Adobe and Microsoft team up to accelerate account-based marketing

Adobe and Microsoft have teamed up to accelerate account-based marketing. The collaboration, which was announced at this year’s Adobe Summit in Las Vegas, will see the firms share data through the Adobe subsidiary firm Marketo, using data from Microsoft Dynamics 365 for Sales, LinkedIn and Marketo Engage in Adobe Experience Cloud. 

This data-sharing approach, dubbed ‘Account Based Experience,’ aims to help business-to-business (B2B) marketers and sellers to easily identify, understand and engage with B2B customer buying teams. The partnership intends to drive better orchestration, measurement and delivery of targeted content for a more personalised 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 of Digital Experience business at 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.” 

This partnership deepens the longstanding collaboration between Adobe and Microsoft, but the integration with LinkedIn marketing solutions enables marketers to engage more effectively with accounts and buying teams in new ways. According to an Adobe news story, the benefits of this include: gaining a deeper, real-time understanding of targeted accounts, targeting specific audiences more effectively by leveraging richer account profiles, fuelling people-based campaigns with greater  precision. 

“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.”