Today, March 26th 2019, Adobe announced an extension of its partnership with Microsoft in order to bolster each other’s sales and marketing software capabilities and take aim at their common rival, Salesforce.com. The 2 companies are also beginning a new integration with LinkedIn that will accelerate Account-Based Experiences (ABX) through new marketing solution integrations.
Key data sources are being aligned by Adobe and Microsoft so as to populate account-based profiles in Adobe Experience Cloud which includes Marketo Engage and Microsoft Dynamics 365 for Sales. This integration will empower B2B marketers and sellers to easily identify, understand and engage B2B customer buying teams.
For a more personalized experience, at both the individual and account level on key B2B platforms like LinkedIn, this partnership will be able to drive better orchestration, measurement and delivery of targeted content. Steve Lucas the senior vice president of Digital Experience business at Adobe believes that orchestrating the engagement of multiple individuals in a complex marketing and sales journey is definitely at the very heart of ABX and what B2B marketers do every day.
He further added, “With these new account-based capabilities, marketing and sales teams will have increased alignment around the people and accounts they are engaging, and new ways to measure that business impact.”
Most of Adobe’s tools were for marketers trying to reach consumers, but last year’s Marketo acquisition strengthened its software for business marketers.
The corporate vice president of Business Applications and Global Industry at Microsoft, Alysa Taylor, explained that the ability to leverage the power of data in order to find the right opportunities and to be able to use those insights will definitely help marketing and sales teams plan their next moves along with a member of the buying committee.
“Together with Adobe and LinkedIn, Microsoft can help to deliver an end-to-end solution that ultimately accelerates lead conversion and can create opportunities for improved servicing and better cross sell, resulting in higher lifetime value of the account,” she added.
Jen Weedn, who is the vice president of Business Development at LinkedIn, acknowledged that one of the biggest challenges marketers face is running campaigns where the message reaches the right audience and delivers ROI at scale.
She further explained, “By extending LinkedIn account-based marketing capabilities to Adobe Experience Cloud users, we’ve created a seamless way for them to identify and target the right audiences on LinkedIn with meaningful content, ultimately helping improve the success of their campaigns.”
With the addition of LinkedIn integration to a deep and longstanding collaboration between Adobe and Microsoft, marketers now have new ways to effectively engage with accounts and buying teams. They will now be able to:
- Gain a deep, real-time understanding of target accounts
Leveraging data from Marketo Engage and Microsoft Dynamics 365 for Sales, marketing and sales teams can get a deeper, real-time understanding of targeted accounts, which includes insights into individual roles, influence and preferences.
- Leverage richer account profiles through more effective targeting
Marketo Engage’s Account Profiling capability combines the power of intelligence-driven predictive modeling and automation in a single ABX solution so as to identify the best-fit accounts and empower markets to identify these accounts within minutes.
- Drive people-based campaigns with more precision than ever before
In order to power contact-based campaigns on LinkedIn and other channels Adobe Audience Manager, the company’s Data Management Platform (DMP), on Azure, will enable brands to stitch together audience data while informing media buys with more precision than ever before.
Both Adobe and Microsoft are now taking on Salesforce, the cloud software company that offers sales and marketing software, a sector they both lacked in. But through this deeper integration they can offer something that is a lot broader.