With Adobe Workfront Planning, Adobe is now making an application available for better planning and implementation of marketing campaigns. As part of Adobe Workfront, a work management software, the new extension brings together fragmented workflows and data into meaningful insights for marketing teams. Adobe Workfront Planning enables brands to execute campaigns faster.
Marketers are increasingly under pressure to deliver highly personalized customer experiences without significantly increasing the resources to do so. Workfront Planning addresses this problem by defining and creating the “metadata” of work – creating full transparency for day-to-day marketing operations.
This creates a marketing system of record that enables other functions such as sales or finance to support planning and execution with data intelligence.
With Workfront Planning, marketers no longer have to manually collect details across individual teams. Instead, they can quickly answer questions like, “How many campaigns are we running this year?” or “What are the most common actions used in our campaigns?”
Thanks to curated visualizations and a GenAI-powered dialog interface, users have these practical insights right at their fingertips. This drastically speeds up the planning and launch of new campaigns, as labor-intensive coordination is eliminated. The integrated generative AI summarizes information, brings marketing data up to date or quickly sets up new campaigns.
“Marketers’ daily work is becoming increasingly complex as different teams drive individual campaigns without insight into the work of their colleagues,” said Amit Ahuja, Senior Vice President, Digital Experience Business at Adobe.
“The result is fragmented marketing operations where too much time is spent aligning programs and stakeholders. Workfront Planning addresses this problem by providing a centralized solution for planning campaigns, delivering marketing briefs, and orchestrating work across teams.”
Workfront Planning features include:
- Curated visualizations
The marketing calendar in Workfront Planning visualizes daily marketing work in an easy-to-understand format. For example, a timeline view shows all active campaigns in a chronological format that can be customized for individual teams or stakeholders.Users can automatically see campaigns targeted to a specific audience (e.g. members of a loyalty program) or to a specific goal (e.g. a holiday promotion). A table view provides deeper insights into each campaign, offering full transparency into key messages, individual contributors, project status, and more.
- Faster creation using Generative AI
When marketers want to create a new campaign, they will soon be able to build on previously static plans thanks to generative AI capabilities. Marketers can simply upload existing assets (e.g., a presentation deck describing the project) to generate campaign data sets and create a marketing brief.This curated view includes everything from marketing efforts and goals to relevant assets and schedules. The GenAI-powered conversational interface in Workfront Planning also allows users to drill down into details across campaigns, answering pressing questions that arise during the planning phase.
- Easy recording
Effective planning depends on marketing data that is accurate and up-to-date. These data sets can include details such as audience and geography, actions, relevant business units, and more – also known as the “metadata” of marketing. The GenAI-powered conversational interface allows users to automatically create or update data sets as plans evolve.Marketers simply upload an asset, such as a Word document with the latest campaign details, and the record is automatically updated. Records can then be linked to a marketing diagram that visualizes the connections between teams and workflows, leading to additional insights to drive alignment and reduce time to market for campaigns.
Global brands like Deloitte, IPG Health, and NASCAR use Workfront Planning to increase productivity and meet the growing demand for personalized marketing campaigns. The new offering also impacts Adobe’s global marketing organization, enabling teams to develop coordinated plans and gain complete visibility into marketing activities.
