ADOBE JOURNEY OPTIMIZER B2B EDITION FEATURES
Buying groups and accounts
Streamline buying group creation and management using AI and unified B2B data from across your enterprise in a single application.
Audience Agent
Streamline campaign planning and accelerate pipeline growth with automations that help you discover, create, and activate buying groups.
- Intent-based audiences. Use product interest signals to identify and target your ideal personas and audiences, so your team spends more time engaging and less time guessing.
- Buying group recommendations. Rely on automation to analyze structured, unstructured, and first-party data sources — such as CRM profiles, marketing activity, and web content — to identify and recommend buying group members.
- Always-on management and activation. Use Audience Agent to populate buying groups, trigger engagement alerts, and hand off audiences to downstream agents for journey activation — either independently or through actions that have been predefined by a user.
Learn more about Audience Agent.
Unified account lists
Create buying groups and power your journeys using unified target account lists that dynamically include and exclude accounts and update as new buying group members are discovered and assigned to their roles.
- Adobe Real-Time Customer Data Platform data. Activate account audiences, made up of unified people profiles and account profiles from across your enterprise, to ensure the most accurate, complete and real-time representation of your buying groups.
- Adobe Marketo Engage data. Enrich your target account lists and buying groups, assign members to roles, and trigger journey actions using marketing automation data from Marketo Engage.
- Paid media activation. Activate lists of accounts containing missing buying group members across account-based paid media destinations to fill empty roles.
Buying group completeness
Populate each buying group role using AI support or manual selection to get a comprehensive view of coverage gaps and reveal which roles you need to acquire next.
- Automatic member assignment. Assign members to your buying group roles — either manually or with the help of AI — based on their individual profile attributes. This lets you quickly fill roles using contacts you already have in your database.
- Completeness scoring. Score the coverage of your buying groups based on the roles that you’ve already acquired to help sales and marketing rank qualification and prioritize engagement.
- Missing members. View the empty roles across your buying groups to quickly identify coverage gaps and adjust marketing and paid media strategies to acquire missing members.
Buying group management
Create buying groups using an intuitive, step-by-step design wizard and manage them within your target accounts for each product and service that your sales and marketing teams bring to market.
- Solution interest. Associate buying groups with specific products and services to ensure journeys and marketing-qualified buying groups are aligned with your company’s go-to-market strategies and sales motions.
- Roles and templates. Customize buying group roles and templatize them so they can be reused across other groups for similar or overlapping products.
- Lists and filtering. Browse and filter your buying groups based on account, product offering, completeness score, and more to easily manage all your groups from a single place.
- Role criteria and priority. Prioritize the importance of each role and define specific criteria using granular first-, second-, and third-party person-level data from contacts associated with your target accounts to qualify and assign the right members to the right role.
Learn how to use buying groups and accounts features.
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