India_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptx

Conversational Marketing
Unveiled: Exploring Adobe
Dynamic Chat and Its
Offerings
Ajay Sarpal | Founder and CEO, Unicorn Martech
DBA
Darshil Shah | Senior Consultant, Deloitte
Sreekanth Reddy | Senior PM, Adobe

Agenda
Housekeeping
Conversational Marketing – MAP Use cases
The Adobe Dynamic Chat Advantage
Adobe Dynamic Chat: Key Capabilities
Adobe Dynamic Chat Key Features Walkthrough
All about Adobe Dynamic Chat Generative AI
Integration with Adobe Experience Cloud
FAQs and Summary
Q and A

© 2023 Adobe. All Rights Reserved. Adobe
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Adobe Sensei GenAI for
B2B: Adobe Dynamic Chat
Oct. 12, 2023, at 10 am PDT
Join us for an engaging live
discussion with Holli
Mathews, a senior manager
on the product management
team for Adobe's website.
She will share how Adobe is
leveraging Adobe Dynamic
Chat generative AI features
powered by Adobe Sensei
GenAI on Adobe.com.
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Conversational Marketing –
MAP Use cases

Confidential.
New And Improved Marketing Automation Use Cases
New things you can do, and do better, with Adobe Dynamic Chat
Enrich your lead and account profiles with
chat activity so you can further refine your
audience segments for more granular
targeting and personalization.
Enrich B2B customer profiles
Create lists of leads that are engaged with
chat and sync them to other Adobe
Experience Cloud applications including
Adobe Target, Adobe Analytics and others
Sync chat audiences across
Adobe
Feed your Sales team all the chat activity
directly inside the CRM including dialogue
performance, conversations summaries,
booked meetings and more to help with
future follow ups
Notify sales teams
Add engaged chat visitors to your in-person
event and webinar marketing programs or
use chat to drive registration and attendance
to create an integrated and cross-channel
experience.
Drive registration and attendance
Add/remove members to email programs
and trigger personalized follow up emails
based on the chat activity and conversation
content
Trigger Email Marketing
Update your lead and account scoring
models to include chat activity data for more
granular qualification for sales and
opportunity creation
Adjust lead & Account Scoring
Use chat engagement data to fuel your paid
media strategy such as retargeting site
visitors that engaged in conversations to get
the best ROAS
Refine Paid Media Targeting
Add/remove members to nurture programs
or trigger the system to transition them to
the next nurture stream based on chat
activity and conversation content
Trigger nurture stream
transitions
Add/remove members to your ABM
programs and named account lists based on
chat activity, or target chat dialogues and
live chat conversations based on your
named ABM strategy
Trigger ABM campaigns

Adobe Dynamic Chat: Key
Capabilities

Confidential.
Included Version of Adobe
Dynamic Chat
Include chat inside your cross-channel marketing
automation strategy using foundational capabilities
that are already included in your Marketo Engage
package without needing additional budget or an
additional vendor
New Smart List Triggers and
Filters + Dialogue Goals
Set goals to hit during each dialogue, then trigger
engagement, new internal data workflows and real-
time audience creation based on achieving (or not
achieving) those goals
Multiple Conversation
Types & Templates
Engage customers with guided, live or generative
AI conversations across your digital channels using
proven templates to give your visitors options and
to help your team get up and running ASAP
Adobe Sensei GenAI
Let Sensei GenAI answer virtually any question
from site visitors, summarize conversations for
sales, and suggest responses for marketers and
for live sales agents, all while maintaining complete
control over the experience.
Advanced Sales Routing &
Meetings
Route conversations to the right agents, teams and
groups based on basic, custom or account-based
routing rules, making live conversations and
booking appointments seamless and evenly
distributed across your team.
Account-based
Marketing Routing &
Targeting
Target and trigger your real-time conversations
based on Marketo Engage’s unique lead and
account data, including data from the Target
Account Management add-on, to align chat with
your cross-channel lead and account-based
marketing strategies
Fully loaded conversational marketing features, all built-in to Marketo
Engage
Key Capability Call-outs

Confidential.
Build chatbot dialogues
and customize your
branding for automated,
live and generative AI
conversations
1
Target and
personalize dialogues
based on Marketo
Engage’s lead and
account database
including Smart Lists
2
Setup routing rules and
integrated sales
calendars to allow for
meeting bookings and
live chat
3 Engage known and
anonymous site visitors
with real-time
conversations, while
triggering other cross-
channel campaigns based
on chat activity and
inactivity
4
View the performance
and attribution of your
chat programs
alongside all other
Marketo Engage
programs and reporting,
including Marketo
Measure
5
How Adobe Dynamic Chat works
Setup and deploy real-time conversations in a matter of
minutes

Confidential.
Automated Chat
2-way conversation between
website visitor and chat bot using
pre-defined dialogues powered by
decision-tree logic
Conversational Forms
Lead generation forms embedded on
web, landing pages, emails and more
that prompt customers with content
and actions to take in the moment
without needing a chat bot
Live Chat
Freeform 2-way conversation
between website visitors and live
sales agents
Generative Chat
Freeform 2-way conversation
between website visitors and a chat
bot powered by generative AI that
has been trained with sales,
marketing and product knowledge
Great for:
• Prompting topics, addressing FAQs
and allowing quick meeting bookings
• Awareness for content, products /
pages / event registration
• Re-directing site traffic to low traffic
pages, and collecting additional
contextual data for lead scoring
Great for:
• Making your forms and landing pages
less static
• Qualify and booking meetings without
needing a chat bot module
• Qualifying customers before offering
live chat
Great for:
• Sales BDR teams wanting a selective
and conservative approach to using
sales resources
• Ensuring you’re always talking to hand-
raisers
• Offering after form fill or during
automated chat conversation
Great for:
• Maximizing self-serve experience for
customers (ex: conversational search
engine for your website)
• Building immediate trust with
customers through a natural,
organic, fun andVERY intelligent
experience
Sales Meeting Bookings | Lead/Account Qualification | Self-serve Experience
Adobe Dynamic Chat offers multiple ways to have
conversations with your modern-day B2B buyers
ALPHA

Confidential.
Unlock new and improved
use cases by combining
Adobe Dynamic Chat with
other Marketo Engage
capabilities
Adobe Dynamic Chat, including its real-
time activity data, is naturally embedded
with other Marketo Engage capabilities
and channels so you can unlock new and
improved conversational marketing use
cases that can only be achieved with
Adobe!
18
Data
Lead & Account Database
Native CRM Integration (SFDC, MSD & Veeva)
Audience Segmentation & Targeting
Predictive Audiences
Custom Data Objects & Fields
Target Account Management
Adobe Experience Cloud Audience Sync
Workspaces & Partitions
Automation
Campaign & Journey Automation
Intelligent Cross-channel Nurturing
Scoring, Routing & Alerts
Personalization
Predictive Content
Advanced Dynamic Content
Advanced Personalization
Engagement
Channels
Email Marketing
Social Marketing
Interactive Webinars
Event & Webinar Marketing
Landing Pages & Forms
Mobile Push Messaging
Paid Media Targeting
Sales Insight
SMS Text Messaging
Website Retargeting
Website Personalization
Measurement
Campaign Reporting & Insights
Marketo Measure
Advanced BI Analytics
Attribution & ROI Dashboards
Advanced Journey Analytics
Pair Dynamic Chat with other Marketo Engage capabilities
and Add-ons

The Adobe Dynamic Chat
Advantage

Confidential.
Smart list Targeting
& Action Card
Conversational forms
Sales Tools
Native
Activities/filters/trigg
ers
Configure within Marketo, based on
Marketo Engage forms
Direct access to Marketo Smart list
Membership in near real-time.
No consumption of API quota.
Setup dialogues to pass hidden data values
and attributes to for Marketo Engage lead
records
Native conversation activities, filters
that are available inside Marketo
Engage
Can only target leads every 24 hours and
this can consume API quota
Custom Activities logging actions in
Marketo Engage
Manage externally from Marketo
Engage
Competitors can’t integrate with Sales
Insight and Sales Insight Actions
See Dynamic Chat activities directly within
Sales Insight.
See activities and respond to live chat
notifications directly in Sales Insight actions
Competitors
Top 5 Competitive Advantages
What are the top 5 most popular advantages you get because Dynamic Chat is built inside Marketo Engage?
Why Does this matter?
Simple configuration using familiar Marketo
Engage features without leaving the UI (Time
efficiency & Scale)
Target leads using near real time updates to
changes (Faster Data Sync)
Doesn’t consume custom activity or API quota
(Efficiency & Savings)
Dynamic Chat
activity trigger
tokens
Copy activity details into alert emails,
Interesting Moments, CRMTasks,
webhooks, etc.
Custom activities cannot have trigger
tokens
Dynamic Chat activities can be used to
build more dynamic workflows for
alerting Sales with details of engaged
leads
Unique Marketo Engage Integrations (Time
efficiency & Scale)
70% of customers use MSI today

Adobe Dynamic Chat Key
Features Walkthrough

Confidential.
Unlock Engagement with Conversational Flows
22
 What?
 Conversational Flows empower you to transform
user actions into meaningful engagement
opportunities.
 How?
 Design Custom Flows: Create personalized
conversation flows tailored to your audience's
needs and preferences.
 Trigger on Specific Actions: Trigger these flows
based on user actions such as clicking on a CTA
button, page load, or spending a defined amount
of time on a page.
 Wow!
 Drive Desired Actions: Lead your visitors
towards desired actions, converting casual
browsers into active participants and potential
customers.

Confidential.
Targeting based on Marketo Engage List Membership
23
 Empower your website engagement with Marketo Engage's Smart Lists.
 Seamlessly integrated into Dynamic Chat, ensuring near real-time, highly targeted interactions.

Confidential.
Unlock Engagement with Conversational Flows
24
 What?
 Create personalized engagement flows
based on the data a visitor provides in
the form.
 How?
 Simplified Access: This exciting
feature is natively available on all your
Marketo Engage forms.
 Wow!
 From Form Submissions to
Engagements: Shift the focus from
mere form submissions to meaningful,
real-time interactions with your
audience.

Confidential.
Global Reporting Dashboards
25
 3 new reporting dashboards into Adobe Dynamic Chat
Global Performance
Report

Confidential.
26
Meeting Performance
Report

Confidential.
27
Live Chat Performance
Report

Confidential.
Routing Rules in Dynamic Chat
28
1. Agent Assignment:
• Route visitors directly to a specific agent
2. Team Assignment:
 Directly assign engagements and route to a specific team.
3. Round Robin:
 Distribute visitors for meeting booking or live chat evenly across all available agents
in a simple round-robin fashion.
4. Custom Rules:
• Define segments and targeting criteria based on lead and company attributes.
• Assign visitors to agents, teams, or both, tailoring routing based on visitor personas.
5. Account Routing:
• Identify target accounts and their respective sales owners.
• Automatically route visitors from these accounts to the corresponding account
owner.

Confidential.
Triggers and Filters: Enhanced Visitor Engagement Tracking
29
 9 native activity types in Marketo Engage capture visitor engagement and push it to Marketo in real-
time.
 Use them as filters and triggers in Smart Lists for effective retargeting and lead scoring.

Confidential.
Triggers and Filters: Enhanced Visitor Engagement Tracking
30
 Attributes from these native activities can be used as trigger tokens which will enable you to create
interesting moments, sales tasks/ alerts.

Confidential.
Chat Engagement in MSI
31
 Seamless conversational engagement data, now natively integrated into the Marketo Sales
Insights panel, offers clear lead engagement visibility to CRM sales representatives.

All about Adobe Dynamic
Chat Generative AI

Confidential.
Adobe’s point of view and requirements for Generative AI to be valuable for B2B
Marketing
Governance & Privacy
Should be controllable
• Input and output of GenAI model
is contained to each brand and
not shared / used to enhance
model output across customer
base
• Allow for guardrails and overrides
to ensure customer experience
remains relevant, valuable and
effective
Native
Should be built-in to
marketing automation
• Natural extension of your
marketing automation workflows
and channels using real-time
triggers
• Use the same unified data and the
same data model as MA and/or
your CDP
• Allow for real-time personalization,
notifications and engagement
B2B
Should be purpose-built
for B2B Marketers
• Extremely easy to use by
marketing with minimal setup
required
• Should provide value for B2B
marketing, sales AND the
customer
• Customize the tone of writing style
to fit brand personality
Adobe’s POV on Generative AI | Adobe
Dynamic Chat
Adobe Sensei GenAI

Confidential.
Summarize conversations inside the sales
agent workbench and Marketo Engage
Sales insights to arm agents with contextual
information before booked meetings and
future conversations including the
customers intent, discussed topics, lead
record info and any campaign goals
achieved
Great for:
• Saving your sales reps a lot of
time before, during and after a live
conversation!
• Quickly arming sales with detailed
information before they have
another conversation or before a
meeting
• Helping sales draft a follow-up
email after a convo
Conversation
Summary
Automatically create an approved library
of generated, marketing-controlled
questions and answers to help marketing
setup generative chat campaigns
Great for:
• Saving marketing teams a lot of
time setting up campaigns
• Assisting marketing in generating
an approved library of generated
questions and answers for
generative chat
• Helping maintain control of the
GenAI model including tone,
expertise and information
accuracy
Assisted
Responses (For
Marketing)
Help sales agents respond during live
conversations with site visitors using
responses generated by GenAI and
approved by marketing
Great for:
• Assisting sales with fast and
fulfilling responses during live
convos
• Ensuring responses are
complete and align with brand
personality
• Indirectly training and enabling
sales reps on product
information and selling skills
Conversation
Assist (For Sales)
Turn your chatbot into the ultimate
brand ambassador in a matter of
minutes to answer questions in a
natural, contextual way that’s infused
with your brand’s product knowledge,
personality and tone
Great for:
• Maximizing self-serve experience
for customers (ex: conversational
search engine for your website)
experience
Generative
AI Chat
Adobe Sensei GenAI | Adobe Dynamic
Chat
Powerful conversational marketing capabilities and use cases powered by generative
AI

Integration with Adobe
Experience Cloud

Confidential.
Adobe Customer Journey
Analytics
Analyze how your conversational marketing strategy is
influencing conversions across the entire omnichannel
customer journey on all online and offline engagement
channels.
Adobe Analytics
Sync Adobe Dynamic Chat audiences for advanced pre-
and post-chat website behavior analysis to see which
pages across your website are driving the most chat
conversions and which pages have the most drop-off.
Adobe RT-CDP B2B/P Editions
Enrich your unified lead, account and opportunity
profiles with chat activity data in real-time for even more
complete and granular audience segmentation and
targeted activation across all your RT-CDP destinations
Adobe Ad Cloud
Sync Adobe Dynamic Chat audiences, or enrich existing
audiences, across the largest network of advertising
channels to retarget engaged chat visitors with
personalized ads to drive them back to your website
Adobe Target
Sync Adobe Dynamic Chat audiences for advanced real-
time, omnichannel personalization campaigns, or enrich
existing audiences for more granular audience inclusion
and exclusion across virtually any digital channel
Adobe Document
Cloud
Share demand generation documents (PDFs) during
conversations, track the visitor’s engagement with the
content, then use the data to personalize the next chat
conversation, follow up email or other engagement
Dynamic Chat
Adobe Marketo
Engage
Marketo
Measure
View the impact that your conversations and dialogues
are having on revenue compared to all other programs
using industry-leading attribution to justify marketing’s
effort and grow future budgets
Maximize your Adobe investment
Sync Adobe Dynamic Chat audiences across Adobe Experience Cloud using exclusive Adobe
integrations

Confidential.
Key Takeaways
Dynamic Chat modernizes the B2B buying journey and alignment between Sales
and Marketing to provide more effective, scalable, and streamlined digital
customer acquisition
Native chat activity data
points are key to unlocking
data-rich insights to better
personalize and nurture
leads and campaigns
Adobe continues to
redefine B2B Marketing
Automaton with more
valuable capabilities at a
lower cost of ownership
for organizations
Leveraging a built-in chat bot
into your marketing automation
platform is critical to scale
customer acquisition while
consolidating tech stacks, and
reducing costs
Dynamic Chat provides an all-
in-one solution for
conversation automation
including conversational forms,
Meeting Bookings, guided, live
and Sensei GenAI powered
chat

Confidential.
What’s coming next?
2023/24 Roadmap | Adobe Dynamic
Chat
Note:The following future roadmap items, including their
timing and prioritization, are subject to change at any
time. This is not the full list. These are major capabilities
only
Last Updated: 8/15/2
Beta: Oct 23 | GA: Jan 24
Summarize conversations inside the sales
agent workbench and Marketo Engage
Sales insights to arm agents with contextual
information before booked meetings and
future conversations including the
customers intent, discussed topics, lead
record info and any campaign goals
achieved
Great for:
• Saving your sales reps a lot of
time before, during and after a live
conversation!
• Quickly arming sales with detailed
information before they have
another conversation or before a
meeting
• Helping sales draft a follow-up
email after a convo
Conversation
Summary
Automatically create an approved library
of generated, marketing-controlled
questions and answers to help marketing
setup generative chat campaigns
Great for:
• Saving marketing teams a lot of
time setting up campaigns
• Assisting marketing in generating
an approved library of generated
questions and answers for
generative chat
• Helping maintain control of the
GenAI model including tone,
expertise and information
accuracy
Assisted
Responses (For
Marketing)
Help sales agents respond during live
conversations with site visitors using
responses generated by GenAI and
approved by marketing
Great for:
• Assisting sales with fast and
fulfilling responses during live
convos
• Ensuring responses are
complete and align with brand
personality
• Indirectly training and enabling
sales reps on product
information and selling skills
Conversation
Assist (For Sales)
Turn your chatbot into the ultimate
brand ambassador in a matter of
minutes to answer questions in a
natural, contextual way that’s infused
with your brand’s product knowledge,
personality and tone
Great for:
• Maximizing self-serve experience
for customers (ex: conversational
search engine for your website)
experience
Generative
AI Chat

India_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptx

India_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptx

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