Theme: 10 Leading Adobe Partners of 2024

Person to be Quoted: Richard Flores, SVP of Marketing Technology at Ansira

Ansira, a global marketing technology and solutions company,leverages strategic

partnerships within the marketing technology ecosystem to deliver exceptional client value

and drive company growth.

Ansira’s Richard Flores, SVP of Marketing Technology, says, “Our team of cross-

vertical marketing technology practitioners has deep expertise in end-to-end Adobe

solutions, but we also have a philosophy of being technology platform agnostic in the

CRM and integrated loyalty space.”

Adobe's most significant trend this year is its focus on generative AI (GenAI), exemplified

by the launch of the new Adobe Content Hub integrated with Adobe Experience Manager

(AEM) Assets.

This digital asset management system (DAM) enables marketers to reimagine how creative

assets are leveraged across their organizations and associated groups. By driving

efficiencies and optimizations, the Content Hub empowers teams with exponentially faster

speeds to market.

It also offers usage analytics for a better understanding of performance and includes

governance for sensitive AI launches. This creates a streamlined, end-to-end method for

delivering content and customized experiences to audiences.

The benefits of GenAI require time and learning to ensure that the content and experiences

it produces fit the consumer's needs precisely when and where they need it.

Adobe's advancements in AI focus on accelerating time to market and improving

engagement tracking for content production, creating efficiencies across the ecosystem,

and transforming content delivery speeds.

The approach to website building, for example, is evolving to launch in half the time while

producing double the content. At Ansira, the priority is given to identifying innovations

that positively impact its clients and educating them on these advancements.

Ansira is also poised to leverage A4T, the integration between Adobe Analytics and Adobe

Target, to significantly enhance the use of analytic data to refine our clients'

personalization strategies and increase the accuracy of our targeting efforts.

With the robust AI and machine learning features now central to Adobe Target, Ansira is

equipped to deliver more sophisticated testing and personalization strategies, all supported

by in-depth data analysis. This strategic application of technology ensures that client

campaigns are not only effective but also optimized for efficiency, driving superior results.

By leveraging the integration of Adobe Target and Analytics, Ansira can facilitate

personalized engagements, enhancing the relevance and impact of marketing initiatives

across diverse customer segments.

Navigating the complexities of big technology, especially within the marketing technology

space, presents organizations with a unique set of challenges.

Companies leveraging powerful tools, such as those offered by Adobe and other industry

giants, often leave many capabilities underutilized. This can lead to inefficiencies and

missed opportunities.

It’s crucial to consistently evaluate how these products and platforms are being used,

identify pain points, assess what’s being utilized effectively, and consider the associated

costs. This approach ensures that organizations not only maximize the potential of these

tools but also tailor them to meet their specific needs.

Ansira understands that no two Adobe ecosystems should look the same. Each should be

meticulously crafted to serve the unique goals of individual clients, both for the present

and the future. The approach involves a deep understanding of the client’s current and

future needs, enabling us to create customized solutions that ensure success and facilitate

growth.

“We recognize the importance of aligning these powerful platforms with our client's

marketing campaign needs, making the process seamless and ef ective,” says Flores.

With the continuous release of new features and capabilities, many organizations often feel

uncertain about how to integrate Adobe’s advancements with their existing tools and are

wary of potential costs. The team engages in proactive discussions with Adobe on behalf of

the clients to confirm the availability of tools and features, identify the best solutions to

achieve their goals, and strategically plan their roadmap to success.

The company’s long-standing partnership with Adobe allows us to anticipate gaps before

they become issues and propose proactive solutions. This forward-thinking approach helps

the clients stay ahead of the curve and fully leverage the tools at their disposal.

Ansira’s approach to creative optimization centers around creating a customizable design

system. This system allows clients and their users to tailor their design elements,

streamlining the entire creative process by eliminating the inefficient back-and-forth cycles

between creative teams, agency partners, and internal stakeholders.

Citing case studies, Flores says that Ansira built a learning management system for a

global automotive manufacturer leveraging AEM, ALM, and Pursuit.

Prior to the portal launch, the company’s training material was scattered across various

websites, the management team was unable to update content without heavy development

support, and learners were disengaged by an LMS that frequently had hiccups.

Ansira architected a headless solution that leverages the best-in-class training catalogs

from ALM, flexibility of managing content in AEM, robust integrations through Adobe

Launch, and extensive engagement reporting in Adobe Analytics, all housed in a ReactJS-

based frontend.

Citing another case study, Flores says that another client, an American restaurant and

entertainment business, needed a holistic strategy across their digital ecosystem that

spanned the existing brand strategy.

CRM channels were operating inefficiently and were not personal to the consumer or their

reward members. Ansira took a unified approach to cross-channel marketing activation,

designing and implementing a new website, CRM segmentation, and personalization

strategy.

End-to-end, proprietary technology platforms and strategic partnerships are some of its

greatest differentiators.

The Ansira Edge platform serves as the hub for ecosystem enablement, helping enterprise

brands drive growth and revenue through a comprehensive suite of channel partner

marketing software, ad tech, and custom-built website technology.

Additionally, the proprietary ad tech optimizes ad budgets across channels in real-time

based on performance, while its custom-built website technology further enhances partner

capabilities at the local level.

Strategic partnerships are a cornerstone of Ansira’s go-to-market strategy. The team

collaborates with best-in-class technology providers and participates in formalized partner

programs like Adobe’s. However, the team maintains a tech-independent approach to

ensure its clients receive the best and tailored solutions.

Beyond technology, clients benefit from continuous support and expertise provided by the

dedicated client partnership and global support teams. This comprehensive approach gives

Ansira a distinct competitive edge in delivering value and results for our clients.

Strategic partnerships will also continue to be an integral part of Ansira’s growth strategy.

This year, Ansira is expanding its team significantly to deepen these partnerships and

foster further innovation.

As a marketing technology and solutions company, Ansira excels in bridging the gap

between business expectations and technology's capabilities. It thrives in this area by

leveraging its deep expertise to orchestrate clients’ marketing technology stacks, whether

they prefer best-in-breed solutions or a single enterprise provider.

Its ability to innovate and create productivity extensions on existing MarTech platforms

enhances its customers' ROI, maximizing the value of their investments.

In addition to its core capabilities, the company actively seeks opportunities for co-

innovation between its strategic partners to drive even greater value for its client communities.