The Adobe software giant has leaked a host of partnership announcements at its annual Las Vegas Summit this week, confirming the links between Microsoft and Drift to Roku to ServiceNow – every transaction involving data connections drives more effective and powerful marketing.
B2B data integrations include LinkedIn. In addition to details of Wednesday's Open Data Initiative Adobe has also expanded its relationship with Microsoft to bring together key data sources including LinkedIn, Marketo, Adobe Audience Manager and Microsoft Dynamics 365 for Sales.
The Links aim to provide B2B marketers with better information for their account – customer-based marketing initiatives – so they can more easily identify buying groups within targeted accounts and offer personalized content.
"Orchestrating the engagement of multiple people in a complex marketing and sales journey is at the heart of account-based experiences," said Steve Lucas, senior vice president of Digital Experience Activities at Adobe. "With these new account-based features, marketing and sales teams will have greater alignment with the people and accounts they engage."
Adobe explained that marketers would be able to use the predictive modeling and automation features of the software. Marketo Engage Account Accountiling to find the right targets to engage with audiences corresponding to LinkedIn. In addition, audience data in Adobe Audience Manager DMP can be used with contact campaigns on LinkedIn and other channels.
Conversational ABM with Marketo and Drift. Adobe's partnership with the Drift Conversational Marketing Platform brings even more ABM products to marketers' toolboxes. Together, the two companies offer what they call a conversational ABM for Marketo Engage, which allows marketers to converse in real time with members of the target account buying committee when 39, they visit the brand's website.
"conversation" can take the form of an interaction with a chat, relevant content or the ability to immediately book a meeting with the sales representative managing his account.
Customers have more power than ever in today's environment. David Cancel, CEO of Drift, said: "The one who makes things easy buys wins, but most B2B websites add friction and force buyers to jump in to talk to someone. "
The engineering and consulting company WPP Verticurl decided to help customers quickly add this feature to their marketing products.
OTT with Roku. The partnership between Adobe and Roku aims to provide advertisers with more tools to specifically target consumers watching OTT TV shows. Adobe indicates that its customers using Adobe Advertising Cloud, Adobe Audience Manager and Adobe Analytics can use proprietary data from these platforms to find their known targets on the Roku platform, reach them with ads and measure the results.
"Roku has a direct relationship with its consumers and has the most advanced OTT advertising features," said Scott Rosenberg, Roku's Platform General Manager. . "This partnership provides Adobe customers with a seamless way to activate their data and reach customers who have transferred their TV viewing to Roku devices."
Integrate customer service with Equation with ServiceNow. At the same time, Adobe has partnered with ServiceNow – a digital workflow and productivity player – to link customer service data to other data collected and used by marketers. The idea is that the customer service team can harness the intelligence needed to win a customer after the purchase, and then marketers could use that service data to increase sales or create loyalty programs.
This type of integration combines Adobe Experience Cloud and the ServiceNow Now platform: "… to provide businesses with real-time data that can be used throughout the customer journey so they can better manage and grow their digital businesses, "said Shantanu Narayen, president and CEO, Adobe.
Why you should care. Although each of Adobe's partnership announcements provides little detail, they are currently signaling some of the areas in which marketers can expect new features become available. The focus on data integrations that cover the areas of marketing, from advertising to customer service, points to a more general trend of helping marketers extract data from their silos.
This article was originally published on MarTech Today. Find out for more information on Martech.
About the Author
Pamela Parker is responsible for the content of Marketing Land, of MarTech Today and . Earth . She is a respected authority in digital marketing. She has been writing and writing reports on the subject since 1998. She is a former editor of ClickZ and has worked on behalf of companies to help independent publishers monetize their sites at Federated Media Publishing.