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Marketing for Challenging Times

Make your next 10-minute coffee break a productive one.  Starting Monday, May 4th, Marketo, an Adobe Company will host a series of “Coffee Break” webinars that provide micro-learning opportunities.

The most challenging times are full of change and uncertainty, whether you’re facing a complex acquisition or a global upheaval. When the changes come fast and furious, businesses can easily be taken off guard…and go off message. Marketing can provide critical leadership during these times, keeping organizations unified and helping them deliver consistent and accurate messages while living their brand values. For this to happen, CMOs and marketing leaders must be creative, flexible, and prepared with the right plans, strategies, and automation.

  • Monday, May 4th Business continuity for marketing
  • Tuesday, May 5th – Creativity during a crisis
  • Wednesday, May 6th – Leading with empathy
  • Thursday, May 7th – The strategic value of marketing automation
  • Friday, May 8th – Build a springboard for lasting growth

“Coffee Breaks” Schedule

Business continuity for marketing

Presenter: Lauren Adam

When most people think about business continuity they think about IT or facilities management. But having a business continuity plan for marketing is critical, too. Having a plan in place will make it easier to respond quickly when events occur. If your marketing team doesn’t have a business continuity plan, this session will set you on the right path.

Creativity during a crisis

Presenter: Caroline Hull

Sometimes, things happen that aren’t covered by anyone’s business continuity plan. In the absence of strong leadership, this can lead to confusion. Even worse, when the marketing team is confused, you can end up with conflicting messaging in the marketplace and even misinformation. During an unexpected crisis, marketing leaders will need to get creative. Join this session to learn how Adobe got creative to better serve their customers during a crisis. 

Leading with empathy

Presenter: Gurdeep Dhillon

During periods of uncertainty, your customers may be worried about their families, homes, and businesses. They may also wonder if your products are still available and, if they order them, when they will be delivered. In times like these, empathy can be your marketing superpower. Join this session to learn how an empathetic approach to your marketing can help you get into your customers’ shoes and give them ways to connect that calm their concerns and make them feel understood. 

The strategic value of marketing automation

Presenter: Mike Madden

During fast-moving events, marketing can — and must — act fast. But manual processes can slow everything down. And this is especially true for smaller marketing teams that may only have a handful of people. Strategic investments in marketing automation can leave your team well-positioned for crisis response. Join this session to discover how marketing automation can help you to act fast.

Build a springboard for lasting growth

Presenter: Rachel Truair

No matter how daunting your current situation is, it’s likely to change again, or normalize, maybe even sooner than you think. Taking a leadership role during challenging or potentially confusing times is a prime opportunity to position your business for whatever is next. Join this session and discover the work that will pay big dividends over the longer-term.

Lauren Adam

Head of Commercial New Business Demand Generation, Adobe

Lauren is a passionate champion of #FEARLESS marketers and e-commerce professionals. She strongly believes that relationships, jobs and purpose drive happiness and happiness drives success. This is why she champions the power of the marketing organization and products that empower them to create experiences and make connections that grow businesses. She recently relocated from Sydney, Australia, where she was leading the APAC Marketing team, to Mountain View, CA. Lauren now leads New Business Demand Generation for the Commercial business in Adobe Experience Cloud.

Caroline Hull

Head of Commercial Field Marketing, Adobe Experience Cloud

Caroline Hull manages the Commercial Field Marketing Team for Adobe, focusing on the Marketo Engage and Magento Commerce products. Caroline has spent her career in the high-tech industry building go-to-market strategies focused on delivering unique and scalable events. An experienced Field and Event Marketer with a demonstrated history of success in sourcing, influencing and accelerating pipeline. She works cross-functionally with the greater marketing organization as well as customer success and sales to ensure she delivers the ultimate ROI.

Gurdeep Dhillon

Global Head of Commercial Marketing, Adobe Digital Experience

Gurdeep is an enterprise software veteran who has held a variety of roles during his career. He is currently Global Head of Commercial Marketing, Adobe Digital Experience. He has previously led efforts in Competitive Intelligence, Corporate Strategy, and Marketing, including 4 years leading Demand Generation, Marketing Programs, and Nurture at SAP Customer Experience. When he’s not working, he can be found watching the latest Star Wars movie, coaching youth sports, competing in Tough Mudders or Spartan races, cooking, eating, and consuming great stories. He lives in Sunnyvale, CA and is married with 3 daughters under the age of 10, which means he really craves more drama in his life.

Mike Madden

Director of Commercial Demand Generation, Adobe

Mike Madden is Director of Commercial Demand Generation for the Adobe Experience Cloud. His team works on new business demand gen, cross-sell/upsell demand gen, and content marketing to fuel the demand engine. Outside of work, he is a big fan of M&Ms, early morning rounds of golf, and hiking.

Rachel Truair

Director of Global Campaigns, Adobe

Rachel Truair is a marketing leader who combines her agility honed at successful startups with foundational best practices gathered at multiple Fortune 100 enterprises. A marketing director at Adobe, Rachel runs global campaigns and strategic initiatives. She joined Adobe in 2018 after its $1.68BN acquisition of Magento, where she led Americas Marketing. At Magento, Rachel led a trailblazing team of regional marketers to design and execute programs that supported pipeline creation and acceleration across Magento’s core business segments in B2C, B2B and direct-to-consumer ecommerce.

Prior to Magento, Rachel led inbound and outbound B2B marketing programs at Oracle and 3M, as well as at PetRelocation, which was named one of Inc. Magazine’s Fastest Growing Businesses for six consecutive years during her tenure. A data-driven marketer with a knack for storytelling, Rachel won an Oracle Marketing Cloud “Markie” in 2013 for her data-driven global content marketing program that drove 70% of annual revenue. Rachel has spoken at thought leadership events including South By Southwest Interactive, Convince & Convert’s Content Pros podcast, and Oracle’s Modern Marketing Experience.

Rachel received a Bachelor of Arts in Organizational Communication from St. Edward’s University and an MBA from the University of Texas at Austin McCombs School of Business. Additionally, Rachel has taught as an adjunct professor of marketing communications at St. Edward’s University and is serving a ten-year appointment on the inaugural Austin Independent Redistricting Commission, for which she received the “Making Democracy Work” award by the League of Women Voters. When she is not in the office, she can usually be found in the great outdoors, fly fishing or kayaking with her Golden Retriever.


Marketing for Challenging Times