capabilities with business goals and marketing strategies
Marketing: Seamlessly integrate Adobe solutions into your marketing strategy

Target/AEM means challenges, setbacks, and a long-term commitment to an incompatible partnership ->

Tech: Try Trellist. We offer ad-hoc consulting and assistance to maximize the effectiveness of Adobe Target for your business
Marketing: Try Trellist. We offer ad-hoc consulting and support services, including A/B testing, optimizing CTAs, and more

Consultation Offer

One free hour consultation for Target, AEM or both.
Online consultation scheduler (Calendly?)
Scripts turned into interview and could provide general recommendations at the end of the meeting.

Trellist Marketing & Technology

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Paid Campaign Breakdown

Adobe Target & AEM Campaign

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OBJECTIVE:

Lead Generation

TIMEFRAME

90 days

BUDGET

$10,000

$7,000 – LinkedIn
$1,500 – Google Display (Responsive Ads)
$1,500 – Google Search�

MEDIA TYPES

Image
Video
PDF (document)
Copy

EXPERIENCE

Lead generation forms + LPs with online scheduler: "Download" and "Learn More" CTAs

STRUCTURED FLEXIBILITY

Budget allocation across media types and audience will be optimized based on performance.

Trellist Marketing & Technology

We have allocated a $10,000 budget for a 90-day paid media campaign, as estimated by Craig.

Projected Media Allocation:

LinkedIn: $7,500 to be distributed evenly across two target audiences.

Search Engine Marketing (SEM): $2,500 initially allocated.

Pre-Launch Strategy:

Conduct a keyword audit to assess the scalability of SEM initiatives and adjust the budget accordingly.

Strategic Flexibility:

We may explore targeted audience testing using Google Ads, either as a contingency for underperforming areas or with an additional budget.

Budget allocation on LinkedIn will be strategically deployed either sequentially or simultaneously across different audiences and message types. This decision will be influenced by factors such as creative availability and initial performance metrics.

This approach ensures a flexible and targeted deploy

Performance Expectations:

Given that we are introducing a new offering with a modest budget, it is possible that the cost per B2B lead could fall into medium to high ranges. Should this occur, we may need to adjust our direct response expectations. While generating awareness may become more practical, we must also explore guerrilla marketing tactics to ensure that our messaging is impactful and precisely targeted across all channels.

ment of our media budget, allowing us to optimize our campaign based on real-time insights and performance data.

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Paid Campaign Ad Concept Ideas – Technology

Adobe Target & AEM Campaign

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CONCEPT 1 "Unlock Adobe Excellence without Hiring"

Objective: Highlight the ease of gaining access to specialized Adobe talent through our services.
Messaging: "Gain access to specialized Adobe talent without the hassle of hiring." Download our readiness guide.
Visual Direction: Use images of a diverse tech team collaborating over digital screens displaying Adobe software. The visuals should depict a modern, tech-savvy workspace with an emphasis on teamwork and innovation.

CONCEPT 2 "Your Success is Our Commitment"

Objective: Emphasize the reliable and expert support provided, fostering long-term success.
Messaging: "We're committed to your success with reliable optimization and expert guidance."
Visual Direction: Graphics featuring professionals in meetings, discussing strategies over laptops, with flowcharts or success metrics visible in the background.

Include offer below in at least one campaign to test:

One free hour consultation for Target, AEM or both.
Online consultation scheduler (Calendly?)
Scripts turned into interview and could provide general recommendations at the end of the meeting.

Trellist Marketing & Technology

We have allocated a $10,000 budget for a 90-day paid media campaign, as estimated by Craig.

Projected Media Allocation:

LinkedIn: $7,500 to be distributed evenly across two target audiences.

Search Engine Marketing (SEM): $2,500 initially allocated.

Pre-Launch Strategy:

Conduct a keyword audit to assess the scalability of SEM initiatives and adjust the budget accordingly.

Strategic Flexibility:

We may explore targeted audience testing using Google Ads, either as a contingency for underperforming areas or with an additional budget.

Budget allocation on LinkedIn will be strategically deployed either sequentially or simultaneously across different audiences and message types. This decision will be influenced by factors such as creative availability and initial performance metrics.

This approach ensures a flexible and targeted deploy

Performance Expectations:

Given that we are introducing a new offering with a modest budget, it is possible that the cost per B2B lead could fall into medium to high ranges. Should this occur, we may need to adjust our direct response expectations. While generating awareness may become more practical, we must also explore guerrilla marketing tactics to ensure that our messaging is impactful and precisely targeted across all channels.

ment of our media budget, allowing us to optimize our campaign based on real-time insights and performance data.

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Paid Campaign Ad Concept Ideas – Marketing

Adobe Target & AEM Campaign

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CONCEPT 1 "Trellist Consulting: The Bridge Solution"

Objective: Address the pain points related to Adobe Target/AEM challenges directly and present Trellist as a problem-solving (bronze) partner.
Messaging: "Facing challenges with Adobe Target/AEM? Try Trellist for ad-hoc consulting and support services tailored to your needs." Download our readiness guide.
Visual Direction: Visuals should depict bridges, symbolizing the connection and transition between problems and solutions, with text overlays highlighting key service aspects.

CONCEPT 2 "Elevate Your Marketing with a Trusted Partner"

Objective: Promote the ability to integrate Adobe solutions smoothly into existing marketing strategies.
Messaging: "A partnership to support and elevate your marketing initiatives and drive results."
Visual Direction: Sleek, streamlined design visuals that show the integration of technology and marketing—a visual metaphor like puzzle pieces fitting together.

Include offer below in at least one campaign to test:

One free hour consultation for Target, AEM or both.
Online consultation scheduler (Calendly?)
Scripts turned into interview and could provide general recommendations at the end of the meeting.

Trellist Marketing & Technology

We have allocated a $10,000 budget for a 90-day paid media campaign, as estimated by Craig.

Projected Media Allocation:

LinkedIn: $7,500 to be distributed evenly across two target audiences.

Search Engine Marketing (SEM): $2,500 initially allocated.

Pre-Launch Strategy:

Conduct a keyword audit to assess the scalability of SEM initiatives and adjust the budget accordingly.

Strategic Flexibility:

We may explore targeted audience testing using Google Ads, either as a contingency for underperforming areas or with an additional budget.

Budget allocation on LinkedIn will be strategically deployed either sequentially or simultaneously across different audiences and message types. This decision will be influenced by factors such as creative availability and initial performance metrics.

This approach ensures a flexible and targeted deploy

Performance Expectations:

Given that we are introducing a new offering with a modest budget, it is possible that the cost per B2B lead could fall into medium to high ranges. Should this occur, we may need to adjust our direct response expectations. While generating awareness may become more practical, we must also explore guerrilla marketing tactics to ensure that our messaging is impactful and precisely targeted across all channels.

ment of our media budget, allowing us to optimize our campaign based on real-time insights and performance data.

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Paid Campaign Ad Matrix

Adobe Target & AEM Campaign

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Channel	Audience	Concept	Media Type	Copy Variations
LinkedIn	Tech	Concept A	Image + Copy	2
		Concept A	PDF+ Copy	2
		Concept B	Image + Copy	2
		Concept B	Video + Copy	2
	Marketing	Concept A	Image + Copy	2
		Concept A	PDF + Copy	2
		Concept B	Image + Copy	2
		Concept B	Video + Copy	2
Google Search	Tech	Concept A	Copy	2
	Tech	Concept B	Copy	2
	Marketing	Concept A	Copy	2
	Marketing	Concept B	Copy	2

Trellist Marketing & Technology

Based on slide 4, we require distinct creative assets for each target audience, specifically for technology and marketing sectors. Each set of assets must be doubled.
LinkedIn Single Image Ads:
Provide a minimum of two concepts, each with five variations. Emphasize the most impactful copy directly on the images. If feasible, include a third concept once a preferred option emerges.
Supply necessary copy for all ads. The copy off the image should remain consistent across all five variations, with changes focused solely on the image elements.
LinkedIn Video Ads:
Given the higher costs and longer production times associated with video, only two concepts are needed without a requirement for multiple variations. Any variations should be achieved through changes in the surrounding text.
LinkedIn Carousel Ads:
Use carousels only if the messaging strongly benefits from this format. Limit to two concepts.
Google Responsive Ads:
For testing Google intent audiences, prepare two concepts for responsive ads, focusing on image selection and copywriting. Refer to the specification document for detailed requirements. I am also available to conduct a best practices training session on this ad type.
This structured approach ensures clarity and efficiency in asset creation, aligning with strategic objectives for each audience and ad format.

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Paid Campaign Ad Matrix Continued

Adobe Target & AEM Campaign

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Channel	Audience	Concept	Media Type	Variations	ALT Image Sizes
Google Display (Responsive Ads)	Tech	Concept A	Image + Copy	2	1
	Tech	Concept B	Image + Copy	2	1
	Marketing	Concept A	Image + Copy	2	1
	Marketing	Concept B	Image + Copy	2	1

Trellist Marketing & Technology

Based on slide 4, we require distinct creative assets for each target audience, specifically for technology and marketing sectors. Each set of assets must be doubled.
LinkedIn Single Image Ads:
Provide a minimum of two concepts, each with five variations. Emphasize the most impactful copy directly on the images. If feasible, include a third concept once a preferred option emerges.
Supply necessary copy for all ads. The copy off the image should remain consistent across all five variations, with changes focused solely on the image elements.
LinkedIn Video Ads:
Given the higher costs and longer production times associated with video, only two concepts are needed without a requirement for multiple variations. Any variations should be achieved through changes in the surrounding text.
LinkedIn Carousel Ads:
Use carousels only if the messaging strongly benefits from this format. Limit to two concepts.
Google Responsive Ads:
For testing Google intent audiences, prepare two concepts for responsive ads, focusing on image selection and copywriting. Refer to the specification document for detailed requirements. I am also available to conduct a best practices training session on this ad type.
This structured approach ensures clarity and efficiency in asset creation, aligning with strategic objectives for each audience and ad format.

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Organic LinkedIn

CADENCE

3 posts per month –

The social team to determine which content themes the posts fall under.
CONTENT

Adobe Target/AEM 1-Pager
10 Questions 1-Pager
Vanguard Case Study
Paperflite
Unbranded Vanguard Cleverstory
Images
Readiness Checklist PDFs
Animated Video

CTA

Learn more
Comment below
Message us

DESTINATIONS

Trellist landing page
HubSpot landing page

Adobe Target & AEM Campaign

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Trellist Marketing & Technology

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Readiness Checklist

Adobe Target & AEM Campaign

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Technology Audience:

1. System Optimization

2. Security and Compliance

3. Performance Optimization

4. Data Management and Integration

5. Personalization and Experience Management

6. Automation and Workflow

7. Monitoring and Analytics

8. Training and Documentation

Marketing Audience:

1. Technical Optimization and Integration

2. Content and Data Management

3. Personalization and User Experience

4. Marketing Campaigns Setup

5. Testing and Optimization

6. Analytics and Reporting

7. Compliance and Security

8. Training and Support

Trellist Marketing & Technology

TECH:

1. System Setup and Configuration

Installation Verification

Confirm that both AEM and Adobe Target are installed correctly with the latest stable versions.

Ensure all plugins and extensions are compatible and up-to-date.

System Integration

Integrate AEM and Adobe Target with existing IT infrastructure, including ERP, CRM, and other essential systems.

Set up connections to external databases and APIs for expanded functionality.

2. Security and Compliance

Security Audits

Conduct comprehensive security audits to identify vulnerabilities.

Implement recommended security patches and updates.

Compliance Checks

Ensure all data handling and storage complies with relevant laws and regulations (GDPR, CCPA, etc.).

Set up role-based access control (RBAC) to enforce appropriate access levels for different team members.

3. Performance Optimization

Load Testing

Perform load testing to ensure the system can handle expected traffic volumes and data loads.

Optimize server performance and resource allocation based on test results.

Caching Strategies

Implement and fine-tune caching mechanisms to enhance content delivery speeds.

Use AEM’s Dispatcher for caching and load balancing.

4. Data Management and Integration

Data Architecture

Design and structure data repositories to optimize for performance and scalability.

Ensure that data flows seamlessly between AEM, Adobe Target, and other integrated systems.

Backup and Recovery

Establish robust data backup protocols and disaster recovery plans.

Regularly test backup and recovery procedures to ensure data integrity.

5. Personalization and Experience Management

Personalization Engine Setup

Configure Adobe Target for detailed segmentation and targeting.

Develop rules and conditions for dynamic content personalization.

Experience Testing

Use Adobe Target’s capabilities to test and optimize user experience designs.

Implement automated testing for continuous performance evaluation.

6. Automation and Workflow

Automate Routine Tasks

Identify opportunities for automation within AEM and Target workflows to increase efficiency.

Use AEM’s workflow capabilities to automate content management processes.

Continuous Integration/Continuous Deployment (CI/CD)

Set up CI/CD pipelines for smooth and continuous updates and deployments.

Ensure that deployments do not disrupt live environments.

7. Monitoring and Analytics

System Monitoring

Implement real-time monitoring tools to track system health, performance, and usage stats.

Set up alerts for any critical issues that might affect system functionality or security.

Analytics and Reporting

Integrate Adobe Analytics to gather detailed insights on user interactions and content effectiveness.

Regularly review analytics to refine and optimize personalization strategies.

8. Training and Documentation

Technical Training

Provide comprehensive training for IT staff on managing and optimizing AEM and Adobe Target.

Keep documentation updated with latest features, best practices, and troubleshooting tips.

Knowledge Sharing

Encourage knowledge sharing sessions among team members to foster a collaborative approach to problem-solving.

Stay updated with Adobe’s latest offerings and updates through official channels and community forums.

MARKETING:

1. Technical Setup and Integration

Verify Installation and Configuration

Confirm that AEM and Adobe Target are properly installed and configured.

Check integration points to ensure they are functioning (e.g., between AEM and Adobe Target, CRM systems, analytics tools).

Ensure System Compatibility

Update all related systems and platforms to ensure compatibility with AEM and Adobe Target.

Check browser compatibility for all online interfaces.

2. Content and Data Management

Data Structuring

Set up a structured data model in AEM for efficient content management.

Organize content repositories for ease of access and modification.

Segmentation and Targeting

Define key audience segments in Adobe Target for personalized marketing.

Import and integrate customer data to enable detailed segmentation.

3. Personalization and User Experience

Develop Personalization Strategies

Create a roadmap for implementing personalization across digital touchpoints.

Plan for dynamic content delivery based on user behavior and preferences.

UI/UX Optimization

Ensure that the user interface is optimized for engagement and ease of use.

Test user experience flows within AEM and via Adobe Target personalization campaigns.

4. Marketing Campaigns Setup

Campaign Integration

Coordinate marketing campaigns across both platforms, ensuring alignment and consistency.

Set up automated workflows for campaign management and execution.

Content Delivery

Schedule and automate content updates and publishing across platforms.

Utilize AEM’s content delivery networks (CDNs) to ensure fast load times and reliability.

5. Testing and Optimization

A/B Testing and Multivariate Testing

Implement A/B testing through Adobe Target to optimize conversion rates.

Set up multivariate tests to fine-tune personalization strategies.

Preview and Simulation

Use AEM’s preview capabilities to review content and personalization before going live.

Simulate user experiences in Adobe Target to validate personalization tactics.

6. Analytics and Reporting

Set Up Key Performance Indicators (KPIs)

Define and track KPIs relevant to content performance and user engagement.

Ensure Adobe Analytics is integrated for comprehensive reporting.

Regular Reporting

Establish regular reporting intervals to review performance against goals.

Utilize AEM and Adobe Target’s dashboard and reporting features to monitor success and areas for improvement.

7. Compliance and Security

Data Security

Review and enforce data security measures to protect customer information.

Ensure compliance with privacy laws such as GDPR and CCPA.

Content Compliance

Audit content for compliance with industry standards and legal requirements.

Implement workflows in AEM to ensure content approval before publication.

8. Training and Support

Team Training

Conduct training sessions for marketing teams on using AEM and Adobe Target effectively.

Provide resources and documentation for ongoing learning and troubleshooting.

Technical Support Setup

Establish a support framework for addressing technical issues with AEM and Adobe Target.

Plan for regular software updates and maintenance.

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ELeads Pro

Upload list of users from target companies.
Direct message to come from Maria or Jordan.
Messaging Flow:

Introduction message – introduce Trellist and provide light information around AEM offerings, linking to landing page. CTA: Learn More

If connected member has an email within the dashboard, us email nurture content for emails via ELeads Pro.

AEM details message – Provide more details around how Trellist can assist with AEM needs, link to Paperflite. CTA: Book a call with Jordan

Jordan to pass lead onto Craig if qualified and Craig can complete an audit for the client.

Follow-up message – Follow-up on messages to see if prospect is interested and offer consultation. CTA: Book a call with Jordan.

Perform an action – View profile, follow profile.

Adobe Target & AEM Campaign

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Trellist Marketing & Technology

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Email Nurture - Tech

EMAIL NURTURE STREAM (HUBSPOT)

Email 1: Welcome and Introduction

Content: Introduction to Adobe Target and AEM, and Trellist.
Cadence: Send immediately after form fill.
Asset: Adobe Target / AEM One Pager
Trellist Value: Gain access to specialized Adobe talent without the hassle of hiring. Provide one free hour of consultation.

Email 2: Deep Dive into Adobe Target

Content: Overview of Adobe Target/AEM, key features, and benefits for personalization.
Cadence: 1 week after the first email.
Asset: Unbranded Vanguard Case Study
Trellist Value: Benefit from our expertise to integrate your technological capabilities with business goals and marketing strategies. Provide one free hour of consultation.

Email 3: Exploring Adobe Experience Manager

Content: Benefits of AEM, its role in content management and delivery.
Cadence: 2 weeks after the second email.
Asset: Paperflite Collection
Trellist Value: Work together with a tech expert to get expert consulting, maximize the potential of your Adobe features, and achieve cost savings. Provide one free hour of consultation.

Email 4: Follow-Up and Consultation Offer

Content: Offer personal consultations to discuss specific needs and questions.
Cadence: 2 weeks after the third email.
Asset: Readiness Checklist PDF
Trellist Value: Try Trellist. We offer ad-hoc consulting and assistance to maximize the effectiveness of Adobe Target for your business. Provide one free hour of consultation.

Adobe Target & AEM Campaign

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Trellist Marketing & Technology

Hiring an in-house Adobe expert is challenging ->

Tech: Gain access to specialized Adobe talent without the hassle of hiring
Marketing: With our expertise in both Adobe tech and marketing strategy, we'll serve as your dedicated consultants and tech team

Your career hinges on your chosen partners ->

Tech: We're committed to your success with reliable implementation and expert guidance
Marketing: A partnership to support and elevate your marketing initiatives and drive results

You need to meet deadlines and stay within budget and get desired or better results->

Tech: Rely on our experience in scoping projects realistically and managing expectations
Marketing: Leverage our expertise in tech implementation project management

Stop overpaying for big IT ->

Tech: Work together with a tech expert to get expert consulting, maximize the potential of your Adobe features, and achieve cost savings.
Marketing: Partner directly with a technical leader for streamlined workflow, clear insights, and cost-effective strategy execution

You need a bridge solution ->

Tech: Benefit from our expertise to integrate your technological capabilities with business goals and marketing strategies
Marketing: Seamlessly integrate Adobe solutions into your marketing strategy

Target/AEM means challenges, setbacks, and a long-term commitment to an incompatible partnership ->

Tech: Try Trellist. We offer ad-hoc consulting and assistance to maximize the effectiveness of Adobe Target for your business
Marketing: Try Trellist. We offer ad-hoc consulting and support services, including A/B testing, optimizing CTAs, and more

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Email Nurture - Marketing

EMAIL NURTURE STREAM (HUBSPOT)

Email 1: Welcome and Introduction

Content: Introduction to Adobe Target and AEM, and Trellist.
Cadence: Send immediately after form fill.
Asset: Adobe Target / AEM One Pager.
Trellist Value: With our expertise in both Adobe tech and marketing strategy, we'll serve as your dedicated consultants and tech team. Provide one free hour of consultation.

Email 2: Deep Dive into Adobe Target

Content: Overview of Adobe Target/AEM, key features, and benefits for personalization.
Cadence: 1 week after the first email.
Asset: Unbranded Vanguard Case Study.
Trellist Value: Seamlessly integrate Adobe solutions into your marketing strategy. Provide one free hour of consultation.

Email 3: Exploring Adobe Experience Manager

Content: Benefits of AEM, its role in content management and delivery.
Cadence: 2 weeks after the second email.
Asset: Paperflite Collection
Trellist Value: Partner directly with a technical leader for streamlined workflow, clear insights, and cost-effective strategy execution. Provide one free hour of consultation.

Email 4: Follow-Up and Consultation Offer

Content: Offer personal consultations to discuss specific needs and questions.
Cadence: 2 weeks after the third email.
Asset: Readiness Checklist PDF
Trellist Value: Try Trellist. We offer ad-hoc consulting and support services, including A/B testing, optimizing CTAs, and more. Provide one free hour of consultation.

Adobe Target & AEM Campaign

21

Trellist Marketing & Technology

Hiring an in-house Adobe expert is challenging ->

Tech: Gain access to specialized Adobe talent without the hassle of hiring
Marketing: With our expertise in both Adobe tech and marketing strategy, we'll serve as your dedicated consultants and tech team

Your career hinges on your chosen partners ->

Tech: We're committed to your success with reliable implementation and expert guidance
Marketing: A partnership to support and elevate your marketing initiatives and drive results

You need to meet deadlines and stay within budget and get desired or better results->

Tech: Rely on our experience in scoping projects realistically and managing expectations
Marketing: Leverage our expertise in tech implementation project management

Stop overpaying for big IT ->

Tech: Work together with a tech expert to get expert consulting, maximize the potential of your Adobe features, and achieve cost savings.
Marketing: Partner directly with a technical leader for streamlined workflow, clear insights, and cost-effective strategy execution

You need a bridge solution ->

Tech: Benefit from our expertise to integrate your technological capabilities with business goals and marketing strategies
Marketing: Seamlessly integrate Adobe solutions into your marketing strategy

Target/AEM means challenges, setbacks, and a long-term commitment to an incompatible partnership ->

Tech: Try Trellist. We offer ad-hoc consulting and assistance to maximize the effectiveness of Adobe Target for your business
Marketing: Try Trellist. We offer ad-hoc consulting and support services, including A/B testing, optimizing CTAs, and more

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Trellist.com Adobe Landing Page Updates

Link: Adobe | Trellist.com
SEO Updates:

Add internal links that point to this page.
User target keywords in <h1> tag.
Text-based content is hard to read, make it more readable.
Add aggregate rating to the page using Organization markup code.

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Semantic – Adding keywords:

Customers expect
Create a customer journey
Customer segmentation
Account based marketing
Customer data
Customer touchpoints
Pain point
Personalization strategy
Customer journey maps

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HubSpot Landing Page

Adobe Bronze Partner Badge

Program Guide (adobe.com)
Trellist, Inc. | Adobe Solution Partner Directory

Update name, link, company bio, and phone number

Clear and Compelling Headline (dependent on campaign concept selected)
Value Oriented Subheadings (dependent on campaign concept selected)
Engaging and Relevant Visuals (dependent on campaign concept selected)
Strong CTA: "Let's Talk", "Speak With an Expert", "Explore Your Options"
Calendly link for free online consultation scheduler
Craig Image and Bio + Updating LinkedIn Profile
Form (more on the next page)

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Form Strategy Criteria

Opt-in checkbox
Description

Trellist description

Form Questions

First and last name
Job title
Company name
Email
Work phone number
Industry
Level of support needed

Thank You Message

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Sales Support

SALES SUPPORT

Showroom via Paperflite Collectiion

Adobe Target/AEM 1-Pager
10 Questions 1-Pager
Vanguard Case Study
Paperflite
Unbranded Vanguard Cleverstory
Images
Readiness Checklist PDFs
Animated Video
Consultation script

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Primary KPIs and Reporting

Optimizations to be made weekly if necessary. Reporting mid-campaign and after the conclusion of the 90-day campaign.

Overall:

Leads

Social:

Organic: Engagements
Paid: Form Fills

Website:

Landing Page/HubSpot Visits
Paperflite Collection Visits

Email:

Click Rate

Search:

Quality Click

Eleads Pro:

Engagement

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Project Timeline and Milestones

Adobe Target & AEM Campaign

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Deliverable	Due Date(s)
Customer Journey, Messaging & Content Recommendations \| Development	Week of 4/1 - Week of 4/8
CJ, Messaging & Content Recommendations \| Internal Review & Updates	Week of 4/8 - Week of 4/15
CRO Review & Feedback	Week of 4/15
Updates and Finalize Organic/Paid Media Strategy	Week of 4/15 - Week of 4/22
Full Strategy Presented & Approved	Week of 4/22
Execution Project Plan Development�Kick-Off w/Execution Team	Week of 4/29

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Appendix

Adobe Target & AEM Campaign

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Content Assets

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Asset	Description
One Pagers	- Top 10 Adobe Target Questions: Update to replace Lydia�- Adobe Target Experience	Existing
Case Study	Vanguard Cases (Unnamed)	Existing
Animated Explainer Video (30 sec)	1 video to present the different Trellist Target/AEM services bucket offerings (Consultants, Internal team augmentation, & Content authoring)	New
Readiness Checklist PDFs	1 for marketing audience, 1 for technology audience	New
Images	8 images	New
Ad Copy	16 sets of ad copy (across social, search and display)	New
Email Copy	8 emails	New

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Content Assets Continued

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Asset	Description
ELeads Pro Copy	3 messages (similar to emails)	New
Trellist.com Landing Page Updates	Landing page updates including copy.	Update Existing
HubSpot Landing Page Creation	More detailed landing page for adobe.	New
Ad Form Copy	Intro, opt-in, questions, thank you.	New
Social Posts	This is to be created as part of Trellists monthly content calendar process.	New

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Paid Specs

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LinkedIn Ads:

Ads Guide | LinkedIn Marketing Solutions

Google Search Ads:

Google Ads specs: ad formats, sizes, and best practices - Google Ads Help

Google Responsive Ads:

All Ad Specs:

Paid Media Ad Specs.docx (sharepoint.com)

Trellist Marketing & Technology

Image Specifications – responsive

Main Image Sizes:

Landscape: 1200 x 628 pixels (recommended). This size is ideal for ensuring good visibility without distortion across devices.
Square: 1200 x 1200 pixels (recommended). Useful for mobile and feed environments where square images can provide a better viewing experience.

File Format: JPEG, PNG, or GIF (non-animated) are widely accepted formats.
File Size: No larger than 5120KB. It's important to keep the file size manageable to ensure quick loading times, which is critical for retaining viewer engagement.

Additional Considerations

Aspect Ratios: For landscape images, use an aspect ratio of 1.91:1. For square images, obviously, the aspect ratio should be 1:1.
Image Quality: High-resolution images are critical as they impact the viewer’s perception of the ad. Ensure the images are clear and not pixelated when viewed on all devices.
Text Overlay: Minimize text on images as too much text can lead to lower performance due to platform algorithms favoring less busy images. Google, for instance, recommends keeping text under 20% of the image area.
Responsive Design: Since responsive ads adjust their size, appearance, and format to fit available ad spaces, provide images with ample negative space around the core subject. This adjustment ensures that nothing crucial is cropped out in smaller displays.

Logo Specifications

Logo Size: A square logo of 1200 x 1200 pixels and a landscape logo (if applicable) with a ratio of 4:1 or wider (up to 1200 pixels wide).
Background Transparency: Use a transparent background if possible, especially for the logo. This flexibility allows your logo to integrate smoothly over different background colors or images in the ad.

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KPI Definitions

Adobe Target & AEM Campaign

Lead Metrics:
Reach Metrics:

Unique Users: The total number of unique individuals who have seen any content related to the campaign. Identifying the growth patterns and etc.
Impressions: Total number of times the campaign content has been viewed.
CPC: The cost of each click on creative.
CPM: The cost of per 1000 impressions that were served to the audience.
Reach: Measures the unique audience exposed to the content
Frequency: Measures the average number of times an ad was seen by each user within a given time period.

Engagement Metrics:

Likes, Comments, Shares: Total engagements across social platforms to measure the content's ability to engage viewers.
Engagement Rate: The percentage of viewers who engage with the content after viewing it.
Click-Through Rate: The percentage of viewers who click on the ad after seeing it and landing on the LP.
Website Traffic: Specifically, traffic to rebrand-related content or landing pages (bounce rate, average time on site and etc).

Audience Growth:

New Followers/Subscribers: Increase in the brand's followers or subscribers on social media.
Social Media Audience Growth Rate: Percentage growth of the audience on each social media platform.

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