Adobe Transforms B2B Marketing with Generative AI-Powered Journey Optimizer to Reach Buying Groups

Rhea-AI Summary

Adobe has announced the general availability of Adobe Journey Optimizer (AJO) B2B Edition, part of Adobe Experience Cloud. This new offering leverages generative AI to identify and personalize experiences for 'buying groups' in B2B marketing. Key features include:

1. Creating and assembling buying groups aligned with product portfolios
2. Orchestrating personalized journeys across multiple channels
3. Generating personalized content using AI and integrated asset libraries
4. Improving sales and marketing coordination with shared visibility
5. Measuring and optimizing performance through AI-powered dashboards

AJO B2B Edition aims to transform B2B marketing by addressing challenges in complex sales cycles and personalizing experiences for decision-makers. It integrates with other Adobe solutions like Marketo Engage and Adobe Experience Platform to provide a comprehensive B2B marketing solution.

Positive

• Launch of Adobe Journey Optimizer B2B Edition, enhancing Adobe's B2B marketing capabilities
• Integration of generative AI to improve personalization and efficiency in B2B marketing
• Potential for shorter sales cycles and improved targeting of decision-makers
• Enhanced coordination between sales and marketing teams
• Integration with existing Adobe products like Marketo Engage and Adobe Experience Platform

Negative

• None.

Marketing Technology Analyst

Adobe's release of Journey Optimizer (AJO) B2B Edition marks a significant advancement in B2B marketing technology. By leveraging generative AI to identify and engage buying groups, Adobe addresses a critical pain point in the complex B2B sales cycle. This solution could potentially shorten sales cycles and improve conversion rates for B2B companies.

The integration with Marketo Engage and Adobe Real-Time Customer Data Platform creates a powerful ecosystem for data-driven marketing. This holistic approach to customer data and journey orchestration puts Adobe in a strong position against competitors like Salesforce and Oracle in the B2B marketing automation space.

However, the success of this product will largely depend on the accuracy of its AI in identifying buying groups and generating relevant content. If effective, it could significantly boost Adobe's market share in the B2B marketing segment.

AI and Machine Learning Expert

The integration of generative AI in AJO B2B Edition represents a leap forward in AI application for B2B marketing. The AI's ability to identify buying groups, recommend roles and generate personalized content addresses complex challenges in B2B sales processes.

Particularly noteworthy is the AEP AI Assistant, which provides conversational support for journey building. This demonstrates Adobe's commitment to making AI accessible and practical for marketers who may not have technical expertise.

The upcoming feature to generate entire landing pages and forms is ambitious and could be a game-changer if executed well. However, it's important to monitor the quality and relevance of AI-generated content to ensure it meets B2B standards and doesn't introduce bias or inaccuracies.

Financial Analyst

Adobe's expansion in the B2B marketing space with AJO B2B Edition could have a positive impact on its revenue stream. The B2B marketing automation market is projected to grow significantly and this product positions Adobe to capture a larger share.

The integration with existing Adobe products like Marketo Engage and Experience Manager Assets creates cross-selling opportunities and could increase the stickiness of Adobe's ecosystem for B2B clients. This could potentially lead to higher customer lifetime value and recurring revenue.

However, investors should watch for adoption rates and customer feedback, as the success of this product will be important in justifying Adobe's investments in AI and maintaining its competitive edge in the digital experience market. The impact on Adobe's stock price will likely depend on how quickly this solution can demonstrate tangible ROI for clients.

• Adobe Journey Optimizer (AJO) B2B Edition, part of Adobe Experience Cloud, is now generally available and will activate generative AI to identify and personalize experiences to ‘buying groups’—the committee of individuals responsible for major purchasing decisions

• AJO B2B Edition delivers precision in how brands engage decision makers, providing sales and marketing teams a single view of buying group interactions and performance dashboards to drive tighter coordination in progressing deals

• Adobe already works with the world’s largest B2B brands including Accenture, Amazon Web Services, Cisco, IBM, Microsoft and NVIDIA to drive customer engagement

SAN JOSE, Calif.--(BUSINESS WIRE)-- Today, Adobe (Nasdaq:ADBE) announced the general availability of Adobe Journey Optimizer (AJO) B2B Edition. For businesses that sell to other businesses, this offering will activate generative AI to help them engage customers with greater precision and drive profitable growth. Characterized by extensive and complex sales cycles, B2B marketing and sales teams have long struggled to identify specific decision makers that collectively sign off on large purchases such as software or hardware. At the same time, it has become a challenge to personalize experiences for each individual, with thousands of variations required across web, mobile, email, social, events and other channels.

(Photo: Business Wire)

AJO B2B Edition is an evolution from lead-based and account-based marketing, which carry blind spots when it comes to identifying the full set of stakeholders and the products they would be interested in. As a result, sales and marketing teams are unable to engage the right individuals with the right content, lengthening sales cycles in the process. Built natively on Adobe Experience Platform (AEP), which provides a single view of customers across every channel, AJO B2B Edition will be able to activate generative AI to identify buying groups, while creating personalized journeys for each individual with AI-generated assets. The new offering is a perfect complement to Marketo Engage—a leading B2B marketing automation solution—which captures and nurtures leads that can be turned into qualified buying groups.

“Business leaders purchasing technology on behalf of their organizations have increasingly high expectations for how they are engaged online, creating a paradigm shift for B2B marketers,” said Amit Ahuja, senior vice president, Digital Experience Business at Adobe. “Adobe Journey Optimizer B2B Edition empowers sales and marketing teams to jointly deliver digital experiences that are highly personalized through real-time and unified data, while driving efficiency and productivity gains with the latest generative AI technologies.”

AJO B2B Edition enables brands to:

• Create and assemble buying groups: Marketers can easily build buying groups aligned to their organization’s product portfolio, while populating key individuals such as a vice president of demand marketing or a director of IT. An integration with Adobe Marketo Engage and Adobe Real-Time Customer Data Platform ensures these buying groups are also qualified with data across an entire customer lifecycle, capturing insights such as web visits. Marketers can soon leverage generative AI for recommendations on buying group roles and member assignment, and users can also create lists of missing members to support targeting efforts such as paid media campaigns.

• Orchestrate personalized journeys: Once buying groups are identified, teams can build tailored journeys for each decision maker across channels such as email, web, chat, webinar and more—creating high-quality pipeline and accelerating deal closure. AEP AI Assistant, a generative AI-powered conversational interface, supports users with how-to advice and troubleshooting as they build these customer journeys. Coming soon is the ability to define lifecycle stages (such as renewal) for each buying group, triggering real-time interactions as markers are reached.

• Generate personalized content: Marketers can also leverage generative AI and integrated asset libraries (including images from Adobe Firefly and Adobe Experience Manager Assets) to generate personalized email content for different buying groups. For example, marketers can quickly create tailored emails based on product interest or job role, with drag-and-drop components, templates and custom HTML tools. Soon, Adobe’s generative AI solutions will allows users to create additional marketing assets such as entire landing pages and digital forms.

• Tighter sales and marketing coordination: AJO B2B Edition provides sales and marketing teams direct visibility into each other’s buying group engagements (across any online or offline channel) to streamline workflows and drive more precise customer engagement. For example, marketing can arm sales with qualified buying groups (via automated alerts) that will include AI-generated summaries, insights and recommended actions—all built to support higher quality pipeline and streamline opportunity creation.

• Measure and optimize performance: New dashboards allow teams to analyze which buying group journeys are performing best, helping them optimize resources while demonstrating overall marketing impact on revenue. Soon, teams can leverage AI-generated insights within dashboards to surface trends (such as a high-converting set of buying groups) to inform engagement strategies.

About Adobe

Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

© 2024 Adobe. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries. All other trademarks are the property of their respective owners.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240807552993/en/

PR Contacts

Jasmine Boaler

Adobe

jboaler@adobe.com

Kevin Fu

Adobe

Kfu@adobe.com

Source: Adobe

FAQ

What is Adobe Journey Optimizer B2B Edition and when was it released?

Adobe Journey Optimizer B2B Edition is a new offering from Adobe that uses generative AI to identify and personalize experiences for 'buying groups' in B2B marketing. It was announced as generally available on August 7, 2024.

How does Adobe Journey Optimizer B2B Edition (ADBE) improve B2B marketing?

Adobe Journey Optimizer B2B Edition improves B2B marketing by using generative AI to identify buying groups, create personalized journeys for decision-makers, generate tailored content, enhance sales and marketing coordination, and provide performance analytics.

What are the key features of Adobe Journey Optimizer B2B Edition (ADBE)?

Key features include creating and assembling buying groups, orchestrating personalized journeys across channels, generating personalized content with AI, improving sales and marketing coordination, and measuring performance through AI-powered dashboards.

How does Adobe Journey Optimizer B2B Edition (ADBE) integrate with other Adobe products?

Adobe Journey Optimizer B2B Edition integrates with other Adobe products such as Marketo Engage, Adobe Real-Time Customer Data Platform, and Adobe Experience Platform to provide a comprehensive B2B marketing solution.