Adobe | Enterprise Podcast Series

I conceived the idea, pitched and won the contract, then managed production of the podcast series.

Struggling with low customer engagement, Adobe needed to rethink their approach to enterprise marketing. Of course, Adobe’s reputation precedes it, but their reputation alone wasn’t enough to drive customer engagement. We needed to go back to the drawing board and align marketing efforts with their audience’s needs and goals.

The challenge

Adobe wanted to target sales professionals for their suite of enterprise products. They had been producing long form blog content and hour-long webinars, both of which were struggling to engage users, let alone drive conversion.

The approach

Audience and persona research revealed one important theme: sales professionals are notoriously overworked and have little bandwidth for consuming content of any kind. Anything we produced needed to offer real value without demanding a major time commitment.

The work

I pitched a podcast series featuring weekly interviews with sales industry titans. A podcast was the perfect solution to our audience bandwidth challenge—sales reps could listen to them during their morning commute or while they’re traveling between client meetings.

We dipped into Adobe’s impressive network of industry experts who were not only eager to tie their name to an Adobe product, but also provided a deep well of expertise that was truly helpful to our audience.

We conducted hour-long interviews with nearly a dozen industry leaders, working with an external agency to record, edit, and produce the finished product. As an added bonus, we used the interviews to create a content repository that could be used in many different ways—from articles to social promotion—presenting the possibility of turning the project into a wider campaign, or providing fodder for future projects.