Tech Overlook

Adobe, Microsoft and LinkedIn Join Forces to Accelerate Account-Based Experiences


LAS VEGAS–(BUSINESS WIRE)–Adobe (Nasdaq:ADBE) today announced an extension of its partnership with
Microsoft and a new integration with LinkedIn that will 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 will empower
B2B marketers and sellers to easily identify, understand and engage B2B
customer buying teams. This partnership will drive better orchestration,
measurement and delivery of targeted content for a more personalized
experience at both the individual and account level on key B2B platforms
like LinkedIn.

“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,” said Steve Lucas, senior vice
president, Digital Experience business, Adobe. “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.”

“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,” said Alysa Taylor,
corporate vice president of Business Applications and Global Industry at
Microsoft. “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.”

“One of the biggest challenges for marketers running campaigns is
ensuring that their messages are reaching the right audiences and
delivering ROI at scale,” said Jen Weedn, vice president of Business
Development at LinkedIn. “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.”

The partnership further deepens the longstanding collaboration between
Adobe and Microsoft. The addition of an integration with LinkedIn
Marketing Solution offers new ways for marketers to more effectively
engage with accounts and buying teams, enabling them to:

  • Gain a deeper, real-time understanding of targeted accounts: 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.
  • Target audiences more effectively by leveraging richer account
    profiles:
     To identify the best-fit accounts to pursue, Marketo
    Engage’s Account Profiling capability combines the power of
    intelligence-driven predictive modeling and automation in a single ABX
    solution, empowering marketers to identify these accounts out of 25
    million companies within minutes.
  • Power people-based campaigns with more precision than ever before:
    Adobe Audience Manager, the company’s Data Management Platform (DMP),
    on Azure, will enable brands to stitch 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.

About Adobe

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

© 2019 Adobe Inc. 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.



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