The moment is now for B2B marketing.
Something significant is happening in the world of B2B marketing, and the numbers make it hard to ignore. According to G2’s State of AI in B2B Marketing (2025), 79% of B2B marketing teams are using AI to drive productivity and efficiency, while 71% are applying generative AI weekly to optimize campaigns and workflows. More importantly, 83% of B2B organizations now see AI as critical to scaling personalization and accelerating pipeline growth. As a result, B2B CMOs are stepping into a new remit—one where marketing is increasingly accountable for revenue growth.
The marketing operations teams that are leaning into this shift are building and defining what great B2B customer experiences look like in the next era. The opportunity has never been bigger, and the tools to seize it have never been more powerful. The time to adopt AI within your organization is now.
Next-generation journey orchestration has arrived.
The most forward‑thinking marketing teams are already looking to adopt AI to focus on three core areas: productivity, personalization, and pipeline.
Imagine designing a complex, multi-channel journey in minutes instead of weeks. Or validating an entire program in seconds instead of days. Or coordinating every channel simultaneously using an AI-driven solution that can decide which journey is best for everyone in real-time, without human intervention at every step. With all this working together through smarter, automated systems, teams can close the loop between marketing engagement and sales action.
Adobe has been building toward this future. As part of our broader commitment to B2B innovation, we're bringing this vision to life with the tools marketing teams already own. We call it next-generation journey orchestration, which is designed to support a faster time-to-market with adaptive customer journeys, context-rich personalization at scale, and accelerated sales qualification that’s fueled by a high-quality pipeline. We're excited to mark this milestone with the latest innovations in Adobe Journey Optimizer B2B Edition.
What's new in Adobe Journey Optimizer B2B Edition.
Advanced marketing operations teams are ready to move beyond incremental improvements and into the next phase of optimization. They want a solution that works with the data and programs they already have, extending what's possible without requiring a ground-up rebuild of their go-to-market (GTM) infrastructure.
We’re excited to announce that Adobe Journey Optimizer B2B Edition now works directly with Adobe Marketo Engage data, giving Marketo customers access to advanced AI-driven journey decisioning and omnichannel orchestration, without requiring a customer data platform (CDP).
The following are some examples of how Adobe can offer a practical on-ramp into next-generation journey orchestration:
- Leverage your existing programs and lead, account, and buying group data.
- Supplement your rule-based campaigns with adaptive journeys.
- Let agentic decisioning trigger the next best action.
- Allow seamless context sharing between marketing and sales teams.
For teams that do have advanced data management needs — i.e., they require a customer data platform that unifies data from across the enterprise — Journey Optimizer B2B Edition is ready to deliver on that ambition. Wherever you are on your journey, there's a path forward.
Omnichannel orchestration with unified agentic decisioning.
For years, omnichannel marketing has struggled with channels operating with siloed decision logic, data models, and optimization rules — each channel optimizing in isolation, guided by separate rules and signals. The result? Disconnected experiences and missed opportunities.
Journey Optimizer B2B Edition changes this with agentic decisioning — a unified, context-aware decisioning layer that coordinates every interaction in real time. Instead of a disconnected experience, each touchpoint contributes to one continuous journey:
- Decisions are informed by real-time engagement, intent, and context collected via different channels.
- Known, pseudonymous, and anonymous audiences can be progressed across journeys.
This coordination spans where B2B buyers actually engage — from email, web, landing pages, and forms to paid media destinations and mobile channels. We’re also announcing integration with Adobe Brand Concierge, helping to extend intent signals captured through AI-powered web conversations into account, buying group, and profile context within B2B journeys. Marketers can use these signals to trigger the next best actions and more timely and relevant sales follow-ups — while interest is highest.
Agentic decisioning also powers capabilities like send-time optimization and AI personalization tokens — to not only optimize the right channel, but also to deliver the right message at the right moment.
Adaptive journeys: Using AI as a creative and operational partner.
The most significant shift in marketing operations is a new way of working, with AI acting as a partner rather than a passive reporting layer.
Journey Optimizer B2B Edition introduces an AI-native marketing experience that acts as a partner and coach to generate new ideas, flag opportunities, and offer recommendations as you build. You can describe a campaign goal in plain language, and the journey agent can generate audience logic, channel sequencing, branching paths, and an activation plan — all ready to review and launch in minutes. With input and guidance, the audience agent draws from unified lead and account data to precisely surface the right segments, continuously, without manual query-building or analyst support. A content advisor agent works in the background to surface content recommendations and messaging guidance as you build, so every journey is supported by assets that are relevant and ready to go.
Everything comes together in a unified journey canvas, supported by journey observability and traffic control so teams can monitor performance, manage scale, and guide journeys using AI with confidence. The canvas evolves with you rather than waiting for you to figure it out alone.
Once you experience an AI-native workflow like this one, it's hard to imagine going back. Learn more about adaptive journeys and agents.
Turn intent into pipeline with Sales Qualifier.
Demand creation is only half the equation. A timely, relevant response is what converts intent into pipeline.
In B2B, intent signals arrive constantly — from site activity, content engagement, and inbound requests — but they arrive unevenly and age very quickly. By the time a signal is reviewed, prioritized, and acted on, the buyer has already moved forward, recalibrated expectations, or shifted attention elsewhere. The opportunity simply fades, without making it into pipeline.
Sales Qualifier is built to close that gap. It brings real-time account, buying group, and contact activity into focus so BDRs and sales teams know:
- Where to spend time.
- When to engage.
- How to approach conversations with relevance.
Outreach becomes less reactive and more aligned to the buyer’s current state, rather than a snapshot from days or weeks ago. With Sales Qualifier, AI helps the marketing-sales handoff transform into a continuous, coordinated motion.
In sales engagements, when action arrives while attention is still present, the ROI can be much higher. As marketing leaders are increasingly measured on revenue outcomes, this important distinction can determine whether an opportunity is realized or simply recorded. Read more about B2B sales qualification.
Building a stronger foundation — without starting over.
For teams that are evaluating whether to adopt Adobe Journey Optimizer B2B Edition, it’s important to realize that the answer doesn’t have to involve ripping and replacing what you’ve built.
Existing data, existing programs, existing investments: they can all carry forward. Adobe Journey Optimizer B2B Edition is designed to deliver value fast, by building directly on marketing automation data already in place — while unlocking a foundation that’s significantly more capable, adaptable, and future-ready. For teams with broader data infrastructure and more complex orchestration needs, the full platform is ready to meet that scale.
Learn more about Adobe Journey Optimizer B2B Edition.
See it all at Adobe Summit.
Everything described here, the agents, the decisioning engine, the omnichannel orchestration, the sales acceleration loop, comes to life at Adobe Summit. Live demos, dedicated sessions, and announcements that go well beyond this preview.
The future of B2B marketing operations is on display. We can't wait to show you.
Catch up on all these updates and more here at this Adobe Summit session, Future of Marketing Automation: B2B Customer Journeys Vision and Roadmap [S201]
Vaibhavi Sharma is a product marketing manager focused on B2B customer journeys. Her experience spans product management, growth, and strategy. Vaibhavi holds an MBA from Haas School of Business at UC Berkeley and is passionate about how AI is reshaping enterprise workflows and user experience. She enjoys both building technology products and crafting the narratives that bring their impact to life.
