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

    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
       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

    © 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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