Adobe

Approach

1. Persona Development

Langoor began by building a precise behavioural and demographic persona of Adobe's core enterprise buyer: predominantly male (70% male, 30% female), aged 29–44, working in marketing, customer experience, or information technology functions, and holding Manager-level or above titles such as CIO, CMO, VP, or SVP. This persona was actively in-market for enterprise software, digital transformation initiatives, and campaign management tooling, with job interests centered on digital marketing, demand generation, and content marketing.

Critically, Langoor mapped not just who these buyers were, but how they made decisions: this audience was most influenced by branded communities, news stories, webinars, conferences, corporate events, and online video, and their purchase decisions hinged on reliable, value-driven information rather than promotional messaging. Langoor also identified the audience's broader affinities, business and economic news, investing, world music, cooking, political news, gaming, and books, intelligence that later shaped both targeting parameters and content tone.

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2. The Five-Phase Campaign Journey

Rather than treating the funnel as a single linear path, Langoor mapped Adobe's target accounts against five distinct psychological states, each requiring a different content and targeting strategy: 'I am not aware,' 'Aware not convinced,' 'Convinced not buying,' 'Buying not engaging,' and 'Engaging not endorsing.'

For the unaware and unconvinced phases, Langoor used custom web search intent, custom affinity behaviour modelling, targeted keywords and placements, specific demographic targeting, and premium business/IT publication placements (including roadblock campaigns and run-on-site banners) to build initial awareness and credibility. For the convinced-but-not-buying and buying-but-not-engaging phases, the strategy shifted to third-party ad exchange databases built on interest and browsing behaviour, account-based targeting, and Adobe's own first-party data to deepen engagement with accounts already showing intent. For the final phase: engaging but not endorsing, Langoor used hashtag, username, keyword, and interest-based targeting on social platforms to convert engaged buyers into vocal advocates.

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3. Content Preparation and Mapping

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Before any creative went live, Langoor carried out an industry-wise mapping of all available Adobe content, researching how conversations were already happening across relevant groups and communities. This research confirmed that core content strategy in the enterprise marketing technology space leans on blogs, whitepapers, newsletters, articles, in-person events, case studies, videos, infographics, presentations, webinars, research reports, and microsites, with the strongest engagement coming from large-format in-person events, flanked by webinars.

This content audit fed directly into a structured planning grid mapping assets, events, and channels across each quarter of the campaign year, ensuring that content production was sequenced to match the campaign journey phases rather than produced reactively.

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4. Full-Funnel Creative Execution

At the top of the funnel, Langoor placed Adobe Experience Cloud and Advertising Cloud creative across premium Indian business and technology publications, including outlets like Silicon India and The Indian Express, alongside paid social formats, using broad, provocative messaging such as 'Digital success starts with a sound foundation' and 'When machines do the heavy lifting, marketers can focus on the storytelling' to capture attention from a still-unaware audience.

In the middle of the funnel, content shifted toward credibility-building: executive quote cards from Adobe industry specialists and CMO.com contributors, customer-experience video testimonials, and Adobe Symposium event promotion, all designed to move accounts from awareness to genuine consideration. At the bottom of the funnel, Langoor used direct customer proof points, including video testimonials from real Adobe customers describing measurable outcomes (such as combining Adobe Analytics and Adobe Advertising Cloud Search to scale conversions), Adobe Symposium on-demand content, and sharp, KPI-and-ROI-focused messaging like 'Deliver a personal touch. Drive KPIs and ROI' to convert engaged accounts into customers.

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