#ProjectMightyMicro | Adobe Summit Sneaks 2024 | Adobe

Project Mighty Micro, introduced at Adobe Summit Sneaks 2024, is a B2B account microsite builder that utilizes artificial intelligence to expedite the creation of personalized websites for B2B marketers. The tool aims to overcome the time-consuming and resource-intensive nature of traditional microsite development, offering scalability in personalization for various buying personas. Presenter Stephen demonstrates the process of selecting a brand-approved template and customizing it for different buyer personas, such as decision-makers and influencers. The AI-driven content generation model assists in crafting descriptions for the microsite, while a content recommendation engine populates the site with relevant content based on visitor profiles and their stage in the buying journey. This tool not only caters to pre-sales needs but also supports post-sales activities like enablement, upselling, and cross-selling, providing a comprehensive solution for B2B marketing.

Takeaways

• 🚀 **Project Introduction**: Project Mighty Micro is designed to use artificial intelligence to expedite the creation of personalized B2B account microsites for marketing purposes.
• 🎯 **Microsite Purpose**: Microsites are used by B2B marketers to support deals by providing specific account documentation, but traditionally they are time-consuming and not scalable.
• 🤖 **AI Integration**: The project employs AI to assist sales and marketing teams in rapidly generating B2B microsites that can serve multiple accounts while offering a personalized experience to each visitor.
• 📈 **Personalization & Scalability**: AI enables the creation of personalized content for different buying personas, making the microsites scalable and efficient.
• 📝 **Content Generation**: The system uses a content generation model trained on marketing materials to produce various descriptions for different sections of the microsite.
• 📑 **Template Selection**: Users can choose from brand-approved templates to start building their microsite, ensuring brand consistency.
• 📌 **Content Tagging**: Content tags are utilized from a content library to automatically populate the microsite with relevant materials based on visitor profiles and buying stages.
• 🔄 **Dynamic Content**: The content recommendation engine updates the microsite content dynamically, aligning with the visitor's role, company, and buying journey.
• 🛠️ **Post-Sales Utility**: The microsite isn't just for pre-sales; it serves as a portal for enablement, upselling, and cross-selling post-deal closure.
• 📱 **User Experience**: The platform allows for easy switching between different visitor personas to tailor the microsite content accordingly.
• 📢 **Community Engagement**: The project encourages feedback and discussion via social media using the hashtag #ProjectMightyMicro for the product roadmap.

Q & A

What is Project Mighty Micro?

Project Mighty Micro is an initiative that utilizes artificial intelligence to expedite the process of B2B marketers creating personalized microsites for various accounts, ensuring a tailored experience for each visitor based on their buying persona.

What is a microsite?

A microsite is a small, temporary website created specifically for a particular marketing campaign or to provide information about a product or service. It is often used by businesses to support sales deals by offering documentation and a personalized experience for the client.

How does Project Mighty Micro help with scalability in marketing?

Project Mighty Micro aids in scalability by enabling sales and marketing teams to rapidly create B2B account microsites that serve multiple accounts simultaneously. It provides a personalized experience for different buying personas, overcoming the limitations of time-consuming design and resource-intensive traditional microsite creation.

What are the benefits of using AI in creating microsites according to the presentation?

Using AI in creating microsites allows for the quick generation of content tailored to different buying personas. It also automates the content recommendation process, ensuring that the visitor receives the most relevant information based on their role, company, and stage in the buying journey, thus enhancing personalization and efficiency.

How does Project Mighty Micro assist with post-sales activities?

Project Mighty Micro doesn't just focus on pre-sales activities. It also serves as a portal for enablement, upselling, and cross-selling after the deal is closed, continuing to provide relevant content based on the visitor's progress in their buying journey.

What is an example of a product that might use a microsite according to the script?

An example of a product that might use a microsite, as mentioned in the script, is an augmented reality headset called the Oulo Portal, which is marketed to businesses.

How does Project Mighty Micro handle multiple variations of microsites for different accounts and buying personas?

Project Mighty Micro generates multiple variations of microsites for different accounts and buying personas by using AI to create personalized content and then serving this content based on the visitor's profile. This allows for a highly customized experience for each account and their respective buying personas.

What role does the content generation model play in Project Mighty Micro?

The content generation model in Project Mighty Micro uses AI trained on marketing materials to write variations of descriptions for articles on the microsite. This allows marketers to rapidly generate content tailored to the specific interests of different buying personas.

How does the content recommendation engine in Project Mighty Micro work?

The content recommendation engine uses AI to analyze the profile of the visitor, including their role, company, and where they are in their buying journey, along with signals from the sales team. It then automatically populates the microsite with the most relevant content from the content library, providing a personalized experience for the visitor.

How can businesses share their experience with Project Mighty Micro?

Businesses can share their experiences with Project Mighty Micro by posting on social media using the hashtag #ProjectMightyMicro, thus contributing to the visibility and discussion around this innovative project.

Outlines

00:00

🚀 Introduction to Project Mighty Micro: AI-Powered B2B Microsite Builder

Stephen introduces Project Mighty Micro, an AI-driven initiative aimed at accelerating the creation of personalized microsites for B2B marketers. He explains the traditional process of building microsites for specific enterprise accounts to support deals, highlighting the time-consuming and non-scalable nature of the task. The project utilizes artificial intelligence to enable sales and marketing teams to quickly generate B2B account microsites that can cater to multiple accounts simultaneously while offering a highly personalized experience for each visitor based on their buying persona. The demonstration includes choosing a brand-approved template, creating personalized content for different personas, and using a content generation model to write descriptions for marketing materials. The AI model is trained on the company's marketing library to produce variations of content, which can then be selected and saved directly to the microsite.

05:02

🔍 Content Personalization and Recommendation in Mighty Micro

The second paragraph delves into the content personalization and recommendation features of the Mighty Micro project. It showcases how the microsite can be tailored to different buying personas, such as decision-makers and influencers, by changing the content to suit their interests and needs. The speaker demonstrates how to use the content recommendation engine to automatically populate the microsite with relevant marketing materials, such as blog posts, white papers, and press releases. The engine considers the visitor's profile, their role in the company, their stage in the buying journey, and input from the sales team to determine the most appropriate content to display. The speaker also illustrates how the content on the microsite dynamically changes based on the selected persona, ensuring that each visitor receives a customized experience that evolves with their engagement and the progression of the sales process.

Keywords

Artificial Intelligence

Artificial Intelligence (AI) refers to the simulation of human intelligence in machines that are programmed to think and learn like humans. In the context of the video, AI is used to speed up the process for B2B marketers to create personalized microsites, providing a tailored experience for different buying personas. For instance, the AI in Project Mighty Micro helps generate content and adapt the microsite in real-time based on the visitor's profile and stage in the buying journey.

B2B marketers

B2B marketers are professionals who focus on marketing strategies and campaigns targeting other businesses, rather than individual consumers. In the video, B2B marketers are the primary users of Project Mighty Micro, utilizing it to rapidly create personalized microsites for their enterprise accounts. These marketers aim to enhance their sales process by providing a customized digital experience for each potential client.

Microsites

A microsite is a small website or a section of a larger website that is dedicated to a specific topic or purpose. In the context of the video, microsites are used by B2B marketers to provide tailored information and resources to support deals with specific enterprise accounts. However, creating these microsites can be time-consuming and resource-intensive, which is where Project Mighty Micro's AI capabilities come in to streamline the process.

Personalization

Personalization refers to the process of customizing a product, service, or experience to meet the specific needs or preferences of an individual. In the video, personalization is a key goal of Project Mighty Micro, as it enables B2B marketers to create microsites that deliver a unique experience for each visitor based on their buying persona. This is achieved through AI-generated content and dynamic content recommendations.

Buying personas

Buying personas are fictional representations of different types of customers or buyers, each with their own unique characteristics, needs, and behaviors. In the video, understanding and targeting these personas is crucial for the effectiveness of the microsites created with Project Mighty Micro. The AI technology adapts the content and design of the microsite to resonate with each specific buying persona, ensuring a more persuasive and relevant experience.

Content generation model

A content generation model is a system or tool that uses AI to automatically produce written or visual content based on certain inputs or prompts. In the video, the content generation model is part of Project Mighty Micro, which helps B2B marketers generate descriptive text for the microsites. This model is trained on marketing materials to ensure that the generated content aligns with the brand's voice and messaging.

Content recommendation engine

A content recommendation engine is an AI-driven system that suggests relevant content to users based on their interests, behavior, and other factors. In the context of the video, the content recommendation engine populates the microsite with appropriate marketing materials, such as blog posts, white papers, and press releases. It considers the visitor's profile, their role in the company, and their stage in the buying journey to serve the most relevant content.

High-resolution display

A high-resolution display refers to a screen that has a large number of pixels, resulting in a clear, sharp, and detailed image. In the video, the high-resolution display is a key feature of the 'uro portal' augmented reality headset, which is emphasized in the microsite to appeal to influencers, who might value the visual quality of the product.

Sales team

A sales team is a group of individuals within an organization whose primary responsibility is to sell products or services to customers. In the video, the sales team works in conjunction with the AI-powered microsite builder to create tailored experiences for potential clients. The team's insights and feedback are crucial for the AI to understand what content will best serve the needs of the visitors and help close deals.

Post-sales

Post-sales refers to the support and services provided to customers after they have made a purchase. In the video, the microsites created with Project Mighty Micro are not only used for pre-sales activities but also for post-sales support. This includes enabling customers through education, upselling additional products, and cross-selling related services.

Social media

Social media refers to online platforms that allow users to create and share content or participate in social networking. In the video, social media is mentioned as a channel for promoting the product and the #ProjectMightyMicro hashtag. It's a way for the audience to engage with the content and spread awareness about the innovative capabilities of Project Mighty Micro.

Highlights

Artificial intelligence is used to accelerate the creation of personalized B2B account microsites.

Project Mighty Micro is designed to assist sales and marketing teams in quickly generating microsites.

Microsites can now be created to serve multiple accounts simultaneously with personalized experiences.

AI enables rapid creation of variations of the microsite from a single URL.

Content generation model uses AI to write variations of descriptions for marketing materials.

Content recommendation engine populates the page with relevant content based on visitor profiles and buying journey.

The engine considers the visitor's role, company, buying journey, and sales team signals to serve the best content.

Microsites can be personalized for each account and each visiting buying persona.

The platform supports both pre-sales and post-sales content, enabling upselling and cross-selling opportunities.

Project Mighty Micro aims to transform the way B2B marketers create and manage microsites for enterprise accounts.

The system allows for easy switching between different visitor personas to tailor content.

Content on the microsite automatically updates to reflect the visitor's current stage in the buying journey.

The platform uses brand-approved templates to ensure consistency in the microsite's design.

The AI model is trained on a marketing library to generate content variations.

Microsites can be created for various buying personas, such as decision-makers and influencers.

The system provides a seamless experience for visitors, regardless of the device used to access the microsite.

The platform is designed to be scalable, addressing the need for personalization at a larger scale.

The content recommendation engine uses tags from the Content Library to suggest relevant marketing materials.