Supernova Award Category

The Problem

To reach its diverse customers across channels, EFI relies on campaigns from direct mail and call centers to digital options such as email and the web. EFI created a central hub for its global campaigns managed by the e-marketing operations group. While this centralized approach enables corporate marketing teams to share campaign results and best practices more easily, expanding campaigns was difficult. It would take hours to generate a general audience list, and EFI only had time to run around 30 email campaigns a month. 

The Solution

EFI wanted to run cross-channel campaigns and better target audiences with clean data. To do this, EFI looked at several campaign management options before selecting Adobe Campaign, a digital marketing solution within the Adobe Marketing Cloud. EFI selected Adobe Campaign for its excellent automation and the flexibility to connect with its customer base. 

The results

EFI developed it global campaigns hub to support key areas where it is market leader, including industrial inkjet graphics printing, print MIS and eCommerce software, and digital print workflow technologies. Adobe Campaign helped EFI capture new opportunities in campaigns to targeted audiences to its core customer base of commercial printing, signage and graphics, and packaging companies. In addition, the company has been able to improve its campaign operations so it has capacity to help grow share in promising new markets, such as digital textile printing.

With Adobe Campaign, EFI achieved the following ROI:

- Generated 7% more leads and 10% more opportunities in one year;- Increased the number of campaigns produced annually tenfold;- Developed website portals that enable stakeholders to view campaign information in real-time without needing to request activity reports;- Cleansed lead information to provide better leads and more relevant data.

Metrics

EFI expanded its from executing 30 cross-media campaigns each month to more than 300 each month using Adobe Campaign to simplify its campaign management. With Adobe Campaign, EFI is not only increasing volume with the automation, but it’s able to focus its marketing efforts on more targeted audiences. EFI is also nurturing its leads more effectively and running cross-channel campaigns with clean data.

While the printing industry EFI serves is generally considered to be a shrinking market, the 10% increase in opportunities gave EFI’s sales organization enough new business to meet or exceed revenue projections for the year. EFI maintained strong attach rates for one of its product lines, Fiery digital front end systems developed for and sold with new production printers from Xerox, Canon and Konica Minolta. The campaigns also helped EFI’s industrial inkjet printer business increase its market share internationally. Plus, EFI’s Productivity Software business was able to effectively position several European acquisitions to grow regional market share. 

The Technology

EFI looked at several campaign management options before selecting Adobe Campaign which they felt combined excellent automation and the flexibility need to connect with customers. Adobe Campaign gives marketers an intuitive and automated way to deliver one-to-one messages across online and offline marketing channels. The technology ultimately can give customers what they want, before they even know they want it, with experiences determined by their habits and preferences.

Disruptive Factor

One of the biggest challenges that companies face today is mining their data to gather meaningful insights to inform their decision making. Data can be a powerful tool for businesses, but without having filters and proper cleaning mechanisms that ensure from clean data, companies can spend countless hours and resources with inaccurate data. By using Adobe Campaign to score and filter leads, EFI has cleaner and more relevant information for sales representatives to target the right audience, at the right time. Not only is Adobe Campaign helping EFI achieve business results, but it has enabled the company to share information internally and across several business units on a global capacity. Regional managers at EFI can compare the performance of their campaigns, with campaigns in other regions, or even create new campaigns based on success elsewhere. By centralizing all global campaigns, the EFI marketing team can give more effective guidance to all the global regions. 

Shining Moment

Adobe Campaign’s personalization block functionality helped EFI create dynamic content that is merged into emails to drive show attendance. The company established dynamic personalization blocks that display an invite to a tradeshow and, depending on location or customer status, the appropriate banner graphic gets easily merged into the communication. This helps increases exposure for tradeshows and drives registration for EFI’s annual user conferences.