How Amazon Web Services worked with Adobe to deliver virtual events from the
From startups and multinational corporations to government agencies and nonprofits, Amazon Web Services (AWS) helps millions of customers unlock the potential of the cloud. AWS services help organizations build applications at a speed that can meet changing consumer needs and market dynamics. And over the past fifteen years, AWS has launched more than 200 services and solutions in the areas of compute, storage, databases, networking, analytics, machine learning, and computing. artificial intelligence (AI), Internet of Things (IoT), mobile, security, etc.
In the midst of COVID-19, AWS played an important role when customers across industries had to make sudden pivots: think of the Los Angeles Unified School District, which relied on AWS to quickly enable learning to distance and virtual. Or take the University of North Carolina Health and the State of Rhode Island, organizations that have worked with AWS to provide new channels for communities to manage health and employment issues. AWS also helped the National Football League (NFL) host their first ever virtual NFL Draft, ensuring over 100 live streams run smoothly and creating a seamless experience for everyone watching.
While helping customers navigate this new environment, AWS also had to rethink the way its own teams interacted with customers. Almost overnight, face-to-face business meetings and in-person conferences were suspended. For a company that hosted thousands of events around the world each year, AWS quickly embraced virtual events as part of its larger marketing strategy.
AWS used Adobe Experience Cloud to deliver a neat online customer journey with marketing analytics, personalization, and automation tools. AWS, working with Adobe, was building the future of B2B marketing and the role of hybrid events in real time.
A quick pivot
It’s no surprise that events are a main component of any B2B marketing strategy. With customer needs that can be multifaceted, complex use cases that require specific product functionality, and multiple stakeholders, touch experiences are needed to connect, educate, and inspire customers on how products and solutions can work for them.
Of the thousands of events that AWS hosts around the world each year, from large conferences to more intimate customer roundtables, the most important is re: Invent. Held annually in Las Vegas, it brings together tens of thousands of attendees for keynotes, breakout sessions, training sessions, and more. AWS re: Invent is, at its core, a customer training and sharing conference that brings the AWS community together to learn from and inspire each other.
In 2020, when COVID-19 interrupted in-person events, the AWS marketing team redesigned re: Invent as a three-week virtual event, with over 650 training sessions, five conferences, and 20 leadership sessions. . . AWS was able to attract an online audience of over 300,000 participants.
Virtual re: Invent has been very popular with customers, and many have indicated that it should happen each year alongside the in-person event. For AWS, it was a signal that their approach to creating a connected and personalized customer experience has paid off.
From the start, the event was inspired by in-person experience. For example, live attendees are used to smooth transitions when they arrive at the conference, from shuttle transportation to signage that guides them through sessions and workshops. With Adobe Analytics, Adobe Target, and Marketo Engage, AWS was also able to orchestrate this digitally and create a personalized digital journey during the conference, targeting customers with content and suggesting sessions.
Information about how participants browsed and consumed online content was used to provide and then optimize an integrated journey spanning channels such as the re: Invent website, paid media, email, and sales. Prior to the conference, AWS used Adobe Target, Adobe Analytics, and Marketo Engage to create enrollment journeys for different types of customers, from new prospects to highly engaged accounts.
Going forward, AWS plans to leverage Adobe Experience Cloud to deliver even more personalization at scale. The goal is to ensure that the AWS customer journey includes personalized paths, enabling scenarios where customers have the opportunity to connect with a specific expert suited to the content they are most interested in.
In other cases, AWS will be able to easily identify underperforming assets online and trade them in for something more relevant to a particular segment of customers. The information would then be passed back to the AWS sales team on a regular basis, so that if someone needed further assistance, an AWS representative could contact them personally.
“This year marks our 10th annual AWS re: Invent, and if the pandemic has taught us anything, it’s that the mix of in-person and virtual experiences will become a new reality for marketers at the future, ”said Rachel Thornton, vice president of global marketing. , Amazon Web Services (AWS). “The key is to create a cohesive online customer journey, which we have been able to deliver with Adobe Experience Cloud. This allowed us to reach more customers around the world while improving the overall experience that in-person attendees could have at virtual and, in the future, hybrid events. “