ADOBE JOURNEY OPTIMIZER B2B EDITION FEATURES

Unified B2B audiences

Create AI-generated lead, account, and buying group audiences using unified data and first-party intent data for the most precise targeting, personalization and activation.

Audience Agent

Accelerate audience discovery and creation by asking the AI agent to automatically identify key personas and roles to target and help you activate buying groups for your target leads and accounts.

Intent-based audiences. Empower Audience Agent with your first party marketing, sales and customer intent data as context for accurate audience recommendations.
Buying group recommendations. Rely on automation to analyze structured and first-party data sources — such as CRM profiles, marketing activity, and web content — to identify and recommend ideal personas and roles to target.
Always-on management and activation. Use Audience Agent to populate buying groups with automated templates and hand off audiences to downstream agents for journey activation.
Conversational help. Get best practices, recommendations, and contextual guidance in real-time from a virtual marketing coach that can help you discover high-value audiences and get buying group recommendations.

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Unified lead and account audiences

Create buying groups and power your journeys using unified lead and account audiences that dynamically include and exclude accounts and leads and update as new buying group members are discovered and assigned to their roles.

Adobe Real-Time Customer Data Platform B2B Edition data. Activate account audiences, made up of unified individual lead 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 leads, accounts, and buying groups, assign members to roles, and trigger journey actions using marketing automation data from Marketo Engage.
Anonymous lead and account activation. Activate and prioritize the right account lists — including anonymized and known leads — using dynamic paid media orchestration across networks and destinations.

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Buying group completeness

Populate each buying group role using AI or manual selection to get a comprehensive view of coverage gaps and the 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.

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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. Easily manage all your groups from one place and browse and filter your buying groups based on account, product offering, completeness score, and more.
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