ADOBE JOURNEY OPTIMIZER B2B EDITION USE CASE
Speed up opportunity creation by providing sales with contextual visibility into buying group and individual members’ engagement — giving them the best of both account and lead-based marketing.
Journey Optimizer B2B Edition builds on traditional lead and account-based marketing metrics with a new measurement — marketing qualified buying groups (MQBGs) — which provides insights into purchase-readiness for entire buying committees. This metric tracks sales and marketing team activities, giving each team visibility into all interactions with potential customers. The result is cohesive experiences and more accurately qualified individuals, buying groups, and accounts, that are aligned with the company’s go-to-market strategy.
Provide sales teams with a more comprehensive view of both the individual buyer’s and buying group’s engagement so they have a better understanding of potential opportunities. Activity summaries show which group members are highly engaged and which roles are still missing, while timelines of recent interesting moments make it possible to identify opportunities based on the content the group is engaging with.
Once marketing qualifies a buying group, sales teams are automatically alerted to progress the opportunity. Sales representatives receive email notifications for each new MQBG tagged to a specific solution or product. Using generative AI-powered account summaries, sales can easily get details about group and individual engagement, solutions of interest, and engagement level.
By coordinating efforts and sharing visibility into customer activities, sales and marketing teams can better prioritize leads and accelerate sales opportunities. Journey Optimizer B2B Edition makes it easy to engage buying group members, while leveraging internal stakeholder relationships to progress unengaged or missing members. It also keeps marketers updated on changes to the group’s structure as account knowledge increases over time.
