Adobe Revolutionizes B2B Marketing with AI-Powered Journey Optimizer for Buying Groups

On 7th August 2024, Adobe announced the general availability of Adobe Journey Optimizer (AJO) B2B Edition, a groundbreaking solution designed to empower businesses selling to other businesses by utilizing generative AI for more precise customer engagement and driving profitable growth. B2B marketing and sales teams, often grappling with extensive and intricate sales cycles, have traditionally faced challenges in identifying key decision-makers involved in approving significant purchases, such as software or hardware. Additionally, personalizing experiences for each stakeholder across numerous channels—including web, mobile, email, social media, and events—has proven difficult, requiring thousands of unique variations.

The AJO B2B Edition represents a significant advancement over traditional lead-based and account-based marketing approaches, which often fail to fully identify all relevant stakeholders and the products that interest them. These shortcomings have resulted in longer sales cycles, as marketing and sales teams struggle to engage the appropriate individuals with the right content. Built on Adobe Experience Platform (AEP), which provides a unified customer view across all channels, AJO B2B Edition leverages generative AI to identify buying groups and create personalized journeys for each individual using AI-generated assets. This new offering perfectly complements Marketo Engage, one of the prominent B2B marketing automation solutions, by capturing and nurturing leads that can be developed into qualified buying groups.

“Business leaders making technology purchases for their organizations now expect a high level of engagement online, which is reshaping B2B marketing,” said Amit Ahuja, Senior Vice President of Digital Experience Business at Adobe. “Adobe Journey Optimizer B2B Edition enables sales and marketing teams to collaboratively deliver highly personalized digital experiences through real-time, unified data, while also enhancing efficiency and productivity with cutting-edge generative AI technologies.”

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Key Features of Adobe Journey Optimizer B2B Edition:

• Creating and Assembling Buying Groups: Marketers can easily create buying groups tailored to their organization’s product offerings, including key roles such as a vice president of demand marketing or a director of IT. With integrations to Adobe Marketo Engage and Adobe Real-Time Customer Data Platform, these buying groups are qualified with data spanning the entire customer lifecycle, including insights like web visits. Marketers will soon be able to utilize generative AI to recommend buying group roles and member assignments, and they can also generate lists of missing members to support targeted campaigns, such as paid media efforts.
• Orchestrating Personalized Journeys: Once buying groups are established, teams can craft customized journeys for each decision-maker across multiple channels, including email, web, chat, and webinars. This helps build a high-quality sales pipeline and accelerates deal closures. AEP AI Assistant, powered by generative AI, provides guidance and troubleshooting support during the creation of these customer journeys. Additionally, the platform will soon offer the ability to define lifecycle stages (such as renewal) for each buying group, triggering real-time interactions as key milestones are reached.
• Generating Personalized Content: Marketers can take advantage of generative AI and integrated asset libraries, including images from Adobe Firefly and Adobe Experience Manager Assets, to produce personalized email content tailored to different buying groups. For example, emails can be quickly crafted based on specific product interests or job roles using drag-and-drop components, templates, and custom HTML tools. Shortly, Adobe’s generative AI solutions will also enable the creation of additional marketing assets, such as entire landing pages and digital forms.
• Enhancing Sales and Marketing Coordination: AJO B2B Edition provides both sales and marketing teams with direct visibility into each other’s buying group engagements across all channels, whether online or offline, to streamline workflows and enhance customer engagement. Marketing teams can supply sales with qualified buying groups via automated alerts, which will include AI-generated summaries, insights, and recommended actions, all designed to support a higher-quality sales pipeline and streamline opportunity creation.
• Measuring and Optimizing Performance: New dashboards within AJO B2B Edition allow teams to analyze the performance of various buying group journeys, enabling resource optimization and demonstrating the impact of marketing on revenue. Soon, AI-generated insights within these dashboards will help surface trends—such as high-converting buying groups—to inform and refine engagement strategies.