Adobe has launched its Adobe Journey Optimiser (AJO) B2B Edition. The company says this offering will activate generative AI to help them engage business customers with greater precision and drive profitable growth. The company says AJO B2B Edition is an evolution from lead-based and account-based marketing. This approach can carry 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.
The solution is built natively on Adobe Experience Platform (AEP), which provides a single view of customers across every channel. AJO B2B Edition will be able to activate generative AI to identify buying groups while creating personalised journeys for each individual with AI-generated assets. The new offering is a perfect complement to Marketo Engage, a leading B2B marketing automation solution. It captures and nurtures leads that can be turned into qualified buying groups.
Amit Ahuja, senior vice president, Digital Experience Business at Adobe.”Business leaders purchasing technology on behalf of their organisations have increasingly high expectations for how they are engaged online. They are creating a paradigm shift for B2B marketers.
“Adobe Journey Optimiser B2B Edition empowers sales and marketing teams to jointly deliver digital experiences that are highly personalised through real-time and unified data. At the same time, driving efficiency and productivity gains with the latest generative AI technologies,” Ahuja added.
The AJO B2B Edition enables brands to:
Create and assemble buying groups
Marketers can easily build buying groups aligned to their organisation’s product portfolio. It populates key individuals such as a vice president of demand marketing or a director of IT. An integration with Adobe Marketo Engage and Adobe Real-Time Customer Data Platform ensures these buying groups are also qualified with data across an entire customer lifecycle, capturing insights such as web visits. Marketers can soon leverage generative AI for recommendations on buying group roles and member assignments. Users can also create lists of missing members to support targeting efforts such as paid media campaigns.
Orchestrate personalised journeys
Once buying groups are identified, teams can build tailored journeys for each decision-maker across channels. These channels include email, web, chat, webinar, and more, creating a high-quality pipeline and accelerating deal closure. AEP AI Assistant, a generative AI-powered conversational interface, supports users with how-to advice and troubleshooting as they build customer journeys. Coming soon is the ability to define lifecycle stages (such as renewal) for each buying group. This could trigger real-time interactions as markers are reached.
Generate personalised content
Marketers can also leverage generative AI and integrated asset libraries (including images from Adobe Firefly and Adobe Experience Manager Assets). They can generate personalised email content for different buying groups. For example, marketers can quickly create tailored emails based on product interest or job role with drag-and-drop components, templates and custom HTML tools. Adobe’s generative AI solutions will allow users to create additional marketing assets, such as entire landing pages and digital forms.
Tighten sales and marketing coordination
AJO B2B Edition provides sales and marketing teams with direct visibility into each other’s buying group engagements. (This is across any online or offline channel) They can streamline workflows and drive more precise customer engagement. For example, marketing can arm sales with qualified buying groups (via automated alerts) that include AI-generated summaries, insights and recommended actions. All are built to support higher-quality pipelines and streamline opportunity creation.
Measure and optimise performance
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 (such as a high-converting set of buying groups) to inform engagement strategies.
Enterprise Times: What this means for businesses
The global B2B market is estimated to be around $7 trillion. However, B2B selling is difficult to navigate. Some enterprises adopt a top-down approach to digital transformation. In other organisations, the pressure is coming from the grassroots, from employees who understand that business success is dependent on digital capabilities.
As a result, the market is characterised by extensive and complex sales cycles. B2B marketing and sales teams have long struggled to identify specific decision-makers who collectively sign off on large purchases such as software or hardware. At the same time, it has become a challenge to personalise experiences for each individual enterprise. This is because thousands of variations are required across web, mobile, email, social, events, and other channels.
To make informed decisions, B2B companies need to first evaluate their current level of digital maturity. This enables them to more quickly progress as a company while also showing the value of their investment to the broader organisation and leadership team. The solution can deliver precision in how brands engage decision-makers. This is expected to provide sales and marketing teams with a single view of buying group interactions.
In addition, it can provide performance dashboards to drive tighter coordination in progressing deals. Much welcomed intelligence that should help enterprises more effectively crack the marketing and selling into the B2B marketplace.
