Adobe Journey Optimizer B2B Edition
Intelligently orchestrate account and buying group journeys.
Adobe Journey Optimizer B2B Edition is a first-of-its-kind application that enables marketing and sales teams to engage and qualify buying groups for specific products in a coordinated and precise way across the entire customer lifecycle.
Go beyond qualified leads and accounts to qualified buying groups.
Journey Optimizer B2B Edition combines cutting-edge generative AI and industry-leading automation to assemble, engage and qualify buying groups, across target accounts, for your different offerings - complementing lead marketing efforts - and all powered by Adobe Experience Platform. Accelerate pipeline creation, enhance customer experience and elevate marketing and sales partnerships by co-ordinating more precise selling opportunities.
- Buying groups
- Journey orchestration
- Content & personalisation
- Sales intelligence
- Journey insights
Get convenient visibility into your buying groups within target accounts.
Use generative AI and unified B2B data from across your enterprise to create buying groups that align demand generation with your sales plays and go-to-market motions.
- Dynamic account lists. Activate unified account lists from Adobe Real-Time Customer Data Platform to provide the most recent and complete data for buying group creation and management.
- Buying group management. Manage buying groups for your entire product inventory from a single place to get a quick view of key stakeholders for each sales cycle.
- Buying group completeness. Automatically assign members to each buying group role based on defined criteria to get a comprehensive view of buying group coverage and missing members.
- AI-assisted buying groups (coming soon). Let generative AI recommend buying group roles based on product attributes and previous closed/won deals, then auto-assign members to those roles based on content consumption, marketing engagement and CRM data.
Scale buying group engagement and qualification across inbound and outbound channels.
Build and execute AI-assisted journeys tailored for each buying group and buying group member with automated engagement across email, SMS, ads, chat, events, webinars and more to streamline demand generation and buying group qualification and to drive more qualified demand for your acquisition, upsell/cross-sell and retention motions.
- Journey management. Design and visualise customised visual multi-step journeys for each buying group and buying group member based on role, account, product interest, lifecycle stage and more.
- Real-time automation. Automate account and buying group progression through your journeys with real-time engagement triggers, qualification scoring and an extensive library of journey actions.
- Omnichannel engagement. Engage with buying groups across inbound and outbound digital channels, including linked campaigns, programmes and channels from Adobe Marketo Engage.
- AI-assisted journeys. Reduce the time it takes to get your buying group journeys into market using AI Assistant, which gives you instant help and best practices, letting you learn Journey Optimizer B2B Edition on the fly.
Get to market faster with more accurate and precise personalisation.
Create, manage and modify the content that fuels personalised experiences using generative AI to optimise the messaging and visuals at every touchpoint.
- AI-assisted copy generation. Speed email creation by generating personalised email messaging for each buying group role based on their product interest and other data using the Adobe generative experience models.
- Email designer. Use drag-and-drop components, proven templates or customised HTML to quickly design emails personalised for each buyer.
- Dynamic personalisation. Adjust specific content and messaging components for each buying group member automatically based on their role, account, product interest and more.
- Asset management. Access marketing-approved content from Adobe Experience Manager Assets, including images from Adobe Firefly and Adobe Marketo Engage to quickly embed assets into your journeys.
Improve account prioritisation and accelerate opportunity creation.
Deliver marketing-qualified buying groups to sales through alerts and dashboards that include AI-generated insights, engagement summaries and recommended actions, so that sales can prioritise outbound engagement more accurately.
- Sales alerts and dashboards. Alert sales reps of the latest buying group engagement and marketing qualified-buying groups via email, native dashboards and embedded CRM dashboards (coming soon).
- AI-assisted marketing-qualified buying groups (coming soon). Qualify groups of key stakeholders responsible for purchasing specific products using automated scoring, engagement activity data and AI-generated insights.
Understand and optimise the impact and ROI of your journeys.
Use turnkey dashboards to analyse the account and buying group journeys, generating the most marketing-qualified buying groups, to help optimise resources more precisely and show marketing’s impact on the pipeline.
- Engagement overview. Track account and buying group engagement over time and across all journeys to quickly detect increases and decreases in activity.
- Journey performance dashboards. Analyse how many buying group members and accounts progress through each step of your journeys to understand the efficiency and effectiveness of your campaigns.
- Buying group insights. Track progression and velocity through the funnel using visualisations that let you monitor the status and stages of buying groups across the journey.
- Channel performance. Understand which sales and marketing experiences are producing the most conversions by determining the effectiveness of each channel across your journeys.
Adobe Journey Optimizer B2B Edition use cases
Identify buying groups
Assess marketing engagement by defining buying groups for specific products across target accounts.
Personalise buying group journeys
Create intelligent journeys that precisely target buyers’ individual needs and questions using generative AI.
Increase pipeline quality
Maximise the impact and ROI of marketing’s contribution to sales with insights that help you to increase buying group engagement and automations.
Accelerate sales cycles
Speed up opportunity creation by providing sales with contextual visibility into buying group and individual members’ engagement.
The Adobe advantage.
Native buying group data
Include “buying group” as a first-class data object to unlock unique functionalities, including support for multiple buying groups per account.
Product and go-to-market alignment
Link each buying group to a specific product offer to align your demand generation and pipeline creation with your company’s go-to-market motions.
Marketing-qualified buying groups
Upgrade your marketing-qualified leads and accounts to marketing-qualified buying groups to build a stronger pipeline with sales.
Generative AI
Leverage Adobe AI Assistant and generative experience models to boost the efficiency and accuracy of buying group creation, qualification, journeys and insights.
Adobe Experience Platform
Scale your account and buying group journeys using the same data, infrastructure and connectivity that powers the rest of your Adobe and non-Adobe applications.
Unlock more with Adobe integrations.
Pair Adobe Journey Optimizer B2B Edition with these additional Adobe products for enhanced demand generation capabilities and faster revenue growth.
Journey Optimizer B2B Edition + Adobe Marketo Engage
- Identify, convert and qualify anonymous and known leads as the correct members for your buying group journeys.
- Use Marketo Engage data — including customised objects and fields — as criteria for defining and auto-assigning members to buying group roles.
- Link Marketo Engage campaigns and channels inside your account and buying group journeys to further engage and qualify confirmed buying group members
- Access Marketo Engage design studio assets to personalise email content for each buying group role.
Journey Optimizer B2B Edition + Adobe Real-Time CDP
- Activate unified account lists in Journey Optimizer B2B Edition for account and buying group journey orchestration.
- Leverage consolidated lead and account profile data from connected data sources across your enterprise as criteria for defining and auto-assigning members to buying group roles.
- Automatically add or suppress accounts — including their associated contacts — from your buying group journeys based on dynamic changes to your account lists.
- Update your unified people and account profiles in real time based on account and buying group journey engagement.
Learn more about Journey Optimizer B2B Edition.
