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Growth Hub
Customer Success

Lori DeFurio: Customer Engagement Marketing

In this interview, Jessica Ly is in conversation with Lori DeFurio, Group Manager of Retention & Customer Engagement, Document Cloud, Adobe. Join us as Lori shares her insights on the future of customer engagement, discusses effective strategies, and provides tips for fostering long-term customer loyalty.

Highlights of the Interview

Marketing vs. Engagement

Marketing is primarily about acquiring new customers. Engagement, however, is about retaining those who are already customers. It is used mainly as a strategy to retain customers even though they have the same KPIs as marketing.


In-Product Messaging

In-Product Messaging, or IMP, can be a powerful tool in increasing engagement in comparison to an email. It can lead to sustainable triple-digit increases in attendance at engagement-oriented events, thus leading to higher quality and quantity of customer feedback. 


Future of Customer Engagement 

Technology is fueling a massive shift in customer expectations. The customer of the future will be better informed, more empowered and will have significantly higher expectations. Customers will exercise unparalleled power in choosing brands and products that serve them best. In the world of competitive, fast-moving, commoditized businesses and a wealth of options, customer experience will become the differentiator. 


Adobe is a global leader in digital media and digital marketing solutions. Their creative, marketing, and document solutions empower everyone – from emerging artists to global brands – to bring digital creations to life and deliver immersive, compelling experiences to the right person at the right moment for the best results. In short, Adobe is everywhere, transforming the world through digital experiences. By being at the forefront of innovation, Adobe consistently enhances how people create, communicate, and connect in the digital age.


Software Development


San Jose, CA, United States