Adobe has confirmed the general availability of Adobe Journey Optimizer (AJO) B2B Edition. For businesses that sell to other businesses, this offering will activate generative AI to engage customers with greater precision and drive profitable growth.
AJO B2B Edition is an evolution from lead-based and account-based marketing, which carries blind spots when it comes to identifying the full set of stakeholders and the products they would be interested in. As a result, sales and marketing teams are unable to engage the right individuals with the right content, lengthening sales cycles in the process.
Built natively on Adobe Experience Platform (AEP), which provides a single view of customers across every channel, AJO B2B Edition can activate generative AI to identify buying groups, while creating personalised journeys with AI-generated assets. The new offering complements Marketo Engage, a leading B2B marketing automation solution, which captures and nurtures leads that can be turned into qualified buying groups.
“Business leaders purchasing technology on behalf of their organisations have increasingly high expectations for how they are engaged online, creating a paradigm shift for B2B marketers,” Adobe senior vice president of digital experience business, Amit Ahuja said.
“Adobe Journey Optimizer B2B Edition empowers sales and marketing teams to jointly deliver digital experiences that are highly personalised through real-time and unified data, while driving efficiency and productivity gains with the latest generative AI technologies.”
AJO B2B Edition enables brands to create and assemble buying groups aligned to their product portfolio, while populating key individuals, orchestrate personalised journeys for each decision maker across channels such as email, web, chat, webinar and more, as well as generate personalised content and tailor communications based on product interest or job role.
AJO B2B Edition provides sales and marketing teams direct visibility into each other’s buying group engagements to streamline workflows and drive more precise customer engagement. For example, marketing can arm sales with qualified buying groups via automated alerts that will include AI-generated summaries, insights and recommended actions.
New dashboards allow teams to analyse which buying group journeys are performing best, helping them optimise resources while demonstrating overall marketing impact on revenue. Soon, teams can leverage AI-generated insights within dashboards to surface trends to inform engagement strategies.