ADOBE JOURNEY OPTIMIZER B2B EDITION FEATURES
Buying groups and accounts
Create marketing-qualified buying groups aligned to your company's offerings, and automatically assign members to each role using generative AI and unified B2B data from across your enterprise.
Dynamic 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.
- Account list activation. Activate lists of accounts containing missing buying group members across account-based paid media destinations to fill empty roles.
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.
Buying group completeness
Automatically populate members for each buying group role to get a convenient comprehensive view of coverage and gaps, revealing which roles you need to acquire next.
- Automatic member assignment. Assign members to your buying group roles based on their individual profile attributes to quickly fill roles with contacts that you’ve already acquired 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.
AI-assisted buying groups (coming soon)
Let generative AI create buying groups based on your organization’s history of closed/won deals for specific products, then auto-assign contacts to those roles to quickly view completeness and missing members.
- Generated buying group roles. View suggested buying group roles and detailed criteria for each role based on information about your products, target accounts, closed/won opportunities, and other insights.
- Intelligent buying group assignment. Ask generative AI to automatically assign members to your buying group roles based on common attributes, engagement, past interactions, and more.
- Content and product knowledgebase. Use keywords, product information, and topics known to drive content engagement to strengthen the accuracy of AI-driven buying group member assignment.
- Sales and marketing knowledge base. Enhance the buying group recommendations by combining historical marketing data with CRM opportunity data.
Learn how to use buying groups and accounts features.
Find what you need in Experience League, our vast collection of how-to content – including documentation, tutorials, and user guides.
