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Building Marketing Technology Platforms for Engaging Global Brands

Posted 2 February 2011 1:19 PM by Cleve Gibbon

Previously a Day Premier Partner, the Solution Partner Conference in Barcelona last week was Cognifide’s first outing to an Adobe Event as an Adobe Partner. It didn’t take long for us to realise why Day is such a good fit with Adobe. People! From partners, marketers, and salespeople, through to developers, managers and evangelists, everyone shared the same buzz that something big is going to happen in 2011 at Adobe. That something being Customer Experience Management.


After a morning of great forward thinking keynotes, the Customer Experience Management (CEM) value proposition was outlined by Sydney Sloan and Ben Watson. This highlighted Web Experience Management (WEM) as 1 of 4 key plays that Erik Larson clearly positioned within the CEM Product Strategy later that afternoon. As a veteran Day CQ Solution Partner, we started to see more clearly where we could support Adobe in their rollout of CEM.


The Tuesday evening ice-breaker social event at Club Astoria saw key Adobe exhibitors demonstrate that latest product features to solution partners. It was here that I met technical evangelists Duane Nickull and Michael Chaize and was introduced to LiveCycle. After a quick impromptu design session with Duane and other partners, we had creative assets being exported from Photoshop and imported into LiveCycle as strongly type forms. Very impressive.


The following morning, I gave a talk on "Building Marketing Technology Platforms for Engaging Global Brands". This talked to a number of ongoing challenges we face with our clients when executing their marketing strategies to deliver the best customer experiences across multi-channels to market. The 3 shifts in marketing (from traditional to content), technology (from silo’ed to integrated) and platform (from cms to marketing) are key to building a solid foundation upon which to integrate, aggregate and host marketing technology solutions. The talk concluded with the Skype.com case study. You can see the recording below.



It was great to share a stage with Ed Van Siclen, who pretty much set the scene for explaining the shift from traditional marketing to more content/inbound marketing. Then a follow up session with Duane and Michael basically slammed dunked the key role LiveCycle plays in Adobe’s CEM vision for me.


Then as the event drew to a close, and business cards were exchanged, the attention swiftly turned to the next partner event scheduled for this March. We’re already making plans to attend. Great event Adobe and hope to see everyone in New Orleans.

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