Adobe partners Microsoft and LinkedIn to drive account-based experiences

Adobe has expanded its partnership with Microsoft and included a new integration with LinkedIn to accelerate account-based experiences (ABX) through new marketing solution integrations. Adobe and Microsoft are aligning key data sources to populate account-based profiles in Adobe Experience Cloud, including Marketo Engage and Microsoft Dynamics 365 for Sales.

This partnership aims to empower B2B marketers and sellers to easily identify, understand and engage B2B customer buying teams. It also hopes to drive better orchestration, measurement and delivery of targeted content for a more personalised experience at both the individual and account level on key B2B platforms such as LinkedIn.

The addition of an integration with LinkedIn Marketing Solution provides marketers new ways to effectively engage with accounts and buying teams, enabling them to gain a deeper, real-time understanding of targeted accounts.

With this integration, marketing and sales teams will be able to leverage data from Marketo Engage and Microsoft Dynamics 365 for Sales to get a deeper, real-time understanding of targeted accounts, including insights into individual roles, influence and preferences. By integrating LinkedIn’s Matched Audiences with Marketo Engage, the combined account-based targeting capabilities will help marketers identify the right contacts within an account to reach on LinkedIn.

Also, marketers will be able to target audiences more effectively by leveraging richer account profiles. In order to identify the best-fit accounts to pursue, Marketo Engage’s Account Profiling capability combines the power of intelligence-driven predictive modelling and automation in a single ABX solution, empowering marketers to identify these accounts out of 25 million companies within minutes.

Lastly, this move also helps power people-based campaigns with more precision. On Azure, the data management platform, Adobe Audience Manager, will enable brands to piece together audience data to power contact-based campaigns on LinkedIn and other channels, while informing media buys with more precision than ever before. Data governance and privacy controls help to ensure that customer data is kept secure and helps brands to comply with their privacy policies and data privacy compliance objectives.

“Orchestrating the engagement of multiple individuals in a complex marketing and sales journey is at the heart of account-based experiences and what B2B marketers do day in and out. 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," Steve Lucas, senior vice president, digital experience business, Adobe said.

Meanwhile, Alysa Taylor, corporate vice president of business applications and global industry at Microsoft, said the ability to leverage the power of data to find the right opportunities and use insights helps marketing and sales to plan their next move 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," Taylor said.

Jen Weedn, vice president of business development at LinkedIn, said that one of the biggest challenges for marketers running campaigns is ensuring that their messages are reaching the right audiences and delivering ROI at scale.

“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," Weedn said.

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