B2B Go-to-Market Orchestration

Adobe’s B2B orchestration stack helps enterprise teams drive pipeline and revenue by aligning data, content, and journeys around how real buying happens — across groups, roles, and channels.

Instead of focusing on individual leads or disconnected campaigns, Adobe’s solution supports full buying group engagement across the customer lifecycle. It replaces traditional lead-based handoffs with coordinated, account-aware experiences that reflect how enterprise decisions are made.

Here’s how it works:

• Marketo Engage captures, scores, and nurtures leads at scale — using AI and automation to personalize journeys across channels and roles.
• Adobe Journey Optimizer B2B Edition orchestrates those journeys in real time — assigning contacts to buying group roles and triggering campaigns based on group behavior and completeness.
• Real-Time CDP B2B Edition unifies person and account data from multiple systems — resolving identities and activating governed audiences.
• Customer Journey Analytics B2B Edition provides shared visibility into every interaction — helping teams spot friction, track performance, and prioritize accounts.
• Together, these tools form a connected system that helps marketing, sales, and operations teams work from the same data, follow the same signals, and act as one — across accounts, roles, and funnel stages.

Traditional lead management focuses on scoring individuals. Adobe replaces this with buying group orchestration. With Marketo Engage and Journey Optimizer B2B, marketing and sales teams coordinate around complete, high-intent buying groups — using real-time insights, role-aware journeys, and AI-generated summaries to improve conversion and eliminate cold handoffs.

MQBGs are Adobe’s evolution of the MQL. Instead of scoring individuals or entire accounts in isolation, MQBGs track the completeness and engagement of buying groups — assigning roles like decision-maker or technical evaluator, detecting gaps, and signaling sales readiness. MQBGs provide a far more accurate and actionable view of purchase intent.

Learn more about MQBGs here

1. Marketo Engage: Marketing execution and lead engagement
2. Journey Optimizer B2B Edition: Real-time journey orchestration and buying group scoring
3. Real-Time CDP B2B Edition: Data unification and segmentation
4. Customer Journey Analytics B2B Edition: Omnichannel journey analytics
5. Brand Concierge: Content governance and asset delivery

These products are modular but tightly integrated through Adobe Experience Platform.

Account-based marketing (ABM) focuses on targeting high-value accounts. Account-based orchestration (ABO) goes further by syncing sales, marketing, and service actions across every stage of the account lifecycle — powered by real-time buying signals, unified data, and AI-triggered journeys.

Real-Time CDP B2B Edition acts as the foundation for audience resolution, segmentation, and activation. It unifies CRM, MAP, and third-party intent data to enrich profiles, identify buying groups, and push governed audiences into orchestrated journeys and campaigns.

Marketo Engage syncs engagement data directly into CRMs, ensuring sales and marketing operate from the same source of truth. Customer Journey Analytics visualizes account journeys in real time, showing exactly which actions drive revenue and where momentum stalls.

Enterprise teams using Adobe’s B2B marketing stack have reported:

• 36x increase in campaign execution speed
• 25% lift in lead-to-opportunity conversion
• 16:1 ROI on re-engagement programs
• 222% increase in sales opportunities when buying group engagement is activated

Customer Journey Analytics provides real-time, omnichannel visibility into every touchpoint — including marketing, sales, product usage, and support. It surfaces bottlenecks, highlights influence patterns within buying groups, and gives all teams a shared understanding of what’s driving pipeline and revenue.