Precision targeting and scalable engagement aren’t just nice-to-haves in B2B marketing — they’re mission critical. Forrester’s report, Buying Groups for the Win, indicates that on average, 13 people within an organization are involved in a purchasing decision. With so many stakeholders involved, there’s a lot of manual guesswork in determining who should be in a buying group. Subsequently, marketers face fragmented engagement data across systems and teams. This ultimately leads to incomplete buying groups that stall pipeline progression and stretch go-to-market (GTM) planning across weeks and even months — a pace that doesn’t match today’s market demands.

Agentic AI is helping marketers cut through the complex and labor-intensive process of creating effective buying groups. Adobe Audience Agent, powered by Adobe Experience Platform Agent Orchestrator and embedded within Adobe Journey Optimizer solutions, is designed to streamline this process.

What does Audience Agent do for B2B marketers?

In a B2B context, Audience Agent helps marketers automatically discover, recommend, create, and activate buying groups. It does this through:

• Intent-based audiences. Audience Agent uses product interest signals to identify and target your ideal personas and audiences — so your team spends less time guessing and more time engaging.
• Buying group recommendations. The agent automatically analyzes structured, unstructured, and first-party data sources, such as customer relationship management (CRM) profiles, marketing activity, and web content, to identify appropriate buying group members.
• Always-on management and activation. Audience Agent can populate buying groups, trigger engagement alerts, and hand off audiences to downstream agents for journey activation, either independently or through predefined actions.

With these innovative capabilities, Audience Agent empowers B2B marketers to reimagine how they identify and engage with buying groups — bringing greater precision and agility to the entire process.

How Audience Agent supports buying group creation from data exploration to optimization.

Let’s take a closer look at how Audience Agent transforms each phase — from the initial data exploration all the way through to ongoing optimization — enabling teams to operate with greater speed and precision.

• Explore buying group data more efficiently. Today, marketing operations managers must collect and standardize engagement data across a number of tools before manually identifying and mapping relevant accounts and personas. With the agent, these marketers can ask questions like “What was Steve’s last engagement?” or “Show me accounts with moderate to high intent for our newest product.” Audience Agent will source and combine the required data for these insights across marketing — saving significant time and effort.

• Create buying groups faster. After exploring the relevant persona and account data, marketing operation teams would usually spend countless hours assembling buying groups to the best of their ability. Audience Agent will soon be able to cut this process down from weeks to minutes, and marketers will only need to make a request like, “Help me assemble and launch buying groups to cross-sell our newest product into an existing customer base." The agent will then assemble buying groups using data from across the organization to eliminate any guesswork.

• Optimize and monitor buying groups. Once buying groups are activated, optimization work begins. Marketers currently spend much of their time monitoring buying group completeness, including resolving conflicts in data or identifying missing members. Now they can simply request "Help me evolve buying groups with contextual updates to secure a strong pipeline and rescue stalled opportunities." Audience Agent will be activated for always-on buying group health monitoring. They can also ask for it to suggest next-best actions, fill in missing roles, or help flag duplicates.

Audience Agent is built with the modern B2B marketer in mind.

As B2B organizations embrace agentic AI to reimagine their marketing operations, Audience Agent will be a critical component in enhancing marketing workflows. With the help of AI-driven insights, marketers will be able to assemble precise buying groups and target exactly who they need with the right messaging—driving higher engagement and increased opportunities for B2B campaigns.

For teams ready to elevate their GTM planning, build buying groups confidently, and deliver higher quality pipeline, Audience Agent is here to aid them through Adobe Journey Optimizer B2B Edition and Adobe Journey Optimizer.

Adobe Experience Platform Agents are defining the next evolution of customer experience. Learn more about how Adobe AI for Enterprise powers marketing and creativity.

Karishma Phansalkar is a Senior Product Marketing Manager supporting product launches for B2B Customer Journeys. Karishma has a passion for product marketing and working with our internal teams to provide innovations that bring the most value to our customers. Karishma joined Adobe over 3.5 years ago, after spending the previous 8 years of her career working in management consulting and product implementation at various big tech companies. Karishma lives in New York, where she loves to explore all the restaurants and culture the city offers.

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